Analytical measurement and reporting for conversion rates

If it cannot be measured we do not do it.  Measuring activity is essential from the outset.  During the Website Audit phase we will add, if not already available,  Google analytics and Google webmaster tools to your website code.  Google Analytics is an enterprise-class website analysis tool recording all activity for every user that visits your website.  Initially using these tools will give us a benchmark from which we can accurately measure progress.  Webmaster tools reports what keywords are driving traffic to your website and movements within search engine results for each keyword.

Conversion rate is measured by establishing how many visitors go on to convert into business.  We can trace the visitor journey through the website, how did they find the website, what pages did they look at and at which point they abandoned the website.

What we see in the above example is that 17% proceed to the shopping cart.  To the left we can see the entrance pages and on the right the exit (abandonment) pages.  Using this data we can establish abandonment causation and improve the content to convert to higher conversion rates.

Analytics works for organic traffic so we undertsand which keywords are working for us, referrals from other websites so we can measure our link building / reputation management activity and our paid advertising / PPC allow us to find keywords that convert well for adoption into the website.

We present score card reports each month together with commentary on the progress made.  Typically this is delivered at your management meetings.