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Website Analytics October 7th, 2008
Have you ever sat down with friends or family and played Monopoly? I can recall many times pulling all-nighters playing the never-ending game. My strategy would change from game to game but there was no illusion, the green and blue colored properties were the over-all goal for me. For once you owned these 5 properties with hotels it would almost always result in victory if you have the money to buy buildings. There are only 12 hotels and 32 houses, so domination has to be strategic.
OK, we have road tested this method of ROI squeezing and can tell you it’s a winner every time. Follow my recipe and dial in your PPC conversion rate. I will make a couple of assumptions in this case before we get started:
Configure conversion goals for your website. What is the reason your website exists?
Once you have your goals configured a goal funnel can be visualized after data is collected from site visitors. Your site can have many goals. Typical website goals include product purchases, lead generation, prime content page views or downloads. All of these goals should have an expected path to goal and that is how easily website goals are created in Google Analytics. When we are done we have a beautiful goal funnel from 1 to 10 tiers. It is also important to set a goal value to each goal.
Help with Google Analytics goal configuration
Depending on the volume of traffic and complexity of your goal funnel, the timeline of actionable data will vary. Generally, the more goal conversions with organic and PPC traffic the better your analytic deliberative process. The goal funnel above is a result of one month’s tracking where we had 495 goals conversions with a 5.03% conversion rate. That is plenty to get us into fun predictive analytics. The analytic philosophy we will use is quite simple here.
On the navigation menu find Keywords > non-paid
What I look for is popular keywords from non-paid traffic sources. In all keywords above the bounce is under 22% with an average time on site of 3:13. People are engaged, especially with the keyword “paper bags”…very cool. Now let’s click over to the goal conversion tab.
I have highlighted the keywords I want to drilldown and find the best landing pages. You can repeat this process for many keywords by changing the “Show rows” pull-down menu (shown above) to 100 or more. For this exercise I will find the best landing pages for the “paper bags” keyword then select the Medium metric just to compare the CPC vs. Paid traffic.
If you think about it organic traffic has more than double the traffic that has naturally moved through this website under the keyword “paper bags”. Remember this is natural traffic that typed a certain keyword and moved through your site at a 6.87% conversion rate (double the conversion rate of CPC traffic).
It would seem to me that our organic traffic stream has something to teach our CPC traffic. Where do people go on this website that is so much more conversion friendly when they query a search engine? Why is our goal conversion rate double with organic traffic?
Stay tuned for the conclusion where we find the landing pages that organic travellers like.