To gain a better understanding of how to go about this we caught up with Terry Johns from Kraken Data. As someone with a passion for something called ‘Conversion Rate Optimisation and Analytics’ he definitely knows how to make business websites generate more revenue through using Google Analytics to gain a better understanding of the customers that use it.
Terry shared his 5 key tips to get your Google Analytics moving along on the right path.
Every website can have Google analytics easily implemented and enabled. It is an invaluable source of information for your business in understanding who is looking at what on your website, where they come from and how they engage with your content. If you are unsure if you have access to this functionality, talk to your website manager or developer.
Implement Google Analytics correctly, this will ensure accurate data as you look to track onsite events, campaigns, e-commerce and your general online performance.
Make the most of powerful Google Analytics tools to help you set specific goals and monitor how your website performs. Things like how many people click on your subscribe button, how many people request a downloadable pdf, or how many convert into sales and become customers. They can be a bit tricky to set up, so get some professional help if you need.
Define the goals that will allow you to measure your online conversion rate. This will give you your baseline for continuous improvement.
Google analytics allows you to create custom reports and dashboards based around your website business goals; they help you to quickly visualise and better understand your website data. You can use these like shortcuts to get a snapshot or export them as pdf’s for reporting to your stakeholders.
Google Analytics has a great gallery of existing templates that can be used quickly and easily.
Custom segments that allow you to measure the performance of specific audiences against others. For example, customers who have recently purchased or visitors who have arrived from your marketing campaigns.
Using the tools in Google Analytics means you can get to know your customers better and identify how they use your site so that you can improve their online experience.
Google Analytics allows you to compare data across a date range defined by you. You can compare week to week, month to month, year on year, or whatever period you like! You can also then filter down and see what pages have been popular (or not) during that period, and where your visitors have come from.
Ask yourself; How did this month compare to last month? How did a recent site change affect visitor behaviour? What do I need to change to make the site work better?
Content published December 2023, reviewed February 2026
The Mornington Peninsula has an abundance of talented, local people in business. As part of the Support Local campaign, we are connecting our local business community to these local experts. Through sharing their expertise and insider knowledge, these experts hope to play a part in re-energising the economy with new ideas to Support Local.
