How do I identify my underperforming traffic sources & turn them into significant revenue drivers?

How do I identify my underperforming traffic sources & turn them into significant revenue drivers?

Google Analytics has a beta report that “... calculates the Session Quality and Average Session Quality metrics to estimate a user’s proximity to conversion.” The report uses a scale of 1-100 to determine the likelihood of a transaction, with 100 being the closest. Factors weighing into the session quality scale are engagement, time on site, bounce rate, and pages viewed.

Understanding your session quality reveals your user engagement, as well as marketing performance by source and, is useful to identify:

  • Sources worthy of additional marketing investment
  • Landing pages that need additional marketing optimization

*This report is only available to businesses that have a minimum of 1,000 eCommerce transactions a month.

How to find it: 

  1. Sign in to Google Analytics.
  2. Navigate to your view.
  3. Open Reports.
  4. Select Audience > Behavior > Session Quality.

The following tutorial walks through a Google Analytics example for identifying low-performing traffic sources and how to turn them into channels that can drive significant revenue for your brand. Watch to discover the basics:

Video takeaways:

  • 5 session quality “buckets” display how likely users are to converting.
  • Identify which sources drive the majority of sessions, but don’t drive conversions (sort Average Session Quality by low-high).
  • Scores less than 5 indicates poor quality. Scores greater than 21 indicate high quality.
  • Identify your threshold. This is the minimum quality score when users start buying. In the example below, users start converting the Average Session Quality is >= 6.  
  • Any channels/ sources/ mediums that have session quality scores greater than 21 should be the focus of your marketing and advertising efforts.  Spend time optimizing the content and campaigns within those groupings.
  • Look at lower-quality session conversion paths. Try to identify any opportunities along those paths to introduce users to content or campaigns that higher-quality sessions 

So what do you do with this data?

Understanding session quality enables the eCommerce merchant to leverage content as a method to guide users towards higher scoring session quality pages and sources to earn a conversion. Below is an example: 

Example: Elevate Quality with Session Mergers

Step 1: Identify poor session quality channel

For a merchant site, the average session quality score of Facebook traffic is 3.8. This is problematic because Facebook accounts for a significant percentage of total onsite traffic. Finding a way to improve the session quality will improve source conversions and total revenue impact. 

Step 2: Identify strong session quality landing page

Sort pages by average session quality score and identify the page with the largest combination of average session quality score and conversion rate. In this example, a Page with URL /xyz-landing has an 8.5 session quality score and a conversion rate of 1.20%, which are both greater than all the other top 10 pages for Direct. 

Step 3: Serve content to drive source visitors to landing page

  1. Visitor comes to site from Facebook 
  2. Visitor arrives on the page but attempts to abandon 
  3. Launch a campaign that brings the contents of ‘/xyz-landing’ (let’s say the content is shoppable Instagram images) in front of visitor

Using this process enables the merchant to bring the best performing content in front of a visitor from a poor performing source. This can increase the probability the session continues and a conversion is earned.

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