4 methods to utilize your website data to discover missed sales chances

30-second summary:

  • Understanding and examining website information helps improve possible sales and conversions
  • Google Analytics tapes the exit rate of specific site pages, assisting you determine precisely where users abandon your sales filter
  • Google Tag Manager can assist determine if users are leaving kinds uncompleted, leaving you tantalizingly close to conversion without sticking the landing
  • Recording and analyzing typical user search terms on a website will expose if customers are seeking services they are willing to pay for however you do not supply
  • Browse analysis tools will shine a light on any underutilized and under-monetized site pages, helping you maximize your PPC budget

In the age of online marketing and information intelligence, every click matters. Traffic is a great metric for the prospective success of your business, after all. Unfortunately, traffic means little without conversions. A brick-and-mortar shop that sees plenty of footfall however stops working to make adequate sales will be considered a failed business model. The online world is no different. Without conversions, a website is just a pricey– and ultimately unsuccessful– advertising campaign.

A conversion is the conclusion of any pre-determined action on a website. This might be downloading complimentary material in exchange for signing up with a subscriber list or connecting with the website through social media or a contact type. The gold requirement of conversions will always be sales, though. If your service or product is not making a profit, something requires to alter.

By comprehending and studying site data, you can pinpoint missed out on chances for sales on your site. Making use of tools and software application, you’ll understand what visitors are searching for and why they bounce without converting.

Data to examine

Here are 4 core KPIs that should be studied to understand why visitors leave your website without making a conversion. By mastering and understanding this data, you can make any necessary changes to your website and marketing method– possibly enjoying financial benefits.

1. Google Analytics exit pages

The exit page of a website, which is tracked on Google Analytics, is the last interaction a user has with your site prior to terminating a session. Google Analytics records exit pages as a percentage, describing this as an exit rate.

In a perfect world, the most popular exit page on any website will be the thank you page after finishing a conversion. At this phase, the user has actually concluded their business to the satisfaction of all parties.

If you see a high exit rate on a different page, it benefits investigation. Something about this page is preventing visitors from converting. Ergo, this exit page is potentially responsible for missed out on sales.

Know that an exit rate is not the same as a bounce rate. Bounce rate connects to users that leave a site without any interaction. Exit pages are recorded when users start the journey toward conversion however fail to complete the procedure.

By understanding which pages on your website have the greatest exit rate, you can improve your sales. Take a look at this page and consider why users are not completing a conversion. Possible explanations consist of:

  • A unclear or weak call to action
  • A prolonged sales funnel with too many steps
  • Inadequate details about your product or service, failing to encourage the user to convert– or excessive data, confusing a user and causing them to lose interest
  • Lack of favored payment alternatives (that is, ewallets– not everybody likes to use their credit card online)

Tweak this exit page to enhance user experience and encourage users to conclude a conversion. This is easier if one page of your site, in particular, has a high exit rate. If exit pages are equally spread out throughout your site, it may be worth thinking about a total overhaul and refresh of the material.

2. Google Tag Manager

The web has brought a great deal of great to the world, however improving persistence is not amongst these benefits. With a lot competition out there, users are unlikely to tolerate any kind of user interface problems when trying to complete a conversion. You can use Google Tag Manager to recognize these concerns.

Type conclusion is probably the very best usage of GTM. Something is wrong if you study the analytics of a type and discover that it is regularly being deserted before completion. You had the user on the end of your hook– they would not have actually started to complete the type otherwise. Something made them alter their mind and you missed out on out on a sale.

Use the GTM debugging mode to make sure that a technical hitch was not to blame. It’s time to look inward if this is the case. A few of the typical factors for users to desert types before completion consist of:

  • The kind is simply too long and cumbersome! Steady and sluggish may win a race, however it bores the life out of online consumers
  • Unnecessary questions. If you’re not selling age-restricted product and services, do not ask for a user’s date of birth. Unless it’s pertinent to the product, do not request for clarification of gender or race
  • Pop-up advertising. Unfortunately, you may be standing trial for the sins of other websites here– previous experiences in other places might stain a user’s view of all online types
  • Absence of guarantee about the security and security of any data that will be supplied. Make it clear that you are not in business is offering individual details to other services
  • Lack of mobile phone compatibility. Over half of all web traffic now comes from tablets and smart devices. Ensure your form is not fiddly and persnickety to finish on such a device

Using Google Tag Manager to understand your website data and fix missed conversion opportunities

Source: Google Tag Manager Using GTM to acquire insights into why forms stay uncompleted can be an easy fix, and possibly turn half-completed questionnaires into effective conversions. Don’t lose out on a possible sale for something as prosaic as a needlessly made complex sign-up procedure.

3. Search records

As we touched upon formerly, customers want to feel understood by a service. The modern-day visitor to a site will ideally not want to browse to discover what they’re searching for. Visitors want to discover whatever they need before their eyes and to see that your product or service will solve a particular discomfort point.

Set up the website to tape search terms if users are making use of the search function. This supplies the best opportunity to study what your potential consumers are seeking– and probably not finding– on your website. If they located what they were trying to find, they would likely have actually completed a conversion.

Comprehending what users are searching for methods that you can enhance and boost your offering to apply these missing out on services. Additionally, it might just reveal that your copy needs a little upgrading. Inspect whether users are utilizing terminology that does not match up with keywords utilized on your website. This is an easy fix with a content refresh and decreases the aggravation of being so near however yet up until now from a conversion.

This will also have a welcome side-effect of potentially bolstering your SERP standing. Google is moving toward a design of boosted search equity, which makes your usage of copy all the more important. It will be really welcome for a site’s page ranking– and conversion capacity– to fall or stand on quality and significance of material, rather than limiting technical challenges.

4. Traffic worth

To paraphrase George Orwell, “all website traffic is equivalent, but some traffic is more equal than others.” Some pages on your website will undoubtedly show greater capacity for sales and conversions. Purchasing a search analysis tool can aid you in recognizing these pages so you can focus your monetary expense on them. Google Trends can also be an important ally here.

Your site will likely utilize a minimum of one cost-per-conversion model, such as Google Ads. You may be utilizing numerous, with Facebook Ads (that includes Instagram Ads) and even Microsoft Advertising offering plentiful cause conversions. While PPC business designs are constantly evolving, some strategies are evergreen.

Possibly the most important of these is recognizing which pages on your website have potential that is not being optimized. By undertaking SEO analysis, you will get a higher understanding of what users are looking for online. In discovering this, you might realize that you are positioning too much of a marketing budget on one page when sensible usage of keywords on another may yield higher results.

It’s always appealing to put all of your financial muscle on a completion page. We have actually gone over already how users are searching for a short and practical conversion funnel. Do not ignore the possible to amuse and inform before promoting conversion, however. If you accept– and more notably, ideal— material marketing, you will convince users to click through to a conversion page after finding out more about your offering. This enhances your traffic stats, possibly constructing brand commitment at the same time.

What next?

Now that you know these metrics, utilize them to determine your conversions. That’s quickly done– just divide the number of conversions by the variety of visitors, then increase the overall by 100. How does that number look to you?

If you feel that your conversion rate is doing not have in any of these metrics, there are actions that you can require to enhance it. These consist of:

  • Simplifying any kinds and simplifying your sales filter
  • Simplify the copy and enhance on pages with a high exit rate
  • Considering including a pop-up with a renewed CTA– or even the guarantee of a discount or giveaway– when a user tries to close a typical exit page
  • Evaluation your search records and guarantee your offering matches consumer requirements and expectations
  • Keep up to date with search trends and ensure you are generating income from the right pages on your website

Follow these actions and you’ll possibly see your conversions soar. Few things are more frustrating than losing out on a sale that came enticingly close. These minor improvements will not take much work but might make a real difference to your bottom line.


What is a website conversion?

Any website will consist of a range of actions for visitors to complete. This could be signing up for a newsletter subscriber list, sharing a post on personal social networks channels, making a query through a contact kind, or preferably making a purchase. If a visitor to your site completes this action, it is thought about a conversion. The variety of individuals that do so compared to your traffic amount is referred to as a conversion rate.

What is a great conversion rate for a site?

This depends upon a range of factors, including your industry and your awaited return on investment. A site that operates on a cost-per-conversion model, such as Google Ads, needs a higher conversion rate to turn a substantial revenue. The typical conversion rate on this platform is circa three percent. What matters most is that you are seeing a return on your investment– which your conversion rate continues to grow, not shrink.

How to increase the conversion rate on a website?

The most reliable way to increase a conversion rate is to make the process as quick and easy as possible for consumers. Develop an exceptional user experience by making it obvious what a visitor requires to do to transform, and by getting rid of any unnecessary steps from the resulting filter. Every additional action you ask of a user gives them another opportunity to lose persistence and walk away.

How to determine a site conversion rate?

There is a basic formula for determining the conversion rate of your site. Track your conversions over a set period, divide this by the variety of visits to the site in this time, then numerous the overall by 100. For example, a site that enjoys 700 conversions from 12,500 visitors over 30 days has a regular monthly conversion rate of 5.6%.

How to establish conversion rate tracking on your site?

Any site needs to track conversions to ensure optimal efficiency and return on investment. Significant platforms like Facebook Ads and Google Ads have in-built tracking centers. Find out how to utilize these tools and turn the information to your advantage.

Joe Dawson is Director of tactical growth firm Creative.onl, based in the UK.