Understanding Your Own Website Conversion Analysis

What can make your business better online? The answer is marketing, and a big part of your marketing will come from how much traffic makes it to your website. Of course, though, getting people to your website will only be one step in the process because you need to take them from viewers to customers.

So, that traffic needs to actually turn into real customers. Otherwise, all of your marketing efforts will be in vain. A big part of determining how successful your plans and actions have been is a conversion analysis. That’s because this will tell you how much of your website traffic has been converted into customers, what pages led to their conversion, and how long they stayed on your site in the first place.

The Conversion Funnel

There’s a simple way to understand how conversions take place. It’s called a conversion funnel, and it will help you better see what you need to be doing with your website in order to gain customers. There are four steps to the conversion funnel.

  1. Awareness – You get someone to become aware that you offer a product or service. This could be through advertising, social media, search engine result, or anything that puts your company name in their mind.
  2. Interest – At this point, the person is aware that you have a product or service. Now, they need to become more interested in it to the point that they want to learn more about it.
  3. Desire – Once interest has been established, the desire needs to set in. The person needs to see your product or service as something thy really want.
  4. Action – This is when the conversion takes place. The person knows about your products, they became interested in something, and then they decided they wanted it, and this culminated in them making a purchase.

If anything breaks down within these steps of the conversion funnel, then you will not be able to get very many new customers.

The Conversion Analysis

With the funnel in mind, you will better be prepared to perform a conversion analysis. You will want to determine how many people are actually converting to customers, and if your numbers are low, then you want to figure out at what point they are walking away. Some of the things you should most definitely look for when analyzing your website conversions include:

  • What website pages perform the most? Look for the ones that get the most conversions and then determine what made them stand out over other pages. This will help you better understand what works and what doesn’t. For example, perhaps your product information page is getting the most attention and conversions. What can you learn from this? People want to know the most about what it is you actually sell. Incorporate that idea into other pages.
  • What blog posts get the most attention? You should look for trends here. It will give you an idea of what people are looking for and what you should be including throughout your website.
  • What pages are not performing well? You need to locate your weak points so that you can shore them up, so look for pages that aren’t getting enough traffic and the ones that aren’t converting many customers. On these pages, you need to ensure you have strong content and an especially strong call to action that will definitely appeal to customers. Remember, you need to establish interest and need to convert viewers into customers.

Essentially, your goal with conversion analysis should be to determine what does and what doesn’t work. Once you locate your weak spots on the website as well as in your own sales funnel, you can start taking steps and making changes. Converting people to become customers isn’t just about having a great product or service. It is also about presenting it in the right way, and an analysis of your current presentation or marketing plan will help you see whether or not you have accomplished this.

The more you understand how to utilize your conversion analysis, the more you can create a strong marketing plan that will work for the benefit of your business.