How to find conversion opportunity in Google Analytics
By: Sajid Israq
Tags: Cxl Institute, Google Analytics, Cxl Minidegree

You have installed Google Analytics into your website and checking your reports daily. Many visitors are coming to your website, and you are getting a fair amount of page views. You are working hard to keep your Traffic engaged with your website. You have set up some goals and waiting to improve your conversion rate. After a few days, you have found that your bounce rate is getting high, and page views are dropping. You are wondering where you should focus and which matric you should improve. Like you and many other people, I was in the same situation, considering google analytics. Where should I improve to get a better conversion rate? I have been writing for the past few weeks on google analytics based on my knowledge from the CXL academy. It’s an excellent website for serious marketers, thought by the most comprehensive industry experts. They are offering a range of courses and mini degrees. I was looking to improve my Google Analytics skills and decided to enroll here. It a pretty good experience so far on Digital Analytics training. When you want to learn something, It’s always recommended that you know by applying. I am using my knowledge in my project Prepmock and trying to improve my website conversion. It is difficult to understand the data when you are not clear about the basics of google analytics. It’s always helpful for your learning to practically apply your knowledge to remember what you have learned and sharpen your saw. Let’s move on to the Google Analytics reports to find out conversion opportunities. We will use the Google merchandise store demo account for our examples.

Page Value and Bounce Rate Data

Let’s explore the All Pages data in Google Analytics. You can navigate there by going to Behavior data > Site Content > All pages and then check the results. Here is the screenshot of the page on the current date.

Check page number eight page value and bounce rate. It has a 100% bounce rate, where the page value is $23c. Page value is an important metric that you set up in Google Analytics. The bounce rate indicates that there is something wrong with this page. You may have similar issues on your website, and this is an opportunity for you to find out what is wrong with that page. I tried to check that link to find out the problem and found that the page was not available.

Traffic quality and identifying the right source of the Traffic.

We already know that we can find all our traffic whereabouts by visiting Acquisition > All Traffic> Source/Medium. In our example, look at the image below to understand how you can miss an opportunity with the traffic source/medium.

Number three source/medium are both none. It’s not a good sign if a fair amount of Traffic comes to your website and generates revenue, but you have no idea from where they are coming. It’s always advised you should try to tag your Traffic where possible — the best way to do it by using UTM. I have written an article where I have explained what UTM is and how to use it. Feel free to check that also.

The Myth about bounce rate

We always like to think bounce rate is terrible and in most of the case which is. First, we need to understand the purpose of our website. You may be promoting a blog post, and lots of traffics are coming. People often leave your site if you don’t drive them to other areas of your website. It’s okay if you are not converting them to sign up or subscribe, which will make the bounce rate high. So a high bounce rate is not always a wrong metric for your website.

Secondary dimension and Segments

Another right way to find conversation opportunities is to use the secondary dimension. The secondary dimension gives you a better view of your data to identify conversion opportunities. We can add a secondary dimension by clicking on the button like the below image.

You can find out the most performing source /medium data and look for better conversion opportunities. In our example, we can see Google is getting much direct traffics to specific pages, but not all of them are converting very well. In this scenario, we can examine to page and make it better by identifying the problem. Conversion opportunities are not the same for all websites. It’s your job to find it out as an analyst.

Segments are also an excellent way to find out conversion opportunities. We can look for paid Traffic and organic traffic data to understand which one is performing better. We may find that sometimes organic Traffic is performing well than paid Traffic. Segments can be made between mobile vs. desktop users. It will allow us to find the right device to target. We can use Google AdWords to target users based on device criteria.

Using Goal funnel to find conversion opportunities

It’s essential to setup a goal funnel when you are running an e-commerce website. I haven’t setup a funnel. You should start doing it as soon as possible. Here in our example, we can see how google merchandise store has setup their funnel. It can help you to understand at which part of your funnel the user is not moving further. It can give you lots of thoughts and insights on where you should focus and improve. It may be a simple technical issue, or your users have found a better deal and leaving your website after adding items to your cart.

The users might drop during the review process. All of the answers you can see if you are the funnel set up correctly.

Finding a conversion opportunity is fun when you know where you should look at your data. I tried to give you some most common aspects that you should look for conversion opportunities immediately. The best way of doing this is to have a clear goal for your website and build your website according to the user needs. I hope you enjoyed my article. If you have anything to add to this, feel free to comment and reach out to me.