Become an analytics junky…the key to your continuous growth.

Having a mindset of continually improving…incrementally getting better and better each and every day, is the surest way to success for your business.

This, in essence, is what Conversion Rate Optimization is all about: getting better through small quantifiable steps. Increasing your sales figures by percentage points each week and month add up to a big leap forward by the end of the year.

For example, let’s say you are able to make a 5% increase to your online sales conversions each month for a year. That’s not an impossible task, and if you take a focused approach to your optimization, this is more than doable.

In our theoretical business let’s assume we have $10k per month in revenue. If we are able to grow that each month by 5% at the end of the 12 months, we would have grown our monthly revenue to $18,198 which is an astonishing 82% increase.

Now THAT is some math that I can get excited about!

One of the first steps to being able to continually improve your business is to know exactly where you are each month. By tracking the right metrics, you can check the pulse on your website in an instant. This is pretty easy to do using analytics software such as Google Analytics.

Here are some metrics you’ll want to track:

• What is your revenue per visitor?
• What is your sales conversion rate?
• How many times do customers come back per year?
• How much do they spend over a year?
• Where are customers dropping off during the sales process?
• How many people are putting things into your shopping cart?
• How many are adding items to the cart but not checking out?

You may find that by monitoring these metrics each month, they’ll start to increase…the improved focus and energy seems to have a magical effect on the different elements of our business.

If you divide your sales process into multiple focus areas, you’ll find it easier to determine how you can get the gains you’re after.

The first part to your website buyer cycle is inbound traffic. What could you do to increase the traffic? If you break each traffic source down with Google Analytics, you may see some opportunities for improvement.

For example, you might notice that you have good sales conversions from Facebook traffic, but you don’t have any Facebook ads running. Creating an ad campaign may drive even more conversions from Facebook.

Or maybe you notice that certain keywords in your Google AdWords campaign have a better conversion rate than others. This knowledge will allow you to research additional keywords that are similar to the high performing terms, while removing the low performing ones.

The second part of your website buyer cycle is what people do when they get to your website. How do they find your products? What steps are between the first page they visit and conversion?

To get the most out of this part of the cycle, you need to streamline the conversion process as much as possible, and make it very easy for your visitors to opt-in or buy.

If you have a mailing list (and you should), track how many people opt-in each month and work to increase that number.

If your shopping cart has a high abandonment rate, meaning people add things to their cart but never checkout, look into reducing that rate by improving or simplifying the checkout process.

Hopefully, after reading this post you feel inspired to improve your website conversions and become an analytics junky!

I would love to hear what things you’ve done to increase your website conversions. Please share your ideas below.

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