Conversions are complicated creatures. They come from a wide variety of sources and no two are exactly the same. Understanding the thought process behind a conversion can be daunting, as each visitor has their own unique needs and requirements before they will take that final step to become a customer or lead.
This is where you need a content strategy to take care of your potential customers’ needs. If you’re a regular reader of the E-Web blog you may remember Michael touching on this in his blog post, 4 Reasons Your Content Strategy Sucks.
What You’ll Need
There are 3 things potential customers look at before converting. I’ll show you how we’ve addressed these three areas on our own website so you have a live example to reference.
- What You Do
Our Services: All the services that we offer at E-Web Marketing, pretty simple.
- How You Do It
A guide to our SEO service: How we provide this service; what the customer can expect from working with us.
- Why You Do It
What We Stand For: Why we do what we do.
However, just having these pages on the website isn’t really enough. How can we tell if any of these pages are actually being used by visitors when they’re converting?
The answer lies in Google Analytics. Multi-Channel Funnels allow you to see how visitors are using your website on their long and perilous journey to become customers. That is, you can see exactly which pages they visit on their way to becoming customers.
What You’ll Get
I’m going to show you the results first, so you can see what kind of information you’ll be getting before going into the nitty gritty of setting this up yourself.
Here we can see how our content has been playing a part in conversions, along with the keywords that drove them to those pages. I’ll talk about setting up Custom Conversion Segments in my next blog post, which will let you filter your results with one click. In the meantime, you can add this to your Analytics just by following a few simple steps.
How Do I Set It Up?
Log into Google Analytics, then go Admin->Select A Profile->Multi-Channel Funnels Channels Groupings->Create new Channel Grouping
You’ll need to set up your labels like the following. I use the base URL (All our blog posts are under the /blog URL so we only need to use /blog)
Do this for all the major categories for your content . In our case our content is under 5 categories so we have 5 labels. Which ends up looking like this:
Hit Save and Apply and you’ll see INSTANT data, as well as backdated data (which is really nice as Analytics usually doesn’t provide retroactive processes). So you can go back for the past few months and see which pages are actually being visited on their way to becoming customers.
Are you using Multi-Channel Funnels? Any insights to share?