Conversion optimization

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 logo

Google Analytics is a free service with tons of value. It offers over a hundred analytical views about your visitors.

Volument logo

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.

Google Analytics
List of landing pages and their conversion rate

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.

Learn the problems in traditional analytics

Volument logo

Actual conversion flows

Learn how your visitors truly behave after landing on your site for the very first time.

Landing page optimization in Volument

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.


Page optimization

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.

Google Analytics

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.

Learn the problems in traditional analytics

List of pages and their engagement data
Volument logo

Real bottlenecks

Volument reveals the weak spots where you can make the biggest wins with lowest possible efforts

Landing page optimization in Volument

Page consumption

Know precisely where people drop and what makes them stay.

Pick the real winner

Always lead with a more engaging version.


Size difference

Google Analytics is 10× bigger

The size of the JavaScript impacts page load time and the first impression.

Minified and gzipped sizes of Google Analytics and Volument


Site optimization

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?

Google Analytics

Not available

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.

Volument logo
Site optimization in Volument


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.

Get notified

Due to unexpectedly large demand we had some startup pains. However, anyone who signs-up here before Aug 30 2019 will get an access to the final product before it goes public.