A conversion funnel is the journey your customers take to buy an item on your site. Organic search, paid ads, social media and email are examples of customer journeys. Using GA conversion funnels, you can trace these journeys and spot where your funnel is leaking i.e. potential customers are falling out. This allows you to take action to fix the issues.
Don’t know how to get started using conversion funnels? The folks at Kissmetrics put together this video to walk you through the basics of setting up conversion funnels in GA.
After collecting data for a few days, run your sales funnel visualization report to see your customers’ journeys. Analyze the results to determine what’s working and what needs improvement.
The goal of every e-commerce site is to boost content that is working and to cutback what is not. But how do you know which is which? GA’s Reverse Goal Path retraces your customer journeys. It displays the last three pages the customer visited before taking action. Use this data to identify which content (like a key blog post or pricing page) is leading to high conversions. Then funnel more visitors to that content with pay-per-click (PPC) ads, email marketing, social media, etc.
Adding a custom url to a piece of content is an excellent way to measure its effectiveness. It allows you to track how many visitors land on your site after reading it and what actions they take.
You can use GA’s campaign URL builder tool to easily add parameters to build custom URLs for tracking in GA. When users click a custom link, GA records the parameters. You can then identify the URLs with content that resonates most with your audience.
Custom URLs also track the actions a visitor takes when coming to your site from a specific campaign. Did they immediately leave the page? Did they sign up for your mailing list? Did they visit other pages on your site? Did they buy something? The GA dashboard has the answers. Look at the bounce rate, next page path, conversion rate, abandoned pages and average session duration. This data can give you insight on whether areas of your site needs improvement.
Increasing your exposure on sites that send you traffic, is a great way to boost online sales. GA helps you view these referral sources and highlights your top sources of traffic. Contact the owner of your best traffic sources. Offer them something in exchange for more exposure, such as a guest blog or product review.
You can also use the free Scraper Google Chrome extension to broaden your exposure. The tool selects your top referral site and spits out a list of similar sites. You can then contact those sites the same way you did before. There is no guarantee that more traffic to your site will increase sales. But following these steps to target relevant traffic sources increases the odds.
GA is awesome but like anything else, it isn’t perfect. Website issues and other problems can falsify your data. So you must use other SEO tools like Moz or SEMrush to verify your e-commerce store’s GA numbers. If the numbers don’t match up there could be a technical problem on your site. This is a good practice. Ever so often, check the accuracy of your GA numbers. Make sure you aren't making decisions with bad numbers.
Unfortunately, Google doesn’t provide access to all of your keyword data in GA. There are other ways to get this data. You can use Google Adwords campaigns to reveal which targeted keywords result in the most visitor purchases. Once your Adwords campaign is created, you can go to the keyword page in GA to identify the long-tail keywords that spark paid conversions. Use these keywords to build conversion increasing content that is relevant to your audiences.