Imagine Sam, a marketing manager for a local charity based in London. He’s eager to better understand his visitors and wants to increase his website conversion rate.
Armed with Google Analytics, his two main goals are to increase donations and applications for their apprenticeships. So, where does he start?
1. Define and track your business goals
Given that you already have Google Analytics on your site, through something like Google Tag Manager, we’ll need some way of telling Google Analytics that a user has completed a certain task or action for it then to be tracked.
In our case, both will be a destination goal defined by a user getting to a specific thank you page. Depending on the unique thank you page, Google Analytics will know if the user has make a donation or submitted an application form and track those conversions. It will also act as a baseline to see whether any of our improvements will increase these numbers over time.
Now that we have our goals in place, let’s now focus on asking questions around your users:
What devices are they using?
Which countries are they visiting from?
I’d say having an optimised experience for all users is important, but in this case I’ll be focusing on quick wins rather than a whole redesign of a site. Getting feedback from your users can also be a good addition to using your analytics data too.
To find out which device category is most popular navigate to:
Audience > Mobile > Overview
Now, let’s say your audience is about ~60% for mobile, we might then want want to see which counties these users come from. On the same Mobile Overview page, define a secondary dimension as Country.
From our list of countries we might find we have lots of international traffic from the States for example. Using this sort of data we can make some assumptions on how to improve the conversion rate for these users. Examples could include:
International, mobile users might need a clearer and easy options for applying from outside the UK
International, mobile users might want to see internationally recognized payment services like PayPal
These are just some examples. Of course some might ring more true than others but the focus here is to spot where the hurdles are and to take action.
3. How are users connecting with your content?
After looking at who your users you’re getting, you might want to look these:
Which are your popular landing pages?
How are users getting to your pages?
To find your popular landing pages, navigated to the follow:
Behaviour > Site Content > Landing Pages
I’d suggest focusing your efforts on reviewing the top three pages that you find here. While looking at these pages you’ll want to look out for the following:
What kind of page speed are you getting? Use Google Page Speed tool to help find ways to improve your page speed. If a site is slow to load, users tend to give up.
Is the content clear? Is your content clear and easy to understand? Is there clarity and urgency to your actions?
Are call to actions clear? Does your button or link style stand out as a clickable object or does it blend into everything else?
4. Using your data, implement improvements
Now that we have goals define and we know more information about our users, we can find the problem areas and craft solutions to improve the conversion rate.
Adding tools like HotJar can provide some really useful data through heatmaps, user recordings and funnels. Using all this data can really help spot possible problem areas for your users.
Why do you do the things you do? What are you building up to?
The deep ‘why’ behind these types of questions can make them hard to answer, but for me, it’s important to know the ‘why’.
Defining your ‘why’ can shape everything you do. A measuring stick of sorts.
Does this help or hinder the vision? Yes/No.
It’s considered to be a pivotal part of a business strategy.
My ‘why’ has changed over the years.
From becoming a rubbish collector – due to their cool trucks – to a serial entrepreneur/inspirational speaker. Things can change.
In 2015, I wrote simply:
Building on my talents: music and creativity. Applying my character: encourager and inspirer.
By 2017 it had changed:
To inspire and support entrepreneurs at all levels. Through mentorship and collaboration to develop strategies to solve business problems. To provide practical solutions across content, design and development.
Your vision will be unique to you. It will also change over time.
1. Set your vision
Take time to meditate on what you’re good at. What do you want to achieve?
Write it down.
Consider sharing it with close friends to get their feedback on it.
2. Measure all your activities against it
Achieving your vision requires time and energy.
To increase time and energy consider simplifying your life around your vision.
Write down all the things you do in life: job, friendships, social life, sports, etc.
One by one, assess whether that item needs simplifying or changing.
It could mean changing a few things.
It could mean saying ‘No’.
But it could also mean saying ‘Yes’ to things that compliment your vision.
3. Regularly refine your vision
Plan in times to review your vision.
Have those changes to simplify helped you towards achieving your goal?
Has your vision changed? If so, it’s ok. Write down your new vision.
Repeating this process can help you prioritise your vision.
The talk of ‘vision’ hopefully isn’t so daunting now.
Set your vision. Measure against it. Refine it often. Circulating these three points will help focus your time, energy and efforts – they’re all valuable.
So how has setting a vision increased your dive and focus?