CRO (conversion rate optimization) shows how visitors convert: where they land, where they drop off and which channels bring customers in. The tab appears when Google Analytics is connected.
1. Landing pages
Where visits land and what they do there. Per landing page:
- Sessions, Engaged, Conversions, Bounce and Conv. %.
- Revenue for webshops.
Sort by a column to find pages with many visits and few conversions: the first pages to improve. Agency users click Build my to-do for concrete CRO tasks.
2. Funnel
How many visitors reach each step and where they drop off.
- Webshops: Visitors, Viewed a product, Added to cart, Started checkout, Ordered. A shop usually converts 2 to 4% of visitors into orders.
- Service businesses: Visitors, Started a form, Submitted a form, Enquiry.
Per channel shows the same steps per traffic channel.
If the form steps stay empty, enhanced measurement for forms is switched off in Google Analytics.
3. Attribution
Which channel brings customers in and which closes the sale.
- First click: the channel of the customer's very first visit.
- Last click: the channel of the visit in which the conversion happened.
A channel with more first clicks than last clicks, such as social media, starts journeys that another channel closes. Looking at last click alone underrates it.
4. Customer value
For webshops with WooCommerce. Based on all orders ever.
- Customers, Orders again, Revenue per customer and Until 2nd order.
- Revenue per customer over time: how customer value grows after 30, 90, 180 and 365 days.
- How long until the second order: the moment to send a reminder or offer.
- Cohorts per month of first purchase: whether new customers come back more often than before.
Compare revenue per customer with what a new customer costs you in ads.