3 steps for Google Analytics Conversion Optimization
There are many conversion optimization tools out there that will help you understand how your users behave on your website, however before getting to that stage
There are many conversion optimization tools out there that will help you understand how your users behave on your website, however before getting to that stage.
It would be worth asking yourself if you have already checked the data that Google Analytics has ready for you. Google Analytics Conversion Optimisation is an easy and free way to understand better your customers and why they are not converting.
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Here the 3 steps for Google Analytics Conversion Optimisation:
1. Google Analytics Conversion Optimisation – Top 10 Pages
Before jumping to any conclusion we should identify what are the most important pages in your website in terms of visits, and once we’ve got this, we will look at the individual bounce rates of each one.
In your first step for Google Analytics Conversion Optimisation you should go to Behaviour Tab and click on Site Content/All Pages.
Once you are here let’s take a look at the total pages that your visitors went to for the last couple of months. Then sort it by Pageviews so we have the Top 10 pages most viewed on your Website.
This will help you focus on the most important part of your website from a user experience point of view.
2. Google Analytics Conversion Optimisation - Bounce Rate and Time on Site
Bounce Rate is the rate of visits that left your site without clicking anywhere. This does not mean they didn’t read an article, but they didn’t click anywhere before leaving.
The bounce rate is particularly high in certain types of websites like blogs because the users usually go to check one specific page and they leave.
This might not be the best way to measure engagement for blogs, however, we should still take it into account.
Time on site will also help you to understand how long on average the users spend on a particular page. The thinner the content, the less time they will spend on the page. Make sure you create deep and compelling content on this pages to keep them engaged.
Identify the 3 highest bounce rates so we can focus our efforts in these particular pages which will have a major effect in the overall website’s performance.
3. Google Analytics Conversion Optimisation - A/B Testing
Alright, now we have identified the most visited pages in our website, we also know the bounce rate and the time on site for each of them as a way to measure quality performance. Now it’s time to improve the performance of the selected pages.
How would we do this? Well, there are many things you can change like headlines, call to action button positions and colours, sidebars, etc. Most of the times you don’t know what is going to help your users, that’s why the key to Google Analytics Conversion Optimisation is testing.
With Analytics we can set up Experiments to assess what variation works better. It is really simple; create a new page for the one you think is under-performing.
Google will ask you what percentage of the traffic you want to send to this new one (let’s do 50%), and after a couple of weeks time of experimenting it will tell you if the new one is performing better at a significant rate.
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