If you’re a small business, tracking page views and visitors on your site is definitely important, but if you don’t have any goals set up in Google Analytics than you’re not using it to its full potential. I’ve mentioned before that you can track anything in Google Analytics, from who completes a purchase, to how long a user stays on a page, to if a user plays a video or audio clip. Tracking these conversions are important because it allows you to analyze the data and figure out if what you’re doing is actually helping your business. If not, then the data you obtain can be analyzed to help improve your techniques!
Note: make sure to check out my post on setting up event goals in Google Analytics.
Macro vs. Micro Conversions
There are two types of conversions to keep in mind when setting goals in Google Analytics: macro and micro. Macro conversions are the types of conversions that one usually thinks of on the day to day: when someone signs a contract for work or when you actually make a sale. Micro conversions are the ones that could potentially lead up to a sale – actions such as someone ‘liking’ your Facebook page, downloading a free resource, or signing up for an e-mail list. Both of these matter because, in the end, you need those micro conversions to not only educate your audience, but to get them to trust you, which will then increase your chances of creating that macro conversion.
Below are the five best Google Analytics conversions to track.
Goal 1: Check Out Page/Order Confirmation
If you sell products, then setting up a conversion goal for your check out/order confirmation page lets you see how many people actually went through with a purchase. This is important to track because if you see a high percentage of abandoned carts you could implement re-marketing ads which will hopefully get those users to finalize their purchase.
Goal 2: Page Views
A page view goal will allow you to see how different users react on different pages. Is there a high drop off rate as soon as users land on your website? Do you need to create a landing page to make it easier for them to get where they want quicker? Or do you need to make it easier to navigate and more interesting with visuals? You’ll be able to see how different users behave on your site so that you can utilize A/B testing to make sure that you have the most compelling content on your site.
Goal 3: E-mail Sign Up
Setting up an e-mail sign up goal is great because, not only can you educate your audience even further by providing valuable content straight to their inbox, but you can entice them with special offers that they can only receive by signing up. Not every business needs an e-mail list though, so make sure that you have the time and the resources to maintain it consistently before deciding to put an option to sign up on your website.
Goal 4: Create an Account
What kind of information can you get from your users each time that they create an account on your website? Do you want to create some kind of reward system for registered users? This is a great way to figure out what kind of users come to your site and how to serve them with better content.
Goal 5: Purchase Funnel
Shopping cart funnels are great if you want to track how many users took a direct path to a conversion. From the time that they land on your website to the time they check out (or not). The only difference between this and Goal 1 is that this gives you a specific map of the users journey through their time spent on your website. Just a note: users will have to take the exact steps that you set up in goals for this data to show.
By taking advantage of the methods that can create micro conversions, you can help guide your users to making macro conversions, thus getting to the bottom line: being successful and making money doing what you love on the day to day!
Questions? You know where to find me: shree[at]aurorasocialmedia.com