Although almost all businesses with an online presence make use of a web analytics tool, they often do not take full advantage of the wealth of information that these tools produce.
By making the most of the information that web analytics tools offer, you can boost both conversion rates and sales. Below are Computeach’s top six tips about how to use web analytics tools to help boost online sales.
1. What devices are people using to access your website?
Have a look at how your visitors are accessing your website. Are they using a smartphone, tablet, laptop or desktop computer? If a lot of your visitors are using smartphones and tablets then you need to make sure that your website is optimised for these users. If it isn’t then you risk losing them. Optimise your website so that customers can easily find what they are looking for, no matter what device they are using. This will help to reduce bounce rates and increase conversions.
2. How are people being driven to your website?
Make sure that you monitor where your website’s traffic is coming from. Is it coming from website referrals, social media, organic searches or PPC (Pay per Click) advertising? Knowing how your visitors are finding your site can help you to decide where you should be investing the most time and money. Tracking marketing campaigns (email, paid search, display etc.) is equally important. This helps you to see which campaigns are creating the most conversions and can also stop you from spending a fortune on ineffective campaigns.
3. Which pages are your website visitors landing on?
Take a look at your Landing Page metrics. Landing pages are the pages where your website traffic lands from website referrals, PPC campaigns etc. You need to make sure that the content on these pages offers the information that visitors are looking for. If the content on these pages is poor, then visitors are going to leave and look elsewhere. The better and more relevant the content, the lower the bounce rate will be.
4. What are your visitors searching for?
Use a tool, e.g. Site Search on Google Analytics, to find out which search terms visitors are using on your website. Most tools that give you this information will also show you what page the visitor was on when they did the search. If customers cannot easily find what they are looking for, then they are likely to give up and go to another website. Using this data can help you to improve your websites’ layout, which in turn should help you to retain visitors.
5. Who makes up your website’s audience?
You may think you know exactly the type of people who use your website. However, using demographic data can help you to build a fuller picture about your website’s audience. For example, Google Analytics has a Demographics and Interests section built into the Audience Report. This section allows you to see the age, gender and interests of your site users. You can use this information to help target your marketing and advertising campaigns more effectively.
6. Which pages have the highest bounce rates?
Discover which of your web pages have the highest bounce rates. Web pages that have higher traffic and bounce rates than other pages on your website need to be investigated. Higher bounce rates could be a result of poor content, layout issues or ineffective calls to action. Fixing these issues should help you to keep visitors on your website for longer. It is also useful to check whether there are steps within the checkout process that are causing customers to leave and not complete their purchases.
Following these six tips when analysing your website’s data will help you to get the most from your customers, boosting both online sales and conversions. The easier information is to find on your website, the more likely customers are to make a purchase.
If you would like to know more about web analytics, Computeach have introduced a new 6 month Web Design course, including a Google Analytics module to help you make the most of your data.