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Poor Sitewide Conversion Rates? Focus on Page-Specific Conversion Funnels

April 04, 2017

By Today’s Industry Insider

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An important metric in any marketer’s dashboard is sitewide conversion rate. Of course, that broad metric alone can be misleading. Though most marketers typically segment their data by traffic source (e.g. organic search, Facebook ads, affiliate traffic, etc.), another way to analyze the data is by tracking page-specific conversion funnels.

For instance, when customers land on a certain product page, are they then 20% likely to complete a purchase? If so, is that a better product-page conversion rate than your average product-pages? Should you be driving more traffic to that SKU? Also, are there pages that visitors interact with that drive no conversions at all?

If so, then perhaps it’s worth figuring out how you can redirect that traffic to other pages that may be able to better convert those visitors. Or you might want to consider removing that page entirely since it may offer little to no value to your audience.

Below, I’ll outline a three-part guide for capitalizing on page-specific conversion rates.

1. How to Determine Page-Specific Conversion Rates

Before you can calculate page-specific conversion rates, you need to set goals within your Google Analytics account that track specific activity. Of course, there are multiple ways to qualify a conversion. A few common examples are:

  • Account creation
  • Email subscription
  • eBook download
  • Order purchase

Once this is done, you can then segment your data to get a firmer understanding of how well certain pages perform. Below are step-by-step instructions for how this is done within Google Analytics.

When you enter your analytics dashboard, find the left panel and click Behavior to expand the section. Under that, select Site Content followed by Landing Pages. This allows you to review broad stats about each of your website’s individual pages.

Next, above the main graph in the middle of your dashboard, choose Goal Set 1. This will allow you to start analyzing page activity against conversions.

By default, the listed pages should be sorted by Sessions volume, with the highest trafficked pages showing first. A quick scan of the top 25 or 50 most visited pages and their respective conversion rates will give you an idea of which ones may need further improvement (particularly, URLs that receive a ton of visitors but few conversions).

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Another important way to sort the data is by Goal Conversion Rate. This will help you identify the pages that have unusually high conversion rates, which you may draw copy, design and style inspiration from to improve your higher-trafficked but lower-converting pages.

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To ensure you identify conversion rate optimization opportunities worth pursuing and are analyzing statistically significant data, you should consider applying filters that explicitly include pages from targeted sections of your website or omit ones that may muddy your results. To do that, you must find the small link that reads advanced to expand the menu. Then, you can set multiple rules to filter your findings. Afterwards, remember to click the Apply button at the bottom of the menu.

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Source:: Kiss Metrics Blog

      

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