Welcome to the week five of our blog series on Google Analytics. Today,
we’ll focus on ways to improve your site conversions using specific
Analytics reports. If you’re an e-commerce publisher, understanding
exactly what drives conversions on your site is key to understanding
important factors such as visitor intent and where you should invest in
advertising. The following reports help you understand how to calculate
page values, track conversions, and gain insights into visitor intent.
1. Calculate page values to understand which pages drive conversions and revenue
Page Value
is a single number that can help you better understand which pages on
your site drive conversions and revenue. Pages with a high Page Value
are more influential than pages with a low Page Value. For example,
e-commerce publishers will usually notice that the most valuable pages
on their site are their checkout pages. This makes sense because
everyone needs to view the checkout pages before converting. Take a look
for pages that get a lot of traffic (page views) but have a low Page
Value. Why don’t these pages help conversion? Or should they? To answer
some of these questions, get started by reviewing the Page Value column
in the Site Content > All Pages report.
2. Use the Multi-Channel Funnels Report for better conversion tracking
Multi-Channel Funnels
in Google Analytics let you look at interactions across different
digital media and show how these channels work together to create sales
and conversions. They also help you make crucial marketing decisions
regarding advertising investments at the macro level (e.g. what
channels) as well as the micro level (e.g. what keywords and ad
placements). Your Multi-Channel Funnels reports can be found under the
Conversions section in Google Analytics.
3. Use Site Search Report to get insights into visitor intent
Google Analytics Site Search
reports provide extensive data on how people use the search engine on
your site. With this report, you can see initial searches, refinements,
search trends, which pages they searched from, where they ended up, and
conversion correlation. Tracking how people use the search box on your
site can provide you with important insights into visitor intent. Your
Site Search reports can be found under the Behavior section in Google
Analytics. If you’re not already using a search box on your site, take a
look at the Google Custom Search Engine.
To help you understand your page values and conversions, we’ve created a custom Content Evaluation Dashboard for you to download.
Once downloaded, just select which profile you’d like to import. You
can access this dashboard any time by clicking the ‘Customization’ tab.
Thanks for joining us over the last five weeks -- we hope you’ve been
able to try out the reports recommended during the series as well as
your custom dashboards. Don’t forget to keep your questions coming -- we’ll be back with the answers on February 26th.
Posted by Cemal Buyukgokcesu - Google Analytics Specialist
Additional Information
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How to create an Analytics account
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