A Practical Guide to Increasing Conversions Using Analytics

Brian Honigman on Content marketing, marketing metrics,


Use your analytics to regularly identify the actions that trigger conversions on your website. The paths a customer takes to make an action with your organization online will often vary.

With the help of analytics, you’ll be able to find the most common paths to purchase and help encourage more conversions on your website.

Conversion Rate

To begin, your business must have an analytics platform setup on your website to begin collecting data about your visitors activity every time they visit.

It’s often necessary to setup a few different systems to appropriately measure your business activities. For example, use Google Analytics to monitor the traffic and transactions on your website, as well as a platform like Jumplead (sorry we’re biased) to deliver your online marketing and act as your CRM.

Once your business is accurately collecting data about your customer’s activity, take the following steps to increase the amount of conversions occurring on your website.

Classify the Most Common Paths to Conversion

Your web visitors take many different paths to becoming a paying customer, which from your perspective might be difficult to identify if you’ve got 12,000 customers with 8,000 unique conversion paths across your website.

Use your analytics to identify the top 10 to 20 most common conversion paths on your website to better understand how visitors convert into a customer.

This will allow your team to better understand which specific marketing channels produce results on their own, as compared to the marketing channels that interact as a group to convert customers specifically.

Identify Weak Spots in Your Conversion Paths

Once you’ve identified the most common paths to conversions across your website, take a moment to analyze where many leads fall off a conversion path before taking action.

Your analytics can help inform the weakest spots across any of your conversion paths, which will then help your business to better attend to the places on your website where you’ve lost the most leads.

A weak spot in your conversion path could potentially be a line of confusing copy, a broken link, off-putting visuals, lack of necessary information or some other factor that’s negatively impacting how a person moves across the funnel towards taking an action.

For example, view the User Flow report in Google Analytics to help visualize the typical pathways a person takes when visiting your website and most importantly, where they tend to drop off as they visit each page.

User Flow

Understanding this drop-off traffic will help your business better target key areas across your

website that need to be fixed to help drive more conversions.

Optimize Each Conversion Path

As your business identifies key conversion paths for your business, the next step is to optimize

these most common paths to increase the amount of conversions they help drive.

For example, if a common conversion path for your business involves three key landing pages on your website, then it’s essential that these pages are optimized frequently to help to continue driving conversions along these paths.

Since your analytics will alert your business to the most common conversion paths, you’ll be able to then use other tools like A/B testing to fully support these channels more effectively and drive more conversions.

Conversion Path

A/B testing allows your business to test certain elements on your website to see which drives the best results. Your analytics will help create a list of priorities in terms of what elements should be tested on your website first over others, helping focus your marketing experiments on the elements that will most likely drive results.

Understand Your Target Customer Better

Your analytics will also help better identify your buyer personas, providing your organization with more data points about their preferences and demographics.

This will help your business better personalize your marketing messaging and the experiences offered to visitors online to each persona’s interests as they relate back to your product or service offerings.

The personalization of your marketing messaging often makes it more effective at driving results from the audience you are trying to reach, since you’re more likely meeting their individual needs and treating each person like a person.

The data pull gathered by your analytics allows your business to practice more effective visitor identification, which makes it easier to identify patterns in their shopping behavior and allows your organization to alter it’s marketing approach accordingly.

Analytics can help allow your organization to remain agile and aware of the changing behaviors and preferences of your customer base, helping your business better align your content strategy for more conversions.

How is your organization using analytics to drive more conversions? What channels tend to drive the most conversions at the lowest cost for your company? Share your thoughts below.

The third image is courtesy of Google Analytics.

Use your analytics to regularly identify the actions that trigger conversions on your website. The paths a customer takes to make an action with your organization online will often vary.

With the help of analytics, you’ll be able to find the most common paths to purchase and help encourage more conversions on your website.

Conversion Rate

To begin, your business must have an analytics platform setup on your website to begin collecting data about your visitors activity every time they visit.

It’s often necessary to setup a few different systems to appropriately measure your business activities. For example, use Google Analytics to monitor the traffic and transactions on your website, as well as a platform like Jumplead (sorry we’re biased) to deliver your online marketing and act as your CRM.

Once your business is accurately collecting data about your customer’s activity, take the following steps to increase the amount of conversions occurring on your website.

Classify the Most Common Paths to Conversion

Your web visitors take many different paths to becoming a paying customer, which from your perspective might be difficult to identify if you’ve got 12,000 customers with 8,000 unique conversion paths across your website.

Use your analytics to identify the top 10 to 20 most common conversion paths on your website to better understand how visitors convert into a customer.

This will allow your team to better understand which specific marketing channels produce results on their own, as compared to the marketing channels that interact as a group to convert customers specifically.

Identify Weak Spots in Your Conversion Paths

Once you’ve identified the most common paths to conversions across your website, take a moment to analyze where many leads fall off a conversion path before taking action.

Your analytics can help inform the weakest spots across any of your conversion paths, which will then help your business to better attend to the places on your website where you’ve lost the most leads.

A weak spot in your conversion path could potentially be a line of confusing copy, a broken link, off-putting visuals, lack of necessary information or some other factor that’s negatively impacting how a person moves across the funnel towards taking an action.

For example, view the User Flow report in Google Analytics to help visualize the typical pathways a person takes when visiting your website and most importantly, where they tend to drop off as they visit each page.

User Flow

Understanding this drop-off traffic will help your business better target key areas across your

website that need to be fixed to help drive more conversions.

Optimize Each Conversion Path

As your business identifies key conversion paths for your business, the next step is to optimize

these most common paths to increase the amount of conversions they help drive.

For example, if a common conversion path for your business involves three key landing pages on your website, then it’s essential that these pages are optimized frequently to help to continue driving conversions along these paths.

Since your analytics will alert your business to the most common conversion paths, you’ll be able to then use other tools like A/B testing to fully support these channels more effectively and drive more conversions.

Conversion Path

A/B testing allows your business to test certain elements on your website to see which drives the best results. Your analytics will help create a list of priorities in terms of what elements should be tested on your website first over others, helping focus your marketing experiments on the elements that will most likely drive results.

Understand Your Target Customer Better

Your analytics will also help better identify your buyer personas, providing your organization with more data points about their preferences and demographics.

This will help your business better personalize your marketing messaging and the experiences offered to visitors online to each persona’s interests as they relate back to your product or service offerings.

The personalization of your marketing messaging often makes it more effective at driving results from the audience you are trying to reach, since you’re more likely meeting their individual needs and treating each person like a person.

The data pull gathered by your analytics allows your business to practice more effective visitor identification, which makes it easier to identify patterns in their shopping behavior and allows your organization to alter it’s marketing approach accordingly.

Analytics can help allow your organization to remain agile and aware of the changing behaviors and preferences of your customer base, helping your business better align your content strategy for more conversions.

How is your organization using analytics to drive more conversions? What channels tend to drive the most conversions at the lowest cost for your company? Share your thoughts below.

The third image is courtesy of Google Analytics.

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Brian Honigman
Content Marketing & Social Media Consultant
http://www.brianhonigman.com/