They will help you find all the "killers" of the conversion - 10 reports in Google Analytics

    Your site can do more. One has only to find and patch all the "holes" through which you lose potential customers. After all, every lost customer is a lost profit. In this article, you will learn how to find weaknesses on a site using reports in Google Analytics!
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    Sequence Visualization (Funnel Visualization)



    The “Visualization of Sequences” report is a sales funnel (Sales funnel - distribution of the entire sales process into several stages. For example: First contact with the site> Registration on the site> Paid subscription)

    How to find: Conversions> Goals> Multi-channel sequences

    What this report gives: В with it you can see how many potential customers “fall off” at each stage of the sales funnel.

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    Here is a sales funnel with 3 stages. The first stage is the transition from the main page to the page “Why do I need to subscribe?” (Why Join). As you can see in the picture, the conversion is only 2.93% or 634 people. At this stage, there is the first "hole" in the sales funnel.

    On the left side you can also see where users go. In our example, 19,659 people just leave the site (exit).

    What conclusions can be drawn from this?

    Either the main page does not meet the expectations of visitors, or non-targeted traffic is involved.

    In addition, 945 users go to another page that is not included in the sales funnel. If they are looking there for some important information for themselves, then perhaps it should be placed on the main one so that users move correctly through the sales funnel.

    If we assume that 3% of the traffic that goes to the next stage of the sales funnel is targeted traffic, then the next “hole” is the Subscribe page. This page reaches 865 users (most likely they are interested, since they got to it), but only 25% of them subscribe. 25% is not the best indicator. Therefore, the subscription page is the best place to start working on increasing conversions.

    Conversions Per Browser>



    How to find: Audience> Technologies> Browser and OS> Select the target of interest in the table.

    What this report gives: You can understand how the use of different browsers (and their versions) affects conversion rates.

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    In this case, you see that most often they enter the site using the Internet Explorer browser. At the same time, the conversion between 11, 9 and 8 versions is very different. In version 11, conversion is 7.24%, and in version 8 - 4.65%. This is too big a difference. Therefore, it is necessary to test how your site is displayed in this browser, and what problems arise.

    At the moment, a conversion of 4.65% generates $ 61,000. Now, calculate how much revenue would be if the conversion percentage was increased to 7%? It turns out about $ 92,000. $ 31,000 more. It’s worth it to analyze the conversion in each browser.

    Note: There are two conditions that must be observed when analyzing conversion by browser:
    1. All reports need to be segmented by device: only computers, only tablets, only mobile devices. You cannot mix this data. Initially, in Google Analytics there is no way to view the report only on computers. To add such a function, follow this link .
    2. Each browser and version must have at least 100 conversions, otherwise the results may be unreliable.


    Conversion / Bounce per Devices



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    In this report, you need to track the differences between devices. As a rule, indicators between computers and tablets should be the same (or tablets have 10% less). As for mobile devices, their conversion is one third or a quarter of the same indicator on computers / tablets.

    These are approximate figures that may fluctuate in each case!

    In addition to the difference in conversion between devices, pay attention to the shares of devices from which users access the site. To do this, click on the chart icon above the table on the right side.

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    If less than 50% of the traffic falls on computers (Desctop), then it is worth starting serious work on the processing of mobile traffic (Mobile). If the conversion from tablets (tablet) is very different from the standard conversion, then there are some problems, and you lose money. If the conversion from mobile devices is less than 25% of the usual indicator, then again you are losing money.

    If this is your case, then the results of the report on devices is a reasonable argument in order to create a separate mobile version of the site or make it adaptive for all types of devices.

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    There is another type of report on devices that you should pay attention to - site conversion depending on the operating system and the specific type of device. If the conversion rate on iOS is very different from the conversion rate on Android, then front-end programmers might forget to consider something.

    The same thing with specific types of devices. For example, you can see how the conversion differs for specific devices running on Android OS. To make it easier to analyze, click on the Comparison icon, which is located above the table on the right side. If you notice a very big difference in performance between different models of devices, then try to test on your own what the problem is.

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    In doing so, pay attention to the most popular devices. If you start to optimize the site for each device, it can be economically inefficient. Firstly, not all devices have a large share. Secondly, some of them are becoming obsolete and will no longer be used in the near future. Keep this in mind!

    Bounce / exit rates on most visited pages



    Exit Rate - The percentage of exits from the site that were completed from the specified page.

    How to find: Behavior> Site Content> All pages (Click on the Comparison icon on the right above the table and select the bounce / exit rate)

    What this report gives : You will find out which pages have the highest bounce / exit rates and you can compare this data in section of the most visited pages. This way, you will know exactly which pages you need to refine and what is the difference between effective pages and inefficient ones.

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    Landing page conversion / bounce rates



    Since it is on the landing pages that the visitor’s first contact with the site occurs, this report is one of the most key in web analytics. Moreover, you drive all paid traffic to landing pages, so you need to clearly know the behavior of users on them.

    How to find: Behavior> Site Content> Login Pages (Click on the Comparison icon on the right above the table and select the conversion / failure rate)

    What this report gives: You will find out which landing pages have the highest failure rate, i.e. the user lands on it and immediately exits without completing the target action.

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    Once the pages with the highest bounce rates are identified, you can either improve them or stop driving traffic. If this is paid traffic, then the second option is preferable. In any case, until you lower your bounce rate.

    You will also learn which landing pages convert / convert visitors better / worse.

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    Once the landing pages with a low conversion are identified, you can apply one of the above options.

    Screen Resolution and Conversion / Bounce Rate



    How to find : Audience> Mobile devices> Devices (Above the table on the right, click on the text “Screen resolution”, after which it will be selected as the main parameter)

    What this report gives: Since now users surf the Internet from different devices, it differs accordingly and screen resolution. Thanks to this report, you will find out if there are problems in using your site depending on the screen resolution.

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    Suppose you open this report and see that users with higher screen resolutions have higher conversions. Perhaps this is due to the fact that they have more money.

    On the other hand, maybe users with a small screen resolution have a lot of problems when using the site? This is very likely.

    And if so, then the problem needs to be urgently addressed.

    The speed of loading the most visited pages



    Download speed is very important. If the site loads slowly, the user may not wait for this and click the “close” button. Result - you have lost the client.

    According to KISSmetrics research, every extra second of download reduces website conversion by 7%. Not bad, huh?

    How to find: Behavior> Site loading speed> Page loading time

    What this report gives: You will find out which pages of the site load slowly and need improvement

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    After determining the slowest pages, go to Google PageSpeed ​​Insights (https://developers.google.com/speed / pagespeed / insights /), enter the links of these pages there and get a detailed report on how this problem can be fixed.

    Most likely, at this stage you will need the help of a front-end specialist who can easily fix these problems.

    Behavior Map (User Flow)



    How to find: Behavior> Behavior Map

    What this report gives: Using a behavior map, you can study the internal transitions of users to the pages of the site.

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    The picture above shows a behavior map of one site. As you can see, visitors go over and over to the Course directory page, then back to the main page. Most likely, they are looking for something, but can not find.

    After viewing the behavior map, we analyzed the conversion in two segments: the first segment - people who visited the Course directory page, the second segment - who did not visit it. It turned out that the second segment has a conversion of almost two times higher.

    What is the conclusion?

    The Course Directory page has certain problems, resulting in reduced site conversion.

    What to do?

    Find out why users go to this page over and over again. Understand what they are looking for and what they are missing. Redo, if possible, or stop the flow of traffic to this page.

    Traffic Source Conversion



    How to find: Traffic sources> All traffic> Channels

    What this report gives: You will find out from which traffic sources users come who better / worse convert to clients.

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    After analyzing this report, you will clearly know which traffic source works efficiently and which vice versa. Accordingly, you can concentrate all your labor / financial efforts on the first and abandon the second.

    This image shows that e-mail traffic has the highest conversion rate, while paid advertising and banners have the lowest conversion rate. It is logical that it is worth investing more in e-mail marketing, as the “exhaust” from investments will be maximum.

    Moreover, each traffic source can be considered in more detail by clicking on it.

    Report on new returning users (New vs Returning)



    How to find: Audience> Behavior> New and returning users

    What this report gives: You can find out how much the conversion rate differs depending on the type of user.

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    As practice shows, many sites lose money because they are too “aggressive” trying to sell their products / services to new visitors. This tactic is not always effective. Sometimes it scares users. And they leave the site.

    The image shows that the conversion is 3 times different between new and returning users.
    In this case, it would be logical to concentrate on returning visitors back to the site. For example, e-mail marketing, with which you can unobtrusively remind yourself of a potential client and return him to the site.

    I am sure that these 10 simple reports in Google Analytics will help you find weaknesses on the site and create good hypotheses for subsequent A / B testing and improve site performance.

    Translation and adaptation: conversionxl.com/10-google-analytics-reports-tell-site-leaking-money/#

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