DW Tips

How to Know Your Visitors' Conversion Probability

Aug 24, 2018 by kidd

"Always be closing" had its moment in sales and movie fame. Now the advice has gone through multiple variations and slight changes. Inbound marketing experts might change it to "Always be helping," for example. Marketing gurus who break down the marketing and sales processes into journeys, stages and flowcharts might change it to "Always be converting." It's a good way to frame a change in thinking. But when it just becomes a slogan without a detailed process behind it, it stops being helpful. 

Google picked up on this pretty quickly. While Google Analytics can't tell you what to do next, it can pretty concretely tell you what's working and what isn't. It can even tell you how likely your current strategies are to work for various types of visitors. 

How can you use a conversion probability report?

The more you can segmentalize your data, the better you can turn it into actionable steps. There are two ways to read conversion probability statistics. You can:

Click on an element to see the conversion probability.

If you're running a new Facebook campaign, you need to know how effective it is at converting new leads into customers. The same is true for your new Pinterest ads, a product release that targets one of your customer personas, and even more granular or specific triggers. Once you know how effective something is, you can improve it, maintain it, or drop it as needed.

Click on high or low percentages to see where the good and bad traffic is coming from.

When you have a pocket of visitors with high probable conversion rates, you need to know precisely where they're coming from. You can click on the percentage to find everything from the origin of the traffic to the first page of your website that they see.

If Google Analytics has been on your to-do list but you never have the time to get started, contact us at Designer Websites here.