Evolve your website using conversion goals for a sweeter customer experience

Discover how simple tools from Google can help you discover what customers are and aren’t doing on your website!

Chris Dixon

PPC and Digital Marketing

Enhance your customer’s online experience and get more sales with conversion goals

Launching a new website for your company is exciting, and it provides a great platform to help you achieve your business objectives. Once it’s up and running, have you considered ways to evolve your website to attract and retain customers?

Google Analytics, a powerful and free tool, allows you to monitor data compiled from visits to your website. No matter your objective, even if it’s as niche as selling hundreds of novelty Boris Johnson wigs fashioned from alpaca-hair, it will be measurable.

Once you know what your customers are (or are not doing…) you can implement changes on your website to create an enjoyable shopping experience.

Goal the distance – setup conversions throughout your website

A staggering amount of visitors spend less than 15 seconds on a website, one in three in fact! This could be equated to a number of factors – that special offer link going to a broken page? Probably. No order button for those Boris alpaca wigs? Definitely.

Unless you have Jedi mind powers (or Google Analytics – the technology equivalent of), it’s going to be difficult to pinpoint what’s putting your visitors off. Fortunately, you won’t have to haul Yoda through a swamp on your back to figure out problem areas of your website.

Get to know the basics of Google Analytics and learn how to set up conversion goals. These can be used to identify touchpoints on your website such as how many times a button has been clicked, like the famous “Add to Basket”, or if a visitor has been converted into a customer by reaching a “Thanks for ordering” page – every businesses’ favourite.

A conversion goal shouldn’t just be set up for when an order is complete, every part of the shopping process should be measured. You may need to invest some time to achieve this but it will be worth it – trust us!

Let’s take the Boris wigs customer journey as an example, and highlight ideal setup points for conversions:

An unkempt hair enthusiast lands on your website, Badhairdaylovers.com.

No conversion goal necessary as Google Analytics measures this automatically through visits.

The enthusiast sees that big, bright, bumbling Boris wig banner on your homepage. They just can’t help themselves, they have to click it right away.

Setup a conversion goal for this link, but also set up a separate conversion goal for the link to the same product page in your menu – this way you can see which one works best.

The visitor is now on the product page, they love the short but detailed product description and are delighted to see that the wig has been embalmed with copious amounts of hairspray. Perfect – they click the “Order” button after adding 50 units.

Another conversion goal should be set up for the order button to identify how many people go onto the page and then order.

They’ve reached the checkout, adrenaline coursing through their veins as they are about to make a payment. Card details are entered, the payment is processed and the visitor is no longer a visitor. They are now a customer staring at the “Thankyou for your order” page with a big grin on their face.

Set up a conversion for the “Thankyou for your order page” to identify a completed sale. This can then be measured against those who have reached the checkout page but have not completed the transaction.

Suits and success – tailor areas your website based on goal performance

If you give measurements to your tailor, and the suit fits well, you’ll probably return for future purchases. Likewise, use measurements and metrics from your customer’s journey to tailor a stress-free online experience which results in more orders.

And as with suit adjustments, there is always going to be room for improvement for your website. Not addressing issues on your website could lead to the loss of customers – for example, a difficult to use payment process can prevent a visitor from connecting with your brand.

How would you know if many visitors are struggling with this part of the site?

You could set up a goal to measure the amount of time a person spends on a checkout page. Combine this with a goal to help you measure how many people complete an order from the checkout page, and you will be able to quickly figure out if it’s a problematic area for the website.

Adjustments then can be made. If your products are digital-only, you probably don’t need to make address details, which are time-intensive to complete, mandatory. Or you can quickly diagnose if something is broken, and preventing customers from ordering.

If you’re getting lots of visits to a certain product, and people are spending a lot of time looking at it, but no orders, it’s possible your “Add to Basket” button is not immediately visible (or not present at all!)

By identifying these problems early on, and putting fixes in place, your customers are going to be happier. Happy customers = more sales!

Food for Thought: FurtherMore’s Takeaway Tips

We hope this article has been insightful and maybe has provided some inspiration for a Boris wig shop. Here are our takeaway tips for today:

  1. Get to know Google Analytics and how to set up conversion goals for your website
  2. Setup conversion goals across your website – think about what you’d like to measure
  3. Test your conversion goals, make sure they are working
  4. Don’t panic if customers aren’t converting how you expected, use the data to your advantage and tailor the journey
  5. Consistently monitor and adjust to optimise your website
  6. Make life as easy for the customer as possible – many visitors won’t let you know if something isn’t working, so utilise conversion goals to identify problems

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