This post is part of a series about the Internet marketing strategy I call Inbound Marketing. It also is part of a sub-series about website monitoring, measuring, and adjusting. To access either of the lead post please click one of the links in the prior sentences.

When you want more conversions, you first must understand your conversion rate on what on your website triggers conversions. Or more accurately, which paths through your website convert best.

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As you know if you’ve read some of my prior posts, I’m a huge fan of Destination Goals for measuring conversion.

There are a few Google Analytics reports I find especially useful.

Conversions -> Goal URLs

This report shows me how often each of the destination goals you’ve previously defined are filled out. If you find your Contact Us form is being loaded a lot more than it is being filled out, something is wrong and you need to figure out what.

Conversions -> Reverse Goal Path

This report shows the specific path the website visitor took in the course of submitting your form. I find this to be VERY useful.

Conversions -> Goal Flow

This is the report shown in the image. It is visual representation of the paths your website visitors take enroute to loading your Contact Us form and your Thank You for Contacting Us post form submission page.

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