How to increase your conversions - with Google Analytics
- 1. How to increase your conversions with Google Analytics Presented by CAROLYN WILSON
- 2. Too many businesses focus solely on website TRAFFIC and miss out on a lot of opportunities
- 3. Traffic + Conversion = Success!
- 4. What we will cover: • A brief history of Google Analytics • What is a conversion and why is it so important? • Basic steps to setting up a relevant report in Google Analytics • How to analyse and review the report - so you can convert more visitors into customers v
- 5. A brief history of Google Analytics • MARCH 1998 – Google’s search engine began as a research project by Sergey Brin and Larry Page, PhD students at Stanford University, and has dominated as a search engine scene since around 2004/5. • MARCH 2005 - Google acquired the web statistics analysis program Urchin and, in November, it introduced the first version of Google Analytics.
- 6. The early success of Urchin highlighted how web analytics could help both marketers and publishers design more effective webpages and ads, and in turn, attract more internet traffic.
- 8. A website conversion is when a site visitor takes a desired action, primarily becoming a lead or customer. It includes such things as: • A completed purchase • A form completion • Mailing list sign-up • Calling your displayed number
- 10. # Conversions (Goals) # Site Visitors x 100 Conversion RATES appear in analytics: = Conversion Rate (%)
- 11. • Acceptable conversion rates are 2-5% • With some of the top 10% websites achieving around 11.45% and more What is a good conversion rate?
- 12. Setting up Google Analytics Funnel Distribution Reports
- 13. Like all great plans, Google Analytics reports start with goals
- 14. Google Analytics Goal Types:
- 15. Destination or conversion path • Sample path – blog subscription • Sample path – e-commerce
- 16. Admin > VIEW column > Goals
- 17. Goals > Funnel Distribution Report • Shows pages that were entered in the Goals setup • Displays page-by-page conversion rates • Shows overall conversion in last step
- 19. What is it telling us? • The order form is only converting 35% of visitors - they should be more involved by this point or the prices are here • Confusion in the flow between steps 2 & 3 • The final step has a high drop-off rate – a serious roadblock? • a long, complicated form? • a technical malfunction? • Plenty of room for adjustment at all levels.
- 20. If it’s measurable, it’s manageable
- 21. Recapping today’s main points: • Traffic AND Conversions = SUCCESS • A conversion occurs when a site visitor takes a desired action • Set up goals in Google Analytics so you have feedback to populate the Funnel Distribution Report • Analyse and review the report – brainwave causes and solutions so you can convert more visitors into customers
- 22. Recommended short videos: • How Your Channels Drive Sales and Conversions https://www.youtube.com/watch?v=FkbON7ISlQc • Google Analytics Sales Funnel (via Goals) https://www.youtube.com/watch?v=6IzxqN0WLjM • Google Analytics Multi-channel Funnels https://www.youtube.com/watch?v=Cz4yHOKE5j8