Here’s a simple step-by-step Guide to help you find out how productive your website pages are
Have you ever been browsing in a shop and wondered for a moment just how many of your fellow shoppers will be buying something? Possibly not. Unless you earn your living as a retail analyst the chance of you giving it much thought is fairly remote.
Different rates of conversion for different shops and websites
However if you are the owner of a website, there could be lessons to learn here. The truth is that different types of shops have very different rates at which browsers are likely to convert into buyers. If it’s a supermarket it’s likely to be around a hundred percent. A carpet shop on the other hand might have only ten percent of converting customers at one time. These differences are logical and to some extent obvious, but just how do they relate to your website?
In more ways than you might think. Web site pages also convert visitors at very different rates. And it’s not just to do with the type of product or services you sell, there is a whole host of factors that that can affect how well the page will convert visitors into buyers or enquiries. Like a shop some of these things are obvious, but there is also a number of factors that are much harder to identify.
What stops your web pages converting customers?
These could include things like how easily someone can find the page they are looking for, from a previous page. Or even whether when they do decide to move forward with say a purchase, the shopping cart or basket is going to work properly for them.
So you need a quick and easy way to measure how well a web page is working so you can figure out the thing you need to change, and as long as you’ve installed Google Analytics, this is quite possible to do.
How to find out how productive your web pages are. Below is a simple step-by-step Guide…
To assess the productivity of a web page using Google Analytics, first login to your website in Analytics and then look down the links on the left side and click on the ‘Behaviour’ tab. This will drop down more links and from these click on the ‘Site Content’ link. From the drop down under these choose the ‘All Pages’ link. This shows the web address for all the page that have had visitors. From this list you need to choose the one you want to look at, and click on it.
Now you’ll see a number of columns across the page each with a heading. The first one I check here is the ‘Avg. time on page’. The more time visitors are spending the better the chance that page is being productive. Then I’d check the Bounce Rate. This is for the visitors that leave without clicking on anything, so the lower this is the better. Also in brackets there is a figure to show whether the bounce rate for that page is lower or higher than the average for the site (better if it is lower).
To get further more detailed information on the productivity of the page you need to click on the tab link above the graph called ‘Navigation Summary’. This shows you two valuable pieces of information. The ‘Previous Page Path’, show a list of all the pages visitors came from to get to this page. The ‘Next Page Path’ shows all the pages visitors go to after visiting this page. So if this page contained information on some of your products or services; then you’d like people to be going on to look at further information or even visiting the contact or buy page.
Need some help finding out how productive your website pages are?
I work with a small number of SEO firms who are willing to offer a free website content audit on your website pages to give you some feedback on things you could change or improve. The audit is totally free and there is absolutely no obligation. Just click the link below to get yours (limited availability):