Generating a lot of traffic to your website is important. However, if none of the visitors to your pages are converting then all that effort may be lost. One of the simplest ways to understand how your website is performing is to use web analytics. This will give you insight into which pages do well and which don’t and provide you with data that you can use to make positive change and increase your website conversion rate overall. These are the key metrics that you need to focus on if you want to give your conversion rates a boost.
Get to know your audience
Web analytics offer a window into who your audience is via demographic data and you can use this to make changes that will drive up web conversion. You’ll be able to see data such as location, age and gender, as well as interests. For example, if you are looking to increase conversions from a specific geographic location the best place to start is with analytics relating to that audience, how they behave on your website and whether you’re currently getting conversions from them. Use Google Analytics to create segments so that you can compare the people you’re interested in with other groups and get to know your target audience better.
What do visitors do on your website?
Data, such as pages viewed, time on page and the traffic sources that are generating the most conversions can all be crucial for understanding the way your site is being used. Once you understand the way the site is being used you’ll have a better idea of the needs of these users, how you can meet these and the offers and incentives that they might be interested in. With the information you get you can create buyer personas that you can use to streamline the marketing messaging that you employ and make it more effective.
Focus on behaviour flow
This is how visitors to your website move from one page to the next. Particularly key here will be the entry and exit pages - where people come to and jump off your website. Google Analytics has a Behaviour Flow function that will show you which pages have the highest drop offs and so where changes need to be made to improve conversion.
Look specifically at landing pages
It’s on landing pages where conversions take place so direct some of your focus here. The average landing page conversion rate is 2.35% but whatever your current rate is the goal is to increase it. There are various tools out there you can use to analyse landing page data, from whether the entire page is being read to time on page and number of visits. Analysing landing pages can help you to understand the impact your marketing campaigns have had when it comes to conversions and to tweak this going forward to achieve more.
Run A/B tests
A/B split tests will give you information about the best options when it comes to key page elements, such as background images or where you put the CTA button. The data that you generate can fuel improvements that help to drive up conversions.
These are some of the simplest ways that you can use data to increase your website conversion rate. To find out how Iconic Digital can help you improve your lead generation and improve your return on your marketing spend, get in touch today and call us on 020 7100 0726. You can also explore our digital marketing services online today.