Not all website owners really care about where their traffic is coming from geographically, but Google Analytics
can provide some insights about your visitors that you may find valuable. For instance, if you're a global company who markets a product or service internationally, you may want to pay attention to countries where heavy traffic is coming to your website.
Let's say you sell a widget, and your widget has a huge fan-base in France. You put the widget on your website and have a few pages of content about the widget. What you are finding is that heavy amounts of traffic from France are visiting your website and looking at the widget, however, the traffic isn't converting. This could tell you that there is a break down in how they are receiving the information. If they are using an auto-translate tool that converts webpage text, this could lead to some issues. I've learned from past experience that when translating in certain languages you have to be very careful about wording because certain translated phrases can be considered offensive, where we may not realize that. So in the case of this widget, if we have heavy French traffic, we may want to invest in having those pages professionally translated so our visitors from France can gather all the necessary information in their native language that will help them make a buying decision.
Tip: You don't have to translate an entire website, you can use this data to help you determine if you are getting relevant traffic from certain countries and then offer a translated version of certain pages only.
So we've looked at countries, now we can dig into our US based customers. If you are have eCommerce storefront that sells in the US only, knowing where your traffic is coming from by state, can help you identify pockets of prospects and customers you may not have otherwise captured. It can also identify states with low traffic where you'd like to increase your conversion rate. This type of information can help you make decisions about targeted and segmented marketing, like sending an email offer to only certain states that are below a certain traffic threshold, or increasing your ad spend in Google AdWords in very geographically targeted states.
You may also think you know where your primary customers are, but looking at this information will help you identify areas of growth, and seasonality of how your customers buy based on their location. When you break it down by state, and look at year over year data, you can see buying cycles by region, or perhaps warm weather states versus northern states. Using these trends can mean you beef up certain campaigns or target specific products to specific states during those months when you know to expect a drop in traffic.
Taking it a step deeper, you may be a very localized small business who offers a product or service in a very small market. Looking at your traffic by city will help you measure targeted marketing campaigns. Maybe you are doing a mailer or newspaper advertisement, or a tv spot that is running in certain cities and towns with a customized URL or landing page. Looking at your traffic by city or township can help you see where you are drawing your local traffic from. You can also look at bounce rate by city too. If those campaigns to specific cities have a high bounce rate, you may want to adjust your messaging or offer for that location, or look at optimizing the landing page (something we will talk about in a future post).
And then finally, as you narrow it down to city or township, look at what pages they are entering your website on, the top content, what pages they are exiting your website on, the bounce rates and other relevant information. Knowing where your customers are and what they are interested (or not interested) in will guide you in making improvements to your website content, your marketing efforts, your search engine optimization strategy and other business decisions.
In this case, if you are running a campaign for a specific city, and you've created a unique landing page for that campaign, this report will give you some stats about that landing page and where your visitors are coming from. Furthermore, you can determine the percentage of users who are hitting the landing page and then exiting your website without taking any future action, otherwise known as a bounce.
Hopefully this has helped you better understand why you might want to pay attention to where your web visitors are coming from. Not sure where to start? We can help. Contact us today!