Leverage your web analytics data. They’re collected and charted for a very good reason–to help you identify the strengths and weaknesses of your marketing campaign. Exploit that knowledge and turn it into sales.

Here are ways to use your website’s analytics to help grow your business and encourage sales.

Invest Your Time and Money in Places Where the Bulk of Your Visitor Traffic Is Coming From

Your web analytics data can tell you the various referral websites where the traffic originates. Do you get the most traffic from social media or from your email marketing efforts? Are you getting a lot of organic searches, and if so, for which keywords or keyword combinations? Are paid searches giving you decent conversions? If no, why continue paying for them?

Know your most productive marketing and promotional channels. Then invest your time and money on them. Don’t go on a blind hunt wherein you devote a large percentage of your marketing budget into places that only trickle online traffic to your website. Since there are hundreds of possible ways to generate traffic, you need to zero in only on the most viable, cost-effective routes.

Take Advantage of Demographics and Location-Related Information

The Audience report from Google Analytics has a segment called Demographics and Interests. It’s a marketing goldmine, if used smartly. From there, you can analyze the age, interests, and even the gender of your website visitors. You also see the corresponding conversion rates. Devise your approach for paid traffic according to these data.

Knowing the geographical location of your site visitors enables you to specifically target certain areas. Any insights obtained from these analytics data can help you refine your marketing approach. For example, you can enhance your targeted advertising efforts or run special offers on areas with low conversion rates.

Use In-Page Analytics to Improve Your CTAs

Which links on your webpages are getting the most number of clicks? Do the clicks convert to purchases? Are your CTA buttons being “acted upon” by site visitors?

Know which calls to action are effective. Most importantly, know why they are effective while others are not. Do they resonate with online users because of their design, their strategic location, or the type of webpage content that support them? Study your in-page analytics closely with these CTA-related questions in mind. They can give you remarkable conversion-boosting ideas. It also helps to read up on the best practices for strengthening your CTAs.

Optimize for the Most Successful Platforms and Devices

You can cross-reference your conversion rates with the different device types and operating systems used by your site visitors. If you are increasingly getting more sales from Android smartphone users, for example, then it is high time to invest on a mobile-friendly website.

Scrutinize the bounce rates against the device types, too. It is likely that the high bounce rates from, say, iOS devices are caused by iPhone and iPad users having difficulty viewing your webpage.

You cannot sell if people do not see what you are offering. Your analytics data can give you an idea if there are certain platforms and devices that are consistently being turned away from your site.

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