Using In-Page Analytics to Determine Your Customer’s Needs

Use In-Page Analytics to determine what your customers are interested in

Understanding your customer’s needs means understanding what will sell. This means you can put your energy into promoting those products or services that your customer is interested in.

Here’s a quick test through Google Analytics:

Use In-Page Analytics to determine what your customers are interested in. In-Page Analytics will tell you the percentage of clicks on each link off your web page.

That means you can compare percentages against one another, and relatively determine what customers are interested in buying, or, as you will see below, what problems customers are trying to solve.

What you need.

  • Google Analytics installed on your website.
  • A great looking splash page that routes well
  • About 5 minutes of time.

How to do it.

  • Open up GA > Content > In-Page Analytics
  • View the awesome results.

Easy, right?

Example Site: White Plains Massage.

4 primary routes.

For this site, we see that there are 4 primary routes that a visitor can take off the home page.

Google Analytic's In-Page Analytics

Google Analytic’s In-Page Analytics helps you understand your customer’s needs.

Numerous bullets underneath each.

But wait, there are a number of bullet point hyperlinks underneath each of the 4 primary routers. And associated with each are percentages of clicks.


The Red Square: the Therapist

  • This column is about the therapist. Most of the interest goes towards the Bio, and no wonder – if I was getting massaged by a dude, I would want to know whether he’s a competent and nice guy.

The Green Square: Proof

  • This column is about proof. The general call to action is whether the the massage therapist is qualified, but more importantly, whether he’s better than other massage therapists.
  • We find that most people, if proof is what they need, are interested in testimonials.

The Blue Square: the Services

  • This column is about services. What massages are people interested in? Deep tissue wins by a landslide.
  • But look at the percentage that drives towards hourly rates. And combined in that link is also ‘gift certificates’, which brings up a very good point – are the clicks for gift certificates, or rates? We don’t know – and should break that into two separate links.
  • Regardless, it is one of the most clicked upon pages; we should study the Rates page closely for bounce rate – are customers driving towards rates, then qualifying the therapist as ‘too expensive’, before really seeing the benefit?

The Pink Square: the Needs of the Client

  • This column is about needs. What does the customer need? Most people are looking for relief from pain and relaxation.

But isn’t it nice to know that each page goes to a specific message for each type of need? That also increases conversion rate.

So, how do you use the information to market yourself, better?

Simple. You put your dollars into…

  • Videos for increased sales: since testimonials are so important, it might prompt us to create videos of clients (if they allow it, of course) telling us about the problems the therapist solved. Videos are far more ‘trustworthy’ of a testimonial than the written word.
  • Pain relief and relaxation ads for better, more focused marketing: Since customers are focused on those two needs, when placing ads in local newspapers, we should focus on those messages (especially if ad space is limited or expensive). Those two needs (and complimentary services) will appeal to the most future clients.

In conclusion:

Using In-Page Analytics helps you determine what needs are most important to customers, and customers vote with their dollars. Find the greatest needs, and the money will follow.

Greg Cox

Analytics Geek. Gregory likes Motorcycles, Cooking, and Sciencey stuff.

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