In my last post, I wrote about treating your various sources of traffic differently from one another.Â Track the individual conversion rates of your CPC, organic/SEO, email, etc. so you can prioritize the opportunities you have to optimize your web siteâ€™s performance.Â That is just the first step, though.Â Next, you need to separate each traffic source into segments based on the various campaigns or marketing efforts in each traffic source.
Let me use an example. There is a climbing gym in Salt Lake City called “Momentum.”Â [Note: This company is not a FutureNow client].Â Letâ€™s pretend that we know their traffic source mix:
At this point, we should break down each of these traffic sources into segments based on different channels or campaigns.Â Letâ€™s come up with a scenario for their Paid Search traffic (CPC).Â Letâ€™s say that weâ€™re able to break down their campaigns into three different buckets:
1) Some of the paid terms sending traffic to their site are brand specific; for example â€śMomentumâ€ť and â€śMomentum climbing gym.â€ť
2) Some CPC terms are non-branded, but are specific to the qualities that Momentum has to offer, or location; e.g. â€śSalt Lake City climbing gym.â€ť
3) Finally, some of the CPC terms are very general; e.g. â€śclimbing gym.â€ť
From this list, we can tell what group is more likely in the â€ślate stageâ€ť of their buying process.Â By visitors searching for brand-specific terms, they are showing us that they have a specific interest in the company, their products, and their services, and therefore this traffic should be the easiest to convert.Â This is where we should first focus our attention when trying to improve our web siteâ€™s performance.Â Where is the first place we should look to increase results for the late stage traffic?Â The shopping cart and checkout, of course!Â Start optimizing your shopping cart today by tackling these 5 questions visitors have while they are in your shopping cart.Â Or, use these 10 tips to improve your shopping cart performance for your late stage visitors.
The analysis you do before starting your conversion rate optimization efforts needs to be nearly equal parts Art and Science.Â Don’t rely on industry benchmarks or the metrics from other case studies; your analytics data should drive the planning, prioritization, and implementation of changes to your site.