Have you heard of the conversion funnel? This is the process in which customers get to your site and go through a number of steps that ultimately lead them (hopefully) to the checkout.
In a post on the Google Analytics Blog, Alden DeSoto brings up a very good point. In a brick and mortar store, a salesperson can judge in person things that make customers concerned or uncomfortable, then take the necessary actions to try and close the sale before it's completely lost. This is not so easy to do on a website.
The following video from Google's "Google Analytics in 60 Seconds" series shows you quickly how you can look at this stuff and take action.
Google Analytics has a "Funnel Visualization" report feature, which shows you how many prospects are moving from one step to the next. It shows where they're dropping off on the way to the checkout.
Once you have this data, you can make adjustments where necessary. This is not unlike how you would mend your bounce rate problems.
I'll go a step further and suggest having a live salesperson chat feature available on your site. This will allow you to be there to assist customers. It's not exactly a physical presence, but it's about as good as you’re going to get from a website. Combine this with analytical data, and you're likely to be on your way to more sales.
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Comments
Google Funnel
The video was very informative. I still have more to learn. Thanks
Catch costumers before they leave
I agree that you must analize the surfers behavior on your website, that's the first thing to do to understand if your campains are successful or not.
However to analize if your campain is giving results, you must test and test different campains to know which one is given best results.
The first thing to do to keep customers into your site, is to give them what they NEED.
First of all you must try to be in your customer's head.
Second you must create a very concrete Landing page. When you've done it, you can start anylizing and testing single sentences and behaviours.
There is much more to say but why do it all at the same time? Stard with your first and second step....
Customers
Nice video - agree that a solid landing page is step 1. Build from there and if you have the goods - visitors will purchase.
Funnel
Great concept, I love the funnel, first time I have heard it, I will certainly check this out, Thank you.
It's a different twist on
It's a different twist on existing technologies, [and] I’m not sure [PhishAlert] competes with anything directly
Creating great content is key.
I think the most important thing for a website is content. Creating something that people need and want. This will help more than anything. People always seem to find a site that has good content. No matter how many searches it takes... you will find it.
Internet Business
You are better of building traffic to a high level first, then you have enough data to try different content to see which works the best. If your data sample is too small you can't effectively test the differences
Check different browsers
Thanks for posting the video. I have yet to used conversion funnel option in anaytlics yet but looks interesting. Another important factor that I have personally just found out the hard way myself was to visit your website with all the major browsers. I personally use Chrome but looking at my stats 71% use internet explorer. What I found out just this week, that when visitors using internet explorer went to check out from my shopping cart a big error message would come up. No wonder my bounce rate was high! Now fixed and sales are going up, up, up.
Keep your enemies closer
It is essential to keep your 'friends' the customers close and analyse what they are doing, but you also need to keep your enemies ie your competitors even closer. When you see changes in their customer profiling then you need to be on the ball to be able to see if you want to follow the same path or take a different route. Customer analysis is essential and being the first to know which way your customers are going to jump is essential.
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