Use Google and goal tracking to increase business through your website.
Knowing if your website is attracting traffic is important, but do you know how many website visitors are actually giving you business? There’s no easy way to tell how effective a website is at getting paying customers, unless you keep track of conversions.
A conversion takes place when a customer takes a desired action on your website, such as requesting a quote or buying a product. You may know how many orders you get for a product on your website, but how do you know how those customers found you? What led them to buy? Did they find you on Google while searching for your product by name? Did they see friends share your product on Facebook? How many people got partway through the checkout process without finishing?
Google Analytics lets you determine this information through goals: specific customer actions tracked on your website. Goals can show you anything from how many quotes you received from Twitter followers, to why visitors from View Royal seem to abandon their online shopping carts more than anyone else.
The four major types of goals:
Destination: Tracks visits to a key page on your website. You could use this to keep track of visits to the Thank you page that appears when someone fills out the contact form on your website, or to keep track of visits to an order confirmation page in your online shopping cart right before an order is completed.
Destination goals are useful because they also allow you to see up to three previous steps taken by the user right before the goal was completed. One client who sells vehicle tire sealant had a destination goal set up for the View Shopping Cart page on his website, and determined that most customers rarely browse more than two products before adding one to their cart, and saw what patterns of product browsing led to the most purchases.
Duration: Tracks visits that last for as long an amount of time as you specify, such as users who spend more than five minutes on your website, or users that spend more than one hour. This can be useful for testing a correlation between the amount of time users spend, and their likelihood of buying a product. It is also useful for websites with content that takes time to consume, such as blog posts or news stories, and seeing what percentage of visitors spend time reading them.
Pages/Screens per session: Tracks users who have viewed a set number of pages on your website in a single visit. This is useful for determining how engaged your visitors are when they have quickly-consumed content that can’t be easily tracked with a duration goal.
Event Tracking: This is the most advanced goal Google Analytics currently offers, and tracks actions that can’t be picked up by the other kinds of goals. For example, if your website has a contact form that opens a pop-up thank you window when it’s completed, instead of going to a separate thank you page, it can’t be tracked with a destination goal. This kind of form can be tracked with event tracking instead, to pay attention whenever a user clicks the Submit button on your contact form. Event tracking can be also be added to the Play button on videos, and to links to affiliates’ websites, letting you know when users go from your website to theirs. Event tracking is highly flexible and can be applied to a variety of important steps on your website, giving you a clearer picture of your visitors’ behaviour.
Goal tracking with Google Analytics needs to be installed and configured properly to tell you what your website visitors are up to. Use this wealth of information to save you time, make productive updates on your website, and increase your business.