Marketing

Amazing Secret Of Analytics That Improves Traffic And Conversion

Increase Traffic & Grow Conversion Rates

One of the keys to good marketing is the ability to drive traffic to sales-driven pages. If your pages contain broken links, poor design, or are out of date, you may be driving traffic to a less than optimal conversion rate. Very few people realize the importance of being completely optimized in that it affects your website as a whole in search engine standings. This means less traffic.  

The Big Secret

Google Analytics holds the perfect solution. Here is why. Buried within all of the overwhelming numbers Google generates is a secret to success that is waiting to be unlocked. It is called the In-Page Analytics Report. Most users do not realize it exists and may never benefit from the power of its awesome information. It holds the key to your website’s success.  

Introducing In Page Analytics

In the Google Analytics navigation bar to the left side, In-Page Analytics waits to be discovered. It is the one feature of analytics that is designed for the sole purpose of allowing you to optimize any web page by analyzing the links on the page. In-Page Analytics is not a Visitor Flow Report that only gives you numbers and data. It is unique in its ability to show you the numbers and show you why they work. Discover what your visitors do on your pages and just as important what they do not do. That is the key to In-Page Analytics Reporting.

Left menu -> Behavior -> In-Page Analytics (last options)

in-page analytics

In-Page Analytics Opens your Eyes

The In-Page Analytics Report superimposes the data onto a screenshot of the page. Having the information on the screenshot allows you to visualize yourself as a visitor. You may have links that are vital to conversion that no or too few customers are clicking due to poor page placement. Knowing this allows you to place those links in a more prominent location or in a restructured, attention grabbing way. There are many factors involved with optimizing a page. You can usually cover most of your conversion optimization by following the BPCP rule (bold, picture, color, position). These are the main page elements you want to work on when doing A/B split testing. Ask yourself the following:
  • Is it big enough to grab peoples’ attention?
  • Can I incorporate a picture to make my CTA (call to action) more appealing?
  • Am I using the right color and contrast to make the important elements on my page stand out from all the rest?
  • Are the important elements  positioned close to the top (preferable above the fold)?
 

Ex: BPCP #1

bpcp1  

Ex: BPCP #2

bpcp2

A Page-by-Page Journey

Starting logically on the homepage, In-Page Analytics takes you on a reporting tour. Click any link and once that page is loaded, the information about that page will be displayed. You will now have a detailed account in wide screen or regular view of what a visitor does when on any page. Hover over the small bubble next to the links, which represents a link click count and an information box appears until you move your mouse away. This is vital statistical data telling you where visitors go and what they do while occupying your website. Most of all, it provides insight on how to redesign any page to optimize performance and eliminate issues. on-page anlaytics bubble  

Controlling the Visitor through Analytics

This is the meat and potatoes of analytic strategy. You may use In-Page Analytics to restructure a webpage so that visitors do more of what you need them to do rather than what is natural for them to do. Links that are used often yet have the highest bounce rate should be re-examined for where they lead. Links that are completely ignored yet occupy space with popular links might be better served on a different page altogether.  

Content Should Work For Link Strategy… Not Against It

Before you start shuffling links all over the page, take a closer look at the content. Every now and then, the content may be leading the visitor away from a link vital to conversion. If the content is too interesting, the link may not be seen where it sits. You may move the link, shorten the content, or have the content writer draw attention to the link.  

Explore and Discover In-Page-Analytics

By now, you can see how vital the In-Page Analytics Report is to your web page conversion rate goals. Before you move links and redesign your page in any way, check the content on the page. Is it interesting and original? Does it actually lead people to click some links and ignore others unintentionally? When the page is optimized in the perfect way, visitors will react to it in the way you mean for them to react and your conversion rate rises. To focus on traffic is great, but maybe your pages need analytic attention before you drive too much traffic through website pages that are under optimized for conversion. Why Wait? Reading this post and then placing this task at the bottom of your “To-Do” list could cost you plenty in conversions and sales. You may be surprised. A page that you believe is perfection in conversion may not be performing nearly as well as it could be. You also run the risk of forgetting to do this, especially if your website traffic increases during the holiday season. Do not put it off any longer. In Page Analytics could very well be the best thing to happen to your bottom line.

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