First of all what is a conversion? For an eCommerce site it could be a macro-conversion like ordering product. That's clean and clear cut, it's generating revenue, and has value. Another conversion, a micro-conversion could be downloading a white paper, you add some value to the conversion since it may contribute to a sale. Still other conversions may be reading article on a purely content driven site, or clicking an ad.
So now you have an idea of what a conversion is make sure you know how to track them. In Google Analytics you can set up goals, funnels, and review user flow diagrams to see how someone is going to a destination. If you have an eCommerce site, you're going to want to make sure your analytics package is configured to track transactions, and in Google Analytics, you have enhanced eCommerce tracking where you can view cart abandonment, and overall flow of the transaction. What's the goal? As said previously, that's what you want someone to do, it could be downloading a white paper, signing up for your site, or any action that has value.
All this data tracking in analytics, but what can you do with it? The topic of this blog post is about missing conversions. In order to find out if you're missing a conversion, you need to lay the groundwork as discussed here. Now that that's done, let's look at an example.
On one site, a company opened a new service to their customers, the bounce rate was incredibly high compared to other areas of their site. People would basically go there, from the initial view, about 50% of the traffic would drop off after viewing the entry page. Another large percentage would continue on to go to the About page, and then significantly drop off after that. Why was it so?
Rethink Your CTA
After reviewing the About page, it was basically some headline "About Our Service", and then one paragraph which wasn't very informative.
Why is this a problem? You need to understand the flow of your user traffic, and where people are leaving. The more leaving, means less conversions. If the majority of the users are going to the About page, that means they're interested in your offering, but you're not providing enough information to them to become actively engaged in that service.
It's time to rethink your CTA. Should you place your CTA on the "About" page? The answer is most likely yes. If such a large percentage of people are hitting that page, then rethink it, make it engaging to prompt them to do more on your site, even place a CTA right on the page. Avoid confusing your visitors, and give them an experience that has a clear message.
Connect to Your Audience
And it's not just about moving your CTA, it's also about getting your messaging right. I blogged previously about a campaign we ran on the fan site network where I was a managing member and founder. Essentially, getting fans to do some action that would benefit the band, you couldn't have that message come from the band themselves, it needed to come from someone who was seen as peers to the fans. You can't speak down, or force someone to do some action that you want them to. You need to show the benefit that it brings them, wether this benefit is monetary, making their life easier, or some emotional benefit.
This is just for you to understand your user flow, by understanding the user experience of your site, you can use analytics as a tool to generate more revenue, and highly engage your visitors. I will be covering several topics using my digital strategy method as a guide. Good luck!