Analyze Analytics To Increase Conversion Rate
Understanding the interactions and behaviors taking place on your website can provide a great amount of guidance as to what you may need to revise in order to affect conversion rates. Through Google Analytics, we begin our analysis by setting custom dimensions between two types of visitors: those who convert and those who don’t.
User Flow
Review the typical user through the site by converter and non-converter. It’s important to identify characteristics of converters: how are they typically entering the site and how many pages are they accessing before converting. Likewise, it’s important to identify characteristics of non-converters in order to locate potential problems: where does the non-converter typically enter the site and how many pages do they traverse before a noticeable exit rate/drop off. We can then speculate reasons behind this drop off, is there a lack of calls to action, links to related content, or confusion in navigational linking?
Demographics
By having more insight on where possible improvements can be made to the conversion optimization efforts based on these converter/non-converter characteristics, we can look into more information about them through demographics. By reviewing gender and age group data with secondary dimensions set to Landing Page, you can get a much better understanding of what demographic lens you need to wear when reviewing certain pages. Create custom segments based on underperforming demographics to asses where drop offs are likely to occur.
Do call to actions and internal linking on specific landing pages speak to the interests of that gender or age group? Find suitable, enticing pathways that are geared towards the right demographic in order to avoid site drop offs.
Reverse Goal Path
We have already segmented our converter and non-converter characteristics. With reverse goal path, we look at the conversion point and what pages recently provided the last few steps to conversion. By assessing calls to action from these conversion points, we can compare it with pages with high drop off points in order to find ways to revise them to be more like these conversion funnel landmarks.
Funnel Visualization
This focuses more so toward the latter part of the conversion process. Here, we can access drop off issues. If users are dropping out of the funnel but not exiting, what pages are they going to? Why are you providing links in the end conversion process to begin with, encouraging them away from the site?
Google Analytics provides a myriad of comparative views we can undertake. Utilizing analytics offerings from Google Analytics via segmentation is unique way to review your conversion optimization potential. The data is already there. A simple analysis of the data given is a step toward increasing your conversion percentage.
