The aim of a company is to make money most of the time, if not all the time. But how do online businesses gauge consumer behaviour and trends to ensure that their operations are at the optimum level? Here is where Google Analytics answers the fundamental question of “How much of this (advertising) really works?” Google Analytics have been around for the past six years and recently they introduced Multi-Channel Funnels to help businesses get a bigger picture.
Vinny Vijeyakumaar, Senior Conversion Specialist, Google Southeast Asia says, “I work with online business to help them increase their conversions, and by conversion we mean getting visitors to take a desired action on the website whether it is buying a product or signing up a newsletter.” By being able to see clearly the activities of the consumer, businesses are able to improvise and generate more profit. The best part about it is that it is a free service and that it provides anonymous consumer data so that consumers do not have to worry about privacy.
What makes Multi-Channel Funnels different is that it shows the interactions of the consumer before they arrive at your website. Most marketers use last-click attribution to determine the value of their advertising. Now, you can see how many times they went to your site directly or whether they accessed it through a search engine or through a social networking site.
Social media is rapidly growing as medium to interact with customers and for businesses to succeed, it has to be taken into consideration. That is why the new Google Analytics Multi-Channel Funnels give businesses the ability to track clicks on their +1, Facebook and Twitter buttons. Additionally, the feature also enables marketers to see how the website was accessed, be it through iOS or Android smartphones.
Last but not least, Multi-Channel Funnels gives marketers the ability to measure the time it takes to load their pages across demographics.
Adrian Tan, Director of clickTRUE and a Google Analytics authorised consultant shared about how the technology helped his customer, 701 Panduan, gain traction. After implementing Google Analytics, 701 Panduan saw an increase of 58-percent in conversions.
Be it for SOHO, small medium businesses and large corporations, Google Analytics is scaled to meet the needs of businesses and it is very user-friendly. Malaysian companies have shown interest in the technology with approximately 400 participating companies at a Google gomeasure seminar, that Google held in conjunction with the launch of their Multi-Channel Funnels feature.
“We’ve been using it (the newly- introduced social interaction tracking tool) in the last couple of weeks but we have seen an increase of almost 60-percent in social interaction with visitors to our site,” testifies Wilson Quah, founder of MilkADeal.