When someone visits your Twitter, Facebook, Pinterest, Google+ or Instagram profile what do they do next? Speaking for myself – and I’m sure I’m not alone – if someone looks remotely interesting then I’ll click on the link on their profile. So far, so good, but this behavior doesn’t help you with social media conversions. Usually the link points to the home page of the site and occasionally it points to an internal page. It may even point to an external page. How does that help you as a marketer and your social media followers? It doesn’t. All three of these links fail on two key factors:
Want to know the secret of great conversions? It’s giving your visitors what they want when they come to your site. If you don’t, they leave.
But how do you know exactly what they want – and how do you deliver? Here’s a shortcut for you – check out some research Hubspot did earlier this year that shows that most of the people who visit your site want it to be easy to find the information they want and accomplish the actions they have set out to achieve. In a nutshell, that’s web usability, so when you improve web usability, you improve the chances that your site will convert well.
You’re never going to grow your online business and improve conversions unless you use analytics. Back in the old days, the owner of a mom-and-pop store knew who was coming through the door, who’d sent them, what products were shifting and when to reorder. That’s what analytics tells you – and more – for an online ecommerce business or website. It can help increase conversions and website sales. While there are plenty of analytics tools, Google Analytics is one of the most widely used. More than likely you already have it installed on your site. The Google Analytics dashboard is divided into four sections: audience, traffic sources,content and conversions – let’s look at the information you get from each of these and how that can help you.