Understanding Conversion Analysis

One of the most important things that you need to take into account when you sell products and services online is to see how many people out of those that are visiting your site are actually buying your products; this is called conversion analysis. With the help of conversion analysis, you’ll be able to see exactly how effective your Internet marketing campaign really is, see where you are most profitable, and see areas that need improvement.

Site Impressions

Site impressions are by far one of the most important factors that you need to understand. Impressions can be defined by a measure of the amount of times your ad or content appears in front of a visitor. Your site or ad impression numbers are crucial to know if you want to grow more sales, and these can be directly connected to the traffic sources where your visitors come from. This means that the more traffic you get, the better the results will be, and that definitely says a lot!

In order to get the most impressions that you possibly can, you should try to expand the places where you are currently promoting your products and services. You should try to place your content in locations such as:

  • Blogs
  • Forums
  • Social bookmarking sites
  • Article and press release sites
  • Social media sites and status updates
  • Video descriptions

All of the aforementioned sources are great to use if you’re looking to have good exposure for your website, as all of this content together can lead to a large amount of traffic that will help you increase your conversion rates. With this information, you will be able to successfully track the sources of your revenues and improve the ones that aren’t necessarily performing, as you would expect.

Eye Movement Tracking

Believe it or not, tracking the eye movement on your pages can provide you with valuable information in regards to the images and content that people see first and look for on your site. This makes it easy for you to understand what people are actually looking at and what attracts them when they visit the site.

By tracking where your visitors are looking, you will be able to see what the most popular content is, if your menu placement and layout is working well, and understand what catches your visitor’s eyes first.

There are several types of content that will always manage to catch the attention of people from all over the world, here are a few:

  • Headlines! These are very important because they always entice the users to click to read more and help your visitors stay on your site for a longer amount of time.
  • Call to actions are also great to use in order to get more attention from visitors mainly because they always come in a format that is strong and ‘in your face.’ You can use call to actions in the form of big red buttons, arrows or bold text to tell the viewer what you want them to do next.
  • Images! Yes, images can be very appealing, and they are most of the time a great factor when it comes to getting lots of traffic for your site. Images can include funny memes, comics, charts, and the very popular infographic.
  • Videos work in a similar way to images and do a wonderful job in optimizing your site to make it search engine friendly. They also add a lot of variety for your website, and can help you generate even more exposure and traffic, which will help you increase the efficiency of your business.

Eye tracking and movement is essential if you want to know where the eyes of your customers go on your pages. Through analytics, you can take full advantage of this information and take it to the next level thanks to the tools that are at your disposal.

Google Analytics has click tracking enabled, which is similar to eye tracking movement but only monitors clicks. For more advanced eye tracking tools, you can use Tobii or EyeQuant

Thanks to conversion analysis, you have the opportunity to see if some sections of your home page or site need to be redesigned or not, as a better design might bring you better and more appealing traffic results rather than gathering poor quality traffic.

As you can see, being able to track what your visitors are seeing is crucial when it comes to conversion analysis because you will constantly be able to see what is working and what isn’t on your site and tweak and change things if necessary.

Ease of Navigation

One of the major things that can help you understand why a site converts a lot of traffic or why it doesn’t convert at all is definitely contributed to how easy it is for a user to navigate the site.

Believe it or not, many websites are still very had to navigate and it can be close to impossible to actually find what you’re looking for quickly. Of course, many sites are shifting toward a design that is much easier to navigate and mobile responsive, but this is a process that does take time and not all sites are ready for the financial impact that this would need.

Ease of navigation will always be one of the major impact zones when it comes to analyzing the conversion rates of a site, and because of this you will have to take into account factors like:

  • Banner placement
  • How many ads you have on the site and where
  • The amount of information that you place on the site
  • Phone numbers and ease of finding contact information
  • Video placement
  • Site and image loading speed
  • The amount of page scrolling necessary

Visitor Session Time

Visitor session time is a major criterion when you analyze your conversion rates, because you will be able to have the opportunity to figure out what pages draw the most attention and focus the majority of your Internet marketing strategy on them. Of course, you can customize and optimize the other pages too, but you do have to make sure that you take page priority into account.

Depending on the amount of time a person spends on the site, you will be able to actually measure the efficiency of your site and figure out if there are things that you need to improve or not.

If your visitors are only staying on your site for a few seconds, this will tell you that you may be having problems with your page speed or loading time. Your visitors need to see sites load quickly, or they will move on to the next site.

Visitors that go to your site and leave quickly will also have a negative impact that can be reflected in your bounce rate. A high bounce rate will not make the search engines love your site.

Google Analytics

This is an amazing tool that we have brought up in previous multiple posts. When it comes to checking out the amount of conversions that your site creates, and many other statistics and metrics, Google Analytics is extremely important to have.

It will provide you with the ability to track your traffic based on various criteria. Each one of them can lead you to a better understanding in regards to what your users want from you in order to convert. There are numerous tools included in the dashboard that help you understand where your traffic comes from and how you can improve your numbers.

The information available in the Google Analytics Dashboard includes:

  • Visitors cities and countries
  • Browser that was used to visit your site
  • Service provider
  • Operating system
  • Mobile OS and screen resolution
  • Length of time on site
  • Most popular channels
  • Most popular pages
  • Social statistics from social networks
  • Visitor demographics
  • Click tracking
  • Visitor flow charts

What makes this analytics tool special is that all of the information that you get from your site is in real time, which allows you to see when and how you make conversions. You’re also able to access your analytics history and see where you have improved over time.

Audience Overview

Another important factor to know when you analyze your conversion rates is to know your audience and how they react. Alongside this however, you also need to have the proper set of tools that will allow you to understand who your target audience is, and what they require from you, how you actually generate leads and so on.

This is amazing information to have because it helps you understand (what’s most important) the interests of your audience, as well be able to study the behavior of your audience while also benchmarking the results efficiently. The audience overview tool is essential if you’re looking for in depth information about your conversions.

Conversion Goals

As a website owner, you always need to create and fulfill your conversion goals. Of course, you will need to try and create the conversion goals first, and with a lot of variation it can be hard to determine the right ones.

In order for your Internet marketing strategy to work however you need to come up with some goals that will entice people to visit your site, read your content and convert. Remember, the goals need to be big and they will usually require a lot of hard work to achieve them. Don’t choose the easy way out with simple goals, and instead try to focus on better, simpler goals that will get you where you desire.

E-commerce Conversions

If you want to get more traffic to your E-Commerce site, similar rules that we have mentioned will apply; however when you study E-commerce conversions you will be able to see even more information about your buyers i.e., which person buys your product, for how much and what you can do in order to improve the conversion rate.

Tracking your E-commerce conversions is very important to study because by knowing your numbers and your buyer’s statistics, it will help you understand your customer’s behavior and you’ll be able to successfully react to it.

Other Factors

There are numerous other factors that you need to take into account when it comes to researching and analyzing your conversion rates. The sales funnels plays a major role in the way that your company and website make conversions, so you need to study that in the best possible way.

  • Start with the behavior of your visitors and check out the heat maps (eye tracking and click tracking) of your site in order to see what your customers really like and tailor the experience to their needs. The best way to see how well your site is converting is to check the page history in Analytics and see what entices people to convert. This is an important factors that you will need to improve or upgrade if you’re not seeing great results.
  • See if your visitors enjoy your giveaways or freebies! Currently a lot of sites, maybe even yours provide ‘freebies’ as a great way to get more visitors and sales. Freebies can lead to conversion as they allow your site to reach new audiences. Make sure you track how many people actually get the freebies, how many use them after the download and so on. This gives you a good understanding in regards to how useful your content really is and how fast it converts!

Think About the Future

Conversion analysis is not only about the current situation of your business, but also about the future. Frequent conversion analysis will allow you to study trends, and these trends make it very easy for you to actually find out where to shift your focus in the future.

It can be frustrating but also very rewarding to see your site metrics. Your company needs to have a plan in place to use this information and change strategies when necessary.

Only with the help of professional conversion analysis tools can a site achieve success and great results, so using the aforementioned techniques to help get your business in front of your competition is very important.

Don’t hesitate, and instead of doing the same old things that your competition does, study the market, see where your conversions are coming from and then try to improve them in the best possible way. Innovation and commitment can help you go a long way, so do not hesitate to integrate new techniques into your Internet marketing strategy if you want stunning and quick results!