Using Analytics to Improve Website Revenue
Using Analytics to Improve Website Revenue
This post is going to talk about using analytics programs to increase website conversions and increase revenue.
There are many web analytics programs on the market, but a widely used, popular, free and comprehensive one is Google Analytics, so I'm going to use that in my example.
There are a number of things you can do in Google Analytics, but this post is about identifying the keywords that are converting and bringing you the most revenue so you can put more emphasis on those specific keywords in your SEO strategy to increase revenue further.
In Google Analytics, navigate to Traffic Sources' from here, select Google Organic'. Google will generally send a large proportion of your website's organic traffic and I like to narrow my data down to only Google traffic for this task, the reasons for this will soon become clear.
Select a suitable date range to give you sufficient data, but not too long so that your keyword positions will have dramatically changed; this will vary from site to site.
From here, you need to sort the data by keyword and by landing page and select the ecommerce tab (you must have ecommerce tracking set up on your site).
Click on the revenue field which will sort your data in order by keyword and landing page with the highest revenue producing keyword at the top. Now you can see which keywords are sending most revenue to your site and the pages that searches are landing on. Use the show rows field at the bottom to select a suitable amount of data to work with (again, this will vary from site to site).
What you need to do now is create a document from this data showing each landing page, the keywords sending traffic to them and the revenue from each keyword. You can download the data into a CSV to help you with this via the export button at the top, left of the page. You will need to format the CSV and you can remove any unnecessary fields.
From here you want to analyse each landing page that generates revenue and the most beneficial keywords sending traffic to each landing page.
In order to do this, you can sort the data in ascending order by landing page and then use the subtotal feature to get a total of the revenue for each landing page.
You now have a list of landing pages, how much revenue they have generated you over your chosen time period and the revenue generated at keyword level for each page.
Next, you need the positions for each keyword. I'd take one page at a time and look at the keywords that are being targeted, your positions for each keyword and the traffic generated for each keyword. From this you can determine:
Nonconvertingkeywords
Keywords that are being targeted, sending traffic but not converting - consider changing these keywords.
Under Achieving keywords
Keywords which are being targeted but not achieving high enough listings to generate traffic (consider changing these keywords or putting more emphasis on them)
Revenue driving keywords
Keywords that are generating revenue. These are the keywords you want to put more emphasis on to increase their positions (assuming they're not already in position 1).
This information will now form the basis of your keyword improvement strategy moving forward and will over time if implemented correctly increase the conversion rate of your site. Whether you have your own in-house SEO or employ an outside company for you online marketing services, this strategy is a good one!
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