How to Use Google Analytics to Increase Your Conversions

6 min read

Did you know that you can set up tracking, analytics, and retargeting pixels on every single page or that you can set them up funnel-wide?  People are always asking me if they can set up tracking codes or retargeting pixels in ClickFunnels.  The answer, of course, is yes.  Basically, you can come to any page and open it up in the editor to do this.

Let’s say that you want to use Google Analytics or a Facebook retargeting pixel.  Both require you to put code on the individual pages.  To do this, you’ll choose ‘Settings’, which is up at the top of the side-panel.  Then, you would choose ‘Tracking Codes’.  After that you have the option to post the tracking code in the header or the footer.  This is shown in the picture above.  Then you can just save the page, and instantly, the retargeting code or the analytics code will instantly be inside of your page.

If you want, you can also set your code up so that it’s funnel-wide.  What you’ll want to do is go to the ‘Funnel View’ of your dashboard and choose ‘Edit Funnel’.  This is shown below.  Next, you’ll click on ‘Global Tracking’, and you can paste your Google Analytics or retargeting code within the window that appears.  This will put your code in every single page of your sales funnel.  That way, you can apply them to all of your pages, or if you only want it applied to certain pages, you can set this up page by page as well.

Sometimes people want to do this page by page because they will have a different pixel that fires off on their squeeze page than their order form, for example.  So, you can do that these pages individually, but there are cases, like with Google Analytics, where you would want code to go on every single page of your funnel.  Again, this can be done just by pasting your code in right there inside of ‘Global Tracking’.

This is a brief overview of analytics and tracking, but let’s get into a more detailed look, this time specific from the standpoint of using Google Analytics.

Increasing Conversion with Google Analytics

The name of the game is to get people who visit your website to buy your product and become customers. In other words, it’s all about the conversions. The more conversions you have, the more product you sell. There are many tools out there that can help with your efforts to reach and convert more people, and one of the most effective is Google Analytics. As far as tools go, Google Analytics is one that is almost indispensable.

What is Google Analytics?

First, let’s cover something basic. What exactly is Google Analytics? Simply put, Google Analytics is a freemium service from Google dedicated to providing web analytics capabilities to users. The tool focuses on website traffic with special tracking features. You can use Google Analytics to look at reports that detail the traffic coming to your website. It’s also a great way to measure how effective your advertising is. The number of features available on this platform seems to grow constantly.

Most people who run their own online business or have a big presence on the internet know about it, but some still aren’t sure how to use Google Analytics in an effective manner. That’s what we’re going to look at, more specifically as to how you can increase your conversions. Let’s dive in.

A Closer Look At Your Audience

Decades ago, companies used to pay a lot of money to get to know who their current and potential customers were. Through surveys, focus groups, and other strategies, they were able to determine who was buying their products. Marketing strategies would be developed based off of these results.

We live in a far more technological time, and figuring out who is visiting your website is easier than ever thanks to advanced analytics. Finding out this information is highly valuable since it can tell you where your strengths are or if there is a segment of the population you didn’t realize you were ignoring. Google Analytics gives you all this data and more.

By going to the “Audience” section in the Google Analytics menu and clicking the “Demographics Overview” option, you’ll find a whole bunch of data that describes who exactly is coming to your site. You’ll first see a general view of your visitors. Go further and you’ll find much more detail about specific demographics. Want to know more about the people in the 18 – 34 age range who are visiting your site? That’s all there.

Google Analytics also gives you the ability to see when your visitors are actually coming to your site. In the “Landing Page” and “Product Performance” sections, you can discover if there’s a particular time of the day or week that’s more popular.

Also within the “Audience” section is the “Geo” option, followed by the “Location” selection. That’s where you can see where visitors reside, broken down into countries, states, and towns.

These are all aspects that tell you more about your audience. Based off of this information, you can see where you are successful and where you need to improve. Do you have a predominantly female audience even though your product isn’t targeted toward them? Then maybe your ads aren’t as effective with a male audience. Do people tend to visit your site mostly on the weekends? Then perhaps your campaigns should be rescheduled accordingly. As you can see, you can gain a lot from knowing your customers.

Measuring a Page’s Performance

Another way that Google Analytics can help your business is by examining just how effective individual pages are in getting visitors to buy a product. In this instance, it’s all about how well a page engages whoever visits it. A page that gets a lot of traffic is probably doing something right.

To access this feature in Google Analytics, you’ll need to head to the “Behavior” part of the menu, then go to “Site Content”, then “Landing Pages”. From there, you can get information on the performance of each individual page you have by viewing user metrics. Some of the statistics you can take a closer look at include the average duration of each session, the e-commerce transactions, and bounce rate. All of these factors can give you a good idea of how much (or how little) a visitor is interacting with a page.

If the data indicates that people are coming to a page then leaving after only a few seconds, chances are they’re not liking what they find. There can be a number of causes for this. Perhaps the ad or link that got them to the page promised them something different from what they encountered. Maybe they were searching for something specific, and upon not finding it on the page, they leave.

Based off of these findings, you can pinpoint which pages aren’t engaging your audience in the way you’d like. You can also check to see if your ad campaigns are getting the results you want. Once you know these things, you can focus your efforts on improving those pages which need to most work, which will lead to more conversions in the future.

Know Your Channels

Your conversions can come from many different channels, all of which can be an important part of your marketing strategy. Simply using all those channels is a monumental project all by itself. Measuring how effective those channels are can sound like a complex and laborious process too, but Google Analytics makes it so much easier than it seems.

You first need to segment each channel and evaluate them individually. To do this in Google Analytics, simply go to the “Acquisition” section, then select “All Traffic”, then “Channels”. From there, you’ll see all the channels available to you. Some of the most common you’ll likely use include Social, Email, Direct, Paid, Organic, and more. When you look at each of these channels from an analytical point of view, you’ll be able to understand which ones are helping your business the most.

The data will show how a channel is performing in terms of bringing in traffic as well as how much of that traffic leads to conversions. Based off of the data, you may see that email traffic is performing really well with a high conversion rate. At the same time, you may see that social traffic is doing well, but the conversion rate is much lower in comparison. Also, your organic traffic might be low but still manages an impressive conversion rate.

That information can serve as a useful tool for changing your strategy to get more conversions overall. From this example, you’ll likely need to re-examine what your social ads are like and change them so they lead to more conversions while maintaining high traffic. Your organic channel may need to change to bring in more traffic, but not so much that it changes the conversion rate. Figure out the channels that are doing well, focus on improving the ones that are struggling, and you’ll be well on your way to getting more conversions.

Other Useful Features

That’s just the tip of the iceberg when it comes to what Google Analytics has to offer. There are many other features that should be of interest to you. Google retargeting is one such method that can make a big difference in marketing strategy. This is where you remain connected to your visitors after they’ve already visited and left your site. It essentially works like this — after someone visits your page and leaves without converting, they’ll go to other sites where your ads will show up. These are retargeting ads. Google excels at this thanks to cookies.

This is a bit different than Google Analytics remarketing, which collects user data where you can send emails to visitors at a later date. Both strategies can be very effective in getting users to come back to your site and finally turn into a conversion.

Google Analytics also lets you keep a close eye on your conversion goals. This can track the total number of conversions, the rate at which visitors are converting, the number of people who leave in the middle of the funnel, and more. All of this can be represented visually, giving you a quick view of the state of your website. With these features in Google Analytics, you’ll come away with a greater understanding of how every little facet is performing.

All of these features together can do what it used to take companies months and vast resources to accomplish. With this tool in your arsenal, you can be sure that more conversions are well within your grasp.

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6 thoughts on “How to Use Google Analytics to Increase Your Conversions

  1. how do i insert a google conversion tag (from adwords) in the tags?
    I tried just adding a jscript/html element on the page, but the tag isnt firing? any suggestions

  2. Hi Everyone,

    I added the code to the “Footer Section” instead of the “Header Section” and it seems the Adwords Conversion Code is now working.

    Hope this helps 🙂

  3. Hi guys,

    I added my Google Analytics Tag and Facebook Pixel, but when the pages loads, it appears they have multiple tracking codes, not just the ones that I put. Are those codes from Click Funnels? How can I remove them?

  4. What’s the latest practice for FB Pixel? Do I need to install it on every page to track different events (i.e. Add-To-Cart, Purchase etc.)? or is installing the Pixel globally takes care of that, assuming I want to track each of the funnel steps for a 1-time product sale?