What was intended to be a very short post about how to extract the most critical information from a few free Google tools has become (appropriately) longer than expected.

A prior post explains what importr ant information can be gleaned from Google Webmasters Tools.

Another explains the same foGoogle Analytics.

Zippe.biz provides Local SEO Marketing training, consulting, and implementation.

This post focuses exclusively on the use of Google Analytics to measure conversion (sales funnel) effectiveness.

To measure conversion you must create the following:

  • Your conversion process as implemented in your website.
    • For example: blog post -> landing page with video -> sign up for free trial -> thank you for signing up
  • Each step of the process must have a unique URL:
    • URL 1: Landing page with video
    • URL 2: Sign up for free trial page
    • URL 3: Thank you for signing up
  • Each URL is defined within Google Analytics as a Goal, specifically as a Destination Goal.

The names you give your goals matter. Not to the tool, but to you, so please choose names that make sense to you. “Landing page with video” is a good goal name if it tells you what is being measured.

Then, every week or so, you simply take a look and see how often each page is loaded.

The question to keep in your mind is for everyone who lands on URL 1, how many select to go to URL 2, and for everyone who lands on URL 2, how many go to URL 3. Those ratios tell you how attractive and effective your conversion process is.

When your business needs leads, talk to us. We can help.

SEO Needs Link Building



    3 replies to "Measuring Local SEO Marketing Conversions with Analytics"

    • Tom Kucharski

      Thx for insgights Kevin. There is really only one way to ensure Analytics data is actionable and that is to ensure you start with the clients business goals. What are the goals? How do we make progress towards these? What KPIs can we track to make progress? If we understand the clients goals and ensure we are reporting on all major and micro goals in Google analytics we can ensure we have the data to analyse across each step of the buying cycle.

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