It is imperative that SEO Campaign increases the traffic to your website. But, there are certain cases where there is a lot of traffic, but there is no conversion on the website. Conversion can be anything from a sales conversion to the sign-up for your email newsletter conversion and everything in between. Regardless, having traffic driven to site is only half the battle.
Tracking Visitors Actions
Visitors’ flow is the metrics which measures how a visitor goes from one page to another and the order in which they travel. This is important in cases where you need to measure where the stopping point of their visit was. This is important if your website depends on the conversion, one can find out the bottlenecks and stopping points of website visitors and reasons for it and perform corrective action which will lead to more conversions.
There is a bunch of ways to do this, but the easiest is to use Google Analytics, which will tell website owners through their Behavior tab which pages were landing pages of visitors and where the visitors visited next. It will also tell you where the visitors stopped and which page.
Another way to check the conversion is to set goals for users. You can set up conversion goals or a single page; you should set up goals in Admin tab of Google Analytics. You can select product pages or set up pages in the funnel. A funnel is a series of steps leading to a goal, for example, product page then cart then checkout completion.
Once you set up the goal you can monitor it under Conversions on the left hand side navigation then under Goals. With this you can set up pages as funnels, and check when users enter the funnel, how they proceed in the funnel and where and when they leave the funnel if they do not complete a goal.
This will give you an overall view of the visitor flow on the site. However, there are many other factors that could be playing into the lack of conversions.
Gathering User Insights, Can Make All the Difference
Getting feedback from user information which is captured in real time when they visit the website can help determine the reason or reasons your site is not converting more visitors. By gathering user insights in real time as they navigate can be very informative as well. It is best to get a minimum of three different users to navigate the site because you can start to see patterns rather than just one person’s reaction.
Sites like usertesting.com also help in creating such reports, it considers the demographic of the user who is going to visit your website, and when one does it records them using the site. You can learn things which you did not know about the site. The point of this is that you hear their reactions as they try to make a purchase or fill out a form. They can also fill in comments, about the website which will be valuable in determining what needs to be changed on your site.
Another site is the Five Second Test, which is based on first impressions. Users look at the design for five seconds and they are asked questions regarding their view on the website. The benefit is that you can see if a visitor will understand what you do in five seconds.
SEO is Emotional when related to Conversions
The best SEO campaign can only get you so far and it has been proven that traffic does not include conversions or sales. Sales are made due to a more emotional decision, if users are frustrated or not sure where to click or what to do next, they just leave and probably never come back.