Website traffic is what every site owner wants. But traffic alone is not enough for you to run your business. In order to keep your online business running, you need to analyze the traffic that your website receives. It is important to understand how many visitors will actually interact with your website, maybe fill in a form, or go ahead and make a purchase.
But how do you evaluate your website traffic? This is where Site Kit comes in handy. It is Google’s official plugin for WordPress and enables owners to analyze all the conversion-centric insights in one place- the WordPress dashboard.
Site Goal by Site Kit
Site Kit brings all insights from analytics, Search Console, AdSense, Tag Manager, PageSpeed, etc to the WordPress dashboard. The new feature Site Goals allows Site Kit to focus on actions that are specifically important for business owners. Site Goals can help you track visitor actions that actually move the needle for your business- products added to the cart, form submissions, purchases, etc.
You need to connect Google Analytics to Site Kit to be able to use the Site Goals feature. Also, the plugin conversion tracking has to be toggled on. Besides, your brand website requires one or more compatible plugins. Once done, you receive all the conversion insights, smartly organized, in one place. Easy to access, analyze, and process!
Conversion tracking- How does it work?
With the Site Kit plugin, manual work is reduced significantly. It automatically detects all the supported plugins and easily collects the relevant data from them. The same data is then used by Google Analytics to eventually present the insights right onto the WordPress dashboard.
Here are the compatible plugins: WooCommerce, Contact Form 7, Easy Digital Downloads, Popup Maker, MailChimp, WPForms, and Ninja Forms.
How to track online store performance
There’s an online store performance section that consists of metrics to help site owners differentiate between purchase volume and conversion efficiency. For instance, Total Sales will help you know the total number of purchase transactions completed. On the other hand, Sales Rate will help you figure out sales as a percentage of overall sessions.
It is this distinction that helps a site owner evaluate the change in sales performance. With Site Goals, you can also analyze the Add to Cart Rate. This equals the percentage of sessions where visitors had added one or more products to their shopping cart. This insight helps you evaluate the degree of their purchase intent.
Hassle-free tracking of leads and form submissions
The Lead Generation Performance section helps businesses to get insights around registrations, enquiries, and form submissions.
The Site Goals feature keeps a tab on relevant lead-generation-centric actions. The primary metric in this case is Form Completion Rate.
This feature enables site owners to understand whether or not the traffic they are attracting is of good quality. For instance, attracting the right traffic will lead to more completed forms. However, if the form submissions are fewer, this means that the site owner needs to review other important factors such as page experience, user journey, quality of leads, etc.
What drives conversions?
Site Goals doesn’t only report the conversion data. Rather, it brings you the “What’s helping you reach your goals” section. This feature gives detailed insights around authors, visitors, pages, traffic channels, and devices related to conversions.
Site owners actually get more context around the reports. Now they know the exact number of leads they received and also have a better idea of what questions to ask. They are in a better position to figure out which pages bring more leads, which traffic sources attract visitors, which content is actually adding to real business outcomes, and so on. Once you have the answers to these critical questions, there’s nothing stopping you from taking your business to the next level.
Wrapping up
Site Goals is action-focused, rather than being metrics-centered. It serves as a great tool for WordPress site owners who are already using Google Analytics for in-depth insights. With Site Goals, conversion data seems way easier to analyse and process. Sessions and Pageviews help evaluate the quantity and quality of interactions on a website. Conversion data, on the other hand, helps analyze the much-needed actions that move the needle and add to growth. With Site Goals, website owners can figure out the actual pages, visitors, and channels that contribute to real business.