Aug 14

4 Ways Google Analytics Can Tell Why Your Website Is Not Converting

4 ways Google Analytics can tell why your website is not converting

Are you frustrated of your sloppy conversion rates despite you are getting the bags full of website traffic? Are you wondering why visitors are not converting into customers?

Don’t worry because it not just your problem. Many more web store owners are struggling with the same problem of converting their traffic into sales. In this article, I have mentioned 4 significant ways in which Google analytics can give you clues for the reasons of driving conversion rates on your website.

This analysis will definitely help you solve the problem. It becomes easy to solve an issue if you know the reasons, and Google analytics can help you do so. We will see how you can track some important metric on GA and interpret the readings to make the fruitful conclusions.

1. Track the “Bounce Rate” of the visitors

Login to your GA account and go to Behavior > Site Content > All Pages.

Track the “Bounce Rate” of the visitors

Bounce Rate shown on the GA is basically the percentage of sessions in which a visitor left the site from the same page without visiting any other page on the site. That means the visitor came, looked at the page, didn’t find what he/she was looking for, so left immediately.

If you have high Bounce Rate reading for a page, it is a definite indication that the page needs some of your attention as everything is not right with it. Lower is the Bounce Rate on a page, higher are the chances for conversion.

What should be done in the case of high Bounce Rate?

Read and analyze the pages with high Bounce Rate, and also the pages with low Average Time on Site. Look at the pages and ask the following questions to yourself:

  • Why are visitors leaving the site so early?
  • Are they looking for something else?
  • Is there not enough content on the page to get them to stick?

E-Commerce product pages are the biggest prey of the hiked Bounce Rates. The kind of losses that may occur through high Bounce Rates on Product pages is drastically higher than any other type of page on your site. You need to act immediately to improve the performance of your product pages.

Apply your best possible product page optimization to make them fulfill what they are designed for. A/B testing your Product pages is the best advice any CRO expert can give you in this case. There are unlimited ways to make your product pages work through solid product page A/B testing ideas. You can take a reference our explanation on How To A/B Test The Product Pages on Magento?

You should use the A/B testing approach for improving the performance of any kind of page on your website. Applying the heatmap tracking will also give you some crucial insights that would help you generate well informed A/B testing hypotheses.

You can try the Mockingfish’s free A/B testing tool for your purpose. It also provides an efficient free heatmap tool in the same package.

2. Track New vs Returning Visits

Go to Audience >> Behavior >> New vs Returning and Click on New Visitor. Then, filter by adding Secondary Dimension >> Source / Medium.

Track New vs Returning Visits

By doing so, you will be able to see a tabular breakdown of the visitors based on the source of the traffic. Look at the reading and note the source of the traffic and see how many of them are actually converting.

Traffic from the Paid sources

If the traffic coming from the paid channels like Google Adwords, Bing Ads, Facebook Ads etc are not getting converted then it’s a matter of concern here. Look at the readings and analyze,”Are the traffic from paid channels bringing revenue more than what was spent on availing them?”

If you are not able to generate enough of the revenue from these paid channels, it’s crucial that you review your Ad campaigns. You must also look at the following aspects:

  • Check the relevance of the keywords being targeted with the paid Ads
  • Check your landing page used for these Ad campaigns
  • Check if you are using mobile friendly Landing pages
  • Cut down the expenses on the channels returning poorly
  • Check the UX and UI of your social Ads on Facebook

Traffic from Organic Sources

A good share of organic traffic is simply an indicator of effective SEO on your website. Since they come from non-paid channels having more of them would not cost you much. Converting the visitors coming to your website through organic channels is a bit of tough nut to crack. However, if you have a good share of website traffic, conversion optimization would come handy to make these visitors buy things from you.

Take the help of A/B testing and Heatmapping to apply the best conversion optimization strategy to persuade the visitors. If they have a buying intention, they would definitely buy from you if your sales copy is compelling.

It’s important to note that if you have a low share of organic traffic on your website, then it’s a big problem as most of your future sales greatly depend on this category of traffic. Paid traffic is good but you cannot keep them availing for ever. You will eventually need shoppers to find you and come to you through the organic sources like the SERPs (Search Engine Result Pages). You will eventually need to come in the top ranks on the Google search results pages organically. Get in touch with an SEO company if you need to but never let the organic traffic go away.

3. Track Search Queries to remove irrelevant Queries

To track search queries Login to your GA account and go to Acquisition >> AdWords>> Search Queries

Track Search Queries to remove irrelevant Queries

Tracking on Google Analytics cannot distinguish between the useful and nuances by itself. You need to tell it which are the junks in your traffic that it needs to avoid tracking as you do not need them.

An easy and effective way to remove junk from GA and track the useful traffic is to mark the negative keywords in Google Analytics. Negative keywords are the irrelevant keywords that look similar to your target keywords but drive the traffic which is not relevant to your business. For example, if you are targeting “Contact lens” then negative keywords that you can avoid can include, Google lens, Camera lens, Contact Apps, or even Contact and lens separately. Know more about negative keywords here on Google’s support.

So, you need to identify the negative keywords that junk up in your search queries tracking. Go through the search queries, take out the keyword that drove traffic but never got converted and enter them as negative keywords in GA. By doing so you will be able to have a more refined tracking of only the important metrics on GA, and will be able to work out better ways to drive sales from your website traffic.

4. Track the Exit Pages of the Empty handed visitors

To track the Exit Pages go to Acquisition > Behavior > Exit Pages

A visitor exiting the website is normal, any one visiting your site will exit at some point. However, it does not remain normal and becomes a matter of concern:

  • When visitors are immediately exiting from the same page where they landed (Bounce Rate)
  • When most visitors the exiting the site empty handed without any conversion

Track this table to see which pages record most the website exists. Most likely the home page would have the highest exit rate but it’s normal. Check which pages other than the homepage that has the highest exit rate, because you need to work out and fix the issue that is making the customers exit from these pages.

Follow the same approach as explained for the Bounce Rates in the first point. Furthermore, you can implement these tips to improve your pages and utilize the Exit pages for something productive:

  • Implement an Exit Pop up on your website. It will appear when a user tries to exit the site. You can implement various ways to keep the visitors on the site through the Exit pop ups. For example, you can promote a discount coupon or a newsletter subscription form.
  • Make your pages more informational by adding links to the pages about your story and company. It will engage the visitors if implemented properly.
  • Show related products or most purchased products at the bottom of the every product page.
  • Show a Newsletter subscription option in the footer or right column.
  • Implement a back-in-stock alert subscription option on out-of-stock product pages.

To not to conclude

The scope of the data tracked by Google Analytics is not limited to just these 4 metrics. You can further track many more of them on GA to have different insights. It depends on your analytics skills and ability that how you can transform this raw data into the ways to improve your conversion rate. Stay focused and know the relevant stats and metrics you should track, these four can give you a great start.


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