15 Tips: How to Optimize User Experience & Conversion Paths in Google Analytics


15 Tips: How to Optimize User Experience & Conversion Paths in Google Analytics     

Cutthroat competition means that very little stands between websites regarding quality and value actualized. It also means that tiny margins of reduced quality especially concerning user experience can result in significant traffic losses. It is, therefore, of utmost importance to ensure that your site’s user experience and conversion paths are highly optimized to maximize performance and avoid losing traffic to competitors. Here are 15 tips that will help you do just that.

Determine the user flow

Leverage Google Analytics to determine the general flow of traffic in your website. This way, you will isolate problem spots accompanied by traffic loss. Analytics offers three metrics of judging performance which are page value, bounce rate and the average time spent on a page.

Take your time

Take time to analyse traffic paths in your website through behavior flows. Adopt a deliberate, investigative approach, and you will be better placed to unearth excellent, actionable insights. Ascertain that the conversion blueprint you develop is seamless and representative of the on-ground scenario.

Use the reverse approach

A handier alternative to using behavior flows is commencing conversion path mapping from the point of conclusion. This way, you will easily know how the majority of your conversions come to be, the channels that are most used and the pages most traversed by those who convert.

Be goal oriented

Combing through Google Analytics without a clear goal in mind can be as frustrating as looking for a needle in a haystack. To safeguard your morale, have specific optimization goals and start out with clear parameters. Have a rough hypothesis of what you want to achieve.

Primary goals

Aim for the primary goal of identifying the marketing tactics your audience is most susceptible to. Be careful to notice specifics such as whether some people locate you on social media, or search engines and then go on to click on an ad. Model these insights to best optimize your main conversion paths.

Prioritize problem spots

Depending on where acute drops in performance are realized as per the judgment metric that matters most in your case, prioritize what you should work on first. Consider the whole picture and how pages in your site are interlinked to craft a sound action plan.

Categorize conversion paths

In line with prioritization, categorize conversion paths in terms of where most conversions are realized. Slightly improving your most effective conversion path, for example, may result in better gains compared to optimizing a non-performing conversion path that you deem to have potential. In a nutshell, commence optimization on the paths that earn income.

Use the right attribution model

The attribution model used should mirror the type of campaign implemented and the targets it is built on. Ensuring that your attribution model is appropriate is the only what you can clearly snapshot sections of the conversion journey to develop a representative whole that will better inform the optimization approach to take.

The Google Analytics default attribution model

By default, Google Analytics considers the final click that leads to the conversion. This means that if a person gets wind of your value proposition on social media but later finds you through a search engine, the last action, normally called the last click, is regarded as the true source of the conversion. If this arrangement does not fit your campaign type, then, change your attribution model.

How to determine the ideal attribution model

Selecting the attribution model that best suits your needs can be a challenge. To easily identify your ideal model, in Analytics, consider assisted conversions since they factor in different attribution models and their consequent impact on ad performance.

Track buttons

To gain in-depth performance insights and ease management, strive to track buttons singularly. It will require more labor as you will have to ensure that each button has a distinct tag, but the data you will get will be worth it. Organize the buttons as you see fit according to your site’s structure.

Segment conversions

Segmentation will enable you to compare button group performance. It will also ease management somewhat. The segments should be as granular as possible such as downloads, extensions, in-page, outbound, etc.

Track individual form submissions

To get insight of a more powerful nature that will help you know the efficacy of your forms with precision, track individual form submissions. It will call for more input relating to creating unique pixels and tags in Analytics but the data yield will prove the input worthy.

Track destination URLs

Test individual destination URLs to identify where the links are weakest. In this manner, you will be able to refine your conversion trajectories by ensuring that pages mapping the ideal conversion pathway incorporate highly relevant links that boost performance.

Consider deleting non-performing pages

Through destination URL tracking, you may realize that some pages are substantially low performing. In such a case, it might be shrewd to get rid of that page altogether. Otherwise, employ resources towards optimizing the user experience of that page bearing in mind that the latter strategy is more resource intensive.

In conclusion, optimizing for user experience and conversion paths via Google Analytics can get a bit technical. To this end, an experienced helping hand may come in handy. Otherwise, utilize blogs, webinars, and YouTube videos to figure out execution details that prove challenging.

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