How website analytics can help convert visitors to customers

You could be driving thousands of people to your website every week with an effective and well thought out marketing and SEO plan, but you should also be thinking about how to convert those visitors into customers.

The smallest details can make a big difference online, from the way you describe ranges or services in your navigation bar, to the images used on your homepage, to having a domain name to make it clear straightaway you're a trusted British business.

Website analytics can help you understand the details of your visitors' journeys, such as where they come from, what they're looking for, which pages they like and where they might drop off.

Here are some effective ways to use your website analytics and make a big difference in converting your online browsers into satisfied buyers: 

1. Helping the right people find you   

Website analytics allow you to drill down into how well your website is performing with specific keywords and phrases. It shows you the search volume for different terms, how much traffic you are consequently receiving, the average position you hold for these terms in Google and the bounce rate for people accessing your website through that search. You can fully optimise the words you're using in your site and advertising to ensure your visitors are relevant, potential customers.

2. Comparing page popularity

Through which pages do visitors enter your website? Which is the most common exit page? Where do they spend the most time and the least? All these insights can help you build up more content where it's needed and optimise pages which are proving to be drop off points. By looking at the most popular sections and pages you can replicate their success across your entire website and drive greater engagement with your target customers. 

3. Tracking what customers are searching for 

Searches on your own website are a great way to spot gaps in your product ranges and services, or identify if you're pulling in non-relevant visitors - are you attracting people looking for bath salts when you're a bathroom specialist? It will also show how well your navigation works - rephrasing certain areas might help customers find what they're looking for more quickly.

4. Analysing how customers buy from you

It's important to know where your most profitable customers come from and how they're viewing your website. Ecommerce settings can track where and how you're making money. You can see which referral site or keyword has brought them to you, which pages they clicked on and how long they spent browsing before purchasing. And if you find a large percentage are viewing and buying from a phone or tablet, it might be time to make your website mobile friendly or invest in an app to improve your customers' experiences.

5. Keeping up to date with alerts  

It is beneficial to set up email alerts to notify you about specific events on your website - for example a sharp drop or rise in traffic. This means you'll be aware of any problems or achievements in good time to rectify issues or capitalise on successes, without having to check your analytics every day.

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