Between the Pages: How To Use Funnels and Goals to Drive Conversions

Website traffic can provide your business with valuable information which can potentially have a positive impact on the rate of return you enjoy on your eMarketing expenditure.

While it is commonplace now to know the number of hits or visitors your website is getting, and even how visitors are coming to your site, many online marketers are missing the most important insight they can gain from their web traffic: what their visitors are actually doing when they get there.

The aim of most websites is to achieve conversions, or in other words, getting visitors to do the things that you've identified as the objectives of your website. A successful conversion could be anything from viewing your online store locator, to browsing a catalogue, getting them to make contact with you, or making a purchase. Conversions are vital for retail businesses because they generate leads which can often result in sales. They are therefore vital to your bottom line.

To understand conversions, you need to go beyond just counting visits and page views: you need to get between the pages, and understand how your pages work together to affect conversion rates. Analysis of actual visitor behaviour allows you to work out how to maximise conversions by optimizing pages and driving visitors to your conversion points. One such product that makes these insights accessible to anyone is Google Analytics. Google Analytics generates statistics based on actual visitor behaviour, and best of all, it's free!

When configured properly, Google Analytics can give you actionable insights, showing you visually where people are dropping out of your conversion funnel. Without this sort of information on actual visitor behaviour you're really taking a stab in the dark when it comes to trying to get the most from your website. Google Analytics ensures your online marketing initiatives are based on relevant, up to date, and usable data, therefore ensuring you get the best result from your online spend by gaining the most out of every visit.

With this sort of actionable insight you can then start to optimise your website to gain an ever increasing conversion rate. The next step in the equation involves optimising your website in light of the information generated by Google Analytics. Google's got another great, free tool to help you achieve just that - Website Optimizer. But we'll have that in more detail another time

This article was prepared by Internetrix, an Australian Google Analytics Authorized Consultant who helps businesses get the most out of their website through consulting, training and technical support for Google Analytics.




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