How Google Analytics Can Improve Your Driver Recruitment Site

Posted by Julieanne White

 

Have you ever been curious about Google Analytics? What it is, how it works, or why you should use it? The Hightower Agency is here to give you the low down on Google Analytics. 

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Google Analytics is an enterprise tool that help you answer questions about your website. Basically, it will analyze mutiple metrics within your site from total visits, page views, traffic sources, audience demographics, referrals, behaviors, keywords, and much more. This platform tells you all you need to know about the backend of your site, and even better, it's FREE!

So what are the benefits of knowing what's happening behind the scenes? First, think about this... Most potential drivers go everywhere online; shouldn't your analytics? This platform shows you the full customer picture across ads and videos, websites and social tools, tablets and smartphones. That makes it easier to serve your current drivers and recruit new ones.

Google Analytics can help you answer questions like "how many visitors landed on my site today compared to last week? Where are my visitors coming from? How many visits are paid visits and how many are organic? What is the behavior of my visitors? Are they staying on my site for a short or long duration?" Having answers like these can be extremely helpful for your trucking company.

This tool can help you:

1. Know Your Audience

No two people think exactly alike. Google Analytics helps you analyze visitor traffic and paint a complete picture of your audience and their needs, wherever they are along the path to drive for your company.

2. Trace the Visitor Path

Where drivers are can be as critical as who they are. Tools like Traffic Sources and Visitor Flow help you track the routes people take to reach you, and the devices they use to get there, so you can meet them where they are and improve the visitor experience.

3. See What Those Visitors Are Up To

Do some types of visitors give you better results? You'll find out with tools like In-Page Analytics, which lets you make a visual assessment of how visitors interact with your pages. Learn what they're looking for and what they like, then tailor all your recruitment activities — from your site to your apps to your ad campaigns — for maximum impact.

We can break down Google Analytics into four major sections: Audience, Acquisition, Behavior and Conversions:

1. Audience - Who is visiting our site? Where are they coming from? What type of device are they using to view your site? Where are they going when they hit your site?

2. Acquisition - What other sites are sending visitors to your site (referrals)? How many visitors are coming from a search result and which search engines are they using (organic?) How are your structured campaigns performing (paid or direct?) Are your SEO techniques working?

3. Behavior - What are your visitors doing while they are here? Which pages are they visiting after the home page or landing page? Are your pages loading fast enough? How long are your visitors staying onsite on each page?

4. Conversions - How many goals did you meet this day, week, month or year? Are your conversion funnels effective? How can you improve your conversion funnel?

Google Analytics can help you adjust your online campaign strategies. Let's use split testing as an example: landing page A has a bounce rate of 90% while landing page B only has a bounce rate of 30%. This tool would help you determine which landing page will most likely retain the online visitor and in turn increase the chance for a conversion. This would helpful for pay per click campaigns where time + clicks = money.

Web designers also use Google Analytics to help identify the visitor flow of the website. Designers can see which page or section of a site is getting the most visits during a collection of visitors sessions. This will help the designer to concentrate more time to effectively enhance that section or page OR analyze the page’s content and layout and apply its concepts to other pages, in hopes to recreate the success for the other pages.

In a nutshell...

Website visitors = potential drivers. People that are landing on your site are interested in some way, and many of those could be prospective drivers. If you know what they're up on your site, you can make revisions to improve your website, social media sites and your marketing campaign as a whole. With this tool, you can learn a whole lot about your website metrics which can help you fully optimize your recruitment website and strategy.

Google Analytics' tracking snippet is installed on each page within the web site. To get Google Analytics, you must have access to your website source code, be relatively comfortable with HTML (or have a developer that can help you), and already have a Google Analytics account and property set up. Click here to see directions.

Once that's done, Google Analytics will start to capture the browser’s information and the visitor’s interactions through out the site. The data collected is stored at Google to be processed for reporting. The page owner can access the pre-built reporting layouts offered by Google Analytics to help answer questions related to the efficiency of the site or the visitor’s behavior. And voilà!

Need help with Google Analytics? The Hightower Agency is happy to help! Feel free to contact us HERE and we would be happy to discuss your Google Analytics needs! Our driver recruitment consultants can get your trucking company where it needs to be. Some of our truck driver recruitment services include: reporting metrics through tools like Google Analytics, public relations for the trucking industry, radio advertising to recruit drivers, re-marketing to recruit drivers, social media to recruit truck drivers, blogging, email marketing to recruit drivers, Google AdWords to recruit drivers, mobile sites, ad campaigns, publication ads, brochures, Internet placement, newspaper placement, ad copy, website redesign and more.

Interested in social media marketing for your trucking company? Download our eBook on how to recruit drivers using social media: 

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