September 29, 2015
Make your analytics work for you by setting up goals. It's super easy to do:
For a business that provides a service, you can use goals to track how many people on your website contact you through a contact form.
If you sell a product on your website, you can track people who make a purchase and receive an order confirmation. You can also track how many people fill their cart and then abandon it, and make use of that knowledge to reduce conversion drop off.
There are countless other ideas, but we'll start with the basics...
Setting a goal for when users fill out your contact form
Setting a goal for when users check out or fill their cart
To see how many people add items to a cart but don't check out, you can set up another goal with a destination of "/cart/view-cart" (the link exact link for your own site) to track the cart page activity and research where conversion drop off may occur.
If you find that many users don't convert even after filling their cart, there may be a few reasons behind that. Consider issues beyond your own internal policies (like product costs, or how you handle refunds) and start thinking about your website's user experience. Is the checkout process a speedy, simple experience? Does your e-commerce site glide customers to checkout? Or is it frustrating, difficult, and seemingly unsafe? Have you implemented consumer-friendly options like Paypal or do you only process credit cards?
Does your e-commerce site scare users off? Or is each page welcoming and easy to navigate?
If you haven't had success with conversions and need more users to fill a cart, you may benefit from simple on-page revisions in design or content. The delivery and display of information can drastically influence buyer habits and help your consumers trust you, enjoy shopping on your website and complete a purchase.
Check out how a few on-page design improvements helped one of our partners double their conversions. It's easy to do and worth the effort!
For more information on Google Analytics, check out these articles:
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