At FutureNow, we follow a unique process to help our clients increase their conversion rates and improve their results online. Our optimization process is simple and designed to get results quickly:
This third step of the optimization process accounts for at least 4 different communication styles and their associated needs and motivations, so the analysis becomes a little more complex. We start this part of our process by identifying those traffic sources that demonstrate a visitor is an early or middle stage buyer, and mapping these to custom segments in Google Analytics so we can look at the data for each one separately. Next, we identify the problem areas that the different segments are running into, create hypotheses about the specifics of the problem and the best way to solve it, and develop a plan to test these hypotheses that includes specific recommendations about changes to make to our clients’ marketing. The goal is to provide concrete direction to our clients about how to improve the persuasive process for each kind of visitor, providing targeted conversion rate improvements across more discrete visitor pathways to the conversion funnel.
How do we go about doing this? We select a path in Google Analytics that an early or middle stage visitor would be likely to follow. We qualify this path for stage in the buying process, and buyer intent, by the keyword or other traffic source the visitors used to get to the landing page. Then we look at the landing page elements most frequently clicked on and follow that click path looking for signals in the data that tell us where the problems might be occurring.
In-Page Analytics is a fabulous new feature upgrade to Google Analytics’s old site-overlay feature. In the past, we used “Navigation Summary” to find the page elements most frequently clicked on (and we still can use this if we like), but the new feature presents an opportunity to do this kind of data mining by looking at these numbers from within the actual context of the website page. The new Google In-Page Analytics feature makes it easier to see visitors as people and not just a statistic. This way of looking at data translates into an easier way to do better, more customer-centric analysis.
Have you already addressed the bulk of the problems in your shopping cart, checkout or lead generation forms? Are you ready for a more insightful kind of analysis? Try using the In-Page Analytics feature to see what you can learn about the kinds of customers visiting your site, and where they hit roadblocks. Let us know what you find and how it goes! If you are struggling to make sense of what you see, or know how to use the data effectively, we can help. Or if you haven’t made the most of your late stage visitors yet, we can help. Let us know what you’re struggling to do, and find out how we can get you back on track.