It’s hard to argue with the importance of Google Analytics for your website. Google Analytics helps businesses better understand how customers interact with their website so they can make improvements that will have the most impact on their web traffic, conversions, and success.
One of the most crucial aspects of using Google Analytics is to dissect and learn from your website conversions. By doing so, you can turn data into useful insights to adjust your marketing strategy, copy, and sales funnel.
Here’s how you can leverage Google Analytics to explore and learn from your web conversions to better track your progress and make meaningful changes to your digital marketing strategy.
Understand the Reverse Goal Path
In Google Analytics, the Reverse Goal Path helps you see where potential customers and clients land on your site and how they go from there to converting—whether it’s making a purchase, submitting a contact form, or signing up for a newsletter.
This function is easy to find in Google Analytics. Simply go to Conversions, then Goals, then Reverse Goal Path.
Viewing the Reverse Goal Path provides insight into the trail of pages that people who have converted visited before converting. Doing so allows you to see which pages have resulted in higher conversion rates so you can build your strategy for these particular pages and paths.
Regularly analyzing the Reverse Goal Path will help you understand your traffic and optimize pages to refine the conversion path and improve conversions. It essentially helps you map and refine the journey of your web visitors to a destination or action you want them to take.
Assign a Monetary Value to Your Pages and Goals
In Google Analytics, you can assign a monetary value to each of your goals. By doing so, you can assign a specific value to the webpages, or trail of webpages, that led to the conversion.
When you assign a monetary value to these pages, you can easily track the page value toward generating conversions and leads. You can set these goals in Google Analytics to evaluate the effectiveness of specific pages and determine how much a conversion is worth so you can refine your focus on the ones that have the highest value. The best part is that by setting these goals, Google Analytics will automatically track these for you.
How can you determine the monetary amount to set to a goal? First, determine how often the people who convert become customers or clients, then use the average transaction amount of these conversions to assign a percentage to the goal.
Create Individual Goals for Conversion Paths
Another way to learn from your website conversions is to set individual goals for each conversion path.
For example, don’t put all new lead conversions into a single group. Instead, create separate goals for each conversion, such as a purchase, contact form, phone call, or newsletter signup so you can determine which conversion path is the most effective.
These goals can vary and will help you optimize things such as Google Ads, your sales funnel, or website copy. When you categorize different paths with individual goals, you can refine your insight into customer behavior and make impactful changes to your website for improved success.
What Impact Has Google Analytics Had on Your Business?
Using Google Analytics lets you leverage the power of data to improve your digital presence and marketing efforts. Although these functions may change as time goes on, the relevance of having insight into your website and customer behavior remains invaluable. Learn more about how you can leverage Google Analytics for your business by contacting Gazz Digital today.