Nobody – not even the smartest marketers – can build a successful online business overnight. You can only have a good start, monitor performance over time, and continue building your online brand from there. For this, you need to be adaptive to the latest trends and technology that affect your niche. More importantly, you need to be equipped with analytics tools that can help you make data-driven decisions toward growth.
Today, Google Analytics is undoubtedly the most popular analytics platform you can use to obtain actionable insights. Apart from SEO, it can also provide you with useful data for conversion rate optimization.
Without further ado, below are four ways to boost your website’s conversions using Google Analytics:
1. Look at Your Traffic Sources to Identify Key Objectives
In the new Google Analytics interface, you can view your traffic sources by going to Acquisition > All Traffic > Channels.
Here, you can see an overview of where your visitors come from, how long they spend on your site, and how likely they are to convert. By understanding these figures, you can prioritize objectives based on what will generate more results. For example, if you receive a 2% conversion rate from your Facebook acquisition channel, but only have less than a thousand sessions per month, then launching an ad campaign to boost brand awareness and social media traffic is an excellent way to bolster your website’s overall performance.
2. Get to Know Your Audience’s Preferences
Apart from identifying key objectives, understanding your audience is also a prerequisite to creating better web content. This time, head to the Audience menu and search for three important pieces of data: your audience’s location, age, and gender breakdown.
- Location – This will allow you to launch cost-effective paid ad campaigns that utilize geo-targeting.
- Age – By understanding the age groups that your website attracts, you can determine the platforms and content type they prefer.
- Gender – Lastly, knowing the gender of the majority of your visitors will let you tweak your content style and brand voice.
3. Search for Pages Stuck on Google’s Page 2
Everyone knows that most search users never check the second page of Google. This is why you should focus on pages that are stuck at position 11 or higher. Google Analytics can help you find these pages by going to Acquisition > Search Console > Queries.
Before you can access the queries report, you need to enable search console data sharing first. You can refer to this post from Google to learn how. Once active, enable the Advanced filter option and filter the results to show only the pages that have a ranking of greater than 10.
The next step is to prioritize these pages in your on-page optimization strategy. Unlike link-building, the steps for on-page optimization are platform-specific. Fortunately, most platforms offer plugins or extensions that can help you improve the SEO-friendliness of specific pages.
For example, if you’re using WordPress, you can start by installing the Yoast SEO plugin and reviewing the content of your landing pages. There are also extensions and apps you can use to improve SEO for Magento, Shopify, Wix, and other premium site-building platforms.
4. Monitor Your Landing Pages
Your landing pages are where all the conversions happen. To start monitoring their individual performances, go to Behavior > Site Content > Landing Pages.
In the landing page reports, you can either focus on pages with the highest bounce rates or those with the lowest conversion rates. Look at standard performance factors such as page loading speed, CTAs, and site layout. Or if you prefer to skip the number crunching, you can use a heat map tool like Crazy Egg to observe how users respond to these landing pages visually.