Google Analytics vs. Volument
Comparing the differences between general analytics and specialized analytics and focusing solely on how they help you with conversion optimization.
Tuesday, June 18, 2019
Google Analytics is a free service with tons of value. It offers over a hundred analytical views about your visitors.
Volument is special-built analytics for conversion optimization. As an opinionated tool, it is useless for anything else. Starts at $50/month.
Landing page optimization
Landing pages are the most critical pages of your site. They are at the very top of your conversion funnel where you win or lose most of your visitors. Even small changes can make a big impact.
Not measuring the entire funnel
No matter what analytical view you take, you cannot see how the visitors form their first impression, build initial interest, and how the journey continues from there. You don’t really know what to improve in order to convert more.
Not measuring traction
In Google Analytics, you must resort to individual metrics and how they perform on some temporary time range. However, the best landing pages make such a remarkable first impression, that the visitor decides to join the mailing list, come back again, subscribe to the product, and invites her friends to do the same.
This aggregated traction should be the deciding factor.
Actual conversion flows
Learn how your visitors truly behave after landing on your site for the very first time.
Compare any segment
Get to product/market fit by finding your best performing landing pages, target markets, and their combinations.
Pick the real winner
Always choose the one that brings more engagement, retention, conversions, and virality over time.
If you want general analytics, use Google Analytics.
If you want conversion optimization, use Volument.
If you want both, use both.
Most content is behind the landing page: the help area, tutorials, demos, and pricing. Their job is to keep the visitor focused on the content and not leave the site.
Falsy engagement data
Google Analytics was not originally designed to measure engagement. For example, the
time-on-page is always zero for a single-page visit, and no matter how long the visitor enjoys the content, the visit is tracked as bounce.
No way to optimize
Not only the data is incorrect, but there is no way to decide what works and what doesn’t. You cannot compare two pages, or A/B test two variants of the same page and see which page is more engaging.
Volument reveals the weak spots where you can make the biggest wins with lowest possible efforts
Know precisely where people drop and what makes them stay.
Pick the real winner
Always lead with a more engaging version.
Google Analytics is 10× bigger
Global changes can make a big impact: new design, new information architecture, or new product launch. How do you know if the change was good?
No site-wide optimization
None of the views will tell you the big picture: whether your site-wide update will bring more engagement, retention, and conversions over time. You must resort to a bunch of individual metrics and see how they move up and down.
Hand your milestones to Volument, and it reveals how your special date-ranges generate traction.
Go with the real winner
Choose the version that that brings more engagement, retention, conversions, and virality over time.
Due to unexpectedly large demand we had some startup pains. However, we expect to re-launch Volument by the end of July. If you want to hear about it, please hand us your contact details.