The following is a guest post by Catalin, founder of Ecommerce Platforms and Unblock.
Can you agree with me on the fact that you’re tired of hearing the digital marketing adage- “content is king”?
The reality is it’s not enough to just create stellar content. Anyone can host great quality content, but if you’re selling anything on your website, be it software or a consulting service, it’s still the conversions from the content that you should be targeting.
Content that converts is content that causes the person reading your piece to do something else other than just read.
Getting people to sign up for a free trial whilst leveraging your content might sound difficult, but we can use Google Analytics to check out what content in the past was popular enough so that you can start planning for the future.
Here’s the good news:
In this short guide, I’ll show you how to redirect your efforts into focusing on generating content that can get visitors to sign up for your free trial. Using Google Analytics, I’ll set up goals and help you track visitor behavior on your site.
What Kind of Content Was Working For My Site in the Past?
As I had mentioned earlier, good quality content can turn out to be useless if it doesn’t have a proper call-to-action to convert. The primary focus of any site that sells something is to get your users to do something.
The bottom line is:
Understanding your Google Analytics will help you understand what content resonates with your audience so that you may redirect your efforts towards creating similar content.
The way you can do that is by setting up goals on Google Analytics, because you won’t be able to really tell if an article has had a thousand sessions that led to 0.5% conversion compared to an article with 500 sessions, but has had a 5% conversion rate without doing this.
Do not disregard this. Ever.
Even from the above example, you still have to note that popular content is still more likely to drive a conversion than content that has zero potential to convert.
Setting Up Goals on Google Analytics
There are a myriad of goals you can track from people making an information request to a sign up for a mailing list. However, for this example, I’ll focus the goal of making a free trial sign up.
The first thing you have to do is to determine your destination page. This is the method that Google Analytics uses to measure. Your destination page is where your users end up on after completing a certain action.
And here’s an example:
We receive a lot of webinar signups from our dropshipping guide:
And how do we track this?
Using the goal we’ve set to identify webinar signups in the webinar confirmation page.
So if you are trying to monitor who signs up using a form that has been linked to in your site or an email address box of some sort, you may need to set up some sort of landing page that you can use for your Google Analytics set up.
An example would be a ‘Thank you’ page for signing up for your free trial. This has to be set in a manner that the only way to access is through completing a signup.
For instance, I’m talking about a page that says “Thank you for signing up for our free trial!”
Here are the steps to set this landing page up as a new goal:
1. Go to your Google Analytics account and then, to your desired web property.
2. Click on “Goals” in the View column.
3. You’ll see a page appear and now you want to click on “New Goal.”
4. Pick one of the templates, for this example click “Create an account” under “Acquisition”, click “Continue”.
5. Give your goal a name.
6. Now you will have to specify how you want Analytics to track your goal. Click on destination.
7. Now input the destination URL, this is the URL to the landing page after the signup.
Once they hit that landing page, or “thank you” page for signing up for a free trial then you can be sure that they are a qualified lead.
It’s now up to your marketing team to hack it out and convert them from a marketing qualified lead to a won lead.
There are many WordPress plugins which create customizable call-to-action buttons upon activation. You can repeat the same steps to create goals for these conversions such as newsletter subscriptions, downloads of digital goodies like e-books, templates, software, and sales.
So, there you have it.
You can now track what traffic leads people to this page and from which sources.
Harnessing The Power of Your Analytics Data After Setting Up Goals
The information and statistics from these goals do more than just look good on a slideshow when you’re presenting your data. It helps you redirect your efforts into focusing on better opportunities to convert.
After about a week, you’ll have sufficient data as to where your traffic acquisition comes from, which blog articles have been the most effective, and the different modes of traffic sources apart from your content.
Here are some other hacks that you can also execute:
Knowing your conversion paths is the first step to analyzing where to beef up your efforts. You can do this by going to “Conversions” and looking for “Reverse Goal Path”. This will highlight the paths that users take to get to the conversion.
Learn the Conversion Patterns of Different People
Go to “Audience Overview” and click on “Converters” and “Non-Converters”. This should give you enough overview on how the site experience of the people who sign up and don’t sign up, add to your goals and rates.
More often than not, people forget to add a feedback protocol to systems that they create. They might have the best of everything but without a proper feedback loop to assess their efforts, some things may still be tantamount to wasted efforts.
Hopefully, this guide has broken down the details on why it’s important to track not only conversion rates but what influenced conversion behavior in the first place.