Benchmarking Analysis and Visitor Profiling Methods
Google Analytics is not only useful for tracking the unique visitors to a website; you can also use it for setting goals and even tracking your most popular content. In fact, one of the least common but more important uses of Google Analytics is visitor profiling and benchmarking analysis. This article will explain how and why to do this.
Using the techniques in this article, you will be able to answer some of the visitor profiling questions faced by any search engine marketer/webmaster or web developer. These include:
1. Is your website optimized for the most popular browsers used by your visitors?
2. What is the most popular operating system/browser combination used by your visitors? Is your website optimized for this kind of setup?
3. Does your website really “look” good on the most popular screen resolution used by your visitors?
4. If you're also thinking about targeting your website for mobile-based visitors, does your website really look good on the specific mobile device you have in mind?
Benchmarking-related questions are even more important. Answers to these questions could be used as a good measurement of your website's success. They include:
1. How does your website perform in terms of overall website traffic versus other websites of similar size?
2. How low is your website bounce rate versus other bounce rates in websites of similar size?
Other comparison that can be deduced from Google Analytics benchmarking cover the following areas:
3. PageViews comparison
4. Average time on site
5. Pages per visit
6. New visits
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