Part 2
Landing Page Analysis
- Landing Pages
A landing page is the first page a user sees upon entering the site. It is important to track this metric in combination with other data, such as user search queries, to ensure visitors are finding exactly what they are looking for.
If a landing page has a high bounce rate, it may indicate that the content does not match user expectations or the page is not optimized. For example, if an ad leads to a page that doesn’t contain the information mentioned in the ad, users will leave the site without taking any desired actions.
Example: An online shoe store runs an ad for sneakers, but users land on a general footwear catalog page. As a result, not finding the product they’re looking for, they leave, increasing the bounce rate. - Page Flow
Page flow analysis helps understand how users navigate through your site, which pages they visit first, and which ones they leave last.
Example: If most users start on the blog but don’t move to product pages, it might be worth adding clear calls to action within articles or improving navigation.
Example: A company selling online courses notices that users read articles but don’t sign up for courses. Adding pop-ups with discounts or a “Sign up now” button can increase conversions. - Website Performance
Page load speed and overall site performance significantly affect user experience and conversion. Google recommends using PageSpeed Insights and Core Web Vitals (LCP, FID, CLS) to monitor site speed.
Example: If a homepage takes more than 3 seconds to load, many users will leave before it finishes. Improving performance can drastically reduce bounce rates and increase engagement.
Example: An electronics e-commerce store optimizes images and caching, speeding up the site by 30% and reducing bounce rate by 15%.
Marketing Funnel Analysis
- User Volume at Each Funnel Stage
Tracking the number of users at various funnel stages helps identify where issues may arise. If the number of leads moving through the funnel drops, it may mean the current marketing strategy isn’t attracting enough potential customers.
Example: A SaaS company notices fewer users are signing up for a trial. Analysis shows the new signup form is more complex, and simplifying it increases conversion by 20%. - Funnel Velocity
This metric shows how quickly users move from one funnel stage to another. If users are stalled at the product selection stage, they might lack information to decide. Adding reviews, demo videos, or guides can help.
Example: An online furniture store notices users spend a long time on product pages without purchasing. Adding 3D views and video reviews shortens decision time and boosts sales. - Conversion Rate at Each Funnel Stage
Comparing conversion rates across stages helps pinpoint where users drop off. If users add items to the cart but don’t complete purchases, try optimizing the checkout process or offering first-time discounts.
Example: An online store adds email reminders for abandoned carts, increasing completed orders by 25%.
Marketing Campaign Metrics
- UTM Tags
UTM tags help track where traffic comes from and which marketing campaign attracted it. For example, if Instagram generates more conversions than Facebook, reallocating the ad budget makes sense.
Example: A company runs ads on multiple social platforms and finds that TikTok brings high traffic but low conversions, while LinkedIn brings fewer clicks but more purchases. Budget optimization increases campaign profitability. - Email Metrics
Tracking opens, clicks, and unsubscribes improves email marketing. If open rates are low, test different subject lines.
Example: An online store tests two email subject lines — “Secret Discount for You” vs. “-20% Today Only!”. The second gets 40% more opens. - Campaign Audience
Analyzing the audience of a specific campaign shows how well it aligns with your target group. If a younger audience converts poorly compared to users 30+, your message may need tweaking.
Example: A clothing brand notices users aged 18–24 click ads but don’t buy. Switching targeting to ages 25–35 increases conversion.
Analytics Automation
- Email Subscription → Automated Email Sequence
When a user subscribes to a newsletter, an automated email sequence can increase engagement and conversion likelihood. The first email can introduce product benefits; the second may offer a discount.
Example: A SaaS platform sends a series of case-study emails and promotes a free webinar, increasing paid subscriptions. - Lead in Funnel → CRM Notification
Automatically adding new leads to the CRM and notifying the sales team accelerates response times to interested prospects.
Example: A B2B company sets up lead notifications, reducing response time and increasing conversion by 15%. - Returning Visitor → Remarketing Trigger
If a user returns to the site multiple times without purchasing, you can automatically launch remarketing ads offering discounts or bonuses.
Example: A marketplace offers a personalized discount on a return visit, increasing the chance of purchase. - Traffic Drop → Automatic Alert
If site traffic suddenly drops, your analytics system can send an alert to the team to quickly identify and fix the issue.
Example: An online store sees a sudden drop in traffic from Google. An automated alert helps quickly detect indexing issues and restore rankings.
Conclusion
Tracking and analyzing these metrics not only helps understand how users interact with your site but also allows timely optimization of marketing strategies. Automation enables faster responses to changes, enhances user experience, and improves conversion rates.
