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Four ways to use your website data to discover missed sales opportunities

Your website is your online business—it’s a place to connect with and sell to your customers. While you’re managing your business, it’s important to also keep an eye on how you’re doing. You can use analytics to find out how many visitors you get, what they’re doing on your site, and what they’re buying. This information can help you grow your business and boost your revenue.

As a small business owner, you have a lot of data about your customers. But many times that data isn’t being used for optimal results. Using the data your website gathers, you can discover new customer segments, and use it to improve your sales.

30-second summary:

  • By analyzing and understanding website data, potential sales and conversions can be increased.
  • Google Analytics records the frequency of bounces from specific pages on your site, so you can see where users are leaving your sales filter.
  • Google Tag Manager can help you determine if users are leaving incomplete forms, so you’re close to achieving conversions but can’t.
  • Recording and analyzing frequent user searches on a website reveals whether consumers are looking for services they are willing to pay for, but which you do not offer.
  • Search engine analysis tools uncover underutilized and under-monetized pages on your website and help you make the most of your PPC budget.

In the age of online marketing and smart data, every click counts. Finally, traffic is a good indicator of the potential success of your business. Unfortunately, traffic without conversion doesn’t mean much. A physical store that has many customers but does not sell enough would be considered a failed business model. It’s no different in the online world. Without conversions, a website is nothing more than an expensive and ultimately unsuccessful advertising campaign. Conversion is the completion of a predetermined action on a website. This may include downloading free content in exchange for membership in a mailing list or interacting with the site via social media or a contact form. However, the gold standard for conversions will always be sales. If your product or service is not profitable, something needs to change. By viewing and understanding website data, you can identify missed sales opportunities on your site. Use tools and software to understand what visitors are looking for and why they leave the site without converting.

Test data

Here are four key KPIs you should look at to understand why visitors leave your site without converting. By mastering and understanding this data, you will be able to make the necessary adjustments to your website and marketing strategy that will pay off in the long run.

1. Google Analytics exit pages

The logout page tracked in Google Analytics is the last interaction the user has with your website before the session ends. Google Analytics records exit pages as a percentage and calls it the exit rate. In an ideal world, the most popular exit page on a website would be the thank you page after conversion. At this point, the user has completed the activity to the satisfaction of all parties. If you notice a high bounce rate on another site, it’s worth investigating. Something on this page is keeping visitors from converting. Therefore, this output is potentially responsible for lost sales. Note that an exit rate is not the same as a bounce rate. The bounce rate is the number of users who leave the page without any interaction. Exit pages are recorded when users begin their path to conversion but do not complete the process. Understanding which pages on your site are performing best can help you increase sales. Take a look at this page and think about why users don’t convert. Possible explanations are:

  • Unclear or weak call to action
  • A long sales funnel with too many steps
  • Insufficient information about your product or service that doesn’t convince the user to convert – or too much data that confuses the user and causes them to lose interest.
  • Lack of preferred payment options (e.g. e-wallets – not everyone likes to use a credit card online).

Customize this exit page to improve the user experience and persuade users to complete the conversion. This is easier to do if one of your site’s pages in particular has a high bounce rate. If the outgoing pages are spread evenly across the site, it may be worth considering a complete redesign and refresh of the content.

2. Google Tag Manager

The internet has brought many good things to the world, but more patience is not one of them. With so much competition, users are unlikely to tolerate interface issues when trying to convert. You can use Google Tag Manager to identify these issues. Form filling is probably the best use of GTM. If you look at the analysis of the form and see that it is often abandoned before it is completed, something is wrong. The user was an addict, otherwise he wouldn’t have filled out the form. Unfortunately, something made them change their minds and you missed an opportunity to sell the product. Use GTM debug mode to make sure this is not a technical problem. If so, it’s time to look inside yourself. These are some of the most common reasons why users abandon forms before they are completed:

  • The form is just too long and bulky! Slow and steady may win the race, but it is draining the lives of online consumers.
  • Useless questions. Unless you sell products or services that are age restricted, you should not ask for the user’s date of birth. If it’s not relevant to the article, don’t ask about gender or race.
  • Pop-up ads. Unfortunately, you can be held responsible for the sins of other sites here – previous experiences elsewhere can taint a user’s opinion of an online form.
  • Lack of confidence in the security and integrity of the data to be provided. Make it clear that you are not selling personal information to other companies.
  • Lack of compatibility with mobile devices. More than half of all web traffic now comes from smartphones and tablets. Make sure your form is not complicated and awkward to fill out on such a device.

word-image-5336 Source: Google Tag Manager Using GTM to find out why forms remain incomplete can be a simple solution and potentially turn half-filled forms into successful conversions. Don’t miss out on potential sales because of something as trivial as an overly complicated registration process.

3. Search records

As mentioned earlier, consumers want to feel understood by the company. Ideally, the visitor to a modern website doesn’t want to search for what they need. Visitors want to see everything they need and be sure that your product or service solves a specific problem. If users use the search feature, configure the site to record searches. This is a great opportunity to find out what your potential customers are looking for – and probably not finding – on your website. If they found what they were looking for, they would probably switch. By understanding what users are looking for, you can improve and expand your offerings to include those missing services. Or it may show that your text needs a little updating. Check if users are using terminology that doesn’t match the keywords on your site. This problem is easily solved by updating the content and reduces the frustration of being so close and so far from a conversion. This also has the side effect of improving your ranking in the SERPs. Google is moving to an expanded search capital model, making the use of text even more important. It’s very satisfying to see that a page’s ranking – and conversion potential – depend on the quality and relevance of its content, rather than limiting technical barriers.

4. Street value

To paraphrase George Orwell, all website traffic is equal, but some forms of traffic are more equal than others. Some pages on your website inevitably have a greater potential for sales and conversions. Investing in a search analytics tool can help you identify these sites so you can target them with your financial spending. Google Trends can also be valuable in this regard. Your website probably uses at least one cost-per-conversion model, such as B. Google Ads. You may be using several of them, with Facebook ads (including Instagram ads) and even Microsoft ads generating a large number of conversions. While PPC business models are constantly evolving, some tactics remain timeless. Perhaps the most important point is to determine which pages on your website have potential that is not being utilized. Performing SEO analysis will give you a better understanding of what users are searching for online. Once you learn this, you may be spending too much marketing budget on one page, when judicious use of keywords on another page can yield more results. For example, it’s always tempting to put all your financials on the closing page. We’ve already seen that users are looking for a clear and concise conversion funnel. However, don’t forget the opportunity to learn and have fun before insisting on conversions. When you use – and especially improve – content marketing, you convince users to proceed to a conversion page by learning more about your offering. This increases your traffic stats and potentially builds brand loyalty.

What now?

Now that you know these parameters, you can use them to calculate conversions. It’s easy to do – just divide the number of conversions by the number of visitors and multiply the result by 100. What does this number look like to you? If you feel like your conversion rate doesn’t meet any of these criteria, you can take steps to improve it. These include:

  • Simplify any form and optimize the sales filter
  • Improving and simplifying high-yield copying
  • Consider adding a pop-up window with an updated CTA – or even the promise of a free discount or gift – when the user tries to close the usual unsubscribe page.
  • Analyze the search results and make sure your offer meets the consumer’s needs and expectations.
  • Keep an eye on search trends and make sure you are monetizing the right pages on your site.

If you follow these steps, your conversions can increase dramatically. There are few things more frustrating than missing a sale that was very close. These small improvements don’t require much work, but can make a real difference in the end result.


What is website conversion?

Every website contains a series of actions that visitors must perform. This can be done by subscribing to a newsletter, posting on personal social media, requesting information through a contact form, or ideally, making a purchase. When a visitor of your website performs this action, there is a conversion. The number of people who do this in relation to your traffic volume is called the conversion rate.

What is a good conversion rate for a website?

This depends on a number of factors, including your industry and the expected return on investment. A website that operates on a cost-per-conversion model, such as. B. Google Ads, requires a higher conversion rate to generate significant profit. The average conversion rate on this platform is about three percent. The most important thing is to make sure your investment pays off – and that your conversion rate continues to rise, not fall.

How to increase the conversion of a website?

The most effective way to increase your conversion rate is to make the process as quick and easy as possible for the consumer. Create a great user experience by clearly stating what a visitor needs to do to convert and by removing all unnecessary steps from the resulting filter. Every extra action you ask of the user gives them another chance to lose their patience and walk away.

How do I calculate the conversion rate of my website?

There is a simple formula to calculate your website’s conversion rate. Track conversions over a period of time, divide by the number of visits to the site during that period and multiply by 100. For example, for a website that records 700 conversions on 12,500 visitors in 30 days, the monthly conversion rate is 5.6%.

How do you set up conversion rate tracking on your website?

Every website needs to track conversions to ensure optimal efficiency and ROI. Major platforms like Facebook Ads and Google Ads have built-in tracking tools. Learn how to use these tools and use the data to your advantage. Joe Dawson is managing director of UK-based strategic growth agency Creative.onl.

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