Google Analytics for CRO to boost conversions: why your visitors don’t buy?

Google Analytics (GA) for CRO: Are you wondering why your users are leaving your site without making any purchase?

Know from this article what are the 3 GA reports you need to check in order to increase conversion rates.

Google Analytics is a free digital marketing tool provided by Google for businesses, agencies, start-ups.

It helps them optimize their website, increase conversion rate (CR), achieve their revenue goal and return on investment (ROI).

Business owners and digital marketers work together to build an online marketing strategy and determine the site’s goals from the very beginning of developing the site.

The role of a website is to help a business attain its goals. When your site and your business are on, it’s very important for you as a marketer to understand what is happening there. And for this reason, you need to make proper decisions and implement savvy digital tactics and strategies to sustain the company in its growth path.

That’s why Google Analytics is a gold mine when it comes to CRO. It offers useful data such as traffic channels, bounce rate, session duration, number of users and sessions in a given period, sessions by country and device, pages visited, goals completed, Google Ads data.

In most cases, marketers have to be CRO specialists when there is no one else.

CRO specialists analyze this Google Analytics for CRO data to build an adequate CRO strategy or revive their initial one in order to convert more visitors into buyers.

1. What is a conversion?

A conversion is a clear goal, an objective you set in GA when you have products to promote and/or sell. You can reach conversions which can be leads or sales when you combine different CRO and other online strategies.

Conversions are part of the sales process and are met when visitors enjoy spending time online in the company of your brand and take specific actions. For example, a conversion is when a user sends a registration form or buys your product promoted on a dedicated landing page.

A landing page (homepage or another page) is the`first page through which users enter your website.

Conversions/goals can be of many types, depending on the action you want visitors to take:

– sign up for newsletter;

– filling in contact/registration form;

– order a product;

– sign in/log in to account;

– click on a link within a mail.

2. What CRO practices can turn visitors into buyers?

From a user experience (UX) point of view, to attract valuable visitors and turn them into leads and conversions, the landing page needs to have a special design with optimized content.

Diverse elements like images, videos, call to actions, buttons, boxes with authentic information need to be added on the page in strategic places. You need to build effective ‘call-to-action’ elements on the landing page(s) and use appropriate colors.

Also, to encourage visitors to take concrete action when getting on the landing page, specialists have to naturally communicate honest messages there.

They must be designed in a way that prompts users to respond quickly and show a positive interest in your brand. Their aim is to provoke a positive emotion on people and trigger their buying behavior.

Having on the landing page unique and authentic content in the form of video, ebook, podcast, guide, case study or article is key to arouse users’ curiosity and convert them into customers.

And to get the content you are promoting on the landing page, your visitors must send their details (name & e-mail) in order to see all the content or try your product for free.

This strategy will be successful if you monitor and improve your landing page(s) both for users and conversion rates. And build product pages according to your audience’s tastes and needs.

Therefore, keep your focus on connecting your visitors with your brand and make them become engaged with your product. In order to turn visitors into customers, use your creativity and competencies to develop an original website strategy and customer journey.

You can combine growth marketing strategies with CRO. If you develop and apply them properly, they can do magic for your business. It’s their trend now.

3. Why are Google Analytics for CRO reports important?

There are 5 reports sections in Google Analytics: Real-Time, Audience, Acquisition, Behaviour, Conversions. They contain in-depth and practical information about your visitors.

GA offers data about the number of conversions completed, their conversion rate, value and traffic sources.

All this data is essential to analyze your digital campaigns, identify new CRO opportunities and know what landing pages to optimize for better conversion rates.

Moreover, GA provides data about the rate at which goals were abandoned by users. If there is a high abandonment rate that means visitors are not satisfied with the experience on your site and they leave it.

Through CRO this aspect can be corrected if you identify the issue (design, usability, content) that generated this unpleasant situation.

With Google Analytics for CRO you can identify what kind of experience your users are having with your pages. You can extract CR data and test different hypotheses using A/B testing with Google Optimize.

Thus, you can find the right layout that matches your buyer persona(s) profile. This applies when you want to reinvent your landing page for better conversion rate.

Also, you can improve conversion rates through site optimization and other digital ingredients and creative online strategies.

For instance, you can apply Search Engine Optimization (SEO) – on-site and off-site SEO – and PPC campaigns at the same time. These campaigns can bring greater and long-term results if they work together as one cohesive campaign.

Once you know which channels (organic, direct, referral, social, e-mail) bring in qualified traffic then you can start building better CRO campaigns and reach the right users that need your product.

4. Here are three useful Google Analytics reports to use when doing CRO work: 

  • Behaviour Flow

What you want to accomplish as an entrepreneur or marketer determines your goals. And using Behaviour flow report you can gain an understanding of how users interact with your pages.

This report shows you what are the next pages visitors enter and highlights their first and second interaction. There can be many interactions depending on how many pages are involved in the process.

behaviour flow ga example

You analyze the visitors’ journey in terms of pages they reach after they leave your landing page. You can detect drop-offs or exit pages so you can find out what the issue is in terms of user experience (UX) and correct it.

Here CRO comes into play because its job is to identify why users leave the website and find an efficient CRO method to boost the goal’s conversion rate.

If you want to see more pages you can click ’group details’ and GA gives you data about these different pages: number of sessions, traffic percent and drop-off rate. See example below:

behaviour flow group details ga example

If you want to know what sources brought people to the pages of your site, select Medium instead of Landing Pages. And if you want to go into more detail and understand the traffic source, click on it and select ’Highlight traffic through here’.

In our example, we have direct (none) traffic highlighted to discover in what other pages are users interested when it comes to navigating on our site:

behaviour flow highlight traffic through here ga example

When you hover your mouse over you can see different metrics as in the example above. There is a total of 815 sessions coming to the homepage: 161 sessions go to the other pages and has 654 drop-offs. It has a fairly high drop-off rate of 80% which means the site has an inappropriate homepage because it loses a lot of visitors. The homepage certainly needs immediate UX and CRO improvements.

  • Funnel Visualization

Funnel visualization report allows you to see how many visitors enter the funnel (on the left) and how many visitors leave the funnel (on the right).

The pages users enter and exit the funnel are listed on the left and right as well. In the middle of the representation you can see the number of users that proceed through the funnel and continue to the next stage.

funnel vizualization GA example

In our example, we can observe that are 164 entrances at the top of the funnel and 30 white paper downloads at the bottom of the funnel.

Entrance shows the number of times the funnel page was a landing page. Underneath the entrance page you can see the other pages through which visitors entered the funnel.

On the right, are listed the pages where the users went to after they left the Start Page. Exit means the visitor not only abandoned the funnel but also left your site.

Only 70 visitors proceeded to Registration Page and at the end of the funnel 30 conversions took place.

Using the conversion funnel report in GA, you can easily identify the pages abandoned by visitors. Having this data available, you can come up with innovative CRO methods.

One of them is building user-friendly landing pages (start pages) with attractive content (video) and call to action buttons that convince visitors to register and buy your product.

  • Reverse goal path

Reverse goal path starts first with the page URL of the completed goal. Then you can see the previous three pages users entered before they completed the goal.

These pages are named Goal Previous Step 1, Goal Previous Step 2 and Goal Previous Step 3. These are the stages prior to the goal completion location. On the last column in the table are listed the total number of conversions.

example reverse path goal google analytics

In other words, in this table you have the pages’ URLs of the goals that the customers complete (first column on the left). In the next three columns are the links accessed before the goal was completed by visitors. And on the last column we can see the number of goals generated by this reverse goal path.

To sum up, Google Analytics gives you a clear image of your business that should look the same as the view you have from an airplane.

Now it’s up to you as an entrepreneur or marketer how you process and transform the data you get from your Google Analytics reports.


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