To grow conversion rates on your website. First, you have to understand its present state.

What is your total conversion rate? Which web pages are performing well? 

Which pages are performing badly? What tests can go through based on analyses? What can you grasp about your audience and about your website from all this data?

Numbers tell various stories regarding your website. But without the proper analysis, it’s difficult to get the essential pieces of information. What numbers are crucial? What must you look for?

In this article, we are trying to help you how to increase your conversion rates by observing the right metrics from your web analytics. The following are the 6 Important points you need to keep in mind always.

1. Analyze your page speed

Over the years, page speed has set off a key part of web experiences. Due to the growth in technology, visitors need your pages to load right away. If not, they’ll bounce off your web page.

According to a Google study, the chance of a bounce rate expands by 32% once your page loads for 3 seconds. To further instance, another study erects that Amazon might lose $1.6 billion in annual sales if its page loads 1 second slow-moving.

Google Analytics also gives speed analysis along with the page timings report. In Google Analytics, you will see the load time of different pages. You can also differentiate the load time to the bounce rates or exit rate With these insights, you can take actions to increase your website speed.

2. Take a step to Analyze landing page data

If you’re focusing to increase conversion rates, you have to pay specific attention to your landing pages because they are the important pages for the highest conversions.

It’s important to take the first step to analyze your data. There are so many tools like Instapage where you can analyze features about landing page performance, It contains

  • Number of visits
  • Time on page
  • Number of leads cached
  • Conversion rates

Aside from having a comprehensive website conversion rate, you need to analyze separate landing pages for marketing campaigns. By performing this, you’ll understand how successful every campaign has been in terms of conversions. Also, you have insights to build adjustments to paid ads and landing pages.

Further these numbers, you can also analyze user behaviour on your landing pages. Do they scan all your page content? 

For example, a tool like Crazy Egg accepts you to understand how users roll through your web page with the scroll map. It also has the heatmaps that show where visitors click on a web page.

It has also another useful feature. It gives information about how a visitor navigates from your landing pages. You can improve your conversion rate with these pieces of data.

3. Start Reading visitors’ demographic data

First, know your visitors from your website demographic data, from here you will understand what are there interests and behaviour on your website. With the Google Analytics tool, you will get helpful information on data about your visitors.  

For example, regular demographic data contains:

  • Location
  • Gender
  • Age
  • Interests

If you are running a business where your complete buyers live in a particular location? Then you have to know how these visitors react on your website? Observe are they converting? Compare their conversion rates to visitors who are visiting your site from other locations.

You can also create divisions on Google Analytics to make all these comparisons. One more example is the age groups. Think whether older visitors convert bigger than younger visitors? Analyze what is 18 – 24 versus 25 – 34-year-olds?

You can even move further and add gender. For a page selling a face cream item for men, what’s the conversion rates of females against males for that page? This used to help improve your message on those pages.

Moreover, you can discover the interests of your visitors. It depends upon how deep you can learn, you will find a lot of information you can detect from your analysis. This analysis gives information about the conversion rates of various demographic groups and where you need to develop.

4. Make use of data to understand visitors

When you are going through numbers regarding your website performance, one of the major aims is to understand your visitors. How their behaviour defines them? What behave their demographic data mean? 

Here are some important points to track and understand your visitors 

Time on page

Pages viewed

Best sources for conversions

Major traffic sources




As an outcome, it’s simple to recognize your leads and know their needs based on their data. Moreover, you can utilize these bits of information to improve buyer acts for your business.

In an outline, understanding your audience will help clarify your messages for your absolute audience and grow conversions.

5. It’s important to Analyze visitors’ behaviour flow

Analyze how do users cross your website pages? With the behaviour flow option, you will see how visitors move from one page to another page.

Here is an important data point step is to understand and observe the entry and exits page first. Observe where your visitor is entering your site and where he is existing (if you note in a spreadsheet you will get clear understanding) Generally if you observe your home page is the starting point for more entries but you need to understand and observe entries from other pages. 

Use the “Behavior Flow” feature in Google Analytics to view how visitors navigate your website. Apart from seeing entries and exits, drop-offs are also very important metrics.