Using Google Analytics to observe where website visitors are dropping off and what to do about it so you can covert more customers.

1. How to increase your conversions
with Google Analytics
Presented by CAROLYN WILSON

2. Too many businesses
focus solely on website
TRAFFIC
and miss out on a lot of
opportunities

3. Traffic + Conversion = Success!

4. What we will cover:
• A brief history of Google Analytics
• What is a conversion and why is it so important?
• Basic steps to setting up a relevant report
in Google Analytics
• How to analyse and review the report -
so you can convert more visitors into
customers
v

5. A brief history of Google Analytics
• MARCH 1998 – Google’s search engine began as a research project
by Sergey Brin and Larry Page, PhD students at Stanford University,
and has dominated as a search engine scene since around 2004/5.
• MARCH 2005 - Google acquired the web
statistics analysis program Urchin and,
in November, it introduced the first version
of Google Analytics.

6. The early success of Urchin highlighted
how web analytics could help both
marketers and publishers design more
effective webpages and ads, and in turn,
attract more internet traffic.

7. What is a
conversion?

8. A website conversion is when a site visitor takes a
desired action, primarily becoming a lead or customer.
It includes such things as:
• A completed purchase
• A form completion
• Mailing list sign-up
• Calling your displayed number

9. The conversion funnel

10. # Conversions (Goals)
# Site Visitors x 100
Conversion RATES appear in analytics:
= Conversion Rate (%)

11. • Acceptable conversion rates
are 2-5%
• With some of the top 10%
websites achieving
around 11.45% and more
What is a good conversion rate?

12. Setting up
Google Analytics
Funnel Distribution
Reports

13. Like all great plans, Google Analytics
reports start with goals

14. Google Analytics Goal Types:

15. Destination or conversion path
• Sample path – blog subscription
• Sample path – e-commerce

16. Admin >
VIEW column >
Goals

17. Goals >
Funnel Distribution Report
• Shows pages that were
entered in the Goals setup
• Displays page-by-page
conversion rates
• Shows overall conversion in
last step

18. Analyse and review
report

19. What is it telling us?
• The order form is only converting
35% of visitors - they should be
more involved by this point or the
prices are here
• Confusion in the flow between
steps 2 & 3
• The final step has a high drop-off
rate – a serious roadblock?
• a long, complicated form?
• a technical malfunction?
• Plenty of room for adjustment at
all levels.

20. If it’s measurable, it’s manageable

21. Recapping today’s main points:
• Traffic AND Conversions = SUCCESS
• A conversion occurs when a site visitor takes a desired action
• Set up goals in Google Analytics so
you have feedback to populate the
Funnel Distribution Report
• Analyse and review the report –
brainwave causes and solutions so you
can convert more visitors into customers

22. Recommended short videos:
• How Your Channels Drive Sales and Conversions
https://www.youtube.com/watch?v=FkbON7ISlQc
• Google Analytics Sales Funnel (via Goals)
https://www.youtube.com/watch?v=6IzxqN0WLjM
• Google Analytics Multi-channel Funnels
https://www.youtube.com/watch?v=Cz4yHOKE5j8

23. thinkinternet.com.au
carolyn@thinkinternet.com.au
@ThinkInternet
facebook.com/thinkconversions
au.linkedin.com/in/carolynwilson01