Identifying Conversion Weakness Using Google Analytics
The Device Category Overview report in Google Analytics provides a helpful overview for not only your overall
If your site has had Google Analytics running on it for several years, you can see how your mobile traffic has grown. For many merchants, mobile is now number 1 in sessions or a close second.
Conversion Rate Targets
Here at MAK we often have clients ask us what their
Some industries have higher
If your business has limited competitors, your site should convert better than a merchant competing with many others.
If you’re getting most of your traffic from paid search, such as Google AdWords, you should be converting better than one one that gets their traffic from organic searches.
What should your target
Visitors using tables should convert roughly 50 to 75 percent of the desktop rate. If you are converting at 2 percent for desktop, you should convert at 1 to 1.5 percent for tablets.
For mobile, aim to convert at least 25 to 50 percent of desktop visitors. Sites that convert 2 percent for desktop should be converting .5 to 1 percent for mobile
With that aim in mind, identify which device has the best opportunity to improve. For many merchants, this is mobile. Mobile improvements can typically be applied to desktop and tablet also. Try to roll out improvements for all devices at the same time to maximize your
Checkout Should Be Your Primary Focus.
For new clients, our primary focus for improving
The Shopping Behavior reports shows overall abandonment in the path to purchase and checking out.
The Checkout Behavior report further breaks down the checkout steps to help identify which ones have the highest abandonment rate.
You can segment the funnels by Device Category to see if one of the categories is a bigger offender.
After analyzing your checkout, keep in the mind the growth of Google Shopping Ads. For merchants using those ads, product pages are likely landing pages for new visitors. Focus on product pages can greatly improve
Use Annotations To Document
Using Annotations in Google Analytics is a great way to document when you update your website with
In order to create an annotation, simply click on the down arrow below the graph in your Google Analytics Report (Figure 1 in image below) then click “Create new annotation” (Figure 2 in image below).
Once you’ve created an annotation, enter the information about the updates you made in the appropriate fields. Select the correct date that the change was made, then make the annotation “Shared” to allow anyone with access to your Google Analytics account to view, or “Private,” which allows the annotation to be visible to your login.
Select the correct date that the change was made, then set the annotation Visibility. Selecting “Shared” allows anyone with access to your Google Analytics account to view the report and selecting “Private” allows the report to only be visible to your login. Save then you are done.
Learning, Building, Testing
Now that you are familiar with the process, it’s best to seek guidance on improving
Another good way to improve
Your work is never done. Even if you are meeting your target rate
If you are interested in learning more about how you can go about identifying conversion weakness with google analytics contact us here.