It’s my point of view, that your website has ONE GOAL = CONVERT VISITORS to BUYERS
So you need to measure the CONVERSION FUNNEL to IMPROVE SALES
The basic Sales Funnel process:
Awareness – search results ranking, proof that you exist, and what you offer
Interest – content “sells” your point of difference
Desire – content marketing your product / services benefits with what they are looking for
Action – a call to action to close the sale
Analyzing the Conversion Funnel provides a lot of information, but make sure you know what your objective and metrics are before you set up the funnel.
The funnel helps you understand how people navigate your website. The key information is seeing where people Exit, and then understanding why?