There is no doubt that driving traffic to your website is imperative to its success.
However, I have come across sites that have great traffic but zero conversions.
Just to be clear, conversions come in all different flavors.
They range from the sale conversion to the sign-up for your email newsletter conversion and everything in between.
Regardless, having traffic driven to site is only half the battle.
Tracking Visitor Flow is ImportantVisitor flow is how a visitor goes from page to page and the order in which they travel to those pages.
This is important because it gives you an overall view of where the stopping points are on the site.
This kind of insight is important because if your online business depends on conversions then finding out where the bottlenecks and stopping points are and correcting them will lead to more conversions.
The easiest way to track visitor flow is with Google Analytics.
There are a couple of ways to do it.
The easiest is to log into Google Analytics and click on Behavior in the left side navigation then click on Behavior Flow.
This page will show you the landing pages of your site (landing pages are where visitors start their session on your site) and it will show you where the visitors go next.
It will also show you where they stop or rather where they “drop off”.
Another way to track visitor flow is to set a goal or goals for the site. A goal could be a conversion but it also could be a specific page.
You set up goals in the Admin tab of Google Analytics. You can set up a single page or you can set up pages in a funnel.
A funnel is a series of steps leading to a goal for example, product page then cart then checkout completion.
Once you set up the goal you can monitor it under Conversions on the left hand side navigation then under Goals.
What’s really cool is if you set up a funnel you can see the where visitors enter the funnel and where they go when they leave the funnel if they don’t complete a goal.
This will give you an overall view of the visitor flow on the site.
However, there are many other factors that could be playing into the lack of conversions.
One example is confusion like confusion in what the next step or action needs to be.