Using Analytics to Ensure Your Pages Convert and Reach Your Market
Imagine having the ability to watch how users behave on your website, down to which links they click on the most. Now imagine using this insight to improve your site’s pages and boost conversions. Still imagining it? We’ve got some good news for you. Conducting a user and SEO analysis, with the help of a few experts in web analytics, can make this insight a reality and use it to ensure your pages convert. Here’s how:
Using the convenient Google Chrome extension, In-Page Analytics gives you…
Instant Access to User Behaviour Data
This extension lets you check user behaviour on your site’s pages quickly and conveniently. Just set a date range for the data you’re interested in and start analyzing. This data includes page views, bounce rates, and average time spent on pages, and can even be narrowed down into further segments, such as:
- All users,
- New Users,
- Mobile traffic,
- Paid traffic, and,
- Organic traffic.
Use Click Heat Mapping
The Heat Map tool shows you how many visitors (in percentages) click on each clickable part of your website. It might surprise you to see that some parts aren’t getting many clicks, while others get a lot. Use this data to make changes to your site, such as updating or removing a call to action (CTA) that isn’t getting the conversion rate you want. These tools provide insight into user behaviour specific to your website, allowing you to make changes to parts that are in need of some TLC.
Google Analytics lets you set conversion goals to track and measure how often users take various actions on your website. This tracking allows you to measure the success of your business goals by seeing if your CTAs are working or not. You can even assign monetary values to these goals to help you calculate your marketing ROI. These types of goals include:
- Destination Goals—these are achieved when a user visits a specific page;
- Duration Goals—these are based on the amount of time a user takes to complete a specific action;
- Event Goals—these are achieved when a user initiates an event, such as watching a video on your site; and,
- Pages/Screens per Session Goals—these are achieved once users visit a set number of pages on your website.
This data shows what pages are converting so you can direct more users to these pages and work on the pages that aren’t successful. Goals provide context for user behaviour, letting you understand where they’re coming from, where they’re going, what they’re doing, and how long they stick around.
For an even more in-depth look into user behaviour, check out the Behaviour Reports. These reports detail all the useful information on user actions, such as:
- Whether or not users are following your intended user path;
- The most successful pages for newsletter sign-ups;
- Search inquiries on your site’s search bar;
- Popular and unpopular events—i.e. watching a video; and,
- The top converting pages.
With the help of Google Analytics and a web marketing professional, user and SEO analysis will give you a better understanding of user behaviour on your site. You can then take this information to improve your digital marketing strategies and boost conversions. You want your pages to convert, right? So start working with the SEO analysis pros to make your conversion goals a reality.