Google Analytics Site OverlayGoogle Analytics Site Overlay
An owner of an e-commerce website recently made an observation that a prominent promotional on the home page of their site had generated fewer than expected sales for the item that was being promoted. "What are people actually clicking on the home page?" they asked.
Enter Google Analytics.
After months in the making, the new Google Analytics interface has been released. This new interface has taken a good analytics tool and made it great. One of the most helpful advancements has been to include the numbers behind the percentages. One example is their site overlay feature.
The site overlay gives you "at-a-glance" information to know which are the most profitable links on your website. Used in conjuction with the conversion goals and ecommerce tracking, you have a powerful tool that every e-commerce site should be utilizing to guage the value of every link on your home page.
The Key Differences
An example from the old site overlay:
The same item in the new site overlay:
The new format for the site overlay gives you meaningful numbers about how each link on your page is performing.
- You know exactly the link that is being analyzed: /products/
- You know exactly how many transactions (sales) the people who clicked on this link generated: 13.
- It also removes the cryptic terms like "G1" with usable terms, "Goal 1: Complete Checkout."
- When configured, you will know the actual revenue that each link generates. (Note, this website does not have revenue tracking set up).
If you have a website that has any kind of conversion goals (sales, donations, free signups, contact us, etc) there is no better time to install Google Analytics for tracking results.
For the e-commerce site, Google analytics was able to help them see at-a-glance, what the best performing links are on their home page. Then they can make changes and adjustments on-the-fly to increase the value of their home page promotions.
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