Conversion Optimization – Make More Money With Less Traffic?
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On November 30, 2012
Last modified:December 11, 2012


Obviously, most of us want more web traffic.

The more traffic we gain, the more subscribers and customers we might get, right?

Yes, right, and wrong also.

Well, there’s a glaring hole in “the more, the more” theory.

And, this is what we are going to talk about in this post, as you guessed.

Conversion Optimization

As we all know that for a web business, whether it’s an small & medium business or an enterprise-level site, conversion rate optimization is one of the most effective ways to grow profits.

With the goal of increasing the percentage of visitors that convert into customers, conversion rate optimization is the effective method of creating an experience for a website or landing page visitor.

Look at all the work you have to put into increasing your blog traffic.

Wow, so much work, right? For example: guest posting, writing your quality content, mingling on social media, working on SEO rankings… Now, considering all the work, and answer the question: Would you rather get 1,000 visitors then convert 100 of them into paying customers (means that conversion rate is 10%) or convert 100 of 10,000 visitors (1% conversion rate)?

I know that such a rhetorical question.

So let’s ask ourselves the question below before you ask me “How do I get more traffic to my blog?“:


How Can We Do More Business with Less Traffic?

We all often ignore the fact that our site designs simply don’t work for our readers because we tend to fall in love with them.

Since Business Review Center started, there are a few times for it to has been redesigned.

The sad thing is that the first few times it was redesigned because I wished it to look more pretty and attract, also include some of the features I thought they were great while I came across on other blogs.

Never occurred to me to do some testing just to figure out  whether any of those features actually helped or hurt my conversion optimization. …Until I stumbled upon a feature that I never bothered to use before with Google Analytics.

In-Page Analytics

So sad, in fact, so many features I thought were great were simply cluttering my site. Sometimes, it’s difficult to visualize how visitors navigate a given web page when looking at Google Analytics reports. Some users keep the site open in another browser tab to make this visualization easier, and they can reference it while looking through reports. Others rely on the Site Overlay report in Google Analytics. However, admittedly, it has not worked as well as it could.

Recently, Google Analytics offered In-Page Analytics. It provides a visual assessment of how to help users easily interact with each page on a site. This includes information such as if the content and layout is optimal or which links are being used. But until recently, users have found that when it comes to data collection the tool less than helpful.

Thankfully, Google recently made In-Page Analytics, which is much more user-friendly and beneficial as well. Now, you can see your Google Analytics data well-imposed on your website as you browse with In-Page Analytics.

Using In-Page Analytics

Well, let’s go in more details using In-Page Analytics:

Get an In-Page Assessment

Just go to the “Content” in the “Standard Reporting” tab and click on “In-Page Analytics” to access.

Mouse over the various links when the page loads in order to view a bubble with that link’s analytic information (the information includes the destination URL and the number of other links on that page, which lead to the same destination). Click the link to go to that page to view links there, and more. Links also appear with different colors bubbles depending on the percentage of clicks.

You can find In Page Analytics under the Content tab of Google Analytics’ Standard Reporting section.

Notice the control bar at the top of the In-Page Analytics page. It allows you to adjust the threshold for visualization of the given metric that you are reviewing. You can also see per page information near the top of the page, such as the number of Pageviews, Unique Pageviews, Average Page Load Time, Average Time on Page, Bounce Rate and Percentage Exit. (Check out to know more about Bounce Rate).

 Besides, the Browser Size feature shows the portion of your page that is visible without scrolling to the percentage of visitors you identify in the control bar. You can also see the highest visibility for content, which would lead to conversions. Moreover, within a single image on a given web page, you can also create separate tags for links.

Tool Improvement Helps with Multiple Links

Google has made one improvement within the In-Page Analytics tool: The addition of Enhanced Link Attribution. With the previous In-Page Analytics version, users could not distinguish the data between multiple links on a page. For instance, if there were a button and a link leading to the same destination, the same statistic would show for both.

Now, Enhanced Link Attribution, with a change to your tracking snippet, can differentiate between multiple links and attribute the correct clicks to each link. It also shows when a page element, like the Search button has so many destinations, while tracking menus, buttons, and actions driven by JavaScript. Even, when a redirect is being used, it provides click-through information.


Seeing Is Proof

About In-Page Analytics, what is helpful is not just what you see, but also what you can’t. The tool also offers you a visualization of where visitors are not clicking. You can also notice here if a link or button is not being used. If the “Learn More” button is being ignored, for example, it may be time to change its text, re-evaluate its location, or review another element that may cause visitors to pass it over.

This is a helpful tool to check the layout of your pages.

Keep in mind that many visitors spend their time “above the fold.”

Is your main content there? Do you make people search for things that they expect to glance and click instantly?

This screenshot shows a web page from the author’s company, e-Nor, with bubbles beside areas that were clicked by visitors. The red arrows, which is inserted by Web Marketing Today point to those bubbles.

Current Limitations

In-Page Analytics has some limitations, here are four of them:  

  • Currently, clicking on a link to a secure domain that does not show in In-Page Analytics.
  • External links are not tracked.
  • Links to download files still can’t be identified.
  • Links in multimedia and flash are not tracked.

 All in all, the “In-Page Analytics” section of Google Analytics has been improved.  Website owners can use it to see what users click on pages, among other data. 

This can help make tweaks and changes to a page to better accomplish its goal, as well as increase the overall performance of a site.


Conversion Optimization Problems Addressed

Fast forward more than one month.

My blog looks pretty and comfortable as the way you see it now.

So, since the redesign how much traffic conversion improvement has Business Review Center seen?

And as you can see, working on tweaking your web design to increase conversion rate never ends.

I’ve got such a long way to go…

Conversion Optimization – Marketing Takeaway

To help you optimize your blog design, there are plenty of tools, of which some are listed on my internet marketing tools page.

However, conversion rate optimization sounds complicated and time-consuming. So, for this reason, most of us don’t make much effort to work on this.

Now, there’s no excuse with a simple and free tool like Google In-Page Analytics.

Do it right now, it might take you less than 10 minutes.

Well, it’s that important.

I do hope that my web redesign experiment will encourage you to take a look at your own site and also try to find out what works and what doesn’t just before you waste gazillion hours driving traffic that will never stick. (Check out to drive more traffic to your website).

About Tony Nguyen

Tony Nguyen is the founder of Business Review Center. Since 2011, he has managed a team that has collected customer feedback and complaints on digital products, then tested products, and written product reviews. Learn more about him here and connect with him on Twitter, at Facebook, Google+, and LinkedIn.

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