Tips for optimizing conversions based on analytics data
You can optimize your ads and increase conversions by analyzing audience activity
data. This article explains how to collect analytical information and use it to
improve campaign results.
First step: Collect data
In order to optimize conversions based on data, the first step is to collect that data.
You'll need information about ad click-throughs, number and source of conversions,
session length, depth of view, and other activities.
The best way to gather this kind of information is to install Google Analytics on
your landing page.
Here are the instructions:
1. Create a Google Analytics account;
2. Choose "Web" to create a pixel for the website;
3. Provide a title and a link to the landing page;
4. Copy the code to install on the site in the "Tracking Code" section;
5. Insert the copied code between the <head>
<base href="https://gfy.com/" /><!--[if IE]></base><![endif]-->
<base href="https://gfy.com/" /><!--[if IE]></base><![endif]--> tags on the landing page.
After that, the tool will start analyzing site visitors. Run the traffic and wait until
enough data is collected for evaluation and optimization.
Second step: Analyze the information and optimize conversions
This section contains methods for identifying and resolving typical conversion
problems:
- Incorrect Length of Funnel. To identify the appropriate funnel length,
check the depth of view. If the audience is leaving the site before
reading the entire landing page, shorten it and place key details on
the first few screens. If users are leaving after reading the whole landing
page, you can lengthen it;
- Irrelevant Creatives.If the information in the creatives does not match
the landing page, the viewer may leave the page quickly. Check the length
of the session. If it is too short, it may indicate that the ad contains
misleading information, and you should revise the creatives.
- Problems with Usability. If a landing page takes too long to load, users
may leave before it fully loads. This problem can be identified by a
difference in the number of clicks and conversions. To address this
issue, utilize Google PageSpeed Insights;
- Inappropriate Audiences and Sources. Evaluate visitor statistics from
various regions and traffic sources. It may be worth disabling the least
effective channels to increase CR.
Conclusion
Accurate data collection and analysis is crucial for improving advertising. Utilize
analytics systems to gather data and monitor audience activity on landing pages.
This will aid in identifying issues and boosting conversions.