
Here at PPC Rescue, we constantly bang on about how AdWords is only part of the secret to gaining a healthy conversion rate, a simple gear in the vast engine of online marketing solutions – and we can prove it.
Google Analytics is a highly versatile tool that enables you to observe and measure data about your website traffic at a very granular level. One of the most fascinating elements of this is the observation of paths taken by visitors leading into a conversion. If you thought that it was simply a case of users clicking on an advert and then making a purchase or clicking away never to return, you couldn’t be more wrong.
If you explore Top Conversion Paths within the Multi-Channel Funnels section of Analytics Conversions tab, you’ll find an array of paths taken by users who have converted on your site. As you’ll find out, the majority of consumers visit your site at least twice before buying.
“Check out this guy…”
Often, your SEO, social media and remarketing campaigns can have a huge influence on whether they come back to buy. If a user finds your site using AdWords, they will most often do a search on your brand, and re-visit to purchase through organic search, referral, or a direct link. As such, it is important to utilise all of the weapons within your marketing arsenal to gain the conversion.
Whilst days of one-click conversions aren’t strictly dead, we’re dealing with a far more savvy and knowledge-hungry consumer who’s armed with reviews and ratings galore. They know what they want and they won’t pay more than they have to for the privilege. Factoring an ROI based on users researching products is a prerequisite for the modern AdWords advertiser and we strongly recommend that you make allowances for the omnipresent research shoppers’ visits.