42% lower conversion price with a new landing. Medical topics
How to reduce your cost per conversion by 42% with testing.
How to define targeted audience
Reading time: 3 minutes
Thanks to analytics, we can form a portrait of the target audience and further optimize advertising by adjusting rates for different traffic segments. In order to correctly determine the user’s profile, you need a sufficient amount of data, so in some niches you need to take a period of several months. We use the “conversion ratio” in the context of different parameters. This ratio is calculated by dividing the number of conversions by the number of sessions. It shows the ratio of the number of site visitors who performed a targeted action thereon relative to the total number of visitors.
- Define age and gender. Go to the Audience > Demographic Data > Age/Gender tab. Since we slightly changed the columns, removing unnecessary ones, Analytics shows that we have made our own report, and there is no need to do it on purpose.
- Go to Audience > Mobile devices > Overview and check the conversion rate by device.
- To know which day of the week the highest Conversion ratio is, go to Traffic Sources > Source/Channel. Select cpc channel (you can choose any other channel you want; we analyse by CPC). Select additional option Week Days. Number 0 means Sunday; 1 means Monday
- Location. Go to Audience > Geography > Locations. Usually, we see a long list with sessions (there are very few of them) not from target locations. To analyse targeted traffic only, add a segment with the required region or the required number of sessions. Thus, regions with 1-2 sessions will disappear, and only the ones you need will remain. Select additional parameter “region” or “city” to split the indicators.
Let us note that it is not necessary to analyse the whole traffic, but by channel, since everything can differ significantly.
In our example, we see that Conversion ratio is higher for men, age 25-34 and 45-54, the region is Odessa and the highest Conversion ratio is observed on Thursday. Now we can adjust the rates for these parameters on Google AdWords. We increase the rates for the first two positions, for the rest we can lower them a little. If budgets are tight, we exclude metrics with low conversion rates. E.g., age category 65+ can be excluded.
