Some really interesting new features are just being introduced to Google Analytics. For a good summary, I’d recommend Google Analytics releasing 4 new functions to offer more user-centric insights on Marketingland. In summary, they’re about understanding the ‘user journey’; perhaps the most interesting makes it possible to easily view how individual users interacted with the site, even across multiple sessions. If you wanted to discover, for example, how the users who actually filled in an enquiry form got to that point, this is what you need.
Tracking examples across multiple sessions can be illuminating. Recently I looked at one of our clients’ online store data, and found a buyer who visited the site 3 times in a fortnight, and even went to the checkout on the second two occasions, but didn’t buy the product. Then they came back 10 weeks later and bought the product in three clicks! And this doesn’t seem unusual.
On all of the visits after the first, the source of the visit was a Google search, demonstrating how people who return to a website often just use Google to get there, probably searching for the company or product name. If you’d just looked at the last visit, you’d credit the sale to a Google search, but that may not have been the case for the original visit.