How Google Analytics can Improve Your Conversion Rates
Go beyond counting page-views and visitors with the Conversion Suite in Google Analytics. This application will help you observe how your online marketing efforts come together to drive more traffic to your website. Find out whether enough people download, share and engage with your content. Understand what made users like your website and why others don’t. Your findings with the Conversion Suite will help you improve your site for the better and meet your marketing goals.
Analyze visitor behavior once they access your website. Do they linger and look for the content they seek? Do they find it? Use Goals to measure how well you meet individual objectives. You may want to see how many downloads certain files get or learn the number of hits a new page generates. Set clear goals and evaluate whether they are fulfilled. Set up goals to track each time a user completes an occurrence. This will help you understand how to drive people towards the results you want to happen.
Every time a user performs an action you assigned Google to track, a conversion occurrence is noted in your data. Establish a monetary value for each goal, and soon you’ll see how much your conversions are worth. Analyze how this plays out in reports such as site search, visitor reports, and more.
What are the common types of goals?
1. Destination – A user applied for membership on your site and registered his personal details like email and birthday. Once the registration was completed, the user was led to a page saying, “Thank you for registering. Please access your email and click on the confirmation link sent.”User opens email and confirms his application. A new page pops up and says, “Thank you for confirming!” This page marks the Destination Goal. This will ring a conversion, which will be included in the report. Use Destination Goal with a Funnel for more effective use.
2. Visit Length – This Goal works well on pages where browsing intervals are important. For example, you have an ecommerce site. The number of minutes that users spend looking at and selecting products are important to measure. Use this Goal to learn how long a user hangs around a website.
3. Pages per Visit (for web) / Screens per Visit (for apps)–Want to learn how many pages an Internet user looks at before leaving the site? How many screens a mobile app user browses? Use this Goal to determine the number. This will help you learn whether your web design and content grab attention or not.
4. Event – Set up Event Tracking and define a user action as an Event to use this Goal. It may be that you want to measure a certain event, like comment posting, social recommendation, downloads, or some other user actions. Use this Goal to find out if users perform a certain action you’d like them to do. The success or failure of this ‘experiment’ will help you think of ways to better improve the page you’re monitoring.
The purpose of a Funnel is to let you set the path on which a user’s footprints can be measured. With this feature, you’ll learn which page is not functioning well. A user may follow the usual steps but leaves the middle of the path supposed to be taken to complete a goal and earn a conversion. You may realize that the page where the user stopped loads slowly or not functioning as well as it should.
Track what your visitors find interesting. Do they linger at a specific product page? Which merchandise gets the most number of hits? How many times do certain users (the regular buyers) visit? How long does it take them to complete a purchase? These questions will be answered once you monitor your website for ecommerce efficiency.
With this feature, you can find out which of your products sell well and which ones don’t. You can improve your marketing strategies based on the data the analytics will gather. Do customers leave before transactions are completed? They might be having difficulties with a particular page.
Trace how a user completes an action (e.g. buying a product online or downloading a file) with multi-channel funnels. With this feature, you can see how your online marketing efforts contributed to making users complete transactions. The reports show what channels customers have accessed during the 30-day period before a purchase. This will disclose which channels mostly affect customer decision, what usual paths customers take before the transaction and other details.
Different Visitor Pathways
Site navigation is the catchphrase when it comes to understanding how visitors use pathways in accessing your site. Learn where they enter, get stuck and get the results they want. Maintain the good points and improve the bad ones to continue attracting more visitors to your website. Flow Visualization will show graphical presentations of the paths taken by visitors from the source, through the pages and the exit pages. Goal Funnels works with the data gathered from the Goals. These help determine if the pages are effective enough in attracting traffic and helping users go where they need to be in the website.
Attribution Modeling is available in Google Analytics Premium. This feature allows you to build and personalize marketing attribution models. Create and compare different marketing models to determine what works and help you develop better marketing campaigns.
Start using Google Analytics to improve your conversion rates today! With these tools, you can improve your website to make it more navigable and user-friendly for all your visitors.