30-second summary:
- Analyzing and understanding website data helps enhance potential sales and conversions
- Google Analytics records the exit rate of specific website pages, helping you pinpoint exactly where users abandon your sales filter
- Google Tag Manager can help identify if users are leaving forms uncompleted, leaving you tantalizingly close to conversion without sticking the landing
- Recording and analyzing common user search terms on a website will reveal if consumers are seeking services they are willing to pay for but you do not provide
- Search analysis tools will shine a light on any underutilized and under-monetized website pages, helping you make the most of your PPC budget
In the age of online marketing and data intelligence, every click matters. Traffic is a great metric for the potential success of your business, after all. Alas, traffic means little without conversions. A brick-and-mortar store that sees plenty of footfall but fails to make sufficient sales will be considered a failed business model. The online world is no different. Without conversions, a website is just an expensive – and ultimately unsuccessful – advertising campaign.
A conversion is the completion of any pre-determined action on a website. This could be downloading free content in exchange for joining a mailing list or interacting with the site through social media or a contact form. The gold standard of conversions will always be sales, though. If your product or service is not turning a profit, something needs to change.
By studying and understanding website data, you can pinpoint missed opportunities for sales on your site. Utilizing tools and software, you’ll understand what visitors are looking for and why they bounce without converting.
Data to review
Here are four core KPIs that should be studied to understand why visitors leave your site without making