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Lesson 9: Website Sales Funnels & Conversion Optimization

Tracking EVERYTHING!

Problems:

  • People (your Bobs) don’t know your website exists.
  • You are not tracking traffic and onsite behaviour thoroughly. If you aren’t measuring what is working or not, how can you improve?
  • Your website is not converting.
  • Not ranking on the first page of Google.
  • Little organic (free) traffic.
  • Very few links from other websites so Google doesn’t think your website is trustworthy or authoritative.

Solutions:

  • Onsite content needs to be well optimised for Google but also user intent and usability.
  • Create highly shareable and linkable website pages which are worthy resources for people.
  • Knowing who your Bob is and tracking what Bob does onsite.
  • Promise and then deliver at every step.
  • Simplify tracking by having a great set up to start with.
  • Make it easy in simple language to use the data you collect.

Without Having To:

  • Spend hours setting up tracking.
  • Spend hours going through analytics.

Any famous sports star will tell you that the key to mastering anything is by practicing and improving. Learning HOW to improve is very much part of that equation.

Champion Analytics

In the internet and online marketing world – how you improve is by tracking and testing everything you can.

If you can see all the paths people take get to your website and what they do when they get there, you can work out what’s working for your customers, and you!

When people buy something, if it is tracked well, you can also reverse engineer high converting click paths back to their origin points.

You can track:

  • downloads.
  • links clicked.
  • paths through a website.
  • landing pages and pages someone clicked through to from other pages.
  • time on site.
  • how many pages people looked at.
  • most profitable paths through a website (to sales).
  • how many times a visitor visited a site.
  • how many times that visitor visited BEFORE they bought something.
  • how many days that visitor took to buy something.
  • how many times a visitor came back as a repeat customer.
  • what sources of traffic are the most profitable and COMBINATIONS of visits.
  • what order of visits from different sources produce the most sales.

And a WHOLE heap of other things.

Sales Funnels

If you know what worked before, then you can apply what worked again. You can also use that data to try new things, and improve on what you did.

For example, if you have been paying for Adwords clicks to your website, and can see which landing pages convert best. You can create pages on your website with the aim of ranking for the keywords you just paid for in Adwords, and attract ongoing ORGANIC traffic to your website.

You can use what you learn from paid traffic to build a steady stream of organic traffic because you know that it has a high likelihood of selling.

If you know that it takes 3 visits to convert people, (see below) you can recreate that path to a sale yourself through your digital marketing strategies.

Conversion Paths

Pixels and Adwords Remarketing

You can also add Facebook pixels and Adwords tracking code to your website pages. You can see visitor website data, and pick who you want to show posts to from that data.

It is then possible to create ads on Facebook and Google that are specifically targeted to reach:

  • people who have visited one or more pages on your website.
  • people who are demographically like the people who have visited one or more pages on your website (lookalike audiences).
  • people who have clicked add to cart, then abandoned it, or takes some other action.

There are many more options we will cover in a webinar session.

Essentially, tracking allows you to micro-target your audience – so you are always paying for the MOST QUALIFIED visitors.

It also helps you to forward plan your marketing – based on previous results that you know work. You can also test new ideas, and use them to improve further.

You can save an enormous amount of time and money by eliminating time wasting activities. Tracking allows you to know what they are!

How to decipher whether or not activities are worth pursuing:

If people are not converting on your website, it’s usually because:

  1. They don’t want what you have and probably never did (don’t bother promoting to these people)
  2. They can’t easily find what they were promised on your web page (improve website pages or change landing pages)
  3. You haven’t built enough trust with the visitor or they don’t have enough information to be able to make a decision (they need to overcome obstacles first)

You can see this behavior in your website analytics by:

  1. A high bounce rate.
  2. Few visits to other pages from page they first land on.
  3. Short time of site.
  4. They read your pages and may even look at products, or add something to your cart, but don’t buy.
  5. Some pages convert well, other poorly.
  6. People come back to there website but never commit to a purchase.
  7. People abandon the shopping cart )lack or trust or usability).

 

Wherever and whenever you can:

  • Add Google analytics tracking to your website and enable ecommerce (in your admin>>ecommerce settings).
  • Add Facebook pixels to your website.
  • Enable Adwords tracking – connect it to your Analytics so if you use Adwords, you can see how your Adwords traffic engages with your website.
  • Use Google tag manager to track links and downloads (or a wordpress plugin like GADWP or MonsterInsights).
  • Add your websites sitemaps to Google webmaster tools.

Sitemaps

You can set all of these up using your gmail account login.

How to set up Google analytics with tag manager: https://www.monsterinsights.com/how-to-implement-google-analytics-with-google-tag-manager/.

These people will set up your Google analytics account and all other data on your website (not cheap but do a good job): https://www.logit.net/services/google-analytics-integration/.

Facebook Pixels: 

Either you or your web developer can install Facebook pixels.

Here is a link to show you how to install a Facebook pixel into a WordPress website  http://www.wpbeginner.com/wp-tutorials/how-to-install-facebook-remarketingretargeting-pixel-in-wordpress/.

If your website is not a WordPress website, this video will show you how to install a Pixel https://youtu.be/gQWfNB1EV7Y.

Adwords tracking:

Adwords Youtube Channel https://www.youtube.com/channel/UCgl9rHdm9KojNRWs56QI_hg.

Setting up an Adwords account https://youtu.be/Sy7Y7T5Dz4M.

How to install Adwords conversion tracking https://youtu.be/aw-CBM6F9rU.

ROI.

What we measure from our analytics:

  • Time on website.
  • Number of pages people visit per visit.
  • Bounce rate.
  • Which landing pages show product sales.

The pages may be tracked URL’s e.g. http://yourwebsite.com?trackingid.

Visitor Behavior

Audience Conversion Adwords

Every month we go through our statistics and write down which ads produced the most revenue and which audiences.

For our organic visits we calculate which posts resulted in or contributed to a sale. Below you can see that some conversions resulted from multiple visits. We will cover how to drill down into these visits to figure out which exact posts and links contributed to sales.

You can then plan to reuse these, or make improvement to them. We run periodic webinars on analytics.

Social Conversions

Watch Facebook video below on Youtube

Watch Analytics Video On Youtube

Questions to establish what you currently measure on your website Worksheet Lesson 9 (PDF)

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