When you run a small business’s marketing efforts, the conversion rate is your number one priority. You want to increase your sales and convert more of your visitors to paying customers. However, this can be easier said than done. While there is no shortage of advice on increasing conversions, not all of it will work. The real key to success is measurement. Here’s how to use Google Analytics to increase your sales.
Why Measurement Matters
If you want to run a successful business, you need to know whether you are being successful. Furthermore, assuming you are imperfect (just like everyone else), you need to know where you are failing currently. It is no good trying to increase your conversion rate when most of your traffic is bouncing in under 30 seconds. Deeper analysis can reveal many answers about how to improve.
Measure the Full Funnel
You are already measuring your sales and revenue. However, are you monitoring the rest of the funnel? Do you know how many visitors you have and how many of them convert? Do you know how many visitors click through to another page? How many of them spend more than 60 seconds on a product page? Tracking each stage of the sales funnel will help you to get clearer answers about your strengths and weaknesses online.
Analyze Load Times
Check out your data on page load times. In 1999, web users were willing to wait up to eight seconds for a page to load. Today, you’ll be lucky if they stick around for three.
By looking at the data, you can determine if any pages are in need of optimization. You can likely also see how many people drop off due to your load times. Examining these data points will help you improve your site experience.
When you have metrics for page visits and drop off rates, you can start A/B testing. Set up some simple tests to explore which layout is most effective, for example. Many content management systems have functionality or add-ons to help with this. The more you use your data, the better you can make your website and the more sales you can earn.
With the right analytics implementation, you can make your website more effective. While there are plenty of tips to help you increase your conversion rate, there is no way to know if they work without measurement. That is why metrics should always be your top priority.