How to Maximize Google Analytics for Marketing Performance

Posted on August 20th, 2021 by nms

Insurance agencies increasingly rely on digital marketing to attract new customers. At the center of digital marketing is search engine optimization (SEO), which allows your agency’s site to stand out in online search. For marketers, insurance search strategy can be enhanced with the data and tools provided by Google Analytics. In this guide, we will explore the best ways to leverage Google Analytics, helping you to make a significant marketing impact that drives business growth.

What is Google Analytics?

Launched in 2005 by search engine giant Google, Google Analytics is a service that monitors and reports on website traffic, giving digital marketers a wide range of data streams to pinpoint such visitor habits as:

  • Session duration
  • Pages per session
  • Bounce rate
  • Sources of site traffic

These data streams influence the insurance search strategy by giving marketers the details they need to know what is working, what needs improvement; in other words, Google Analytics and its tools help agencies and marketing professionals make more informed marketing decisions. Data also provides clues for optimizing website content to help deliver the information visitors are looking for before taking the next step in the insurance purchasing funnel.

Tackling High Bounce Rates and Low Conversions

One of the sets of data collected by Google Analytics is known as bounce rate, or the rate at which a website visitor navigates away to another site. High bounce rates negatively impact website traffic and search visibility; the Google search algorithm sees high bounce rates as a signal that the website does not offer relevance or engagement to visitors. As such, getting to the bottom of why a given website’s bounce rate is so high is a core component of modern insurance search strategy.

Related to bounce rate is a factor called conversion, which is the process of turning a site visitor into a customer such as by signing up for a newsletter, making a purchase, or reaching out to your agency for a quote. Sites and pages with low conversion rates suggest that these web properties are not performing as intended.

Google Analytics gives you the ability to identify the pages that are not performing, either by having a high bounce rate or by exhibiting low conversion. By quickly identifying these pages, marketers are able to improve them by:

  • Adding high-quality content
  • Tweaking navigational structures
  • Answering common visitor questions
  • Adding calls to action (CTAs), such as to call or message the insurance business

Aiming for the Top of Google Search Results

Many insurance agency websites perform well in Google search, occupying the first or second page of search results thanks to hard work and the concepts of SEO. What if you could further tweak theses well-performing pages and get them to the very top of search results? Google Analytics facilitates that process, which is far easier and more effective than getting new pages to rank.

Google Analytics helps you identify the pages to focus on and provides clues into the optimization needed to improve their ranking. Tips for improving these pages in search results include:

  • Identifying competitive keywords, then using those keywords and phrases in content.
  • Improving the quality and depth of content on pages.
  • Ensuring functionality and fast loading speed of the underperforming pages.
  • Tweaking the design and layout of pages.
  • Improving navigation structures to and from the underperforming pages.

Leveraging Traffic Trends

Google Analytics tracks where traffic is coming from before arriving at your insurance business website. Naturally, traffic sources that produce a lot of leads are the ones that should receive attention in your insurance search strategy. With Google Analytics data in hand, it is time to focus on the sources of traffic that are getting people to your website. Common high-performing traffic sources include:

  • Affiliate marketers
  • Industry news/information resources
  • Google Advertising
  • Social media advertising (Facebook Ads, LinkedIn ads, YouTube marketing)
  • Banner retargeting platforms

By focusing on these traffic sources, your agency can get the most from marketing budgets. Why spend time, money, and effort on traffic sources that do not produce the desired results? Google Analytics ultimately allows your agency to improve its insurance search strategy, unlocking new opportunities for business growth by bringing customers to your website.

About Agency Tsunami

Agency Tsunami is the digital marketing division of Neilson Marketing Services, who has provided the insurance distribution sector with innovative marketing and communication solutions for over twenty-five years. With our Agency Tsunami program, we have implemented an integrated marketing strategy that includes optimized, professional websites supported by high-quality SEO and Social Media for hundreds of insurance retailers and wholesalers. Our goal is to help your insurance business perform and generate new opportunities. Give us a call at (800) 736-9741 to learn more about how we can do that for you.