Conversion Analytics is the process of working towards an optimal decision by making the best use of collated data.
Getting started
Conversion Analytics is the next step in your user’s journey after search. If you are using your site to generate revenue in any way (who isn’t?) you need to understand how people are converting from prospects to customers. More importantly, you need to understand why they aren’t, and do something about it.
Conversion Analytics covers a range of tools and approaches you can use to find out what’s really happening. Used properly, it can help you:
- Target the right prospects with the right offers
- Invest time with the right leads
- Accurately predict monthly and quarterly revenues
- Understand how competitor behaviour is affecting your business
- Effectively launch new products at the right time in the right market
- Test offers and campaigns to determine how to get the most out of limited budgets
Site Analytics: Who goes to your site?
You need to start by finding out who goes to your site. You can use tools such as Google Analytics, Core Metrics and Site Intel, as well as tracking the actions of registered users on the site. All these tools have varying degrees of accuracy and functionality, but they are not enough on their own to give you the full picture of what’s going on.
Click Attribution: How did they get there?
Next, you need to discover how different channels work together to deliver the most profitable users to your site, using tools such as Kenshoo and Atlas. This means you can intelligently assess the impact different channels have across the buying cycle, investigate first click / last click issues, and understand the importance of generic keywords.
Usability: What did they do on your site?
What you think users will do on your site is usually very different from what they actually do. You can use usability tools such as Click Tale, Eye Mapping and user behaviour insight to identify weaker elements of your site. Each of these tools has different levels of effectiveness; it depends on the nature of your site and what you’re trying to find out.
Landing Page Optimisation
Once a user has clicked on a banner, or a PPC ad or an organic search result, you don’t want to lose them at the first hurdle. You can use Google Website Optimiser, Omniture’s Test & Target, Multi Variate Testing and A/B testing to fine-tune the appearance of your landing page. By removing the subjective element of landing page design, you let your users decide which layout performs best and see the benefits of increased conversion rates.
