How to attract real potential customers using Google Analytics and Google Search Console?

To sell your products and services online, you need real potential customers. Indeed, the number of visits to your website does not always translate into sales. This is simply because people can visit your site for a variety of reasons. How can we be sure that the large number of visitors intend to buy? What strategy should be implemented to increase the conversion rate? We will try to answer this question in this article.

A little anecdote from a customer.

One of our clients approached us just because he could see on his Google Analytics account that the number of visitors to his site was relatively high. He could notice multiple visitors on different pages. And, yet he had no sales let alone messages. A rather bizarre situation in that for a business, a large number of visits should translate into sales.

Like this client, many people confuse the visit rate with the quality of traffic. It is certainly true that there may be website features that block conversion. However, it is important for a business to work in depth on the type of visitors it wants to have.

1 – Review your content strategy;

Search engines index your pages based on the quality of your content. So, it is normal that if you publish content that talks about rain and shine and but you target marketing professionals, you will not attract real potential customers. The first step is to review your content strategy, ensuring that it really meets the needs and questions of your target audience. Thanks to Google Analytics, you can identify the most visited pages and the content that generates the most engagement. This gives you valuable insight into which topics your audience is interested in and which you should focus more on.

2 – Use the right keywords;

The choice of keywords is crucial for your visibility on search engines. The keywords you use in your titles, descriptions, and content should match what your target audience is looking for. With Google Search Console, you can see the queries that lead users to your site. Analyze these keywords to understand user search intent and adjust your content accordingly. If you notice that certain relevant keywords are performing poorly, it may be time to integrate them more into your content.

3 – Adapt the content to its target;

Understanding your audience is essential to creating content that resonates with them. Google Analytics allows you to segment your visitors according to various criteria such as location, type of device used, and interests. Use this information to personalize your content to the specifics of your audience. For example, if a large portion of your audience uses mobile devices, make sure your content is optimized for comfortable reading on those devices.

4 – Use the “Search results” tab of Google Search Console;

The Search Results tab of Search Console is a goldmine for understanding how your content is performing in search results. There you can see the number of impressions, clicks, and click-through rate (CTR) for each query. This allows you to identify opportunities to improve your visibility on certain queries. Filter data by country, device, and time period to refine your analysis and better understand trends.

5 – Analyze visitor behavior on your site;

Google Analytics provides a detailed view of user behavior on your site. Examine user journeys, bounce rates, exit pages, and conversions to identify friction points that could deter visitors from taking an action. By analyzing this data, you can take concrete steps to optimize the user experience and facilitate the purchasing journey.

6 – Constantly improve through A/B testing;

Finally, remember the importance of testing different versions of your pages to see what works best. Google Analytics allows you to conduct A/B testing on your content, calls to action and page layout. These tests can reveal unexpected insights into your audience's preferences and help you refine your strategy to maximize conversion rate.

By following these steps and effectively using Google Analytics and Google Search Console, you can attract real potential customers and significantly increase the conversion rate of your site. This is an iterative process; It is therefore crucial to continue to analyze, test, and adjust your strategy over time to stay in line with the needs of your audience and market developments.

Do you have a project in mind? Contact us .