Improve your users' experience: Conversion optimisation: turning visitors into customers
USER OPTIMISATION is an area that's often overlooked in the rush to improve Google position and traffic. Website owners rarely trawl their own sites or buy their own products and in the absence of sustained web traffic there is little to analyses.
However any traffic has two outcomes
the user makes a purchase or enquiry
the user leaves the website after visiting x number of pages without a sale / enquiry
Both metrics would give Benedict an insight into the "quality" of a user's experience using the website. One of the most important metrics to take out of your Google Analytics is your abandonment metric, or at what point / page did a visitor leave the website without making 'a call to action.'
Increasing Conversion Rates
You can use WMT's data to identify opportunities and prioritise development effort to increase the number of visitors to your website. If you analytics is not set up correctly you are blind to simple improvements that will improve conversion levels. If you sell 1000 products a year currently and your current conversion rate is 2.0%, then a 1% increase would result in and additional 500 sales. Sometimes it is not about gaining more traffic but making the most of what traffic is available.
How to use Webmaster Tools data within Analytics
Identify landing pages on your site that have good click through rates (CTR), but have poor positions in Google
Identify search queries (keywords) for which your site has good average positions, but poor click through rates.
Benedict use qualitative and quantitative analysis to give clients a feel for how well their website is meeting the needs of their target audiences.
Qualitative analysis: What customers tell you about their experience on the site. One of the most powerful qualitative tools Benedict use is the customer journey. Tools like surveys or asking customers in the form of reviews are useful tools. Using Google Analytics / Webmaster tools to compare customer journey experiences will real live data.