How to track your conversion rate in Google Analytics
How do you know how well your sales page (or any other page) is performing? If you haven’t heard of the term conversion rate, it’s basically the percentage of visitors that complete a certain action, e.g. buy your offer from your sales page, or sign up for your opt-in freebie.
You can track your conversion rate in Google Analytics. You set up a goal, and see where visitors came from and what pages/posts get you the most subscribers or sales (depending on what goal you track).
Keep in mind that if you barely get subscribers or sales, the problem might not be with the actual page, you might just need to get more traffic to the page.
If you haven’t already, first set up Google Analytics for your site and make sure your opt-in forms redirect new subscribers to a Thank You page.
Setting up goals
- Go to the Admin area of Google Analytics. From the ACCOUNT and PROPERTY columns, select the property you’re working with. In the VIEW column, click Goals.
- Click the button to create a new goal. Give it a name that makes sense to you and select the type of goal you want. For subscriber conversion, this should be Destination.
New subscribers should be redirected to a Thank You page. That’s the destination goal you want. The Funnel allows you to set up the path you want people to take to reach the destination page. Since there should be different pages where people can subscribe, you can leave it turned off. If you want to create a goal to track how many people submitted your contact form vs those who visited the contact page, you’d add the Contact page in the Funnel options, like below.
Tracking your goals
Now that your goals are set up, you can see the results under Conversions > Goals > Overview. The first view is the Goal Completion Location, which will always be the destination page for Destination goals, so not that interesting. Source/medium shows you where your new subscribers came from, like Google, Pinterest, Facebook, other social media channels or sites you were featured on. Knowing which source converts best, you can work on getting more visitors from those sources. If, for example, you get most subscribers from Facebook, you can decide to double-down on your Facebook marketing to get more visitors.
Another report you want to look at is Reverse Goal Path. This shows you which pages and posts get you the most subscribers. If a specific blog post is generating a lot more subscribers than other posts, you should take a look at that blog post to figure out what it is about that post that works so well, and try to improve your other posts. You can also try to get more traffic to that specific blog post, by promoting it more on social media.
If you have a low subscribe rate, you may want to change a lot on your site to get it higher. But it might actually be better to make small changes and track them for a while so you can really see the impact of the different changes you make. Experiment with your opt-in placement, design, lead magnet and content upgrades until you find what works for you.
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