How to find website money-leaking holes in 30 minutes using Google Analytics?

5 ideas for finding money-leaking holes with Google Analytics
Every website is a unique ever-changing organism, which is a damn hard thing to take control of. By  constant adding of new chapters, altering code, and changing content we often prevent it from working properly on certain devices or put obstacles in its way to a greater conversion.

But things are not so bad as they may seem. Using Google Analytics you can easily detect the most serious problems. So let’s get started!

Mobile traffic conversion

Mobile devices are steadily taking over the market, replacing PCs and laptops. How to know whether your website is ready for mobile era? Go to see it in your Google Analytics account. Choose Ecommerce Conversion Rate and select All Visits, Mobile Traffic, and Tablet Traffic in the Advanced Segment.

 

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As we can see in this graph, the website conversion rate for mobile is more than twice as low! The right thing to do here is to investigate conversion path of visitors on the most popular mobile devices. This, surely, will help identify many problems.

Conversion rate variations in different browsers

Yes, cross browser tests are always performed. Yes, programmers will assure you that your website works perfectly on all range of devices. But why not to check it yourself? Open Google Analytics Browser&OS report, select E-commerce tab, type in Advance Filter box “Visits=Greater than 10.000” (in order to receive sample of the data which is large enough) and start comparing performance in different browsers.

What do we see here? Sales generated in Safari are 29% below the website average, while in Opera this result hits -32 %.  No doubt, some additional tests should be done for these browsers, as they are likely to reveal new ways to push the sales.

Traffic sources and multichannel tracking

Let’s assume, your company spends $20.000 on advertising on Facebook every month, but users can’t  make purchases right there. How to check whether or not you are wasting your money? Take advantage of Google Analytics. Go to the Conversion – Multi-channel Funnels report, select Source/Medium and see the number of conversions Facebook has driven.

 

Users who speak languages other than English

“Not everyone knows English”, you may say and will be absolutely right! How to know which languages to target at or, perhaps, create other versions of a website? Open the Demographics – Language in Google Analytics and compare users, who speak different languages, by their conversion rate against the rest of the website.

The table shows us that Spanish-speaking users have conversion 50% poorer than the website average. Users whose system language is Chinese also experience certain difficulties. So maybe, it’s worth to think of other language versions?

Paid traffic conversion in different countries

Imagine, you are running a Pay Per Click campaign in several countries. How to identify ones that do not generate enough sales and simply make you lose your money? Let’s look at the Demographics – Location report Google Analytics has. Choose Paid Search in Advanced Segments and type in Advanced Filter box “Revenue = 0”.

As it turns out, some countries have very weak performance. So probably, you need to stop buying traffic there?

Takeaways

  • It’s better to check mobile traffic conversion right now, when the losses are not substantial.
  • Your conversion may vary in different browsers greatly. Find the browsers that do not generate revenue for you.
  • Some of the traffic you buy doesn’t bring you the sales. Use multichannel tracking to detect such unproductive sources.
  •  Users who speak languages other than English often make a considerable part of your audience and encounter certain difficulties during the purchasing process. Identify the languages users have the biggest problems with.
  • Sometimes you pay for the traffic from countries which do not quite contribute to your sales. Determine such traffic and stop buying it.

 

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