This post is part of a series about the Internet marketing strategy I call Inbound Marketing. It is also part of a sub-series about website conversion. To access either lead post please click either of the links in the prior sentences.
The prior post gives an overview of measuring website conversion via Google Analytics and this post focuses specifically on the use of one type of Goal, which in my mind is the most important.
Zippe.biz helps you generate quality leads for your business through your website.
It’s not that I don’t care how long people stay on my site during one visit. It’s not that I don’t care how many pages website visitors view when they come. It’s not that I don’t care how many times a specific video is watched.
It’s that what I care about most is how many people buy, or express an interest in buying.
All that other stuff is of interest and can help me make adjustments to increase the number of sales or leads my website generations, but sales and leads is a critically important goal of my website.
For that reason, it is the Goal I am most interested in.
Within Google Analytics, I measure this via Destination Goals.
They load a specific URL to load our Contact Us form or they load a specific URL to make a purchase.
However and this is important just because they loaded a form does not mean they filled it out!!!!
For that reason, it is IMPERATIVE that your website loads a different URL after the action is completed.
After someone fills out your Contact Us form, a Thank You page is displayed that is a different URL from the Contact Us form.
After someone completes a purchase, a Thank You page is displayed that is a different URL from the page where they loaded the Buy form.
Why does this matter? Because not everyone who starts the conversion completes it and you need to know your ratio.
If 80% of the people who load your Contact Us or Buy Now form complete the transaction, keep doing what you’re doing.
If 1% of the people do, something is seriously wrong and you need to figure it out. However, figuring out what is wrong can not be done without knowing something is wrong.
Make it easy on yourself to know this, by defining your Destination Goals well.
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