Goals And Conversions
I find this part the most interesting; it’s setting up Goals and Goal Conversions. Analytics is all about looking at whether you are achieving the goals that you’ve set out for your Internet Marketing Strategy. When it comes to goals, the first thing you’ve got to work out is what they are. That’s got nothing to do with Analytics, but it has got everything to do with planning, measuring and celebrating success when you have exceeded those goals.
So what are the Goals that you’ve got for your website? Once you have figured that out, what you need to do is make sure your web pages clearly direct visitors to that goal and can measure when those goals are achieved. If you’re looking to increase sales by a set percentage, then you need to create a ‘Thank You page’ which is automatically sent out following a purchase. Analytics can monitor the number of times this action is activated, therefore tracking your goal conversions. When you bring up your monthly data, it will make it easy for you to see if you have successfully increased sales by the desired percentage.
As we get more complex and more involved with Analytics, it’s even possible to put monetary values there. Your Thank You Page for somebody making an enquiry may be worth a certain amount of money to you. In this instance you can add that in manually. However, if you get your Developer involved and start programming Analytics, you could even have how much somebody has spent reported back to you after the Checkout. So, you’ve got to work out what would be useful to know, how much time to put into setting it up and what specific details to include. Remember the more information you are requesting, the more time you will need to commit to reviewing and acting on it.
So that’s goals, but the other part is setting up funnels towards the goal. If you know that certain pages are instrumental in pushing people towards your goal, then you can set up funnels or multiple funnels, to direct visitors towards those pages. Once set up, your analytics data will be able to inform you of which of these funnels actually leads people to carry out the conversion activity. Whether that’s to buy or order something, or to just have a sample or meeting request, what funnels naturally lead to that activity?
Why is it important to understand your funnels? It’s quite simply this; when you understand what those effective funnels are, you can understand where you need people to enter your website and make the right pages work in the right way. When you’ve got a good landing page and it’s got a good positioning in Google, you will understand how to move somebody from that landing page into the funnel process that’s relevant to the Keywords used. It’s going to help them to carry out that goal conversion activity.
At this point, I want to remind you that we’re looking at trends throughout this process. It’s not so important how many people convert, but whether the trend is moving in positive directions. In all of your online marketing activity, you’ve only got yourself as a bench mark. Therefore, if you convert 4% of all of your visitors and the following month you convert 2%, you will realise that you’ve got a problem; you’ve changed something and it’s gone downhill. On the flip side, if you then convert 6%, you’ve changed something and it’s gone uphill. By looking at the data and being willing to try things and review the results, you can start to build up a picture of what you need to do on your website to increase the amount of your conversions.
In taking risks, but monitoring the results and making changes accordingly you are going to increase your business by putting steps in place to engage your customers and encourage them towards your ideal outcomes. Analytics is showing you how to get more people to your website and it shows how to convert more people from your website.
So, let’s put all those pieces together and start measuring with Analytics. Stay focused on setting up your goals, knowing what they mean and what pages we can track through Google Analytics. Set up your funnel so that you understand where it is that is an effective route for people to actually carry out the goal converting activity.