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8 Ways to Use Web Analytics to Increase Online Sales

Jennifer Lonoff Schiff | Jan. 17, 2014
Experts share their top tips on how businesses should interpret and use Web analytics reporting to improve customer engagement and increase purchasing on their websites.

Use demographics data to better understand and target your audience. "Google Analytics recently released a Demographics and Interests segmentation in the Audience report," says Katya Constantine, founder, DigiShopGirl Media.

"This allows sites to see the age, [gender] and interests of their site users - and which segments have a higher conversion rate," Constantine explains. "Based on this data, you can create better targeting criteria in future display and paid traffic efforts."

Know exactly what your customers are looking for (with Site Search). "Use Site Search data in Google Analytics to find terms people are searching for while they are on your site, along with the page they were visiting at the time," says Dave Cannon, co founder, FindProz, a private instruction marketplace.

"This will help you pinpoint lost opportunities for product placements or additional mid-to-low-funnel content, and where they should be located on your site," Cannon says. For example, "someone might search for 'photographer' and then refine the search with 'wedding photographer.' [So] now you know to advertise wedding photographers."

Learn where visitors are landing. "Look at your Landing Page metrics," says Nick Mather, COO, CyberMark International, an Internet marketing firm specializing in ethical SEO. "These are the pages where all your website traffic lands from search engines and other referrers. The content (text, images, call-to-action elements, etc.) on these pages should be perfected as to decrease the bounce rate and increase the conversion rate."

Find out which calls to action generate the most interest. "When it comes to online conversion rates and lead generation, you can use in-page analytics to learn which calls to action are producing the best results on your Web pages," says Brendan Cournoyer, director of Content Marketing, Brainshark, a provider of cloud-based business presentation solutions for sales, marketing and training.

"For example, Google Analytics allows you to view a web page and see which links on that page are driving the most clicks," Cournoyer says. "Are some calls to action more effective than others? Does the placement of the call to action matter? Do some calls to action resonate better based on the topical focus on the page they live on? By using this data, you can further hone your messages to increase conversions based on the practices that work best."

Pay attention to bounce rates to see where you're losing customers. "Review the bounce rate of your landing pages," says Steve Lamar, vice president, SEO Production, Volume 9, a search marketing firm.

"Look for pages with higher traffic and high bounce rates relative to your other pages," he advises. "Pages with high bounce rates can indicate a problem with the information, layout or call to actions. Use bounce rates as a initial indicator of problem pages."

 

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