What am I doing wrong? Ask Google Analytics
Sometimes you’ve felt like you did everything to make a great, converting website. It has a nice design, SSL secure, and fast. Still, you’re not getting the amount of conversion you were hoping for.
Why is that?
In the situation when you are getting a decent amount of visitors to your site but no one is signing up or filling in the contact form, this is when you want to review your audience behavior.
Basically, audience behavior is how your core target audience acts, thinks, and is motivated by. If you sell wedding dresses that specialize in ballroom gowns, then your core audience will be more motivated on the quality of your dress or specific dress designers you use.
For figuring out audience behavior, many businesses will spend lots of money and invest in different programs or systems to track this information. However, if you have a website, then you might not need to spend tons to find this information. Instead, use a combination of heatmap programs like Hotjar and Google Analytics.
With heatmaps, you can rewatch sessions and see what the visitors looked at and possible reasons why they might have left. However, if you have hundreds of people visiting your site you can’t watch these videos all day. With Google Analytics you can look at customer behavior data over a long period of time and have a clear idea of what issues are affecting your site without watching hours worth of videos.
On Google Analytics there are 2 reports in the Behavior section that are incredibly useful in understanding the behavior of those that visit your website. The Landing Page and Exit Page Report. Both of these reports have important data that give you clues on what might be the reason people are leaving your site.
Landing Page Report
This report is important as it provides information on Landing Pages. Landing pages are the first page someone will land when coming to your website. They can arrive by clicking on a link to choosing it from Google Search results.
When you get to the Landing Page report, it will usually default to showing you webpages with most user sessions. This report will also provide information such as % New Sessions, amount of New Users, Bounce Rate, Pages visited per session and Average Session Duration. If you set up goal conversion track it will also show if someone landing on this webpage completed any goals you set up.
On this report the most important information is not which webpage has the most sessions but the bounce rate of all of the webpages. If a bounce rate is really low, it means the content was exactly what the visitor was looking for. Likewise, if a web page has a high bounce rate then it means the content is not resonating with your audience. Review these pages to make sure the content is useful and answering the right questions visitors are asking.
Better yet, use that heatmap program to watch people visiting that particular page. Watch and find the section on your webpage that makes them leave. Once you’ve figured the problem, fix it and review the bounce rate a bit later to see if the bounce rate has decreased or not.
Exit Page Report
While the Landing Page report focuses on the pages visitors first come to, the Exit Page is the opposite where it focuses on which web page visitors leave from. Knowing which web page a visitor leaves from can be very valuable information.
If lots of visitors are leaving from your sales page then it often means either the information or page layout doesn’t resonate with your target audience. At the same time if you find out that most people leave from the Thank you page, after completing a contact form, then you know your website is resonating and ending on a good note.
By default, the Exit Page Report will show web pages from your website by the total of Exits, Pageviews, and % of Exit. knowing the number of exits can be useful but the exit rate percentage is more important.
If a webpage has an exit rate of 100%, this means that anyone that visits this page will leave your site. Anything that has an exit rate needs to be reviewed and fixed. Whatever is on this page either turns
image taken from Google Analytics demo account
For example, I was reviewing a client’s Exit Page Report on their Google Analytics we found out that almost all of their blogs had a 100% exit rate. Blogs are supposed to help businesses bring in clients and connect with was doing the opposite and driving them away. We looked at the blogs to find out they were poorly written with only 2-3 paragraphs at best. They were older blogs that our client had forgotten about. By using this information you can find out which pages are turning your visitors away. With this information, you can review and fix the pages to make your website have better.
These reports in Google Analytics is just the tip of the iceberg when it comes to help optimize and grow both your website and business. Still, it's important to use these reports to help you understand the behavior of your target audience and provide them with the content they are looking for.
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