Today, we’re going to talk about conversion rates, with a special focus on sources. After all, you want to know which of your marketing investments is driving the most conversions so you can double down or make adjustments.
In this episode of Data Snacks, I’m going to show you:
如何通过来源跟踪联系和客户转换
Other metrics that matter when it comes to conversions
What you can do to increase your conversion rates by source
在下面，您可以查看完整的一集或继续阅读该情节的完全转录版本，并配有相关的屏幕截图。
开始吧！
让我们选择正确的源指标
我们从Databox开始，并使用Hubbeplay体育appiosSpot营销作为数据源。
首先，我们将导航到beplay体育appiosDatabox设计师. Adding metrics is easy. Simply choose the data source from the指标库here on the left and drag-and-drop some of the available pre-built metrics.
由于我在此视频中使用了所有基本指标，因此我将拖放以下内容 -通过来源联系转换率andCustomer Conversion Rate by Source查看哪些来源带来最多的转化。现在，要使这些转换实际发生，访客需要留在我们的着陆页上而不是反弹。因此，让我们添加两个指标，Average Time on PageandBounce Rate by Source, so we can track these leading indicators here, too.
In Databox, you can easily choose要使用哪些可视化to best depict your data. On this databoard, I have chosen the table, pie chart, and gauge visualization to clearly show the data I want to see and interpret.
现在，在我们开始解释仪表板之前，我想区分联系人和客户。简而言之，将客户分配给估计，发票和销售订单等交易，而联系人则分配给CRM互动like activities and cases. We need to track conversions by source for both types of records since the information we are looking for is which source drives the most total conversions.
Keep in mind though, the amount of channels, dimensions, and demographics you can sort by in GA is one of the easiest things you can overcomplicate.
To better understand how your website performs in terms of acquisition and conversion, we built thisGoogle Analytics dashboard templatethat contains all the essential metrics for understanding how successful you are at attracting visitors from different channels.
In this case, for Contact Conversion Rate by Source, the sources driving the most conversions are social media, email marketing, and referrals. In contrast, for Customer Conversion Rate by Source, the data tells a different story. We can see overlap when it comes to social media and referral. At the same time, direct traffic is responsible for most of our conversions. The overlap still lets us know which sources are the ones that are more consistently performing well.
Now let’s look at Bounce Rate by Source. Here we can see that referrals have the lowest bounce rate out of the overlapping sources we just analyzed.
As you can see, the data tell a story when it comes to discovering which sources bring in the highest conversion rate, but it might not always correlate with other metrics that you choose to measure, such as bounce rate.
When it comes toincreasing your conversion ratesin general, you might want to consider different tactics. Conversions happen when visitors come to your landing pages, so the source does its job and attracts visitors, but it is your landing page optimization and effective CTAs that convert them. That is why we have the Average Time on Page metric included in this dashboard, as you want to know if people stay long enough to convert.
If you need help tracking and visualizing which sources drive the highest conversion rates, our Support team can actually help build your first dashboard for free.
