How to Interpret Your Google Analytics Report

June 14, 2013

You've set up Google Analytics for your insurance website and are bombarded with all different kinds of statistics and numbers. How do you get started interpreting what they mean for your site? First, you must decide what your online storefront is meant to do. Insurance websites generally do one or a combination of the following things.

  1. Generate leads through quote or contact forms
  2. Offer support and claim information
  3. Develop branding to promote a recognizable name in your market

Once you've decided on your purpose, then you can move to the numbers. The default report that shows up on your Google Analytics dashboard contains the following statistics to help you decide what site changes you can make to meet these ends.

Percentage of New Visitors
Track how many new visitors your site attracts and brainstorm ways to increase that number and why the number may be low. This statistic usually gives you a basic idea of how well your site is optimized for search engines and how well your insurance marketing systems both on and offline are working to bring in new traffic.

Page Views
Page views identify how useful visitors find your site. Not only did they visit your website, but this number identifies how many different pages on your site a person navigates to in one session. If this number is low, you may want to rethink your calls to action on your different pages to make sure there is a clear pathway to the pages users would find the most useful.

Bounce Rate
With the bounce rate, you can decipher how much misdirected or uninterested users your site receives. A bounce rate means how many people come to your site and leave after viewing one page. To read more about how to interpret your bounce rate, view my other blog post here.

Average Time on the Site
This number helps you decipher how useful your site is and the general level of interest of visitors on your site. Test how long it takes you to navigate from your home page and then to a quote form with someone unfamiliar to your insurance website. If your average time on your site is near that time, you can assume that your site is pretty effective in converting prospects.

Percentage of New Visits
Percentage of new visits, first is different than percentage of new visitors. A lot of new visitors would indicate that your efforts to get your brand out are working. This statistic however is the number of visits meaning that it measuring how many visits are new versus retaining those new visitors and enticing them to come back. If the percentage of new visits is very high, you may want to reconsider why your site is not engaging repeat visits from those that come to your site. Maybe your navigation is too cluttered or the things that visitors are looking for in your site are not as apparent as they should be at a glance.

Using Google Analytics to guide your decisions on your site's structure and content is the only way you can get a look into your visitors' wants and needs from your online storefront. This is why it's critical that you're diligent about checking up on your reports to make sure your insurance website is as effective in converting and retaining customers as it can be. And remember to always keep your site's purpose in mind while you're translating this data into website changes.

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