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Tips to Use Google Analytics to Improve Website Conversions

In the highly competitive environment that is the World Wide Web, you will lose out on opportunities if you do not constantly look at areas of improvement. There is a need to see where you are in terms of ranking and continuously work your way to a higher position or at least to keep your current rankings.

One key area where you may need some improvements will be on your conversions. After all, being popular with readers and being easily searchable is good, but if visitors do not act on what they see so that they ultimately make a purchase, it may indicate that you need to make some changes to improve your conversion rates. Fortunately, there’s Google Analytics. The following are some indicators that give hints on how you can get visitors to convert.

Keyword Queries

The key is to focus on using keywords that have been effective, not just to drive traffic to your site, but also to maximize the number of conversions. Sometimes, you get traffic that you do not want – these are searches that are not really directed to your products. Go through Google AdWords to determine which specific keywords show your links even when your offerings are unrelated to the search. You can minimize junk traffic by entering irrelevant keywords as negative keywords.

Goals Report

This section of Google Analytics provides you with data on how many goal completions (such as a completed action or a specified site visited) are made on your website. With this report, you can see where you made the goal completions (or the total number of conversions), as well as which URL the visitor was before he was able to land on a particular destination URL. Furthermore, you can look at the Reverse Goal Path report, which shows which URLs in your website a user visited before completing a goal (conversion). It also shows how many steps it took for a visitor to complete a goal. This allows you to plan your pages better in order to shorten pathways or to create a more effective funnel to improve the chances of conversion. Besides this, Google Analytics will also provide the source of the traffic – whether your visitor was directed to your page via AdWords, the result of using a search engine and email marketing.

Audience Reports

This allows you to get to know your visitors more. The Audience overview report provides metrics such as Sessions (the total number of visits), Users (how many unique visitors went to your site), Pageviews (this counts the total number of times each page was visited in the site) and Pages per Session (this counts the average number of pages visited for each session). Aside from this, the report also provides the average duration of each session, the number of new visitors you have on your site, as well as the bounce rate (the percentage of visitors that leave only after viewing one page).

The Audience Overview Report will also give information on certain metrics, including the visitor’s city and country, language, browser, operating system (desktop or mobile) and service provider. It even gives data on the mobile screen resolution of the device the visitor’s used!

This gives you valuable insights on your visitors: whether they are accessing your site via mobile device or computer, what geographic location you can concentrate you sales campaign on and how you can optimize your site to adjust to the most popular screen resolution and browser. This report also helps with your operations as you can base your logistics planning and assign key delivery hubs to minimize the delivery costs and time. Meanwhile, the bounce rate can give an indication of how you can improve your website’s usability and content to make it more appealing to the visitors.

Real-Time Reports

This allows you to look at website traffic in real-time.  This shows you the visitors who are currently looking at the site, as well as their location and which pages they are visiting. This report is particularly useful if you have just recently released a campaign or made a social media post. With this report, you get to see what effect your campaign or post has on your audience. This also gives you insight on when the right time is to make a social media post or to release a campaign.

E-commerce Reports

You need to connect your E-commerce website platform to avail of this type of tracking from Google Analytics. With this, you are able to track your customer’s activities: the products and volume of their purchases, as well as how long and how many visits it took for the customer to move from responding to a campaign to browsing at your site and finally to completing the purchase.


About Adaptivity Pro

These are just some of the many important tools that you can use to get the most out of your campaigns and your website promotions. This is a process that involves an understanding of Utah SEO and e-commerce principles. This is where Adaptivity Pro can help. We have a team of experts who specialize in SLC web programming, graphics design, copywriting and Internet marketing.


Article Provided By:
Adaptivity Pro Web Design
Salt Lake City Utah
P.O. Box 951049
South Jordan, UT
o: 801-512-2006