For conversion analysis, start at the destination, and work backwards.
SO MANY CLIENTS believe they have an acquisition problem, which turns out to be a conversion problem. Traffic is coming, but not buying.
DEFINE YOUR GOALS FIRST. Can visitors purchase on your site? Use a dealer lookup? Play a video, take a poll, sign up for newsletters, etc? These represent measurable actions, and likely have different degrees of business impact. Set priorities and provide clear signs pointing prospects toward conversion goals, and ask yourself how easily they can find their way.
EMBRACE THE FUNNEL. Web marketing is an exercise in funnel dynamics. Get prospects into the top of the funnel, and conversions from the bottom. The more conversions, the better the ROI. Often website developers place the greatest emphasis on a slick graphic style, and treat "downstream" pages as afterthoughts. For superior ROI, the downstream pages need the most attention, compelling users to advance to the next stage and ultimately conversion. Look at your funnel as a series of steps, each with potential snags or exit points. Constantly iterate to make the progression as linear and "friction-free" as possible.
DECIDE WHAT ACTION YOU WANT VISITORS TO TAKE. Tell them clearly how to take it. And measure every step along the way. Careful conversion analysis can answer critical questions about what segments are driving business, what specific paths they take to conversion, and what traffic sources and demographic profiles are likeliest to convert, plus much more. Optimize your conversion funnel with focused performance data, A/B testing, and clear insights into the effects of each enhancement.
DEDICATED THANK YOU PAGES ARE THE BEST PRACTICE. Visitors are reassured when they reach pages confirming, and even celebrating their accomplishments. Code them up carefully, and you'll open up a vast data set that distinguishes successful visits that end in business success from unsuccessful visits that frustrate visitors and staff.
EACH CONVERSION ACTION LEADS TO THE NEXT CONVERSION ACTION. Avoid "Cold Completes." That's a term I made up to mean a simple, vague pop-up message that says merely "Thank you." Always introduce the next stage of the sales/repurchase process. Take visitors who purchased, and invite them to a satisfaction poll, reviews, or social properties. Take visitors who scheduled a sales meeting, and offer white papers and customer testimonials. Take customers who ran a store locator request and offer a short-term purchase incentive valid at that location.
Conversion | Goals and Funnels | Analytics Conversion Goals