Using Google Analytics to Identify Effective Conversion Points, Define Content Strategy

January 17, 2014

Allison McMenimen
Instead of looking at your data to find out what you’re doing wrong on the website, try figuring out what you’re doing right instead.

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I was recently asked to provide some “at-a-glance” observations about how content was likely impacting the consumer journey and conversion opportunities on a large B2B website.  I had no history with this particular website, so I relied exclusively on Google Analytics to tell me about the company’s marketing challenges and successes.

Pay Attention to the Dates of Major Content Changes

I looked at Google’s data from the previous calendar year to determine if there had been any major changes in traffic volume or source, and noticed a dip in overall volume and a major shift in referral sources. I learned from the account team that there had been significant changes made to the site mid-year that were likely responsible for the change in traffic volume and type.

With that in mind, I altered the date range on Google Analytics and changed my report to include only the last six months of the year when no additional changes were made.

Look Specifically at Conversion Opportunities

Then, I reviewed all of the conversions tracked in Google Analytics, including buttons inviting me to “learn more” and fields to input email addresses.  I also took a look at the Visitors Flow report (under Audience), which allowed me to see the paths taken by visitors who generated a conversion of any kind.

Out of more than 12 conversion opportunities on the home page alone, one stood out: a request to fill in an email address toward the center of the page. The majority of visitors began and finished the conversion, rather than abandoning the process halfway through.

What Made This Particular Conversion Path So Effective?

Easy to Find
The conversion presented was in the center of the page. Although it was technically “below the fold,” the CTA was right-aligned and brightly colored. It was meant to attract visitors who were already engaged and interested in the site’s content – key to driving quality conversions.

This particular conversion opportunity was presented with benefit-laden copy (30 day trial, no payment required,) and a complementary image. The prospective customer needed only to provide an email address in order to get to the next step.  I entered my email address and clicked SUBMIT.

At the next screen, I was asked for additional information – not what I was expecting – and the majority of the prospects who abandoned their transaction did so at this point. But the compelling offer was re-stated very clearly on this screen, and reinforced by more benefit-rich copy telling me about all of the great things I could do immediately if only I’d provide a little more information.

I was able to benefit from providing my information immediately – and the copy on the form promised that I would be able to start using the product right away.

The form was clearly designed to accommodate smartphones and tablets and avoid the clunky user experience that many forms provide for mobile users.

All in all, the Google Analytics data didn’t lie: this was clearly the easiest conversion opportunity to find and use on the page. Instead of looking at your data to find out what you’re doing wrong on the website, try figuring out what you’re doing right instead. Start with your highest conversion points on your website, and then work backward. You will probably see exactly why and how your content is working to benefit your customers – and can optimize other calls to action in the same way.

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