3 Quick Ways To Improve Your UX With Google Benchmarking

Many small businesses have a hard time getting to grips with SEO. The fact is, optimising your site and making sure you’re competing effectively online is tricky. If you don’t have a technical person inhouse who can do this for you, it’s easy to just let it go.

Industry Website Benchmarketing with Analytics
Giles Taylor writes for W/Brand Design Blog
Giles Taylor, July 17, 2020

It makes good business sense to invest your time, if not your money into finding ways to improve your site’s performance though. We all know about search rankings, in theory, if not in practice. But what about the bigger picture? How does your site perform overall? Do the pages load quickly, are your social posts gaining traction?

Have you checked out Google Analytics recently?

Perhaps the biggest problem with Google’s excellent analytics tools, is that people may glance at them, but still take no action. Skimming the info and feeling slightly disheartened by your lack of hits isn’t going to get you anywhere. These tools are only worth using if you’re focussed on improving the user experience (or UX.)

The good news is that Google’s suite of tools is accessible. You can get insights for free. And you can use them to improve your website’s performance.

Then there’s Google Benchmarking

Follow us here, first click on Google Analytics. Then head to the Audiences tab along the side. Then click on Benchmarking. With wonderful whizziness, you get a report showing you how you’re comparing against your competition.

This report provides details on bounce rates, session duration (as in, how long people spend on your site,) and pageviews per session. And that’s not all. It also shows you whether this is higher or lower than the industry average.

The key is to use this information to your advantage. It tells you where to invest your time. If something’s working well, keep on it! If something’s not working so well, find a new approach.

There’s more …

So, you’re armed with competitor insights after your stop at Google Benchmarking. But are there any other wins you can get at a snap? Think with Google has diagnostic tools and industry benchmarks which are worth a quick look. Here are three of the tools perfect for B2B marketing:

  1. Test My Site – simply enter your domain and you’ll get a quick look at how fast your pages are loading on mobile devices compared to competitors.
  2. Google Trends – found in the Culture and Trends area, this gives you information on what your customers are searching for to help you find related topics and queries to help form your content and marketing plans.
  3. Advance Your Measurement – this tool shows you how well you are measuring your marketing campaigns compared to your competitors, with hints and tips for improving this.
And if this is all too much …

Some of this may be too much to handle inhouse due to time constraints or capabilities. That’s where teams like ours can help. We’re experts at digital branding and marketing. We’re also specialists in B2B marketing. It’s worth noting that B2B marketing has different traffic ad bounce rates to B2C and a lower CTR on advertising.
Similarly, there is a difference between website and ad traffic. Understanding all this to get the right leverage is key. If you need an expert to get real benefit from Google Analytics, contact us now.

Giles Taylor writes for W/Brand Design Blog

Giles Taylor

Giles is the founder and creative director for W/Brand. A graphic designer from Reading in Berkshire, UK, he's a dad with two wonderful children who enjoys walking and playing the guitar.  

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