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Latest From Our Blog

Bringing your business online is a big step and for any business, this decision is motivated by business objectives that are unique to each. For any business, including yours, there will be business objectives that lead to a decision to create a business website.

However, all of these objectives eventually lead to the same end – improving the bottom line of your business. In this article, you will find out how to convince your website visitors to become your customers. And after that, you’ll know how you can refine that process to increase the number of visitors that convert to customers.


Before going ahead, we want to define some terms that you will encounter here:

Conversion – An action desired by you taken by a visitor to your website
Conversion Rate – The % of website visitors that took the desired action
Conversion Funnel – An actual channel through which you send website visitors to convert to your desired goal, such as becoming customers
Conversion Optimization – Tweaking your website to improve your conversion rate at different parts of your funnel
Call-To-Action A call to action is anything that entices your visitors/leads into taking an action desired by you on your website.

Conversion Funnels

Let’s take a moment and look at your brick and mortar store. You probably have a few ways to draw people to your store through your business strategy and marketing efforts. You hope that each person that visits buys something from you.

When a visitor steps into your store, he/she may either approach one of your friendly sales staff or may prefer to browse on his/her own. Based on their conversation or browsing, some decide to leave without buying anything, some may mull over products and decide not to buy this time but there’s a possibility that they may return to purchase, and finally, some of these visitors will end up purchasing. If you were to analyze your sales, you may find that those who interacted with your sales staff are more likely to buy from your store or that the items closer to the front of the store or in the display as they are walking in or those at the eye level of your customer end up selling better than other products.

What we walked through above are the conversion funnels for your physical store where you acquired visitors, activated them by getting them to engage with staff or products and finally monetized some visitors by selling to them.

Setting up conversion funnels will allow you to mirror a similar sales experience on your website. While there are many versions out there, we really like the customer journey stages depicted below as it outlines the customer journey beyond conversion. Your relationship with customers should not end after the initial sale.

Potential Customer Lifecycle Stages

Originally shared by Neil Patel

Do not confuse the above for a conversion funnel. A conversion funnel is an actual path that you set up for visitors while what is shown above are the potential stages of people in their interaction with your business online.

As a business, it is extremely difficult to focus on building conversion funnels for every stage of the customer journey at once. As outlined by the Digital Marketer, it’s wiser to create funnels for different stages of the customer journey to nudge them towards your goal. They proposed – Acquisition, Activation, and Monetization – which concentrate on customer psychology progression to improve your conversions.

Acquisition – Converting a visitor to lead

If you are a business just starting out, you likely want more targeted visitors to gain awareness of your business. Here is an example conversion funnel for acquisition:

If you are a fashion eCommerce site, you can incentivize visitors to sign up to your site by giving away a free Lookbook. Why a Lookbook? The Lookbook acts as a fantastic lead magnet because the people eager to download it are exactly the type of visitors you want as leads. Your Lookbook is also a great way to provide these readers with value through your own product advertising. At the end of the Lookbook, you can push these leads with an offer of a coupon code for a low-cost item. You should continue sending them useful content in the fashion space to keep your brand in their mind. A potential conversion funnel for this scenario is an email opt-in form that shows up on the homepage or as a pop-up on sub-pages with the desired action of typing in their email address and pressing the ‘subscribe’ button.

Email Opt-in Popup - 2Stallions

Email Opt-in Popup To Entice Visitors To Convert To Leads

Do not SELL to someone who has just landed on your website – as most visitors need to trust a brand before becoming customers. That is why you create trust by providing them something of value by using a free lead magnet. This lets you push the qualified leads to the next stage in the customer journey. Remember, at this point, you should not be looking to make a profit or a sale with these leads.

Activation – Converting a lead to a first-time customer

If you’re a business that already has a good online presence, your focus will be on Activation. This is where you prompt and engage your leads to become customers. Back to our example:

convert lead to first time customerIf a lead has downloaded your Lookbook and then used the coupon code, then this lead is ready to make a purchase. If they haven’t made use of the coupon code, you can follow up with a reminder to use the coupon code. A coupon code is meant to make it easy for the lead to make a purchase and it’s important to push them to make that purchase – this purchase shouldn’t be a big-ticket purchase as these leads are still on the fence. Something simple like a tie would suffice. Price at something they wouldn’t balk at. You can also consider offering time-limited offers to spur them into action. The touch point with the lead would be through their email collected via Acquisition to get them to land on the tie product page. The desired action would be adding the product to the cart and completing the checkout process.

To activate users, you are trying to drive them to purchase from you and move them from being a lead to a customer. Begin by getting them to take small actions by consistently sending them useful content and asking them to like it or comment on it.

Monetization – Converting first-time customers to regulars

Finally, once you have built a community of customers, you need to ensure these existing customers continue to buy from you and refer more leads to you. Going back to our earlier example:

Someone who has bought a heavily discounted tie from you is now invested and trusts your business. You can send them content on up-sells such as a shirt or pants that would go well with the tie they bought. These items are of higher value but now, the customer trusts your business and the quality you provide. Get these customers to refer friends by incentivizing them with discounts to continue feeding the conversion channel you built for Activation of leads.

Your goal is to drive your customer to purchase higher ticket items that complement their earlier purchases and incentivize them to refer their friends.

Conversion Optimization

Once you have the funnels set up for the different stages of your customer lifecycle on your business website, track them using Google Analytics and set up goals for your conversions. Google Analytics provides you data, which is essential feedback as to how your strategies are doing and whether it is giving you the returns you need. This data is important when it comes to conversion optimization as it will show the exact touch points of visitors from the page they land on your website and the different steps they take on your website. Although you build specific funnels, it is likely that visitors will end up landing on other pages in your site before beginning on the funnel you set for them. A conversion in the diagram below is defined as an enquiry left by a visitor.

Conversion Optimization Of Funnel Can Lead To Increased Inquiries

Example from CoastDigital

As you can see, at every stage, there are many visitors that leave your funnel. This is known as ‘drop-off’. When you think about conversion optimization, your goal is to reduce the drop-off rate and there are a number of approaches to improve that figure.

Optimize By Page

A simple method, for the example above, would be optimizing the einquiry form page by experimenting with the copywriting or changing the call to action design. As stated in the image, optimization of 1% has the potential to jumpstart your enquiries by 50%. A general rule of thumb is to begin tweaks from the bottom of the funnel (unless there is an identifiable website page which has a significant drop off that requires immediate attention) as small improvements further down the funnel lead to significant changes to overall results. While it is crucial to do constant testing, it’s also important to give changes enough time to identify which ones improved your results.

Besides the pages that you specifically built for your funnel, look through your analytics to see the path visitors take on your website to reach your desired action and optimize the most popular ones.

Optimize By Referrals

Through your analytics, it is possible to see where your users are coming from, i.e. how they end up on your landing page. The source of this traffic can also be tweaked. For example, if you’re running a PPC advertising campaign and you see this source is seeing the most drop off in your users in the funnel, you can assume that either your ads need to be tweaked or it’s not a marketing channel that’s working for you.

Optimize By Device

Look at what device your users are using to view your landing page. If you have a high number of mobile users and your landing page isn’t mobile friendly, you should change that pronto.

Optimize by Browsers

Often, it never crosses your mind as a marketer or business owner that your funnel needs to work across different browsers since you are used to using Chrome or Firefox. Check your analytics to see which browsers are the most popular and then test on those browsers what the user experience is like for them in your funnel. Optimize your code to work well across the most popular browsers based on your analytics.


Conversion is a time-intensive endeavor that requires plenty of research and understanding of your customers and their habits, as well as of your own business. Although it is a time-consuming process, at the end of the day, conversion funnels are the best way for your business website to turn website visitors into regular customers. This will eventually help you meet your ultimate business objectives.

These days, plenty of companies are savvy to the importance of having a business website. Most even have an online presence. If you’re one of these businesses, that’s great! Simply creating an online presence, however, isn’t going to drive business growth. In the same way that you have set up a cash register in your brick-and-mortar store to keep track of your sales as a measure of how your store is performing and decide on future stock purchases for example, it is utterly necessary to set up web analytics for your website to track how it is performing for your business to make informed business growth decisions.

6 Reasons WHY Your Business Needs Analytics

Before we jump into details of how to set up an analytics package for your website, you should understand WHY you should want tracking to begin with.

1. Learn Where Your Customers Are Coming Fromwhere your customer coming from

Imagine if every person that walked into your brick-and-mortar store told you how he or she ended up finding you? You could figure out which marketing spend worked best and you can pump more money there. With web analytics, you can get just that! Find out exactly where your visitors to your website are coming from – whether they found you through search (organic), paid advertising (PPC), social media or direct (they knew your URL). If they found you through search or paid advertising, know the exact keywords they were looking for when they found you.

This information allows you to make informed decisions about your online business strategy. The keywords can also be used for your offline marketing copy.

2. Learn About Your Customer Habits

A physical store probably sees plenty of daily walk-ins. Imagine if you knew more about them, their wants and needs, and were able to cater specifically to them. With web analytics, you can. Analytics can provide you with insights about your visitors – from their age group and interests to what industry they work in. You can know which devices they used to visit your website, which browser and even which country they were in. All of this data can be used to help you build your customer persona and optimize your website to speak to your largest segment and improve conversions.

3. Analyze Social Media Impact

Analytics data lets you identify high-value networks and content, track on-site and off-site user interaction with your content, and tie it all back to your bottom line revenue through goals and conversions. Find out where your marketing efforts should be focused. With landing pages, find out where users from social media land on your site so you can optimize those pages for them.

4. Learn Which Pages Are Working On Your Website

By checking the Behavior Flow diagram provided in web analytics, you can see how visitors are interacting with your website, where they are dropping off and where they are converting. This provides you with the insight you need to improve your pages to convert your visitors better. See a lot of people not adding your product to cart? Improve your call to action (make the button more prominent for example) or tweak your copy for your largest customer segment. In the end, these page improvements will lead to a better conversion funnel and increased revenue.

5. Track Your Offline Marketingtrack your offline marketing

As a business, you are probably doing plenty of offline marketing to drive business growth – running radio ads, tv ads, newspaper prints, distributing flyers, and even organizing events. So how do you measure the returns on your investment from these offline marketing efforts? Until now, you’ve probably been doing guesses or just attributing an upturn in results down to marketing slightly before the fact. With analytics, this is no longer the case. When you’re distributing flyers, you can create a custom URL just for that flyer, so that when visitors arrive from that URL, you can track it and see how effective that flyer was. When you’re running a radio ad or TV ad, you can create unique phone numbers that redirect to your main line to track conversions via analytics. ALL of this will provide you with the information you need to figure out your marketing spend and budget.

6. It’s Free!

Believe it or not, all of the web analytics that has been described in the points above comes at a cost of F-R-E-E. That’s right, you do not need to pay a single dime to get all this business insight when you set up Google Analytics for your website. Obviously, being free, you would need to invest some time learning to properly utilize it. It is not as easy to use as other paid analytic tools out there but you cannot argue with this kind of return on your investment!


I’m on board. Google analytics sounds awesome. Now show me how! We thought you’d never ask. (: Although we could write a primer ourselves – Google itself has done a great job of writing out the steps to setting up the web tracking code. If you’re having any trouble setting up Google Analytics on your website, ask us in our 2Stallions forum – which is free.

Using Google Analytics Effectively

Once you have your Analytics code set up, it is time to move on to the interesting aspect of Google Analytics – using it EFFECTIVELY to help you make business decisions that drive growth.

1. Define Your Business Objectives

What does your business hope to achieve? Is it sales? Is it moving from offline to online? Is it to increase user engagement? Is it to increase user awareness? Progress can only be measured when it is driving an objective, so it is important to keep this in mind when setting up Google Analytics.

2. Translate Objectives into Goals & KPIstranslate objectives into goals and KPI

Google Analytics allows you to set up goals. If your business objectives are sales driven then you can create a goal on Google Analytics that tracks each sale for an eCommerce store or leads via a contact form for corporate sites. You can even create goals based on URLs people land on (awareness), the time they spend on your site (awareness/engagement) and the number of pages people visit per session (engagement). Track what can be translated to driving business objectives. Know which metrics can be used to gauge your business objectives. Learn how to set up goals via Google Analytics Help.

3. Set up Google Analytics Dashboard

Once you have set up goals and identified the key metrics, you can create a custom dashboard on Google Analytics to show you these metrics every time you log in. In fact, you can even set scheduled reports to be emailed to you every day, week, fortnight, or month if you wish! This way, you will always have a pulse on the performance of your website.

4. Improve Your Website Based on Analytics

It’s wonderful when you keep receiving good news like when the metrics are showing that your website is driving your business objectives. However, it could also be that the results are not that good and your objectives are far from being met. Whether it’s the former or the latter situation, as business owners, we are ALWAYS looking to improve things. The true power of Google Analytics comes from being able to see WHERE these improvements are needed. For example, with your conversions and events set up, you can explore the Multi-Channel Funnels to see the path that visitors take to conversion.

Watch the video below to understand MCFs. Based on this, you’ll have a good idea about paths that convert and learn how interaction occurs on your site. With this information, you can improve pages, remove them or add new ones that you think will drive your goals faster.


I hope you have a much better idea of the feedback loop that web analytics can provide for your business and help you push your company to greater heights. If you wish to learn more about using Google Analytics, we suggest you start with resources that Google has set up.

If you do not wish to spend time going through all of these different resources, or feel your time is better utilized elsewhere in your business, you can always drop us a line so we can help you set it up. Questions? Comments? Feel free to tell us!