Online businesses thrive when it experiences steady profits by dong some business online. Having said that, its conversion rate is a metric that is important to entrepreneurs because it allows them to see if their businesses are doing good in the online realm or not.
There are certainly many ways you can improve your website’s conversion rate and one way to do it will be to utilize Google Analytics in a certain way.
In this article, I will tell you what you need to know about increasing your conversion rate by using the aforementioned program.
Determine Your Business Objectives
The first thing that you need to do is to actually not use the program yet. In fact, what you need to do for starters is to determine your business objectives. Think about your key performance indicators (KPI, goals and targets that you want to attain, and other related stuff.
This is a necessary and crucial step because you will use Google Analytics, later on, to find out if you are actually reaching your targets and goals during your time conducting business online.
Create a Customer Theory
Customer theory is basically just a formal representation of your customer’s motives. This document comes with three factors: value proposition, brand positioning statement, as well as customer persona.
The reason why you want to create such a document is to help you learn more about your customers- what their problems and motivations are when buying a certain product, as well as other information that can prove to be useful to your cause.
By creating such a document, it will help make the entire process of improving your conversion rate so much easier, simply because you know exactly what you need to address in order for that to happen.
Auditing Your Business Processes Using Google Analytics
A lot of online business owners use Google Analytics, but the problem is that their accounts are not set up properly. You want to make sure that you are only getting accurate data and one that is considered ‘clean’ as well.
Here is a brief checklist of the things that you need to set up first:
- Site Search- See to it that your site’s search data collection is enabled. To do that, you want to go to Admin-View-View Settings-Site Search Tracking and leave it enabled
- Correct Time Zone- Assuming that you are using Shopify as your e-commerce platform, you need to set the correct time zones to both your Google Analytics and Shopify accounts. In Google Analytics, go to Admin-View-View Settings- Time Zone Country or Territory. In Shopify, you can go to Admin Settings-General-Standards and Formats
- Set the Right Goals- In order for you to get the right data, you need to use e-commerce tracking instead of ‘Goals’ to track your conversion rate. The process to do this would be to go to your Google Analytics interface and then Admin-Goals-New Goal. From there, you want to use the “Create an Account” template. Next, put an appropriate name for your goal and then select ‘Destination’ as your goal type. Input the right destination of your ‘Thank You’ page and click on ‘Verify this Goal’.
- Filter Traffic- To ensure that only the track that comes from your customers are tracked, make sure to go to your Google Analytics admin panel then Account-All Filters. Create a new filter and then fill-up the form with your IP Address to skip tracking your own IP.
- E-Commerce Settings- Lastly, to set your e-commerce settings, go to your Analytics’ Admin page, then View-E-commerce Settings. Have the feature turned on and make sure that the ‘Enhance E-Commerce’ option is turned on.