From Google Analytics to Conversion Rate Optimisation [pt.1]

Blog / 27 Jun 2019

Starting today we'll be publishing a series of articles on how to conduct quantitative research using Google Analytics and get started with Conversion Rate Optimisation.

While these reports can be used in isolation, it makes sense to consider them in relation to one another to get a better understanding of where you should focus your CRO efforts.

To discuss this content - or anything CRO-related - call our team on +44 (0) 207 730 9958 or email


1. Where does My traffic come from?


Where to find it in GA:  Acquisition > Channels

What will this show: This is a generic report which by default shows visitor amount, bounce rates and conversion rate / revenue etc.

What can be taken from this report: How / from where the traffic is entering the site, which source(s) is (are) more successful on converting traffic, keeping customers in the product / site, and which sources / journeys needs to be improved.

Potential CRO areas of focus: Dedicated landing pages / landing page performance, and personalisation ideas for the pages where visitors are landing.

Using this report, you can quickly assess whether or not your spend on acquisition by channel is returning an ROI – those channels that are underperforming merit further investigation. 

  • Does the copy, CTA, proposition promoted in a given channel resonate with the target audience?
  • Is the copy and CTA relevant to the landing page or site entry points for visitors?
  • How can you improve the entry point for visitors – AB testing alternatives?   


2. Where do visitors land on my site?           


Where to find it in GA: Behaviour > Site Content > Landing Pages

What will this show: Top landing pages, where visitors are landing on the product / site.

What can be taken from this research: Which pages are ranked highest at engaging visitors, from which pages are they coming, finally bounces / direct exits.

Potential CRO areas of focus: This can help prioritise tests amongst different landing pages. For example, if LP X has a higher bounce than LP Y and they get a similar amount of traffic, then LP X needs to be tackled first to improve CTA, relevancy, USPs etc.

Google defines a landing page as the first page visited in a session i.e. it is the page visitors enter the website through, this is different to the marketing term “landing page” which is used to complement a campaign... A “marketing” landing page can of course also be the entry point for visitors. 

You can use this report in conjunction with the channel report and quickly assess which landing pages / entry points are (or aren’t) performing. Consider… 

  • Overlaying segments as well as the influence of the acquisition channel and message / offer contained within.
  • Would changing the entry point improve performance? 
  • Focus your effort on those that aren’t performing as well as others – relevancy and ease of continuation. For example, do visitors want to browse before buying or checkout as quickly as possible – for the former the PLP is a more appropriate entry point, while the PDP would be more relevant for the latter. 


3. Where do visitors drop off from their purchase journey?


Where to find it in GA: Conversions > Goals > Funnel Visualisation

What will this show: Depending on how the funnel has been setup, this should display the steps at which visitors drop off. 

What can be taken from this report: The potential to improve the drop off points – should always be a no brainer to start off with understanding this report.

Potential CRO areas of focus: Hopefully you already guessed the area of focus for CRO! 

N.B: With the Enhanced Ecommerce option installed, you can further analyse the performance of the site and visitor behaviour beyond the purchase journey. 

The funnel report shows you a breakdown of the conversions at each stage of the path to purchase. Typically this is the journey from cart / basket to payment for most transactional websites.

The visual nature of this report makes it really easy to quickly identify where your funnel has high level of drop offs. The strategy here is somewhat obvious: find the leaks using the report and fix them! 

Basket abandonment is usually the biggest leak. It's worth looking into everything you can to reduce this, from basket abandonment emails to continuous AB testing. Other barriers can be delivery options, gift vouchers / promo codes, hidden costs, lack of product information throughout the funnel…

In the next article we'll look at:

  • How Do Visitors Navigate My Site?
  • Which Devices / Browsers I Should Focus My Efforts On?
  • Do I Have Any Opportunity To Personalise My Site Based On Geo – Location?