Well, I am going to start another series in our blog, but this one’s about my favorite topic: Visitor Conversion and Google Analytics. Just for a refresher, if you haven’t heard one of my talks (ranting/raving) about web site conversion, I will use this first article in the series to recap.
First, let’s imagine a web site like a funnel, but with a bunch of holes in it. Where does this funnel lead? Somewhere very important in your sales pipeline: if you are an e-commerce business, this is a direct sale, but if you are a service or physical business, this is a prospect or walk-in customer. Oh, and those holes I mentioned? Well, as people pour into your website there are tons of moments when they might just slip out of that funnel and never make it into that sales pipeline.
So, what does our funnel have to do with Visitor Conversion? Visitor Conversion is the process of getting someone from the top of that funnel (the first page they land on) to your sales pipeline (a purchase, contact form, telephone call or store visit). I often like to look at this in percentages – if I got 100 people to my site and 5 filled out my contact form, then I have a 5% conversion rate.
This is where I start to speculate as a business owner. If I just had an opportunity to close 100 people and I only got 5… wow, that’s 95 people I just lost as customers. So, what if I could figure out a way to convert 10%, 25%? Higher?
Now, let’s do some more speculation. If I put some more money into advertising or search optimization and I got 1,000 visitors… if my site converts 5%, I obviously have 50 more potential customers. But wait, if I was able to get that 25%, I would have 250 potential customers! That’s a big difference.
So how do I figure out how to get 5 times as many customers? Google Analytics is the start. It’s what we use to see and measure traffic. With Google Analytics (which is free, if I didn’t mention) we can see things like what pages people first land on, what paths they take to get to our conversion point, what places they leave our site from the most, the time of day, where they were located, how they got there, what they were interested in in the first place to get there… on and on.
This is an awesome tool. We have the opportunity to increase our pipeline and we have tons and tons of information about the people we are currently winning and losing.
Back to that funnel. So, we have our funnel that is sending people into our sales pipeline, but we have a ton of holes and are losing people every minute of every day – Visitor Conversion sucks right now. But we also have Google Analytics which tells us how people are falling into those holes and how others are avoiding them. Wait! We can use Google Analytics to start making adjustments to our site that make sense and try to fill those holes!
That is the power of conversion and analytics – the power to grow your business, potentially exponentially. As I continue this series, I will talk about ways you can look at your analytics and get insight into how to fill those holes. Stay tuned and get ready to plug up our sales funnel.