I wrote down a step-by-step on how to track website conversions for a friend of mine, and figured I might as well share it here with you as well!
We all know that having a website is important. Driving traffic to said website is important. And getting that traffic to actually inquire with you is the most important piece of the puzzle.
But how do you know if your website is doing its job?
You track your website conversions.
Some of you may already be using a service like HotJar to track how people interact with your website. And while useful in specific circumstances, HotJar also adds extra code to your website that slows down your page loading time, so it’s best to only use this for short periods of time when you’re testing specific things.
Now before you can start tracking your website conversions, you need two things:
1. A Google Analytics account connected to your website.
2. A Thank You page, and a way to redirect people to this page after they’ve completed your contact form.
If you don’t have a Thank You page yet, check out Corey Potter’s post on Fuel Your Photos with 15 things you should consider to build a perfect Thank You page, then come back here when you’re ready to set up conversion tracking.
Step-by-step guide to set up conversion tracking
1. Login to your Google Analytics
2. Click on Admin in the left sidebar
3. Click on Goals on the right sidebar
4. Click New Goal
5. Select Custom
6. Put in a name like Contact Form Tracking or Thank You Page
7. In the ID field, leave it at Goal ID 1 / Goal Set 1
8. For Goal Type, select Destination
9. In Destination, select Equals To and then insert your Thank You page url in this format: /thank-you/ (not https://larsenphoto.co/thank-you/)
10. Save, and you’re done!
Verify that you set up your goal tracking correctly
To make sure you set everything up correctly, open up your website in a new tab (not incognito), click around on a few different pages, then go fill out your contact form.
Go back to your Google Analytics home page, scroll down to the bottom of the page, and you’ll see a section called “How are you performing against goals?” This section should now show 1 goal completion from your test.
How to analyze your conversion data
Now that you are tracking your website conversions, here are a couple of ways that you can use this data. All this data can be found via Google Analytics – Conversions- Goals (in the left sidebar).
1. See if you get more inquiries on specific days of the week. As you build up more data, you can easily see if you get more inquiries in January than February, on weekdays or weekends, and so much more.
2.Track your conversion rate %. This is the total number of visitors to your website divided by the total number of visitors who complete your contact form. While this number will vary greatly depending on how much traffic you receive, increasing your percentage is a good goal.
3. When you click on Source/Medium, you can see where the leads who completed your contact form found your website. This can give you interesting insights; for example, I get more traffic to my website from Instagram and Pinterest than from Facebook, yet more people from Facebook complete my contact form.
4. Click on Reverse Goal Path in the left sidebar, and you’ll see what pages people clicked on before ending up on your Thank You page. Most will show your Contact page as the last page visited, but seeing which page people were on before that can be really insightful.
5. Click on Goal Flow in the left sidebar. Then click the green dropdown box, scroll down to User, and select City. Pretty cool to see where your leads are contacting you from.
If you used this guide to help you set up conversion tracking on your own website, I’d love for you to leave a comment and let me know if it was easy to follow!