Knowledge Is Power: Using Google Analytics to Improve Conversions


With the right information, increasing your conversions and improving your page ranking may be easier than you think.

Increased conversions: It’s a goal common to nearly every sales and content marketing team on the web, and rightfully so: more conversions equal more business.

But just wanting it isn’t enough. To reach this goal, you need to have some idea of where your viewers are coming from. Are you relying on organic search, or are your email campaigns doing the work?

If knowledge is power, then Google Analytics are powerful indeed. But just having data isn’t enough to create meaningful change. You have to know how to synthesize the information and apply it in a way that will generate leads and boost engagement, all with the goal of turning viewers into valuable customers.

bigstock-Process-Of-Creating-Interactio-81554573 (1)

Valuable Eyes on Your Content

To take the lead in the conversion race, you have to know where you’re starting. This requires understanding how many viewers you regularly get and whether they come back for more.

But as important as web traffic is, don’t fall into the trap of thinking that more traffic equals more business. Not every person who visits your site is going to be interested in your products, and you could be wasting money marketing to users who aren’t likely to become qualified leads.

To combat this, navigate through Google Analytics to view the reports on your landing pages. These will show you which pages are popular, but don’t rake in the conversions. These viewers are driven by something other than purchasing intent, and your remarketing efforts could be completely wasted on them. Create subset markets for these audiences in your Analytic reports to filter them out of your remarketing campaigns to avoid wasting time and money.


As shown by Chartbeat, the majority of users spend very little engaging with content

Driving Engagement

Analytics don’t only tell you how many visitors you’re getting. The data provided by these reports can also help you determine how engaged your audience is.

Check how long your visitors are staying and you’ll likely find that they don’t hang around for long. According to research by Chartbeat, over half of page visits last less than 15 seconds. This is not conducive to your buying environment. Google Analytics allows you to create filters to exclude people who come and go, allowing you to focus your marketing on more qualified leads who want to stay awhile. Your goal is to separate the invested customers from the window shoppers.

Finally, it’s time to up the engagement levels for those who are interested in your product or service. Use the Google Search Console to learn which search terms are being used to find your material. While this won’t give you the final ruling on what to write about, it can tell you what keywords to add that may improve your page ranking and allow you to better target your material towards your readers.

Conversions and the Sales Funnel

The value of Analytic reports doesn’t stop at market segmentation and user engagement. They can also provide information on:

  • The path qualified viewers take when navigating your website
  • The steps necessary to bring them from prospect to conversion
  • Which avenues generate the best ROI
  • Most importantly, which pathways can be improved

The all-seeing eye of Google Analytics can show you reports that tell you how many conversions have been made overall, what value they have provided, and where the conversions took place. This includes the percentage of viewers who download your resources, subscribe to your mailing lists, or fill out contact forms.

Moreover, they can show you the specific URLs that drive conversions and how each piece of the sales funnel puzzle contributes towards your ROI. Knowing the path that viewers take on their conversion journey can tell you where people drop out before completing the sale, how each channel you provide drives conversions, and how many steps are necessary to complete the customer journey.


Analytics are more powerful than many businesses realize. Having an understanding of what drives your viewership, what content is relevant to your readers, and the process by which they are converted to customers is about as valuable as information gets.

Run your reports and examine the trends to determine how you can tailor your content to better meet your readers’ needs. When you apply analytic information to your readers’ needs, you’ll see benefits to your conversions, page ranking, and number of engaged readers. The value of your page (and Google ranking) can only go up from here.

What other techniques have you used to enhance your blog with the help of analytic information? Let us know in the comments below!

Share this: