website conversion

Do you get visits to your website but very little conversion? Does it feel like nobody is taking action? Do you want more people to sign up for your newsletter, buy your products, or fill out contact forms? Improving your website’s conversion rate is key. 

Conversion rate is the percentage of website visitors that take a desired action, like making a purchase or downloading an e-book. A low conversion rate means lost opportunities and money left on the table, while a high conversion rate means that a larger percentage of your website visitors are taking the desired action, whether it’s making a purchase, filling out a form, or subscribing to a service. This indicates that your website is successfully engaging and persuading visitors to become customers.

In this blog, I’ll walk you through simple ways to track your current conversion rates using Google Analytics and Google Search Console. You’ll learn where visitors are dropping off so you can fix problems. 

I’ll also share easy tips to boost conversions by improving your website content and design. By the end, you’ll know exactly how to get more visitors to convert through quick updates. Sounds helpful? Keep reading!

PS: if you don’t have Google Analytics 4 (GA4) and Search Console yet on your website, check out this easy set-up tutorial. 

Now that you have your GA4 and Search Console setup and linked, here are the next steps: 

Step 1: Analyze Data in Google Analytics 4

  1. Check Real-Time Data: To ensure your setup is correct, check ‘Real-Time’ reports in GA4 to see live data.
  2. Explore Conversion Data: Use the ‘Conversions’ report in GA4 to see how many conversions are happening, where they’re coming from, and which users are converting.
  3. Understand User Behavior: Explore the ‘Engagement’ and ‘Demographics’ reports to understand who your users are and how they interact with your site.

Step 2 : Use Google Search Console for Additional Insights

  1. Performance Report: Check the ‘Performance’ report in Search Console to see how your site performs in Google Search results, including click-through rates (CTR) and average positions.
  2. Queries Analysis: Identify which search queries bring users to your site. Look for high-performing keywords and those with potential for improvement.

Step 3 : Implement Changes Based on Data Insights

  1. Improve Content and SEO: Use insights from both GA4 and Search Console to optimize your website content and improve SEO for underperforming keywords.
  2. Enhance User Experience: Identify pages with high traffic but low conversion rates. Improve these pages by enhancing user experience, clarity of information, and call-to-action visibility.
  3. Optimize Conversion Paths: Analyze the paths users take to convert and streamline them. Remove any unnecessary steps or obstacles.

Step 4 : Monitor and Adjust

  1. Regular Check-ins: Regularly review your GA4 and Search Console data to monitor changes and improvements.
  2. Test and Learn: Implement changes based on data insights, then test and learn from the results. Use A/B testing for significant changes.

Check your conversion rate percentage in GA4. See that percentage on your overview home page? That shows how many visitors took a key action like purchasing or downloading content. Is it lower than 2-3%? You’ve got room to improve!

Then head to your GA4 acquisition reports. Examine which channels drive traffic and clicks from search terms, but result in higher bounce rates. Those are problem areas to fix. Content and landing pages need better optimization to convert those visitors! 

Search Console provides more intelligence. Check click-through rates on keywords. See which rank well but don’t drive actions. Search Console also sends you monthly reports which includes areas for improvement.  

Here are some common Google Search Console errors and how to resolve them:

Server Error (5xx):

  • Step 1: Open the webpage in your browser. If it loads, the issue might be resolved.
  • Step 2: Contact your website hosting service or IT team. Ask if there were any server issues or settings blocking Google’s access.
  • How to Confirm: Check Google Search Console after a few days to see if the error is gone.

Redirect Error:

  • Step 1: Identify the URL that’s causing the redirect error.
  • Step 2: Ensure this URL redirects directly to the final page, without multiple steps.
  • How to Confirm: Use a redirect checker tool online to see if the redirect is functioning correctly.

Blocked by robots.txt:

  • Step 1: Open the robots.txt file on your website (usually at
  • Step 2: Look for and remove any lines that are blocking the page you want indexed.
  • How to Confirm: Use the robots.txt Tester in Google Search Console to check if the page is accessible.

Marked ‘noindex’:

  • Step 1: Check your page’s source code for a ‘noindex’ tag.
  • Step 2: Remove this tag either through your content management system or by editing the HTML code.
  • How to Confirm: Use the URL Inspection tool in Google Search Console to see if the page can be indexed.

Soft 404:

  • Step 1: Identify whether the page actually exists or should show a 404 error.
  • Step 2: If the page should exist, add relevant content. If not, update it to show a proper 404 error or redirect it to a relevant page.
  • How to Confirm: Check Google Search Console for the presence of the soft 404 error.

Unauthorized request (401):

  • Step 1: Identify the page that’s causing the issue.
  • Step 2: Remove login requirements for this page or remove the link from your sitemap if it should remain private.
  • How to Confirm: Use the URL Inspection tool to see if Google can now access the page.

Not Found (404):

  • Step 1: Check if the URL submitted in your sitemap actually exists.
  • Step 2: If the page no longer exists, update your sitemap to remove this URL.
  • How to Confirm: Verify in Google Search Console that the 404 error is no longer reported.

Crawl Issue:

  • Step 1: Use the URL Inspection tool in Google Search Console to analyze the page.
  • Step 2: Look for issues like slow loading or blocked resources and resolve them.
  • How to Confirm: Check Google Search Console to see if the crawl issue is resolved.

Key Metrics for Tracking Conversion Rate

To effectively track and monitor the conversion rate, it’s essential to focus on key metrics that provide insights into your website’s performance. Some of the important metrics to consider include:

  • Click-through rate (CTR): This metric measures the percentage of users who click on a specific link or call-to-action button. A higher CTR indicates that your website is successfully attracting visitors’ attention and encouraging them to take action.
  • Bounce rate: Bounce rate refers to the percentage of visitors who leave your website after viewing only one page. A high bounce rate may indicate that visitors are not finding what they’re looking for or experiencing a poor user experience.
  • Average session duration: This metric measures the average amount of time visitors spend on your website. A longer session duration suggests that visitors are engaged with your content and more likely to convert.

By regularly monitoring these metrics using tools like Google Analytics, you can gain valuable insights into your website’s conversion rate. Analyzing trends and patterns in these metrics can help you identify areas for improvement and optimize your website accordingly.

Setting Up Conversion Tracking

Implementing conversion tracking codes on your website is crucial for accurately measuring conversion rates. Platforms like Google Analytics provide tracking codes that need to be placed strategically on relevant pages, such as thank-you pages or order confirmation pages. These codes allow you to track specific actions taken by users, such as completing a purchase or submitting a form.

In addition to tracking codes, creating conversion goals and funnels can provide a clear understanding of user behavior and conversion paths. By setting up goals, you can define specific actions you want users to take, such as signing up for a newsletter or making a purchase. Funnels allow you to visualize the steps users take before converting, helping you identify any bottlenecks or areas where users drop off.

Effective Strategies to Improve Conversion Rate

  • Optimizing User Experience for Higher Conversions: By enhancing website navigation and usability, you can make it easier for visitors to find what they’re looking for and take the desired action. Streamline your website’s layout and structure, ensuring intuitive navigation menus and clear calls-to-action (CTAs). Additionally, focus on reducing page load times as slow-loading pages can lead to higher bounce rates and lower conversions. Optimize images, minimize code, and leverage caching techniques to improve overall site performance.
  • Mobile responsiveness is another critical aspect of optimizing user experience. With the increasing use of mobile devices in Nigeria, it’s essential that your website is mobile-friendly. Ensure that your site adapts seamlessly to different screen sizes and resolutions, providing a smooth browsing experience across all devices. Mobile optimization includes responsive design, touch-friendly elements, and fast loading times on mobile networks.
  • Implementing A/B Testing for Conversion Rate Optimization: It involves creating two or more versions of a webpage or specific elements within it and testing them simultaneously to determine which version performs better in terms of conversions. Elements that can be tested include headlines, call-to-action buttons, color schemes, layouts, or even entire landing pages. To conduct A/B tests effectively, start by identifying the specific element you want to test and create alternative versions with variations in that element. Split your website traffic evenly between the different versions using A/B testing tools like Google Optimize or Optimizely. Monitor the performance of each version by tracking conversion rates and other relevant metrics. By analyzing the results of A/B tests, you can gain insights into which elements resonate better with your audience and drive higher conversions. Use these insights to refine your website design and content continuously.
  • Creating Compelling Landing Page Content: Start by highlighting the benefits and value proposition of your product or service. Clearly communicate how it can solve a problem or fulfill a need for your target audience. Use persuasive copywriting techniques to engage visitors and encourage them to take action. Keep the language clear, concise, and focused on the user’s needs.

Visuals also plays a significant role in capturing visitors’ attention and driving conversions. Use high-quality images, videos, or infographics that are relevant to your offering. Visuals should complement the written content and help convey your message effectively.

Remember, conversion rate requires a deep understanding of your target audience, their preferences, and the unique challenges of the target market. Stay updated with the latest trends and techniques to enhance your website’s conversion rate. By consistently refining your strategies and adapting to changes, you can maximize conversions and achieve your business goals.