4 Simple Google Analytics Reports You Can Implement Right Now To Improve Conversion Rate!

By Reece Groves, May 18th 2016 in Landing pages and conversion
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Any business of any size can benefit from improved conversion rates but many SME’s find it a harder as data size can be too small to make meaningful conclusions.

Over the years PUSH has built up a lot of experience of solid a/b tests, strategies and Google Analytics reports and we know we can help any size of business.  In a lot of cases these reports will help you improve conversion rates.

How important is conversion rate to your adwords account and therefore business’s success?

Technology Report

This report will uncover a whole multitude of potential gaps in conversions & other important stats that you would have otherwise not known were there.

Discover gaps in conversion between browsers, operating systems, screen resolutions, and more.

How to navigate to report:

Audience > Technology > Screen Resolution -> Browser & OS

  1. Try to set the date range so that you include at least 100 conversions. It doesn’t matter to much if it’s a day, week, month or many months.
  2. Select the most important conversion goal you want to analyse by selecting it in the drop down area called conversions. (Highlighted in green below)
  3. Thirdly analyse the data view. The data view can be viewed by clicking the grid button. Below is a screen shot of the data view of the browser primary dimension. (highlighted in orange in the below picture).
  4. The primary dimension can be navigated through, to view the data of the browser, operating system, screen resolution and more. (highlighted in red below).
  5. Make a particular note of the conversion rate, conversions, and, avg. session duration (highlighted in blue). Other data in this view is important as well but to keep it simple for now just take those 3 stats from each of the primary dimension tabs.


My observations and notes from this screenshot would be the following:

Android browser – This browser conversion rate is a lot lower than average. It also has a slightly higher bounce rate than others. Considerations would be if we were to double that conversion rate, to bring it in line with the rest of the conversion rates, then we would gain 30+ more conversions. Is this worth the time and money to improve performance on the Android browser? – Only you could make that judgement call.

Edge – I would go further into investigating why the conversion rate is so much higher. Demographics maybe?

Safari – Conversion rate is slightly lower than some and because it brings a lot of conversions it will be worth it to see if we can make any kind of improvements

Check the comparison data tab and you will see a visual representation of the data you select. In the below example I have chosen New users against goal conversion rates. This has highlighted that there could be some improvements to be made on mobile for both Android and IOS.



Exit Rates % Report

This report will quickly tell you what pages of your site people leave from a certain page. They could have been on other pages before exiting on the listed page in this report or they could have visited this page and exited on the same page. As such, this is the stat for how many people left your site once they got to that page.

How to navigate to report:

Behaviour -> Site content -> Exit Pages

Once you find out the exit pages then that is just the first step. You will need to figure out why, which could be easy to work out or could be a little more complex. If it isn’t immediately obvious then Google Analytics reports such as

Behaviour -> Behaviour Flow -> Landing Page

could further help determine the offending pages and ‘blockages’ to conversion.



To determine what is  ‘a high’ % exit rate , take into consideration the average % exit rate which in this example is shown as 37.58% and consider a thank you page exit rate which in this example one of them shows 61.27%. A high exit rate on a thank you page is fine as they have already completed a desired action. It will also put in perspective what is a bad exit rate for other pages, such as the 2 highlighted in red above as 71.43% and 70.76% respectively.

Site Speed Report

Customer are more accessible to the internet than ever and their expectations are higher, so anything slowing them down is increasingly harming your conversion rates. This report will become ever more important to return to every so often.

Prioritise the most important pages and pages that will ultimately bring you more revenue. The home page, popular product pages, or landing pages are all good places to focus on.

How to navigate to report:

Behaviour -> Site Speed -> Page Timings


In the example above the home page is a lot slower than the site average of 4.35 seconds.

The most common reasons for slow loading times are:

  • Optimised images
  • Too much fancy flash
  • Bulky code
  • External embedded media

Ask your developer to review some of the most common reasons and get them to report back to you on what could be the potential problems and to what  can be done about them.

Also within the page speed section you can analyse data via browser, country or page, which is great!  Behaviour -> Site Speed -> Overview -> Browser


In the above example there is quite clearly an issue with load times on Android browsers. Although this is not a particularly popular browser for this website it has such a low loading time that it is important to investigate.

Smart Goal Report

This is a new report within Google Analytics and it is truly smart! It will track and collect all the people that have shown strong intent on your site to take a valuable goal/conversion on like a purchase or form completion.

Factors Google take into account that would filter a visitor into a smart list would be –  session duration, pages per session, location, device and browser but not an actual goal like a purchase.

To see this report, read more here https://support.google.com/analytics/answer/6153083?hl=en .

How to navigate to report:

Conversions -> Goals -> Smart Goals


In the example above the visitors that were grouped into the ‘smart list’ converted at 15.36% which is a massive leap from the average 1.73% conversion rate! Now the report has proven how valuable the list the smart goal creates is, you can use it in your remarketing campaigns.

Furthermore you can uncover the campaigns, browsers, channels etc. where the smart goals are coming from to optimise your traffic generation for more likely conversions. The best way of converting is getting the most qualified people to your site in the first place!

Thanks for reading. I hope this information provided something  you can take away with you right now to achieve quick wins. There are more advanced reports and analysis but this is a great place to start!

Reece Groves

Head of Conversion - Push

Im Reece and I have lived in Hertfordshire for most of my life moving no less than 9 times! - Practically a traveller, so its safe to say I'm used to change. On paper I sound like a typical lad as I love everything cars, and football, but deep down I am geeky and not afraid to say I love the strictly come dancing show! When I have my work game face on, i'm very determined and dsciplined which definitely helps when developing a/b tests, managing landing page builds and analysing numbers to improve conversion rates!

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