Guide to Conversion Rate Optimization Using Google Analytics

A website that is unable to convert is like an empty mail box, it’s there but not for a purpose.

Conversion rate optimization is a process of improving the website’s ability to convert visitors into leads that will eventually become sales. It’s also a technique implemented to websites in order to guide visitors take an appropriate action for them to become leads.

A conversion, by all means is whatever action your visitors you want them to make. It could be email sign up, download a white paper, sign up for newsletter, inquire for a certain product, or even downloading an app. This varies depending on the goal.

Often, this requires analysing data, user flow, events, and many other factors that affect the behavior of the user in the website.

One thing to remember though, this process needs solid data and not on wild guesses. The problem though is that a lot webmasters don’t have access to sophisticated tools to gather data for some reasons.

But when all hope seems lost, there’s still one tool out there that is more than enough to do conversion rate optimization if used properly – Google Analytics.

On this guide, I will grab you by the hand and teach how to implement CRO using Google Analytics. So without further ado, here’s how to do it.

Locate where the traffic come from


Firstly, you need to locate where your visitors come from. Why is this important? Knowing where your visitors come from will give you a clear idea about their internet behavior.

Though this may not be enough to conclude something, it still makes a difference because there’s obviously a difference between the users of search engines and the ones who use social media.

Devices they use


Knowing what device your ideal audience use is one of the most critical when it comes to conversion rate optimization because that will be your guide on which to prioritize first – mobile or desktop.

If majority of your audience are coming from mobile, then it’s a no-brainer that you need to more time optimizing your site for mobile compatibility.

Of course it doesn’t mean that you leave the desktop users behind.

Remember that mobile users are more likely to bounce out faster than of desktop users. You are one swipe away from losing your traffic if your website is not well-optimized.

Consider implementing AMP (Accelerated Mobile Pages) to your website. This will significantly improve your website’s loading speed once visited using a mobile.

For desktop users, minimizing Javascript, and optimizing the CSS and images will help. Also consider using a CDN (Content Delivery Network) to speed up your website.

Test your site’s page layout for both mobile and desktop in order to ensure that everything looks good.

Locate where they land the most


Of course it’s always on the homepage.

That’s already given. What you need to know is the where do they land aside from the homepage of the website. Why is this important? It will provide a clear indication on where you should focus your CRO efforts.

For example, if product page is the second most highest visited page on your website, you might want to add call-to-action button there that automatically leads to contact or inquiry form.

Or you might want to lead them to your top selling products. Your call. What important is that you give them something to follow.

Locate where they exit


After knowing what pages get the most number of visits, you also need to know which pages are getting the most number of exits. This works hand in hand with the overall bounce rate of the website.

Go to Behavior>Site Content>ExitPages.

List down your most exited pages. This way, you can also take note of the pages that need improvement. Find out why they are leaving these pages and add elements that might help them interact with the content.

Best if you can overhaul the pages to make them more engaging.

Behavior Flow


Behavior flow shows the users journey in the website. It also gives you an idea on how healthy your site structure is.

However, the data is limited to 100,000 visitors. So if your website is getting more than that, you will see a limited flow.

Nevertheless, it’s still a vital tool in analyzing your website when it comes to conversion optimization.