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Website Analytics for Measuring
Customer Conversions & Tracking ROI

When tracking ROI (return on investment) or measuring conversions, many website owners tend to focus in on how well they rank for their targeted keyword phrases.

They want to know how many and exactly what keyword phrases are ranking in the top 5 or top 10 of search engine listing results on the major search engines like Google and Yahoo

Keyword rankings are important and while we recommend monitoring your keyword rankings, they can offer only a limited measure of the true value of your search engine optimization campaign.

Monitoring keyword rankings is just a small part of the whole search engine optimization (SEO) picture. Measuring conversions (or conversion tracking) through the use of website analytics will tell you the whole story.

GET HELP WITH YOUR WEBSITE ANALYTICS

Website Analytics

Website analytics (such as Google analytics, for example) offer a much more effective way of measuring conversions, tracking ROI and evaluating the success of your SEO campaign.

It’s important to determine the value of each marketing method your company uses and what the benefits are for each. You don’t want to stop or short change a successful search engine optimization campaign or PPC advertising campaign just because you don’t have the information to make a informed decision.

Website analytics (or website marketing analytics) also encompasses customer analytics giving you a thorough understanding of “who” your customers are, where they came from, how they came to your site and what they did once they reached your site.

Website analytics will show not only how many visitors are coming to your website but also how those visitors (customers) find your optimized web pages and where they go once they enter your site.

Website analytics is ideal for measuring conversions. It will tell you:

  • Which search engines are bringing you targeted traffic
  • What keyword phrases are being used
  • What pages are generating that traffic

Furthermore, conversion tracking is relatively easy since you have control over what makes a conversion, whether it’s making a sale, a shopping cart checkout, filling out a form, downloading a file, etc.

Through website analytics you can increase the overall performance of your site, increase sales and/or conversions and improve on your conversion tracking.

Measuring Conversions

Using only search engine optimization for tracking ROI we might use this formula:

Better Keyword Rankings = Increased Visibility = Increased Traffic = Increased Sales

If only 1 out of every 100 visitors converts to an actual customer, then increased traffic will result in more sales, but still at only a 1 to 100 ratio.

The above formula is not bad and may work just fine, but there are better ways for measuring conversions and tracking ROI.

Website analytics enables us to analyze conversion tracking data, identify problem areas and recommend solutions for getting those visitors to convert to customers at a higher ratio.

Tracking ROI Through Customer Analytics

There are a number of crucial areas our SEO consultants review when using website analytics to measure conversions:

Traffic Sources - Where are your visitors coming from?

  • Do they have you bookmarked, or type your address directly into their browser?
  • What specific sites are referring customers to you?
  • What keywords are directing traffic to your site and from which search engines?

Visitor Trends - How many visitors does your site receive?

  • Which visitors are new and which ones are returning?
  • Where are your visitors located? (which continent, region, country, state, city)
  • Is your site targeting the right locations?
  • How long does a visitor stay at your site?

Content - Which pages are most commonly viewed?

  • Which pages are visitors coming to or moving on to, and how long do they spend there?
  • What keywords are being used to locate these pages when accessed through the search engines?
  • Which pages result in a successful conversion?
  • Which pages do visitors leave your site from?

Contact – Type of conversion?

  • Did they purchase directly from the website?
  • Did they contact you to discuss products or information they found on your website?
  • How long did it take them the contact you or make a purchase?
  • How did they contact you, quote form, email, or phone?

Conversion Tracking - Goals & Success

Using data collected from your conversion tracking analytics it is now possible to improve on your search engine optimization efforts.

Knowing who your traffic is, how they come to your site, what they do once they are on your site and where they leave from gives you the opportunity to fine tune your web pages to cater to your customer analytics, thus improving page performance, user experience and ultimately, customer conversions.

Website analytics allows you to focus your marketing resources on the areas that are most important to you, providing an accurate means for measuring analytics, tracking ROI and measuring the success of your search engine optimization campaign.

1st on the List – SEO Consultants

1st on the List is one of Canada’s top search engine optimization companies.

Website analytics is an integral part of the Progressive Optimization program in our search engine optimization packages.

Using website analytics for measuring conversions, our SEO consultant analyzes conversion data and provides clients with concise reports and recommendations, usually around the 5th, 8th and 11th month of a search engine optimization campaign.

For more information about website analytics and measuring conversions to improve ROI tracking, contact 1st on the List Promotion Inc Toll Free at 1-888-262-6687 and speak to an SEO consultant or complete the Request Information form or email an SEO Consultant.

Email an SEO Consultant and ask about our Corporate Internet Marketing services.