A horse racing equipment business called SportsJockey feels like some of the pages on their website are weaker than others. The teams at SportsJockey understand that identifying these pages is crucial for conversion rate optimization (CRO). Which of the following actions can help SportsJockey to identify which pages need the most attention with regards to CRO?
- Checking the “Landing pages” section in Google Ads
- Comparing other businesses’ websites against their own
- Reviewing the website’s funnel or flow
- Having a designer inspect the cosmetic side of the pages
Explanation:
To identify which pages on their website need the most attention for conversion rate optimization (CRO), reviewing the website’s funnel or flow is the most appropriate action for SportsJockey. Reviewing the website’s funnel involves analyzing the series of steps or pages that users typically navigate through to complete a desired action, such as making a purchase or filling out a form. By examining this funnel, SportsJockey can pinpoint specific pages where users may drop off or encounter obstacles that prevent them from proceeding further. Understanding where users abandon the funnel or experience difficulties provides valuable insights into areas that require improvement, such as optimizing call-to-action placements, simplifying navigation, reducing friction points, or enhancing content relevance. This approach is directly aligned with CRO principles, as it focuses on optimizing the user journey to maximize conversions. In contrast, having a designer inspect the cosmetic side of the pages may improve visual appeal but does not necessarily address usability or conversion issues. Comparing websites of other businesses can provide competitive insights but may not directly highlight weaknesses specific to SportsJockey’s own pages. Checking the ‘Landing pages’ section in Google Ads provides information on ad performance but does not comprehensively analyze the entire user journey within SportsJockey’s website. Therefore, reviewing the website’s funnel or flow is essential for SportsJockey to prioritize efforts effectively, optimize underperforming pages, and ultimately enhance conversion rates by addressing specific pain points in the user experience.
Flow reports in Google Analytics are great for visualizing users’ paths through your website, including particular elements such as Events or Goals. If you want to analyze your content, how specific pages perform, these reports will help you find any unexpected page exits.
There are multiple types of flow reports: Goal flow report; Behavior flow; Users flow; Events flow; Funnel visualization.
A funnel visualization report is usually the first step in analyzing your website content. If you find many exits in a particular Goal step, you can investigate further with Goal flow reports.
In this particular case, a question is confusing. If a company uses PPC campaigns (there is no info about that in the question, same as no info if they have Google Analytics implemented), then consulting Landing Page report in Google Ads may a very good option optimizing webpages.