Part of the Callcredit Information Group
Conversion Analytics covers a range of tools and approaches you can use to find out what’s really happening on your site. If you are using your website to generate revenue in any way (and who isn’t?) it is important for you to understand how people are converting and especially why they aren’t.
Use the right analytics solution for your needs to ensure optimal reporting and benchmarking helping you evaluate the current performance of your website and online marketing efforts. Identify the visitor segments that reach your website and review their user journeys. The creation of clear focus areas through knowing your audience allows for efficient optimisation without wasting any resource on non-priorities.
Another area to review is click and conversion attribution, giving you valuable insight into how your different marketing channels work together and what sector should be pushed in order to make the most of a given budget, through assessing the impact different channels have across the buying cycle, investigating first click vs. last click attribution and understanding the importance of certain keywords.
Once key onsite sectors have been identified, usability tools can help to uncover potential issues by exploring onsite user behaviour in more depth. Find out what exactly users did on your site and compare this to what you wanted them to do. Through the use of usability tools questions like this can be answered:
Keep in mind that what you think users will do on your site is often different from what they actually do and what you think users want from your website is often different from what your users actually expect from your website.
After the identification and diagnosis of any areas for improvement, it is time to take action in order to improve the onsite user experience and through that increase your ROI. Testing specific pages takes the guessing out of how performance can be improved. Find out what works best on your site to achieve maximum level of conversion with low risk and at low cost.
Don’t rely on opinion – use your data, start testing and receive stats that back up your findings. Let your users decide what performs best and see the benefits in increased conversion rates.
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