3 Steps For Converting Website Visitors to Opportunities

Convert website browsers to sales leads

If your high-traffic web pages aren’t converting visitors to opportunities, you’re leaving money on the table, plain and simple.  Prospects are coming to your website with a need, looking for a product you provide, and then leaving because you didn’t “hook” them.

How much revenue are you losing out on annually?

Let’s say your average sale for Product X is $36k and your website is getting 102 hits a quarter (an actual number from a Managed Service Provider we work with) on the page for Product X.

If you’re able to get your conversion rate from 0% to 5%, that’s an additional of 20 opportunities a year that came to your door, looking for your product.  No hunting required.

If your Sales team converted those opportunities at just 30%, that would be an additional $216K in annual revenue.

So, What Do I Do and How Much Is It Going to Cost?

We’ll get to the “How” in a minute, but first, the “How much”.

If you have a Google Analytics account and a web guy who can add a button, a form and a “Thank You” page to your website, the investment is negligible.

(One caveat: This process, called Conversion Rate Optimization (“CRO”), has nothing to do with magic.  It has everything to do with taking a systematic approach to understanding what moves your customers to engage and buy.  If you’re not interested in using your data to convert your website visitors to opportunities for your Sales team, keep doing what you’re doing.)

3 Steps to Improve Your Website Conversion Rates

1.  Identify a High-traffic Product/Service Page

Log in to your Google Analytics and navigate to BEHAVIOR>Site Content>All Pages on the left-side navigation.

Google Analytics Behavior All Pages image

The All Pages view in the Behavior section lists the pages in your site and how many Pageviews they’ve gotten over the indicated period of time.

Single-click the header of the Unique Pageviews column to sort by that column, descending.

Determine which product/service page you’d like to add a CTA to, preferably a high-traffic page.

2.  Add a Call-to-Action and Form to the Page

We’ve already determined that we’re getting a lot of traffic to this page but we’re getting zero opportunities because we’re not giving our visitors a Call-to-Action (“CTA”) or the CTA is buried.

Get rid of those densely-worded paragraphs on how great technology ‘X’ is and replace them with a concise statement that shows the visitor know you understand their problem and you can fix it, along with a form and a CTA.  And don’t forget the “Thank You” page.  Aside from being good form, it gives you a way to accurately track conversions in Google Analytics.  If you’re using the fact that someone visited a page as an indicator of a conversion (as I continue to see), you’re not getting an accurate picture of visitor-to-opportunity conversions.

If a visitor comes to this services page, she has no way to indicate she’s interested in engaging a rep about the service.

Web page with no call to action


The visitor who comes to this site is given a concise description of the service offered and an way to indicate to the company that he’d like to engage.

Website with clear call-to-action

3. Create a Conversion Goal

The last step is to create a Google Analytics Conversion Goal for the new Thank You page (not the page with the form!).

To create a Goal in Google Analytics, click the ADMIN link in the main left-side nav bar.

Google Analytics Admin - Create Goal image

Click the NEW GOAL button.

Creating Goals in Google Analytics

In Goal setup, select “Custom”.

In Goal description, give your goal a name and select “Destination” as the Goal type.

In Goal details, select “Begins with” and enter the path of the web page in the text box.

Google Analytics Admin tool

(One important note: Google limits the number of goals to 20 per property reporting view.  Don’t let that stop you from creating this goal, but be aware that you’ll want to take a strategic approach as you think about other Google Analytics Goals that you’d like to implement to track website KPIs.  Also, you can use regular expressions to group multiple, similar pages into one goal, but that is also beyond the scope of this blog.)

Click the Save button.

Tracking Conversion Rates to Increase Sales Opportunities

Once you’ve created a Google Analytics Goal for the new Thank You page, you’ll be able to track true conversion rates for the modified product/service page.

Google Analytics goal tracking

Once you’re able to track conversion rates, you’ll be able to:

  • Create a baseline,
  • Measure changes in the conversion rate,
  • Test tweaks to your CTA to identify what converts more visitors to this page to opportunities.

And while there’s nothing magic about this approach, it may very well seem like new opportunities are appearing where they weren’t before.

If you have any questions about this introduction to basic Conversion Rate Optimization, you can email me at win@wincanalytics.com.

Winston Clay
Winston is an irredeemable nerd, information consumer, ever analyzing and creating solutions.

He started his career in IT as a Macintosh computer lab manager and ended up as a software engineer before he exited the corporate world to help IT SMBs market better.

Winston and his wife, Ginger, live in Charleston, South Carolina with their awesome youngest son.  Their older children, who are also awesome, are in different states of self-sufficiency.