A conversion rate is a simple metric that allows you to see what percentage of your visitors take a specific, desired action on your website. These conversions can range from visitors clicking on specific links, signing up for your newsletter, or making a purchase.
For brick-and-mortar shops, semi-annual sales and free pretzel samples can entice window shoppers and passersby. But online marketers must work harder to gain consumer attention that they can turn into conversions.
As online marketers, we do have an ace up our sleeves, though: the power of Google Analytics. Once we’ve figured out how to get customers to our sites, the next step is optimizing the pages these visitors land on.
Luckily, the Google Analytics dashboard can help us understand the entirety of our customers’ journeys, including many insights into increasing our conversion rates.
Let’s look at five ways Google Analytics can help us improve our conversions:
1. Understand Your Site’s Content
Google Analytics allows us to see the performance of each of our webpages based on traffic—we can literally see how many and what types of users are visiting each of our pages. Included in this breakdown is where consumers enter our sites from (i.e., Google search results) and from what pages they then navigate away to a third-party site.
Thanks to search engines, the landing pages that perform best may not even be the ones we intended! Customer support articles, for examples, can have high traffic but seldom offer ways for customers to convert into leads. Similarly, pages designed to create conversions that have high exit rates point to a problem with the content—people may be visiting your products page but, for whatever reason, they aren’t actually buying anything.
With this knowledge in hand, we can optimize our conversion marketing. This means making adjustments to ensure that your top-performing landing pages provide a way for customers to convert—whether it’s through a purchase, signing up for a newsletter, or even an internal link to an appropriate page.
2. Conduct A/B Testing
A/B testing, also known as bucket testing, allows marketers to discover what content works best in a controlled experiment to help us deliver the most effective material possible to our actual customers. Basically, A/B testing lets us split traffic between two or more similar pages to determine which versions will be more effective.
The value of running A/B tests through Google Analytics is that we can compare more than two pages—even up to 10 iterations of a single page. This testing allows us to go beyond single-variable changes—like testing a simple change in a page’s title or featured image—to consider more substantial differences. Running A/B tests on pages with low conversion rates is an excellent way to determine which tweaks will be effective to boost those conversions quickly.
3. Focus on Simplicity
The enemy of customer conversion is complexity. The more clicks and pages needed for customers to convert, the less likely they’ll actually complete our desired action.
Amazon is a key example of a company that understands this concept. Not only do their pages allow customers to purchase items with a single click, but they’ve also made it possible for users to make purchases using one-touch Dash Buttons and even voice orders with their version of the digital personal assistant, Alexa.
We too can make the purchasing and other conversion processes easier by using Google Analytics to determine which of our pages have high bounce rates. Improve customer conversions from these less successful pages with tricks like reducing the number of fields in your form and adding a floating shopping cart.
4. Provide Clear Value to Your Customers
Consumers don’t like giving up personal information without receiving something in return. That’s why, while our landing pages may ask for names, emails, and even payment information, they need to clearly illustrate what customers will get in return. Low conversion rates on pages requesting information can often benefit from offering visitors more value.
One way we can demonstrate our value is through using testimonials. Testimonials are great because they offer an overview of why our brands matter without us having to say a single word—our satisfied customers do all the heavy lifting for us. These testimonials provide an authentic, positive take on our businesses—all while keeping our customers on our pages and away from third-party review sites.
We can also use psychological principles such as instant gratification to increase a visitor’s perception of value. If consumers are giving us something, such as their information, it’s important to give something back right away—whether that be instant savings, free trials, or even free ebooks, guides, or reports.
5. Know Your Audience
Google Analytics offers us a treasure trove of information about our audiences. By understanding this free and essential tool, we can break down the age, gender, and location trends for the web traffic on each of our pages.
One specific area that can help increase conversions is improving mobile usability. By identifying the pages most often visited by mobile customers, we can optimize these pages to make them easier to use for visitors using their smartphones and tablets.
Plus, we can use “Device Mode” on Google Chrome to actually simulate the mobile experience on our desktop and check the usability of our pages firsthand. Simple fixes like centering the CTA or making a clickable button larger can go a long way in increasing conversions.
Analytics Are the Key to Better Conversion Rates
The first step, of course, is setting up a Google Analytics account—check out our helpful blog post on this topic to get started. Your customer’s behaviors are all there waiting to be viewed and turned into insights—insights that will allow you to improve your conversion marketing strategy and continue building your business.
Not sure whether you’re getting the most out of your Analytics insights? Sign up for a Google Analytics Audit today and learn how you can improve your conversion rates.