So you’ve probably logged into Google Analytics to see the data for your website, but what do you do with that information? How do you make sense of these numbers and not feel overwhelmed? Here are 5 easy things to look for in your Google Analytics and how to use that data to level up your bridal shop’s website!
1. Wrong Audience Locations
With your bridal shop, it is important that the brides who are viewing your website are from your city for them to be able to actually come visit you! Google Analytics makes it super easy to find out where your audience lives down to the city under Audience>Geo>Location. If your analytics show that the brides visiting your site are not from your city, this is a sign that you need to make some keyword adjustments. Try to look for ways to incorporate location keywords naturally in your website’s copy or use these tips to target more local brides with your paid ad campaigns!
2. Instagram Views aren’t Translating to Website Visits
Although Instagram is a great resource to get your shop’s name and dresses in front of brides, you want them to take the next step and visit your shop’s website to book an appointment. To see if your social media followers are translating to website visits simply look under Acquisition>Social>Network Referrals on Google Analytics. In the case that your website is not seeing visits come from social media, ensure that the current link in your profile bio is still working. Then, focus efforts to post captions that drive brides to your website and highlight why they should leave Instagram and go to your shop’s website. This reasoning could be to read a helpful blog, see more dresses by a designer, or book an appointment!
3. High Bounce Rate
RocketFuel reports that a bounce rate of 56-70% is considered higher than average and should be further investigated. Reasons for high bounce rates can be numerous, but you want to make sure that content leading to the webpage is not misleading. For example, don’t have text about tux rentals that links suit designs. Mistakes or misleading content such as this will create confusion for your audience and increase the probability of them leaving your website. You can find your website pages’ bounce rate by navigating through Behavior>Site Content>All Pages.
4. High Load Time
Have you ever clicked on a link, but then the website took so much time to load that you just closed your phone and moved on? This is an experience that you want to avoid your brides having! Thankfully, Google Analytics provides analytics on how long it takes for your website to load under Behavior>Site Speed>Overview. You can also test how mobile-friendly your website is using Google’s Mobile-Friendly Tester to ensure that your website can load on mobile devices easily.
5. Low Time on Page + High Exit Pages
Although both of these analytics separately don’t necessarily mean there is a problem with your website, together they can indicate that your visitors aren’t finding what they are looking for quickly or easily enough. Remember, you want to ensure that you make brides’ experience on your website and find your shop’s information as easy as possible! These pages may also be having issues simply capturing brides’ attention so you can review the content to ensure it is not only easy to navigate, but attention-capturing! Find pages with low time on page and high exit rates under Behavior>Site Content>All Pages!
Want More Ways to Level Up?
We help bridal shop owners just like you market their shop to boost organic traffic and help brides along in their buyer journey with you!
Not sure yet? We understand! Follow us on Instagram @engagedmarketingcompany for more FREE bridal shop marketing tips + tricks!
