Micro conversies: Wat, Waarom & Hoe?
Veel webmasters houden bij het meten van conversies slechts rekening met 1 doel. Afhankelijk van het type website kan dit een verkoop zijn, een registratie, een download, … Met een gemiddelde succesratio van 2% roept dit frustrerende vragen op: Is 98% van de bezoekers dan echt nutteloos?
Wat zijn micro doelen en micro conversies?
Met micro conversies analyseren we de 98% van de bezoekers die het hoofddoel niet voltooid hebben. Ook zij hebben bepaalde acties uitgevoerd die waardevol kunnen zijn voor het uitbouwen van een website. Deze acties ontdekken en ze definiëren als doelen geeft ons de mogelijkheid om micro conversies in kaart te brengen.
Afhankelijk van de site zijn er vele micro conversies mogelijk:
- Bekijken van x aantal productpagina’s.
- Inschrijven op RSS feed of nieuwsbrief.
- Bekijken van vacatures voor bepaalde tijd.
- Eventueel doorsturen van CV.
- Gebruik maken van de contactpagina.
- …
Waarom micro conversies meten?
Algemeen helpen micro conversies om zonder oogkleppen naar website statistieken te kijken.
- Het begin van een mentaliteitswijziging.
Door het instellen van kleinere doelen krijg je meer aandacht voor de diversiteit aan bezoekers op je website, en de manier waarop ze de website gebruiken. - Je website beter laten presteren, op meerdere fronten.
Door ook de kleine acties die meehelpen aan het succes van een website in beeld te brengen, ga je ze meenemen in de manier waarop je de website optimaliseert. Door de micro converters meer aandacht te geven zal je uiteindelijk het aantal macro conversies boosten. - Geeft het management een klare kijk. (En krijg budget.)
Bij het optimaliseren van een website is er meestal enkel budget om de conversies te boosten. Door ook deze micro doelen mee te nemen in periodieke analyses, komt er budget vrij om de website voor een veel grotere groep te verbeteren. - Omdat het kan!
Sinds oktober 2009 kan je in Google Analytics per doelset 5 doelen configureren in plaats van 1. Geen idee hoe dat moet? Ontdek het op de Google Analytics blog.
Hoe micro doelen instellen?
Er zijn 3 voorbereidende stappen om het meten van micro conversies mogelijk te maken:
- Bepaal je doelpubliek.
Stel jezelf de vraag welk type bezoeker mogelijk je website kan bezoeken. Dit kunnen klanten zijn, prospecten, jobhunters, informatiezoekers, … - Bepaal waardevolle acties per type bezoeker.
Welke actie definieer je zelf als waardevol voor een bepaald type bezoeker? Voor een jobhunter is dit het uitgebreid bekijken van de vacatures, en het eventueel versturen van een CV. Voor prospecten is dit naast een aankoop doen ook gewoon het uitgebreid bekijken van productpagina’s. - Stel de waardevolle acties in als doelen.
Klik in het site overzicht van je Analytics account op ‘bewerken’ naast de site waarvoor je micro doelen wenst te configureren. Klik bij één van de vier doelsets op ‘Doel toevoegen’.
Geef vervolgens de parameters in om je micro doel te configureren.
De volgende stap.
Volg de prestaties van micro doelen in eerste instantie om je type bezoekers beter in kaart te brengen. Vervolgens kan je deze data gebruiken om je site verder te optimaliseren.
Volg me op twitter, of schrijf je in op onze RSS Feed voor meer tips over micro conversies, of het gebruik van analytics.
Gebruik je zelf micro conversies bij het optimaliseren van je website, deel je ervaringen dan gerust in de comments!
Deze post heeft momenteel 664 commentaren - reageer op deze blogpost.
Tags: Bezoekersanalyses, conversie, process management, webmaster outsourcing
664 Responses to “Micro conversies: Wat, Waarom & Hoe?”
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