The tactics you’re using for SEO aren’t useful if you can’t measure them. To tweak and optimize your strategy, you need to measure the return on investment (ROI) of your SEO. Key metrics that need to be tracked monthly include the cost of current SEO campaigns and key performance indicators (KPIs). One way to track your ROI is by using Google Analytics, which can help you set goals and identify where your audience is coming from.
Assigning Page Value to Lead Generation Pages
All pages viewed by a visitor have value. Lead generation pages aren’t necessarily pages that produce revenue, but they provide information that contributes to the prospect’s buying decision. To calculate ROI, you need to figure out what actions clients are taking and how much they’re worth.
Set conversion goals such as newsletter signups and form submissions and assign a value to these goals based on past sales data. For example, look at the number of lead forms filled out and how many of them led to conversions. What’s the average value of each sale? Divide the total number of conversions by the number of leads. As you gather more data, you’ll get a better idea of which pages are contributing the most to revenue.
Settings for E-commerce Sites
If you have an e-commerce business, turn on e-commerce settings in Google Analytics. From the left sidebar, click ADMIN, and under VIEW, click E-commerce settings and Enable E-commerce, then Enable Enhanced E-commerce Reporting. Under funnel steps, type in 1) Checkout view 2) Billing info 3) Proceed to payment. Set up tracking in Woocommerce or Shopify.
Once this is all set up, you’ll have an overview of conversion rate, average order value, shopping and checkout behavior, and product performance. You’ll be able to see the pages prospects view and the steps they take before making a purchase.
Viewing Sales Performance and Shopping Behavior
You can see sales from all sources in Google Analytics. Under Conversions, choose E-Commerce and then Sales Performance. Review this data to find out the average transaction amount and trends in revenue. This can help guide your content strategy.
Under E-Commerce, you can also view Shopping Behavior. This gives you information on the number of people who arrived on a landing page but didn’t make a purchase, or placed items in the cart but didn’t complete the purchase. Consider what improvements you can make to SEO to improve your results.
Making Strategic Decisions
The measurable metrics you can access in Google Analytics can help you to make decisions on what’s working and what’s not in your SEO strategy. When your SEO strategy is working, you can see the results you’re looking for.
If the results you’re getting are falling short of your goals, Softline Solutions can help. Our SEO experts can help you create a strategy for better traffic and brand awareness while paying attention to ROI. We want to help you grow your business and reach your online potential. Get in touch with us today.