Video Production & Animation Company

PART 1 – Increasing Conversions: Knowing what to focus on

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It’s a question that every web business owner asks on a daily basis:

How can I increase my conversions and make more sales?

This is so important because sales are the lifeblood of EVERY business. Often however, the hardest part in this question just knowing what you focus on.

All businesses have limited resources so we always want to ensure we are as EFFECTIVE and EFFICIENT as possible.

So the question then becomes:

What will have the biggest impact on my conversions? or
What should I be focussing on to increase my conversions?

Before we can answer this question, it is first important to understand what your GROWTH HACKING FUNNEL looks like and know the different USER STATES that your visitors go through.

We need to not only look at the high level metrics (total traffic & total revenue), but also dive deeper to understand what is happening between! You can read more about that here.

Once we have done this, we then need to MEASURE where the BIGGEST leaks in our funnel lies.

That is, in what step are we loosing the LARGEST MAJORITY of our customers.

To do this, we need to be measuring each step in the funnel.

What percentages of users are just bouncing off the homepage?
What percentage are getting to the contact page but not filling in the form?
What percentage are signing up but not purchasing?
Etc. etc.


As the saying goes, if we don’t measure it, we can’t manage it!

So then, what tools are out there to help us measure each stage in the funnel?

Here at, we are currently just using Google Analytics and the GOAL TRACKING features that are associated with it.

Goals in GA are great because you can visualise your funnel and quickly see your conversion rate at each point. On top of this, you can also dive deeper and understand what pages/sources/content are ASSISTING your conversions (I’ll leave this for another day!).

To learn more about GOALS and how to create them, see here!

However, there are a number of other great analytical packages you can sign up to that are often simpler than GA.

KISS METRICS is one of these.

Well, that’s about it for today. Just remember, ALWAYS FOCUS on the biggest leak in the funnel and your efforts won’t be wasted.

In the next post, I’m going to teach you HOW you can increase conversions once you know where the biggest leak lies….stay tuned!

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