Step 1: Define Goals
First you need to determine what you will consider a conversion. A very simple definition of a conversion is: Getting a visitor to do something you want them to do. Ideally this is determined before a website is ever built (or redesigned), but this isn't always the case. Don't worry if you haven't done this yet. Chances are, you probably have a good idea of what your site is supposed to do. Clearly defining the purpose of your website, then writing that down is in important reminder of what really matters. It reminds you that the site is a means to an end. Conversion goals are actions you want a visitor to take. These include things like:
- Purchasing a product
- Subscribing to a list
- Viewing a minimum number of pages
- Setting up an appointment
Some conversions are harder to track than others, but a lot of them can be set up in Google Analytics.
Step 2: Track Conversions
Tracking sources of effectiveness isn't a new concept. Marketers and advertisers have been measuring, evaluating and improving their efforts for years. Fortunately, tracking methods on the web are more efficient and results are almost instant. Using Google Analytics, you can set up goals by following these written instructions or watch this video:
Step 3: Evaluate Conversion Sources
Now that you've defined your conversion goals and started tracking them, you're ready to begin analyzing the data. To help me quickly analyze the data, I've created a custom report displaying the sources of traffic that result in the highest number of conversions. What does this mean to your bottom line? It means you will be able to see where to spend your time. Do you use pay-per-click? Have you been focusing on SEO? Do you have a YouTube channel? E-mail marketing campaign? This will tell you how each source is performing in terms of conversions. To set up a custom report, follow the tutorial below:
I've taken a screenshot of the custom report I set up, so you can see exactly how I do it.
IIf all this sounds really complicated, let us take care of it for you! We provide Conversion Rate Optimization (CRO) services so you can make sure you are spending your time and money in the right places.