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How to use website analytics to convert visitors into customers

There are lots of effective ways to drive traffic to your business online – from using SEO and social media to choosing the right domain name. But how do you use your website data to turn first time visitors into loyal customers?

See what your customers are searching for

>With a well thought out marketing and SEO plan you could increase the number of visitors to your website, but you should also be thinking about how to convert those visitors into customers.

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Website analytics can be used to 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 how long they visit for.

Here are some effective ways to use your website analytics to make a difference:

1. Find the right words to attract the right customers

Website analytics allow you to see how well your website is performing with specific keywords and phrases. It shows you the search volume for different terms and 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 and then leaving. You can fully optimise the words you’re using in your site and advertising to ensure your visitors are relevant, potential customers.

2. See what your 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. It will also show how well your navigation works: by rephrasing certain areas you could help customers find what they’re looking for more quickly.

3. Research how customers buy from you

It’s important to know where your most profitable customers come from and how they are viewing your website. Using ecommerce settings can help you track where and how you’re making money. You can see which referral site or keyword has brought them to you, the pages they clicked on and how long they spent browsing before purchasing. If you find a large percentage are viewing and buying from a phone or tablet, you may want to consider making your website mobile friendly or invest in an app to improve your customers’ experiences.

4. Review 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? These insights can help you build up more content where it’s needed and improve pages which are proving to be unsuccessful. 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.

5. Set up email alerts

Setting up email alerts to notify you about specific events on your website can be really valuable. If you are alerted about a sharp drop or rise in traffic it 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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