30-second summary:
- Analyzing and understanding website data helps enhance potential sales and conversions
- Google Analytics records the exit rate of specific website pages, helping you pinpoint precisely where users abandon your sales filter.
- Google Tag Manager can help identify if users leave uncompleted forms, leaving you tantalizingly close to conversion without sticking the landing.
- Recording and analyzing standard user search terms on a website will reveal if consumers are seeking services they are willing to pay for, but you do not provide
- Search analysis tools will shine a light on any underutilized and under-monetized website pages, helping you make the most of your PPC budget.
In the age of online marketing and data intelligence, every click matters. Traffic is an excellent metric for the potential success of your business, after all. Alas, traffic means little without conversions. A brick-and-mortar store that sees plenty of footfall but fails to make sufficient sales will be considered a failed business model. The online world is no different. Without conversions, a website is just an expensive – and ultimately unsuccessful – advertising campaign.
A conversion is the completion of any pre-determined action on a website. This could be downloading free content in exchange for joining a mailing list or interacting with the site through social media or a contact form. The gold standard of conversions will always be sales, though. If your product or service is not turning a profit, something needs to change.
By studying and understanding website data, you can pinpoint missed opportunities for sales on your site. Utilizing tools and software, you’ll understand what visitors are looking for and why they bounce without converting.
Data to review
Here are four core KPIs that should be studied to understand why visitors leave your site without converting. By mastering and understanding this data, you can make any necessary adjustments to your website and marketing strategy – potentially reaping financial rewards.
1. Google Analytics exit pages
The exit page, which is tracked on Google Analytics, is the last interaction a user has with your website before terminating a session. Google Analytics records exit pages as a percentage, referring to this as an exit rate.
The most popular exit page on any website will be the thank you page after completing a conversion in an ideal world. At this stage, the user has concluded their business to the satisfaction of all parties.
