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3 Ways to Increase Conversions with Web Analytics
Knowing what your visitors are doing on your web site can be invaluable to understanding your business’s customer lifecycle. Web Analytics has come a long way from simply counting “hits” or “clicks.” Below are three sure-fire ways to increase conversions.
1) Learn Which Marketing Channels Drive Revenue
About six months ago, we decided to look at what traffic sources were sending us the most traffic. We then took it a step further and connected “purchase revenue” to “traffic sources” and learned that Twitter was driving a large percentage of our revenue.
We then expanded our Twitter marketing efforts and increased results by 123%. Whether you are an ecommerce business, a web application or you rely on offline sales, web analytics can integrate with your bottom-line revenue numbers.
2) Get to Know your Leads
For organizations that have an offline sales process, it is very important to get to know your lead before a sales call. It will allow your sales team to speak to the customer’s needs and provide a targeted, personalized sales approach. Some important things to know before making a sales call:
- What is the visitor interested in? Which of your webpages have they viewed?
- What knowledge and experience does the prospect have? Analytics can give you the prospects occupation and employer profile.
- How do I approach the prospect. Web analytics provides demographics, including age, gender and location.
3) Identify Critical Pages for Conversion
Each customer is different, but in many cases, their needs are the same. By knowing what pages on your site were viewed before a visitor converted, you can identify the critical content on your web site.
After identifying that content, you have a few options. You can:
- Change your flows to funnel users toward the critical content.
- Add links to that content on landing pages, your homepage or any other high traffic pages.
- Add the content directly to your higher traffic pages by either swapping out other content or extending the page.
Anxious to get started increasing conversions with these 3 tips? With Performable Web Analytics you can do this and a lot more.
The following was taken from the November Performable Newsletter. Interested in getting the newsletter? Sign up for it here.
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