Using Google Analytics to Improve Conversion Rates

Oct. 18, 2011 | by Chris Suarez

The video below takes a common issue from the online world and shows what this would look like in real life.

If you were the store manager and you saw this event unfold before your very eyes you would step in and do what you could to ensure that the user had a good experience from your store. Unfortunately webmasters and site administrators are unable to watch each transaction and monitor overall satisfaction of each user.

Using Google Analytics there are a few things that you can do to monitor the user interaction with the sites check out system:

Set Up Goals and Goal Funnels

With Google Analytics you can now track 20 goals, they can be used to track events such as ordering a catalogue, subscription to a newsletter, submitting a contact form. Goals can also be set to form part of a conversion funnel, this should be applied to each step on the checkout, and you can then assess if any pages have a high exit rate. The pages that you could track would be the shopping basket, the delivery options, payment page, and final confirmation page. Once this has been set up you can visualise the conversion funnel and see if any part of the checkout process needs to be investigated.

Event Tracking

This can be enabled by adding additional JavaScript to the error handling code and will track the errors which users are encountering. This can report back on user errors such forms not being filled out correctly, tick boxes not being checked, phone numbers not being entered in the correct format. While the checkout may be easy for you to use, the top events report may reveal a number of usability issues that are easy to fix.

Browser Performance

Designing and developing a website that works across all browsers is an extremely difficult task to undertake. The browser report will allow you to see the percentage split of which browsers are sending traffic to your site, you can then review the percentage split of conversions taking place on the site. If you discover that Chrome sends a healthy number of visitors to your site, but IE converts at a higher rate,  this could mean that part of the shopping cart does not perform that well with Chrome and that issue needs to be investigated.

Read the full article on th Google Analytics blog.

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