Four ways to use website data to spot missed sales opportunities

30 second summary:

  • Analyzing and understanding website data helps to enhance potential sales and conversions
  • Google Analytics records the exit rate of specific website pages to help you pinpoint where users abandon sales filters
  • Google Tag Manager can help you determine if a user has not filled out a form, so you are very fascinated by the conversion without having to insist on landing
  • Recording and analyzing common user search terms on the website will show whether consumers are looking for services that they are willing to pay but you do not provide
  • Search analysis tools can shine on any underutilized and currency-deficient website pages, helping you make the most of your PPC budget

In the age of online marketing and data intelligence, every click is important. After all, click volume is an important indicator of your business’s potential for success. las, if there is no conversion, the click volume will be very small. A brick-and-mortar store has a large flow of people, but fails to achieve sufficient sales, which will be regarded as a failed business model. The online world is no exception. If there is no conversion, the website is just an expensive advertising campaign, and ultimately a failed advertising campaign.

Conversion refers to the completion of any scheduled action on the website. This may be downloading free content in exchange for joining mailing lists or interacting with the site through social media or contact forms. However, the gold standard for conversion is always sales. If your product or service is not profitable, then you need to change.

By researching and understanding website data, you can identify missed sales opportunities on the website. Using tools and software, you will understand what visitors are looking for and why they jump out without converting.

Data review

Here are four core KPIs that should be researched to understand why visitors leave your site without converting. By mastering and understanding these data, you can make necessary adjustments to your website and marketing strategy, which may result in economic returns.

1. Google Analytics exit page

The website exit page tracked on Google Analytics is the last interaction the user has with your website before terminating the session. Google Analytics records exit pages as a percentage, which is called the exit rate.

Ideally, after the conversion, the most popular exit page on any website will be the “thank you” page. At this stage, the user has completed the satisfactory business of all parties.

If you see a high exit rate on other pages, it’s worth investigating. Some content on this page prevents visitors from converting. Great, this exit page may cause missed sales.

Note that the exit rate is Is not Same as bounce rate. Bounce rate is related to users who leave the site without any interaction. When the user starts the conversion but has not completed the conversion process, the exit page will be recorded.

By knowing which pages on your website have the highest exit rate, you can increase sales. Review this page and consider why the user did not complete the conversion. Possible explanations include:

  • The call to action is unclear or unclear
  • A lengthy sales funnel with too many steps
  • Insufficient information about your product or service to convince users to convert-or too much data to confuse users and make them lose interest
  • Lack of preferred payment methods (i.e. e-wallets-not everyone likes to use credit cards online)

Adjust this exit page to improve the user experience and persuade users to complete the conversion. This will be easier if you have a page on your website, especially if the exit rate is high. If the exit pages are evenly distributed throughout your site, it’s worth considering a thorough review and refresh of the content.

2. Google Tag Manager

The Internet has brought many benefits to the world, but increasing patience is not one of them. Faced with such fierce competition, users are unlikely to tolerate any type of interface issues when trying to complete the conversion. You can use Google Tag Manager to identify these issues.

Form filling can be said to be the best use of GTM. If you study the analysis of the form and find that it is often discarded before it is completed, that is not right. You have put the user at the end of the hook, otherwise they would not start filling out the form. Unfortunately, something made them change their minds, and you missed a deal.

Using GTM debugging mode can ensure that no technical failures are caused. If so, it’s time to look inward. Some common reasons why users abandon the form before filling it out include:

  • The form is too long and troublesome!Slow and steady may win a game, but it will consume the lives of online consumers
  • Unnecessary questions. If you don’t sell age-restricted products or services, please don’t ask for the user’s birthday.Do not ask for clarification of gender or race unless it is related to the product
  • Pop-up ads.Unfortunately, you may be tried for the guilt of other sites here-previous experience elsewhere may undermine users’ perceptions of the following All Online form
  • There is no guarantee of the security of any data to be provided.Make it clear that you are not in the company and are selling personal information to other companies
  • Lack of mobile device compatibility. Now, more than half of network traffic comes from smartphones and tablets.Make sure that your form will not be random on such a device

Source: Google Tag Manager

Use GTM to gain insight into why the form is still incomplete, which is easy to solve, and it is possible to convert a partially completed questionnaire into a successful conversion. Don’t miss products that are as plain as the unnecessary complicated registration process.

3. Search records

As we mentioned before, consumers want to be understood by businesses. Ideally, modern website visitors don’t want to search to find what they want. Visitors want to find everything they need in front of their eyes, and hope that your product or service can solve specific pain points.

If the user is using the search function, configure the site to record search terms. This provides an excellent opportunity to research what your potential customers are looking for (probably not found) on your site. If they find what they want, they may have completed the conversion.

Knowing what users are searching for means you can improve and enhance your products to apply these missing services. Or, it may simply indicate that your copy needs to be updated slightly. Check if users use terms that don’t match the keywords used on your website. Through content refresh, this is easy to solve and reduces the trouble caused by conversion.

This also has potential side effects and may enhance your SERP credibility. Google is moving towards Enhance search fairness, Which makes the use of copies even more important. Contrary to limited technical barriers, a website’s page ranking (and conversion potential) that can maintain or fall on the quality and relevance of the content will be very welcome.

4. Traffic value

In the words of George Orwell, “All website traffic is equal, but some traffic is more equal than others.” Certain pages on your website will inevitably show up larger Sales and conversion potential. Investment search analysis tools can help you identify these pages so that you can focus your financial expenditures on these pages. Google Trends Can also be a valuable ally Here.

Your website may use at least one cost-per-acquisition model, such as Google Ads. You may be using multiple ads, including Facebook Ads (including Instagram Ads), and even Microsoft Advertising offers many potential conversion spite of The PPC business model is constantly evolving, Some tactics are evergreen.

One of the most critical points is to determine which pages on the website have not been maximized. By conducting an SEO analysis, you will better understand what users are looking for online. As you learn this knowledge, you may realize that you put too much marketing budget on one page, and using keywords wisely on another page may produce greater results.

For example, always want to put all your financial strength on the completion page. We’ve already discussed how users find short and useful conversion channels. However, before pushing for conversion, please don’t neglect the potential of education and entertainment.If you embrace – more importantly, perfect Content marketing, You will persuade users to click into the conversion page after learning more about your product. This can improve your traffic statistics and build brand loyalty in the process.

What’s next?

Now that you understand these metrics, you can use them to calculate conversions. This is easy to do-just divide the number of conversions by the number of visitors, and then multiply the total by 100. What do you think of this number?

If you believe that any of these metrics lack conversion rates, there are steps you can take to increase conversion rates. These include:

  • Simplify any form and simplify your sales filter
  • Improve and simplify copying on pages with high exit rates
  • When users try to close common exit pages, consider adding pop-ups with updated CTAs-even promises of discounts or freebies
  • View your search history and ensure that your products meet the needs and expectations of consumers
  • Keep up with the latest search trends and make sure you monetize the correct pages on your website

Follow the steps below, and you may see a surge in conversions. There is nothing more frustrating than missing out in a tempting deal. These small improvements won’t cost a lot of work, but can have a real impact on your bottom line.


What is website conversion?

Any website will contain a series of actions for visitors to complete. This could be signing up for newsletter mailing lists, sharing posts on personal social media channels, making inquiries through the contact form or ideally making a purchase. If a visitor to your site completes this action, the action is considered a conversion. Compared to your traffic, the number of people who do this is called the conversion rate.

What is a good conversion rate for a website?

This depends on many factors, including your industry and your expected return on investment. Websites that use the cost-per-acquisition model (such as Google Ads) require a higher conversion rate in order to be profitable. The average conversion rate of the platform is about 3%. Most importantly, you will see a return on investment-conversion rates continue to grow rather than decrease.

How to improve the conversion rate of the website?

The most effective way to increase conversion rates is to make the process as fast and simple as possible for consumers. Create a great user experience by making it obvious to the visitor that the conversion is going to be done and removing all unnecessary steps from the result filter. Every other action you ask users to take will give them another opportunity to lose patience and walk away.

How to calculate website conversion rate?

There is a simple formula to calculate the conversion rate of your website. Track your conversions within a certain period of time, divide it by the number of website visits during that time, and then multiply it by 100. 5.6%.

How to set up conversion rate tracking on your website?

Any website must track conversions to ensure the best efficiency and return on investment.The main platforms such as Facebook ads with Google Ads Has built-in tracking facilities. Learn how to use these tools and turn data to your advantage.

Joe Dawson is Director of Strategic Growth Agency, Headquartered in the United Kingdom.

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