How can Google help me convert traffic to sales? 

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Google. It’s the most dominant search engine globally, and in some countries owns over 90% of the search engine market. As a result of this, they have a reasonable amount of data. When we say reasonable, we mean gigantic. Alongside utilising the data to improve the search experience, with a few little tricks we’re able increase conversion rate on site.

Google Analytics

Google Analytics is your first stop, with enough data to keep you entertained for months. We’ll focus on one specific part today, landing pages. To get to these, go to behaviour > site content > all pages on the left hand side. You can then add a segment as required (source, device, country etc). How is this useful to increase conversion? Well, quite a few ways actually. The simplest one is analysing bounce rate and exit rates. You can see which pages have high bounce rates and those that don’t – then compare them. What’s good about one and not the other? Have we put content which isn’t relevant to the page? Are users visiting via a certain marketing channel, which is causing the high bounce rate? If you’re still at a loss, try adding an exit survey, or pop up corner survey to get answers for users.

Google Trends

Alongside the obvious tools at our disposal from Google, there are a number of lesser known tricks and products, which we can look at.

If you haven’t heard about Google Trends, you’re in for a treat. It’s a tool which helps answer the ultimate question: Demand. In a nutshell, it looks at searches for a particular term (in any number of countries), and charts the level of searches. The numbers which appear show total searches for a term relative to the total number of searches done on Google over time.* Now you’re acquainted with it, here’s how it can help you increase conversion rate – by understanding what products you need at specific times of the year. The time of the year makes a huge difference to sales, and this gives you a better insight into exactly who’s searching when. For example, you might sell walking boots – and the new season starts in March. As a result, you’ll get the products online in March as ever. By using Google Trends, you may find out that actually – searches start increasing for the term in January, when sales are low and you don’t have stock. What you can do as a result, is set up a landing page enabling users to pre-order and find out about upcoming releases. As a result, you get a head start on your completion in relation to SEO indexing plus remarket to them when the new range comes out. That’s just one use case, but you’ll find a whole host of them.

Google Keyword Planner

Google’s keyword planner is a tool that has been around for years, and it’s still relevant today. It’s a superb tool for finding keywords that you didn’t know could be of use. Once you’ve done that, you can create a fresh landing page relevant to the query. You can start with a seed keyword, or simply put a URL in and Google will crawl the page to see what they kind find. There are a whole host of other uses for this tool, from increasing keywords in your PPC campaign to finding out products or services to add to your site.

We’ve run through some very quick tips to help increase conversion rate utilising Google and its tool sets, but having done so have barely touched the surface of what’s possible…

A great example of this in action is for a client of ours, Boom Earwear. We’ve worked with them on paid and earned media for nearly a year now. One of the biggest issues they have is predicting demand. As a start-up, they don’t have the years of history to be able to understand what stock levels are required.

By utilising Google trends we aimed to predict sales, and as a result enable them to be efficient with purchasing. We correlated all past sales volume with Google Trends search volume, creating a formula to work out sales for the Christmas period in 2015. The sales predictions for November and December came in within 15%, which all involved considered a huge success – and as a result, they didn’t suffer from overstocking.

In summary

Good luck using these amazing tools we hope this helps you stay aware of trends and boost sales! If you need help getting the results you desire but if you’re busy or need a hand then don’t forget to ask  Caroline Burfield  for a price for us to do this for you instead.

James Dunford
Digital Marketing

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