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In Setting Ecommerce Goals in Google Analytics and Why This is So Important we discussed the fact that an increase in sales conversions is made up of an increase in lots of little micro-conversions. If you can improve your conversion rate across all the different areas in which your visitors interact, then your results accumulate and increase your overall conversion rate.
In this post, I am going to provide you with a simple example of how you can use Google Analytics goals to help you increase the conversion rate of your eCommerce store.
Using Goals with the Landing Pages Report
The first example uses the Landing Pages report located at BEHAVIOR → Site Content → Landing Pages
For each goal, you can sort by the Goal Completions column or Goal Conversion Rate column to identify which landing pages are the most effective, and which are the least effective for that particular goal. You can see an example of this in the image below where we have zoomed into the Conversions columns. In this case we have sorted landing pages by product page views which we have saved as a custom goal. We can see that the top two landing pages result in substantially higher product page views than other pages. This suggests that if product page views were low for your website, you would be best off directing incoming traffic to one of these pages.
If you have Standard or Enhanced Ecommerce already set up then you will also have an eCommerce goal automatically added by Google Analytics. You can use this to determine the revenue from each landing page, as you can see in this image:
Essentially, by selecting different goals for the conversion columns you can see how your business outcomes are dependent on the different scenarios determined by each report.
Interestingly, a higher eCommerce conversion rate doesn’t always result in higher profitability (as you can see above) because the product price and margin will ultimately dictate the profit. Always look for ways to maximise revenue, even if it means slightly lowering conversion rates across your whole website. The business outcomes are always more important than the metrics.
Any goal that you add in as goals can be used to find the conversion rate for any report that has a goal column. If you can’t find a report that shows you the particular column that you want to compare with your goal then you can also create your own report using a custom report.
Goals Overview Report
Another place that you can use these goals is the Goals Overview Report; the location for this is shown below:
The Goals Overview Report allows you to pick any goal that you want, and see how the goal has been tracking over time. It also shows you the key metrics and the key pages associated with the goal. The image below demonstrates an example of this:
To learn specifically how to set up your goals, see the article Setting Ecommerce Goals in Google Analytics and Why This is So Important. By incrementally increasing the conversion rate for each of your goals you start to turn more visitors into customers, and make more profit for your store.