You monitor website traffic, but do you know how much of that traffic converts? When a visitor takes action to buy your product, sign up for a free trial or contact your team, it’s proof positive you’re meeting your online marketing goals. Measuring traffic alone offers little insight into not only who arrives at your site but how they respond to the content offered there.
By reviewing detailed visitor data, you can better understand activity patterns and tweak your online presence accordingly. Simple changes to your website can turn more visitors into customers. In addition to generating traffic through organic search engine optimization, the right advertising platforms can connect your site with the strongest leads. Start off by looking closely at how your site is performing now.
Get a Baseline: Monitor Current Website Performance
Use Google Analytics to delve deep into your traffic numbers. This lets you know how many people came to your site their geographic location, referral source, and much more. You’ll also get a good idea of the bounce rate and level of engagement. Specifically, by looking at the amount of time a visitor spends on your site, you can determine whether they are enjoying the material or simply leaving quickly without buying.
A typical analytical tool can show the number of visitors and hits, as well as the pages on your site that are currently top performers. Ideally, your hit total should be several multiples of your visitor total — that means users are going to several pages. Other measurements, like referral source, can tell you how your visitors got to your site. Options may be a link from an advertising platform, from a social media site, or from a search engine results page.
Implement Your Strategy and Track the Results
Once you’ve got an idea of how you’re currently performing, execute online marketing strategies to improve results. For example, if you have a product page that gets few hits, you may want to optimize that page for search engines in order to find qualified leads — people already interested in buying what you have to offer.
You can also use paid advertising to generate hits from people who are looking specifically to make a purchase. You can improve your geographic targeting if you are failing to penetrate a particular region. Then analyze your traffic patterns and search rankings to monitor the results. These strategies will help you to get the people on your site most likely to convert, but you still have to look at your website design to improve rates of conversion.
Tweak Your Website to Improve Conversion
You want visitors to your site to take action. Make it easy for them. Your link to a contact form should be in the top right-hand corner where customers expect to find it. A simple signup process that takes less than 30 seconds results in more people in your customer database.
If you need to give visitors a bit of a push, put action verbs in your headlines — not just “contact us,” but other words that describe the benefits of the product. “Build your content marketing expertise,” or “Increase your knowledge about content marketing” are two alternative call-to-action phrases for a weekend workshop about content marketing, for example.
Trust is important, so include testimonials. Since those may be hard to come by, demonstrate you know what you are talking about through strong content. If you sell a professional service, articles and blog posts that show your insight will convince more potential customers to get in touch to book an appointment.
Conversions is the last, but most important, step in the sales process. If you’re just focused on website traffic, you’re missing out on the most important stage to increase your revenue. So don’t just get visitors to your site; convince them to get in touch.
One of the most powerful tools that will help collect data from your website is Google Analytics. Every marketer should understand how Google not only processes your data, but how you can leverage this data to track goals and optimize your marketing performance. goals include making a purchase (for an ecommerce site), completing a game level (for a mobile gaming app), or submitting a contact information form (for a marketing or lead generation site). You can find them in the Admin Panel under View section
There are pre-made Templates that are ready to use so you can start with a preset configuration. You also have an option to use Custom Goals:
- Destination ex. Thanks.html (Redirect page after an event)
- Duration ex. 5min or more
- Sessions/Pages ex. 3 pages or more
- Event ex. Click on the button.
If you are using WordPress, a popular plugin called “Google Analytics Dashboard for WP” (GADWP) which is a free, featured plugin that brings Google Analytics reports into your WordPress site. Not only does it allow you to easily link your Google analytics property, it allows you to setup basic event tracking very quickly.
To access the event tracking options go to your WordPress Administration screen after installation and select Google Analytics -> Tracking Code -> Events
For more info see: Tracking Documentation
Keep in mind that all the analytics in the world won’t help you if you don’t have properly defined goals. Without the context of goals the traffic you receive is unintelligible because you have no means of evaluating the effectiveness of your online business and marketing campaigns.
Go get those conversions!