What Metrics Are We Looking For With Conversion Optimization?
There are many different metrics to analyze that will help you understand your results and guide you to make better decisions. They help tell the story, and evaluating them can let you know what strategies are working and what’s not.
This is the first step in optimizing your website for conversion optimization. After all, if the user is unwilling to wait for the website to load then nothing matters after this. Google is looking for a website to load quicker than 2 seconds, which can be quite the feet. When you have problems with site speed there can be some updates you can do your existing infrastructure, but you also might need to upgrade to a better tech stack for your website.
One thing for sure is site speed is not a simple answer, and it’s a page-by-page question. Not only is site speed important on whether you get a user to stay on your website it also can affect if you show in search engines (SEO) and whether your ads cost you more money. One thing is for sure, everyone is paying attention to site speed.
Once someone has made it to your website the next metric is bounce rate. Bounce rate is the rate at which someone enters a page and exits the same page without doing anything, such as going to another page or clicking on a button. Looking at the bounce rate for specific pages will inform you which ones you need to optimize for, especially if those pages are ones where desired actions are located.
Now bounce rate could be a function of a bad page load speed, but it can also be because either the audience you drove to your website is not the right audience or the content you have on your website is not of value to them to take the next step. The website traffic that you drive can be as simple as changing the audience targeting your ads, but it also can be more complicated with your content marketing plan. A main source of traffic is often organic traffic driven by content SEO. If your content is not being developed with the marketing funnel in mind from “I have this problem” to “here is who can help” to “we are the best option” then you could be driving the wrong traffic.
Time on Site
The next metric is how much time did they spend on your website? Time on site tells you how engaged your website traffic is with your content. This can vary a lot depending on what type of industry you are in. Typically, you are going to see this line up with how your sales cycle is. If you have a longer sales cycle then there is more to unpack to get someone to the next step. So you will be looking to increase your time on site by logically moving someone down the sales cycle by connecting one piece of content to the next with your internal linking. Before you even get to this however you need to be looking at the navigation of the website. It can be as simple as the order of your menu items. Do they take you down the steps of buying from you?
Pages Per Session
This too is another metric that is useful in understanding the engagement with your website. This can range from what we mentioned above on the navigation of the website to your actual content and messaging. If you don’t get either of these aspects right then someone will immediately bounce out because you have not brought them down the funnel.
This metric helps you see what pages someone is starting with and where they are flowing in the website. This report is located in Google Analytics under the behavior reports. You can see what pages someone is dropping off and where they are moving to next. This can be helpful in seeing what you need to adjust.
With the entrance report in Google Analytics, you can see what pages someone is entering your website. Now sometimes that is because you are forcing them to come in that way with paid ads, organic social media, and email marketing. In other instances, your organic traffic is naturally pulling certain pages in search engines. This metric will help you understand where someone is starting in their journey with your website.