Applying The Metrics: Turning Your Analytics Into Actionable Strategies

Metrics matter. That’s a fact. And thank goodness – with the billions that have been spent already on big data, not to mention the trillions and trillions that will follow, they had better matter. Otherwise, what’s it all for?

There are some marketers out there who still remain a little skeptical about the impact that can be made by spending time on measuring the metrics – what’s that old saying of Benjamin Disraeli…? “There are lies, damned lies, and statistics.”

Well, while it’s certainly true that certain statistics can obscure the facts of reality or mislead people (for instance, did you know that statistically teetotalers die younger than drinkers? It’s true – but what that statistic doesn’t tell you is that most teetotalers are ex-alcoholics), when it comes to online marketing, if paying attention to the right statistics, then you can most certainly make a difference.

Which Ones To Watch

There are essentially 2 types of metrics – vanity and actionable. Your vanity metrics are things like your Twitter following and website hits. Although these are of course important to the digital marketer – otherwise we’d all be out of a job, right? – they are nonetheless meaningless unless they start turning into actual conversions.

Actionable metrics, on the other hand, are things like the data you extract following a round of A/B testing after you have added a new feature to your website, or are testing out a couple of options on your email campaign. These will give you clear insights into your campaigns, which will help you no end in devising an ongoing strategy from there.

Are Vanity Metrics Really Worthless?

Well, that’s the big question really, and what I want to try and focus on in more detail here in this blog post.

Vanity metrics make up a lot of big data. Analysis from McKinsey reveals that corporations that use their big data analytics effectively show a 5-6% higher profitability rate than those that don’t, and their marketing ROI is improved by 15-20%.

While it’s certainly true that the sorts of companies that the analysis from McKinsey is reporting on are likely big, multi-billion dollar corporations, that isn’t to say that slightly smaller enterprises and SMEs alike cannot make some headway into their marketing strategies by analysing a larger set of metrics – that is big data.

Big Data For The Small Business

You will no doubt already be gathering data using a number of online tools. Twitter, for example, has now rolled out its analytics platform to be accessible to all users for free. Your content management system (CMS) should also be telling you how many hits you’re getting to your website, where you visitors are coming from, how long they stay, and how many pages they visit.

Your email, too, should be informing you of just how many people are opening up your newsletters, how many people are clicking through to your website, and how many conversions your campaign is creating. All of this is the vanity stuff – but, if you use it wisely, then there’s no reason that you cannot start turning it into actionable strategies.

What you need is the right tools for the job. So below are 2 of the very best that are out there for you to start using right now, so you can begin to make some meaningful strategies from all the data that you are continuously collecting.

Canopy Labs

Canopy Labs is a very smart tool that can help you do exactly what you’re trying to by collecting all of this data – predict the future.

Canopy labs will analyse customer behaviour patterns along with sales trends over time, which it then uses to generate predictive behavioural models that can be used to take action on your marketing campaigns going forward. For companies with up to 5,000 customers, then it’s completely free to use, otherwise it’s $250 a month.

A great feature of the product is the 360-degree Customer View, which is designed to provide you with some very comprehensive and useful data about each and every one of your individual customers. Providing vital information about their lifetime value (such as their loyalty, purchase histories, engagement levels etc.), you are provided with analytics that will tell you exactly how valuable each of your customers are to you. You can then also use this data to make personalized offers, hone your marketing campaigns etc. Priceless.

Tranzlogic

Tranzlogic is the second tool that we would highly recommend. This is something that will provide you with decisively actionable metrics, rather than vanity metrics of any sort. What it does is provide SMEs with customer credit card data – something that has traditionally been the reserved information of large corporations.

If you want to know more about the spending habits of your customers, then signing up with Tranzlogic is imperative. By linking payment service providers (PSPs) with merchants, proprietary data is turned into relevant, actionable data that can be used to maximize the effectiveness of your marketing strategies.

The information garnered can be used to accurately measure sales performances for comparison, improve business models and loyalty programmes, and evaluate the value of individual customers, as well as demographic segments.

This is true, actionable data, and you can start using it right now to help you make your best business decisions to date.

How have you managed to turn your analytics into actionable strategies? Are there any further tools that you would recommend? Please share your thoughts in the comments below. 

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Google Analytics Custom Alerts You Must Always Use

It is extremely difficult to keep an eye on significant variations in your website traffic or any of your marketing campaign/traffic source manually and that too 24/7. Here is where Google Analytics custom alerts keep handy.

A lot has been written about GA customer alerts but unfortunately there is still no widespread adoption. Either marketers are not aware of what they are or they are just plain lazy when it comes to implementing them.

A custom alert from Google can help you in minimizing the impact of a bot attack.

A custom alert from Google can help you in quickly fixing a broken shopping cart.

A custom alert from Google can help you in quickly finding a search engine penalty.

A custom alert from Google can help you in quickly fixing completely broken website tracking.

A custom alert from Google can also help you in keeping your client or saving your job.

A long time ago, I was one of the many marketers who didn’t believe in using custom alerts though I was very well aware of its importance even then. Only excuse I can give you now is that I was just plain lazy.

So one day, I got a wake up call in the form of an email from one of my clients. He was unhappy/frustrated to learn that his shopping cart had been broken for the last 3 days and I didn’t notify him (also subtly telling me “that he now doubts whether I am even working on their account”).

Now the only problem was, I didn’t know myself that the cart was broken. But I was expected to know, as I am their analytics expert. I was expected to keep my fingers on the pulse but I couldn’t.

The bottomline is that nobody can keep track of each and every anomaly in data 24/7. You need a system through which you can automate monitoring of data anomalies. Fortunately Google Analytics provide such automation in the form of custom alerts. You just need to find some time and the will to set them up. It is not very hard either. 

Through Google Analytics custom alerts you can monitor significant variation in your website traffic and marketing campaigns. Whenever such variation occurs you get an email alert or text message from Google asking you to take immediate actions.

The custom alerts you create must be descriptive, so that just by reading them you know exactly what you need to do.

I have categorized custom alerts into two categories:

#1 Site wide custom alerts – alerts which are applied to all website traffic.

#2 View specific custom alerts – alerts which are applied to a particular segment of website traffic like: direct traffic, organic traffic, referral traffic etc.

Following are the custom alerts which you must always set up in your GA account:

Site wide Custom Alerts

#1 Average time on site decreases by more than 50% compared to previous day

This alert usually means either your website page load time has increased in the last 24 hours (because of some technical issues) or you got large volume of irrelevant traffic on your website.

There are two cases in which you usually get sudden large volume of irrelevant traffic on your website:

#1 You launched a new campaign which is sending traffic which has nothing to do with the product/service/content you promote.

#2 Your website has been attacked by a spam bot. Spam bots can send large volume of fake traffic on your website. Since fake traffic is not going to engage with your website, consequently the average time spent on the website may go down.

So if your new campaign is not working well for you, you need to optimize it.

If a spam bot is skewing your ‘average time spent’ metric then you need to block it. I have explained in great detail about how spam bot skew your website traffic and how you can block them in the article: Geek guide to removing referrer spam in Google Analytics.

Note: Make sure that you select the checkbox: “Send me an email when this alert triggers”. Otherwise setting up such custom alerts is pretty much useless.

#2 You are no longer tracking [Enter your Goal conversion]

So your custom alert could be something like: “You are no longer tracking Email Signups”. 

This alert is triggered when your specified goal value dropped by more than 90% compared to previous day. Your goal conversions can be signup, file download etc.

So for example, if you get 30 signups every day on an average and suddenly one day you got zero signups then there is a high probability that your Goal conversion tracking has broken and you need to investigate.

You will also get the conversion tracking broken alert through Google Analytics tracking notifications but you will see these notifications only when you log into your GA account and by that time it could be too late. Many marketers/web master don’t use GA every single day. So the best way to get such alert is through email and you get Google Custom Alerts through email.

#3 Your shopping cart has broken 

This alert is triggered when the website total sales dropped by more than 90% compared to previous day. If your website gets little to no sales on weekends or gets orders once in a while then this alert won’t work for you. However this alert works wonder for those ecommerce websites which get lot of orders even on weekends. 

#4 Your website bounce rate increased by more than 70% compared to previous day

This alert also means either your website page load time has increased in the last 24 hours or you got a large volume of irrelevant traffic on your website. This alert is a better indicator of a bot attack on your website as spam bots affect the bounce rate much more than ‘average time’ metric.

Note: You may need to adjust the 70% bounce rate percentage according to your website average bounce rate. 

#5 Your Website tracking has completely broken

This alert is triggered when the website total sessions dropped by more than 90% compared to previous day.

#6 Your website traffic has increased by more than 50% / 100% compared to previous day

When you get such an alert you need to investigate the cause of traffic spike immediately. Sometimes a traffic spike could also be a result of bot attack i.e. a spam bot sent large volume of fake traffic to your website.

Again you need to adjust the percentage (50%, 100%) according to your website average traffic fluctuation. If you run a low traffic website, your site traffic can easily go above 100% any day because of some paid or free promotion. On the other hand if you run a high traffic website, even 50% jump in traffic will be quite significant. 

The thing to remember here is to select a percentage which is way above (ideally double) your daily average traffic fluctuation. 

View Specific Custom Alert

There are 10 google analytics view/profile which every marketer should create and use. They are:

1. Direct View – this view includes only direct traffic from your website.
2. Main view – this view is the unfiltered view of your website.
3. Mobile View – this view includes only mobile traffic.
4. Organic View – this view includes organic search traffic.
5. PPC view – includes only Paid search traffic.
6. Referral View – includes only referral traffic.
7. Search View – includes only search engine traffic (both organic and paid)
8. Social View – includes only social media traffic.
9. Testing view – this view is just another copy of the main view and is used for only testing GA configurations.
10. Target Market View – this view includes only the traffic from your target market location.

I have explained creating each of these views in great detail in the article: 10 Google Analytics Views that you must always use

Once you have set up these views then you should create following customer alerts for each view:

#1 [View Name] Traffic dropped by more than 90% compared to previous day#2 [View Name] Traffic dropped by more than 50% compared to previous week#3 [View Name] Traffic dropped by more than 50% compared to previous month

#4 [View Name] Sales dropped by more than 90% compared to previous day#5 [View Name] Sales dropped by more than 50% compared to previous week#6 [View Name] Sales dropped by more than 50% compared to previous month

 #7 [View Name] Traffic increased by more than 100% compared to previous day#8 [View Name] Traffic increased by more than 50% compared to previous week#9 [View Name] Traffic increased by more than 50% compared to previous month 

#10 [View Name] Sales increased by more than 50% compared to previous day#11 [View Name] Bounce rate increased by more than 70% compared to previous day

So for example, in case of organic view, your custom alerts name would be:

• Organic Traffic dropped by more than 90% compared to previous day
• Organic Traffic dropped by more than 50% compared to previous week
• Organic Traffic dropped by more than 50% compared to previous month and so on.

In case of direct view, your custom alerts name would be:

• Direct Traffic dropped by more than 90% compared to previous day
• Direct Traffic dropped by more than 50% compared to previous week
• Direct Traffic dropped by more than 50% compared to previous month and so on.

Similarly, in case of referral view, your custom alerts name would be:

• Referral Traffic dropped by more than 90% compared to previous day
• Referral Traffic dropped by more than 50% compared to previous week
• Referral Traffic dropped by more than 50% compared to previous month and so on.

Granted they are so many custom alerts but then that is the only way to continuously monitor any anomaly in data regardless of the traffic source.

So for example, if your organic traffic has declined by more than 50% in the last week, then there is a possibility that your website has been hit by a search engine penalty and you need to investigate.

If your direct traffic or referral traffic has increased by more than 100% in the last one day then either your content has gone viral or you have been attacked by a spam bot. 
Feel free to adjust the alerts frequency and percentages to meet your individual needs.
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4 Steps To Getting More Out of Twitter Analytics

Mastering Twitter as a marketing strategy is one thing; learning to read and use Twitter analytics is another. 

While some small business owners are comfortable with the former, many still shy away from the latter, perhaps out of intimidation or lack of understanding.

Twitter analytics help you improve your social media strategy. They tell you what updates are getting shared, and which links people are clicking on. 

With that information you can optimize your tweets to get more shares, likes, clicks, and responses.

Step 1: Decide on Objectives

Being on social media just for the sake of being there won’t do your business any good. Instead, decide on your reason for being there as well as what you hope to achieve.

In SproutSocial’s whitepaper, Maximize Your Twitter Metrics, readers are encouraged to think how Twitter (and social media in general) align with larger business objectives:

• How do my social goals support greater business goals?
• Have the right stakeholders contributed to setting objectives?
• What resources (human or tech) do we need to flourish?

Starting with these objectives can help you as you look at analytics and metrics over time and assure your efforts on social media are aligned to your business goals.

Step 2: Figure Out What You Want to Measure

You can go as deep as you want to go in Twitter analytics, but for most small business owners there are just a few metrics that are really beneficial. Those objectives you first established will guide you to determining the best metrics to pay attention to.

For example, if brand awareness and visibility are your primary goals with Twitter, you should pay attention to the number of new followers you’re getting and how many people mention you or retweet your content (as well as what content they’re sharing). Foraudience growth, examine the trajectory of the number of new followers you’re getting as well as your tweet impressions and reach.

If customer service is an area you’re concerned with, you’ll want to examine response time and rate as well as individual and team performance. For better sales and conversions, look at how many clicks you’re getting back to your website, along with the number of sales leads you generate with your efforts.

Step 3: Set a Timeframe

Peeking at your metrics daily won’t do more than waste your time, so set a period after which you’ll look at them. Three months is a good place to start for more long-term goals, like growing your audience, while weekly check-ins may be better if you’re observing customer service.

This gives you time for your efforts to actually net results, and it’s not so long that you can’t take corrective action if the numbers aren’t where you’d like them to be.

Step 4: Take Action for Improvement

If those metrics aren’t where they should be for optimal success, determine what you should do to change them. If, for example, you aren’t getting the clicks back to your site or blog that you want, try including a call to action to get people to click, or vary your shares to get better engagement. 

If you’re not seeing a steady rise in the number of followers you have, be more strategic in whom you follow (use Twitter’s Who to Follow link for suggestions based on people you’re currently following), and aim for quality over quantity. Fifty engaged followers beats 500 followers who don’t care about you and your brand any day.

Analytics can help you identify weak areas in your Twitter strategy as well as set you on the right course to better engage with followers, see an increase in the number of people following you, and generate more sales leads.

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8 Must Follow Google Analytics Tips To Understand The Data Better

You are running a business online and have a huge data to manage and obtain meaningful results from. There are many tools that have come up in the market to solve this problem but why to waste money when Google is generous enough to provide effective tools such as Google analytics that is available easily and free of cost. It is not a tool to be sniffed at as it has proved to highly useful for small businesses with nearly 90% businesses opting for it to measure the web data accurately. Learn the skills of using it right and set the stage for quick business growth. Read on to get an answer to all your questions regarding Google analytics. This blog discusses 8 different ways in which Google Analytics can be helpful and do not let you falter at any stage.

1) Clear goals are necessary

The first thing to do is to know what you want from the website visitors. Is it something as simple as signing up for a newsletter, downloading a pdf or watch a video and so on. With clear goals emerge clear actions that result in meaningful data and detailed analysis of the same for the fulfilment of the business purposes. It is easier to gauge the number of leads and/or conversions that emerged from a particular route you included in the website. So, do not blame web analytics for not giving the right kind of results but set a clear goal and implement it on priority.

2) Know how the visitors reach you

There are branded as well as non-branded traffic that becomes the source of the leads. It is not difficult to find out how the visitors found the company when it is using non-branded ad words with the help of Google analytics. Google analytics can help you find out the traffic source so that you can save your money that was otherwise invested in using the expensive keywords for the PC campaign. Search engine optimisation can be done at a much lower costs with web analytics tools that analyse the data and pave the way for finding good solutions for the same.

3) Dashboard is necessary

The data obtained through Google Analytics tool is large enough and it is not an easy task to manage it all without a proper platform where it is displayed in a comprehensible manner. A dashboard is the answer for the problem of not being able to manage the data effectively. It manages the data well and not only shows the source of web traffic but also gives the data on the keywords that are used by the visitors to reach a company’s website. The referring websites also come in the ambit of Google analytics. If it is desired to understand the results obtained from a recently launched campaign, set up a dedicated dashboard for the same.

4) Be present on social media

It is not just necessary to be present on social media but also track the campaigns on the same. Google analytics can be set up to know the most fruitful social media campaign and the account that is bringing in the maximum leads. Social media is complex and until and unless there is some handy and meaningful information, you cannot optimise the same.

5) Track the campaigns for better results

Say you have launched multiple campaigns viz. email marketing, mobile marketing or PPC campaign on different platforms. The first step to increase the return on investment is to know what type of audience is responding to the campaigns and how are they interacting with the brand. Google analytics is the tool that can be set up at the website and used to extract the necessary information. Just use a URL for the campaign and let the tool guide you further to know the results obtained from the campaign.

6) Website visitors’ behaviour understood better

When a visitor comes to a company’s website it is to fulfil an agenda. A clear analysis of the website visitors’ behaviour is very helpful and a prerequisite for designing the future marketing strategy. The keywords that the visitor is entering into the search bar and the pages he is surfing are all determined by the Google Analytics for the good. A web analytic tool is mandatory to understand the mindset of the web visitor and formulate the strategy to interact in a more fruitful manner.

7) Track all domains without fail

Google analytics will serve the purpose well only if each and every online activity is tracked appropriately. The content may be floating on various platforms and hence it is essential to track it all to understand the diverse nature of the people interacting with it. The only thing that must be remembered is that there must be unique tracking code designed for the purpose and the parties involved are using it for sure. The third party websites, blogs on social media or any other platform or your own website that invites visitors can be tracked accurately with the tools like Google Analytics. The number of visitors that come in and the percentage that is converted into leads and the final sales data are all relevant when we talk of Google Analytics.

8) Track the video usage

Nowadays, the businesses are using videos to interact with the potential customers in a lively way. Google Analytics makes it easy to know how many times the video has been watched or how interactive it proved to be with the users. The number of times the pause and play buttons are played are all recording by the tool. It also shows the time spent on the video and lets the company understand the success level with the video. It can make the necessary changes in the same and use it further to get more and more leads. 

One bonus tip to leverage Google analytics is to not include the time spend by the company and its team on the website as the tool will include it if it is not altered that way.

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10 Google Analytics Reports that Show Where Your Store Loses Visitors

This post covers how to use Google Analytics to analyze the flow of visitors through an ecommerce site – from landing to conversions, such as purchases or email signups. It is important to identify trouble spots in your sales funnel and to take the necessary steps to make improvements or eliminate the problems.

1. Funnel Flow – Visualization and Drop-off rate

The first place to have a quick glimpse for any potential issues is the funnel visualization report, at Conversions > Goals > Funnel Visualization. This Google Analytics report shows the volume of traffic drop-offs at each step of your funnel. For example, here’s a 5-step funnel.

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The funnel visualization report shows the volume of traffic drop-offs at each step.

Looking at the above funnel, note that there are drop-offs at each step of this checkout funnel. However, notice that the first step (“Delivery Info”) has the lowest percentage — 66.30 percent — of users proceeding to the next step. It is the biggest drop-off trouble spot and would likely be the first area that would need to be addressed for user experience improvements. Viewing heatmaps of this specific page with your web design and UX team could help isolate the cause(s).

2. Shopping Behavior Analysis

The next place to review (if Enhanced Ecommerce tracking is set up on your site) is the Shopping Behavior Analysis report, which is in the “Conversions” section of Google Analytics reporting.

The Shopping Behavior Analysis report reveals the number of sessions at each stage of your sales funnel, how many sessions moved from one step to the next, and how many visitors abandoned the funnel at each stage. The red arrow at the bottom of each step indicates abandonment values by session and relative percentage — i.e., users drop-offs in the same session. Look for the arrows with the highest percentage points to identify the lowest conversion pages.

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The Shopping Behavior Analysis report reveals the number of sessions at each stage of your sales funnel, how many sessions moved from one step to the next, and how many visitors abandoned the funnel at each stage.

From the screenshot above, we can see that 83.03 percent of users with shopping activity (have viewed a product, product details, promotions) do not add to cart. This is definitely an area to look into and consider different options to improve. Likely questions to ask are “Is the ‘Add to Cart’ button visible enough for users?” and “Are there specific categories of products affected or is this a site-wide trend?”

3. Checkout Behavior Analysis

Then, under Enhanced Ecommerce Tracking, go to Conversions > Ecommerce > Shopping Analysis > Checkout Behavior Analysis. This report further drills down into the funnel by revealing how users have moved through the checkout process specifically. It will help track how many users have moved on from one checkout step to the next, and how many abandoned the process at each step.

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The Checkout Behavior Analysis report reveals how users have moved through the checkout process specifically.

The above screenshot shows that 49.56 percent of users that submitted their payment information dropped off after reviewing their order. Something is definitely up here and not going too well at this stage of checkout. User testing could help to figure this issue out and make the necessary changes.

4. Conversion Rate and Drop-off Rate, per Device Type

Now for the low hanging fruit. You want to see conversion rate discrepancies between devices, at Audience > Mobile > Overview. Broadly speaking, tablets should convert similar to desktops (actually, tablets typically convert 10 percent less than desktops), but smartphones convert on average at one-third to one-quarter of the rate of traditional or tablet devices (but total mobile sales are on the way up since people have more smartphones with bigger screens).

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See conversion rate discrepancies between devices, at Audience > Mobile > Overview.

From the above example, conversion rates on mobile devices are almost five times less than for desktop users. (See on far right: .60 percent for desktop versus .13 percent for mobile.) This is lower than normal. To find out what is not working and needs to be improved, carry out user testing, run tests on different mobile devices, and further drill down conversions by mobile device.

Importantly, remember that roughly 90 percent of users switch between devices to complete a goal. There’s therefore a strong chance that customers are visiting your website on their smartphone and then completing the transaction on a desktop or tablet.

5. Conversion and Bounce Rate per Screen Resolution

Comparing bounce rate and conversion rate per screen resolution can give hints about web design problems.

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Users with lower screen resolutions often have lower conversion rates.

The above report — Audience > Technology > Browsers & OS and then change the Primary Dimension, on the top right, to “Screen Resolution” — shows us that users with lower screen resolutions have lower conversion rates as compared to high screen resolution users. It could mean either that high screen resolution users have simply more money and are more likely to convert or that user experience on low-resolution devices needs to be improved — or both.

6. Conversion Rate and Drop-off Rate per Browser

One of the most common reasons for conversion drops would be the incompatibility of a site with some (even major) browsers.

For example, look at the conversion rates per browser and browser version in this screenshot below, which is at: Audience > Technology > Browsers & OS and then add the Secondary Dimension “Browser Version.”

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A common reason for conversion drops is the incompatibility of a site with various web browsers.

First, look at the above report by device category separately. So the view should be desktop only, tablet only, or mobile only.

Second, what can we learn from the above report? Internet Explorer 11.0 converts at 3.23 percent while version 8.0 is 0.66 percent; version 9.0 is 0.67 percent; and version 7.0 is 0.22 percent. Ask your tech team to look into the user experience on IE 8.0 and 9.0 for desktop devices. Apply the same logic to other browsers and their versions.

7. Bounce Rate per Landing Page

Now, let’s consider landing pages by going to Behavior > Site Content > Landing Pages. If you drive paid traffic to your site, this is especially critical — look at the “paid traffic” segment separately.

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Analyzing traffic to landing pages helps determine which ones have a higher-than-average bounce rate and low conversion rates.

Which (high-traffic) landing pages have higher-than-average bounce rates and a low conversion rates? These two metrics usually correlate.

Once you can separate the top performers from sub-optimal ones, take action to:

• Either fix issues on the identified pages or fix the quality of your traffic source(s);
• Stop sending traffic to the affected pages — instead send traffic to the high-performing pages.

8. Exit Rate per Page

This is very similar to bounce rate by landing page. Look for the pages with a higher-than-average exit rate — i.e., the percentage of users that leave the site from that page. To view the Exit Rate per Page report, go to Behavior > Site Content > All Pages; change your chart type from “Data” to “Performance” and then chose the dropdown option “Exit” on the second column.

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Look for pages with higher-than-average exit rates.

This is a nice, single-glance view to identify under-performing pages. Compare high-performing pages to under-performing ones, and see if you can determine the differences.

9. Page Load Time

Site speed matters. Some pages on your site will be inevitably slower than others. Find out by looking at Behavior > Site Speed > Page Timings.

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View the download speed of any and all pages on your site, at Behavior > Site Speed > Page Timings.

Isolate pages with above than average page load time and have your developers work on decreasing page load times.

10. Conversion Rate per Product

Another place to look for useful information is the Ecommerce > Product Performance report.
Find out the products that have a below average “buy-to-detail” rate. (Google Analytics now calls a “product page” a “detail page.” The buy-to-detail rate is the total unique purchases of a product divided by the product-detail page views.)

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Buy-to-detail rate equals unique purchases divided by views of product-detail pages.

Carry out user testing to learn about the issues that your customers may have when viewing products with a low buy-to-detail rate. Compare these products to products that convert well, to determine changes.

Conclusion

Before you carry out any testing on your site, be sure to look at all the data from Google Analytics to identify potential problems pages or sections, which can cost you conversions and sales.

Remember, data doesn’t tell you what to do. It’s your job to pull insights out of the data you see. Fixing the problems always starts with finding where they are located. Once you know that, you’re one huge step closer to coming up with split tests that might make a difference, to make more money.

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