How to increase conversion rate with web analytics


How to Increase Conversion Rates

To increase your website’s conversion rate, you need to understand its current state.

What is your overall conversion rate? Which sites are doing well (by the numbers)?

Which pages perform poorly? What tests can be done based on these analyses? What can you learn about your audience and your website from all this data?

The numbers tell a lot about your website. But without proper analysis, it is difficult to get important information. What numbers are important? What should you look for?

In this short guide, I’ll show you how to improve your conversion rates by paying attention to the right metrics from your web analytics. Here are 7 points you need to keep in mind:

1. Research visitor demographic data

From your website’s demographic data, you’ll get insights into who your visitors are, what might interest them, and their behavior on your site. With a tool like Google Analytics you will get loads of data about your visitors.

For example, common demographic data includes:

  • Location
  • Year old
  • Sex
  • Interests

If you run a business where your ideal buyers live in a particular location, then you want to know how those visitors are active on your website. Are they converting? Conversion rate How do they compare to visitors from other locations?

You can create segments on Google Analytics to make these comparisons. Another example is age groups. Do older visitors convert better than younger visitors? What’s 18-24 versus 25-34-year-olds?

You can even go further and include gender. For a page that sells gift items for men, what is the female to male conversion rate for that page? This will help tailor your message on these pages.

Google Analytics Segments

Analyze conversion rates in Google Analytics based on gender.

Moreover, you can find the preferences of your visitors. Depending on how deep you can dig, there’s a lot of information you can uncover from your analysis. This will provide information on the conversion rates of different demographic groups and where you need to improve.

Google Analytics interest

Use Google Analytics to explore your visitor’s interests. Use this information to see if different demographic groups are converting.

2. Use data to understand visitors

When you look at your website performance numbers, one of the main goals is to understand your visitors. What does their behavior say about them? What does their demographic data mean?

Some important pieces of data to track to understand your visitors include:

  • Pages viewed
  • Time on page
  • Main traffic sources
  • The best conversion sources
  • Location
  • Sex
  • Language

These details and more will help you understand your site visitors. What’s more, you’ll be able to better anticipate their needs and make compelling offers. One tool that allows you to understand your visitors is CANDI .

Interestingly, this tool actually identifies your visitors. As a result, you can find more unique details like their name, owner, time on site, and activity.

Caddi identify visitors

CANDDi is a tool to identify your website visitors. You can see unique details like their name, owner, time on site and activity.

Therefore, it’s easy to identify your potential customers and understand their needs based on their data. Furthermore, you can use these pieces of information to build a buyer persona for your business.

In short, understanding your audience will help refine your message to your ideal audience and increase conversions.

3. Analyze landing page data

If you are looking to increase your conversion rate, you must pay special attention to your landing pages because they account for most of your conversions.

According to WordStream, landing pages in a variety of industries have averages conversion rate is 2. 35% . Usually, this value will vary between different industries.

Search Conversion Rate

Landing pages in different industries have an average conversion rate of 2.35%. This value varies between different industries.

Regardless of your page conversion rate, you need to increase it. But first, you have to analyze the data. With a tool like Instapage , you can get detailed analysis of your landing page performance. These include:

  • Time on page
  • number of visits
  • Number of leads obtained
  • Conversion rate

In addition to having an overall website conversion rate, you need to analyze the individual landing pages for the ad campaign. By doing this, you’ll understand how well each campaign is performing in terms of conversions. What’s more, you get the insights to make changes to your paid ads and their landing pages.

Instapage example

With a tool like Instapage, you can boost your landing page performance.

In addition to those numbers, you can also analyze user behavior on your landing pages. Do they read all of your site content? Where do they click?

For example, a tool like Crazy Eggs allows you to see how users scroll through your page using a scroll map. In addition, you have heat maps that show where visitors clicked on your page.

Crazyegg example

Crazy Egg shows you how users scroll through your page with a scrolling map. Heatmaps show where visitors click on your page.

Another useful feature are logs, which show how users navigate your landing pages. With these pieces of data, you’ll get useful insights to improve conversions.

4. Analyze your page speed

For years, page speed has been an important part of the web experience. Due to the development of technology, visitors want your pages to load instantly. Otherwise, they will exit your page.

According to a Google study, exit probability increased to 32% when your page loads in 3 seconds. To illustrate further, another study showed that Amazon can loss of $1.6 billion in annual revenue if the page loads more than 1 second.

Google Analytics Bounce Rates

A Google study found that the longer the bounce rate increases, the longer the page loads.

Fortunately, a tool like Pingdom allows you to test your page speed. Depending on where your ideal audience is, you can test from different locations to see how quickly visitors can get to your site.

Likewise, Pingdom provides recommendations on changes you can make to increase your site’s speed.

Kingdom example

Pingdom provides recommendations on changes you can make to speed up your site.

Besides, Google Analytics also provides speed analysis through page time reports. Here you will see the load times of different pages. You can also compare load times with bounce rate or bounce rate.

With these insights, you can take steps to speed up your site.

5. Analyze visitor behavior flow

How do users navigate the pages of your site? With behavior flow, you can see how visitors move from one page to another.

Also, an important data point to watch out for are the entry and exit pages. Usually, the home page will take up most of the entries. But apart from that, what other pages account for the entries?

You can use the “Behavior Flow” feature in Google Analytics to see how your visitors navigate your site. In addition to looking at entries and exits, drop-out rate is an important metric.

Behavior Flow Example

Use the “Behavior Flow” Feature in Google Analytics to see how your visitors navigate your site.

Which pages have low or high abandonment? You can continue to investigate these pages and make the necessary changes to increase conversions.

Mixpanel also offers a “Flow Feature” that shows how your customers navigate your site. The conversion rate stream allows you to see how your conversion rate and different criteria affect the results.

Mixpanel Example

Mixpanel offers a “Flow” that shows how customers navigate your site.

You can see the top of the path to conversions showing your most effective marketing campaigns.

6. Analysis of shopping behavior

If you run an eCommerce business, cart abandonment is a constant nightmare. Think about it; Medium Cart abandonment rate from 33 studies was 69% .

Therefore, you need to optimize your checkout process. Shopping behavior analysis in Google Analytics provides details on the number of sessions per page of the buying process.

With this, you’ll see where the customer visits during the purchase process. Furthermore, it becomes easier to identify pages that need urgent attention.

Shopping Behavior Analysis

Shopping behavior analysis in Google Analytics provides insights into the number of sessions in each page of the buying process.

However, it’s hard to say these numbers alone provide the full picture. For example, do visitors from a particular traffic source account for the majority of skips?

To analyze the problem further, you can create segments of traffic to these pages, such as:

  • Paid search traffic
  • Organic traffic
  • Social media traffic
  • Tablet and desktop traffic
  • Direct traffic
  • Email traffic
  • Return guest
  • Location
  • Products

After doing this, you will have a clearer view of the factors that caused the drop. Alternatively, you can investigate those pages to make the necessary adjustments.

Drop-offs example

Take a clear look at the factors that cause dropout.

7. Run A/B tests for pages

One of the most important tasks for improving conversion rates is performing A/B split testing. And it’s an ongoing task if you want to increase conversion rates.

While analyzing the data of different pages on your website, you also form hypotheses. These are the changes you can make to improve conversion rates.

For example, you can change page elements like:

  • Page copy
  • Location of the CTA . button
  • Video image
  • Background image

How do you confirm or invalidate these hypotheses? A/B split testing. However, to run proper A/B tests, you need the right tools.

A tool like VWO can help run different types of A/B tests. At the end of A/B tests, you have access to your results. Furthermore, VWO allows you to segment your results based on user segmentation.

A tool like VWO will show you how mobile and tablet traffic converts compared to the average. These insights will help improve your conversion rates and set up future experiments.

For example, how did mobile and tablet traffic convert compared to average? These insights will help improve your conversion rates and set up future experiments.


These days, there are many numbers that provide a clear picture of your website’s performance. However, the big challenge is finding the right numbers and interpreting them effectively.

By following the steps here, you’ll have a better understanding of your conversion rate and possible actions for future campaigns.


By Nguyen Manh Cuong

Nguyen Manh Cuong is the author and founder of the nguyendiep blog. With over 14 years of experience in Online Marketing, he now runs a number of successful websites, and occasionally shares his experience & knowledge on this blog.