Market in Motion Blog

 
 

Google Analytics for Advisors in Only 3 Numbers

Research & Insights, SEO & Google Analytics, Website 0 Comments

Most advisors have a strong aversion to trying to understand their website’s metrics through Google Analytics. Why is this, when we know advisors tend to be numbers-driven and analytical in nature? Our best guess is because Google Analytics is jargon-rich, confusing and overwhelming. In an effort to provide users with all the data they’ll ever need, the analytics platform can be difficult to sift through or find anything meaningful.

However, advisors may be more inclined to use Google Analytics if they realize that they really only need to know three things about their website when getting started:

1. How much traffic is coming to the advisor’s site?
2. Who is that traffic made up of?
3. What are those visitors doing?

Getting these three pieces of information is really simple; just follow these easy steps! We’ll use our “Marketing Makeover” advisor’s site to show you the ropes.

How much traffic is coming to the advisor’s site?

To get started answering this question, follow these steps:
1. Login to Google Analytics
2. Select the website you want to evaluate and click on “All Website Data”
3. In the top right drop down menu, select a date range (try the last 30 days)
4. Go to Audience, then Overview to view “Users”

This answers the question “How much traffic is coming to the advisor’s site?” For our “Marketing Makeover” advisor, 158 users have visited the site in the past month. That’s not terrible, considering this is the advisor’s old site that has not been optimized for SEO and has no integrated marketing. However, in the next step we will quickly learn that the total traffic does not tell the whole story.

Who is that traffic made up of?

This is where it starts to get interesting, or disheartening, if you are our “Marketing Makeover” advisor. To learn who this traffic is made up of, stay on the “Audience” tab.

To find out where in the world the site visitors are from, go to “Audience,” then “Geo,” then “Location.” You can see from the data here that a vast majority of our site visitors are from outside the United States. A full 41% are from Russia! The advisor does not offer financial advice in Russia, he just happens to share a popular Russian last name.

Of the folks visiting the site from the United States, about half are from California, which is great, since this is where the advisor does business. Unfortunately, this means that of his total 158 site visitors, only 26 were from his target state.

AnalyticsGeo

What are those visitors doing?

To find out more about the site visitors’ behavior, navigate to “Behavior” then “Overview.” This section gives a nice summary of which pages are most popular with site visitors. For our advisor’s site, this is where bigger problems start to take shape.

The website URL directs to a landing page, where folks have to click on “Enter Site” to get to the home page. As is common with this type of site design, there is a very high bounce rate from this page. Only 16% of folks make it past that page to the home page. From there, a meager 3% visit the “Bio” page, the next most popular page.

This is great information to be aware of and particularly concerning for our “Marketing Makeover” site because the home page does not actually contain any content, just a photo and navigation items. This means that of the site’s 158 visitors, only 19 of them ever got to a page with any content about the advisor or his services. Of those 19, a few were from Russia and only 7 were from where the advisor does business in California.

AnalyticsBehavior

Google Analytics can tell a powerful story with simple information. While this advisor thought he had a successful marketing website, in reality we can see that only 7 site visitors from his target market in the past month actually consumed any relevant content on his website. Now that he understands this information, he can adjust his marketing strategy and visit his Google Analytics again in a month or so to see if his new strategy is working.

Try out these tips to see the most important metrics for advisors’ websites and stay tuned for the next step of the “Marketing Makeover” project, the Website Copywriting process!

We love to share what we’ve learned from the thousands of financial advisors that we’ve partnered with, take a look at more marketing tips or check out our free online video courses on The Art of Digital Marketing.

Related Content



Back to blog list

Tags



Join Discussion

Still Have Questions?

Become a Marketing Master

Sign up for our marketing e-newsletter to receive marketing tips for financial professionals, including exclusive whitepapers, broadcast invites, and other content.

 
Privacy Policy

Get a Sample Email Campaign

The best way to experience FMG Suite Campaigns is to receive one the same way that your clients and prospects receive them — in your email inbox. Let us send you one today!

 
Privacy Policy

Get 1 Month Free

Receive your first month of our Monthly Market Insights campaign for free.

 
Privacy Policy
 
 

Experience The FMG Suite Difference!

Tell us a little about yourself and an expert will reach out to you and walk you through our award winning automated marketing platform.

 
Privacy Policy

How is Your Business Listed?

Check the consistency of your online business information with help from our listings scan.

Enter business information to scan below:

Business Name *
Street Address *
City *
State *
ZIP *
Phone *
Scan Now
 

Want to kick the tires first?
Check out our Free 7-day Trial.
No credit card required to start.

Privacy Policy

Get Started with Copywriting

An expert will reach out right away to help you craft your content

 
Privacy Policy

Get Started with Custom Video

An expert will reach out right away to help you create your content

 
Privacy Policy

Let's Build Your Suite

An expert will reach out right away to help you build your suite!

 
Privacy Policy

A Truly Free 7-Day Trial

No Credit Cards. No Downloads. No Commitments. No Strings Attached.

Sign up now and you’ll be up and running on our integrated and automated marketing platform in a matter of minutes.

  • This field is for validation purposes and should be left unchanged.
 

Copywriting Sample

Distill Your Niche

"...while they can’t turn back the clock and address these issues beforehand - such as increasing their spouse’s life insurance or saving more - there are ways to take control and feel more confident in their future.
When working with widows, there are a few first steps I recommend taking:

1. Get Organized
Whether or not you handled all of your family’s finances, some, or none, the first step is to organize your financial documents. Before you can determine how to budget and what steps to take, you have to first understand where you stand financially. If you are having trouble translating your investment account statements, a financial advisor can help you understand what your documents mean. You’ll want to copy and safeguard your important documents and review life insurance policies with a trusted advisor.

2. Budget for a Single Income
More than half of widows have difficulty adjusting to a single income. This may because they haven’t reevaluated their bills and expenses and adjusted..."


View Complete Sample
 

Copywriting Sample

Consistent Messaging

"...Once we understand your family’s current circumstances, goals, and unique needs, we develop strategies to help preserve and potentially grow your wealth and take over the time-consuming tasks associated with managing your complex financial affairs. Working with a family office can benefit families in a number of ways, including:

  • Preserving wealth through proactive management and appropriate strategies
  • Mitigating risk by diversifying investments
  • Assisting with the transfer of wealth from one generation to the next through strategic asset allocation and estate planning..."


View Complete Sample
 

Copywriting Sample

Unique Articles in Your Voice

"...More than likely, you have a clear understanding of your relationship with your doctor or your dentist. You pay a fee and, in return, you receive a service, including advice and recommendations based on your individual situation. It would make sense then for your relationship with your financial advisor to be the same; but for many, that’s not the case.

At Financial Guideposts, we’ve noticed a trend: that the general public does not understand the relationship they have with their financial advisor. We want to change that. We believe there are two critical aspects you should understand when working with a financial advisor: how he or she gets paid and what services he or she provides..."


View Complete Sample
 
FMG Suite