Jan 29, 2021

How to Optimise your Webflow Website with Google Analytics

By Nikolai Bain

How much do you know about the users visiting your website?

Do you know what devices they typically use to visit it, where users are located geographically, or what pages users visit most frequently?

Learning even the smallest amount about who is using your website and how they are using it helps you to understand where to focus your improvements on; and by doing so, you can achieve a better user experience results in a higher conversion rate for sales or sign-ups.

Just knowing something as simple as the device type that is most commonly used to visit your website helps you to focus on improving it for a specific screen size. This is much easier than having to waste time having to adjust all your pages for every single device that exists.

If you don't know the data from your website, then you can't say whether it's working or not. Let's learn more about your users and how they are using your website through setting up analytics.

Google Analytics is the first stop when you know you want to start to analyse how your website is working for you. It gives you an insanely detailed picture of almost everything you might want to know about your website, including:

  • Where your users are located
  • What time users visit your website
  • What devices your users use to visit your website
  • How many users you've had visiting your website
  • Where users find your website
  • How long users spend on your website
  • What pages users visit the most
  • How well you retain users

The list keeps going on. Installing it with your Webflow website only takes a couple of minutes, and then you can start going through your data and understanding your users.

First set up a Google Analytics account and find your Tracking ID. It should be formatted like AB-123456789-1.

Next, go into the settings of the Webflow project you want to add analytics to and click on the integrations tab. Add your Tracking ID into the box in the first section, and re-publish your website.

That's it! Now you want to wait a couple of weeks for it to gather enough data about your website, and then you can jump in and start getting insights.

There is a built in Analytics Intelligence that helps you by highlighting certain insights, but often they can be too technical and don’t tell you what that information actually means. It can often be better to make insights yourself from the trends you see in the data.

Some if the insights you might find could be:

  • Your bounce rate is low on your homepage (people only visit your homepage and then leave)
  • Users primarily browse your website on mobile devices
  • The majority of users visiting your site are situated in a different country to you
  • You get most of your referrals from a certain website, such as Medium
  • Your website is visited more on the weekend

With each insight you find, you want to come up with a hypothesis about why this might be, and then decide whether to act on this information in some way.

For example if you see you get most of your referrals from a specific website, you could improve or update your profile on that website to maximise your referrals from that channel.

Because there can sometimes be an overwhelming amount of content to work through, here are some specific pages I would recommend looking at:

Acquisition Source/Medium

Here you can see what websites your users are being referred from. Like I mentioned before, this can be a great way to see what websites and channels to put more effort into to get more traffic from them.


Behaviour flow

This shows you the flow of pages users commonly go to when navigating around your website. It can make it super easy to outline an ideal funnel or user journey through this by know what steps you want to take them through.

Site Content Pages

This shows you an overview of how many page views each of your pages gets to see which pages are visit most frequently, and to see which blog posts are the most popular. You can also see how long they spend on this page, and how low the bounce rate is.

Geo Location

This shows you what country users are located in when they visit your website. It's good to know where it more popular and to figure out why that is. You want to make sure your putting effort to market to only the countries you want to get customers from.

Summary

As with any analytics integration you add to optimise your website, you want to make sure you set aside the time to go through it and get insights from it. It's no use setting it up if you're never going to look at it again.

Google Analytics is the most universal tool for understanding more about your users, and knowing more about your users will always be beneficial for your business.


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