How To Use Analytics To Drive Website Changes

SEO Reminder: Your log files can tell you how ChatGPT and Claude are engaging with your site on behalf of users. The screenshot below highlights how during a 30 day window, the ChatGPT-User agent hit this site 48,000+ times across nearly 7,000 unique URLs. Claude showed up too, but at a smaller scale. Why does this matter? Because these aren’t traditional search clicks that show up in Google Analytics. These are AI agents actively retrieving your content to answer someone’s question inside an LLM conversation. A user, having a conversation with ChatGPT, asked questions that led ChatGPT to look up information on our site and provide answers based on our content and messaging. When you dig into log files, you start to see: 1 - Which pages ChatGPT is pulling into conversations (insurance cost pages, health content, state-specific breakdowns, etc.). 2 - Whether AI is pulling from top-of-funnel educational content or mid-to-bottom funnel service/product pages that actually convert. 3 - How your buyer’s journey looks through the lens of AI retrieval, not just organic search. Analytics often won’t show this traffic since it’s non-JavaScript hits. Log files will. That means you can start connecting conversation-to-conversion metrics and measure whether your marketing efforts are influencing real revenue in this AI-driven landscape. Where to get log files: - From your hosting provider (e.g., WP Engine exposes these in your WordPress dashboard, and you can push them to LargeFS for longer-term analysis). - From services like Cloudflare. - Directly from your own server configuration. How to start today: 1 - Pull your server logs for the last 30–60 days. 2 - Filter for the ChatGPT-User agent (OpenAI’s identifier) or other user agents you want to analyze. 3 - Review which URLs are hit most. 4 - Map those URLs to buyer journey stages. 5 - Prioritize optimization of mid-to-bottom funnel pages to turn AI visibility into revenue. AI is already part of your traffic mix. The question is: are the right pages being pulled into those conversations?

Founder: Our organic traffic is strong, but where are the conversions? Me: Exactly. You're getting clicks, but there's a missing link—organic traffic isn't translating into revenue. Imagine you're pouring time and money into SEO, driving thousands of visitors to your site every month, but when it comes to converting that traffic into revenue, you're not seeing the results. It's like having a packed store but no one checking out. Here’s the Real Problem: 1. No Ownership - No one in the company truly owns the goal of organic revenue. The focus is always on paid campaigns, and this massive source of traffic gets neglected 2. SEO Team Focuses Only on Traffic - SEO teams aim for rankings and clicks, not conversions. And that’s a problem. Traffic alone doesn't pay the bills 3. No Effective Measurement - Unlike paid campaigns, tracking non-brand organic revenue isn’t possible. You’re missing the opportunity to understand which traffic is bringing value. What Happens If You Don’t Fix This? You're letting potential revenue slip through the cracks every day. That organic traffic you’ve worked so hard to build? It’s not optimized to turn into sales, and your competitors—who may have less traffic—are converting better than you. But here’s the good news: You can start fixing it in 30 days. Here is how. 1. Assign an owner. Give the goal of increasing organic revenue to someone in the team 2. Involve the SEO team in boosting conversions, not just clicks. 3. Start by looking at your Google Ads data. Which keywords are converting the best? Use those insights to guide your SEO efforts 4. Build a list of your top 100 keywords. Organize them into ranking buckets (1-5, 6-10, 11-20, 21-50, etc.) 5. Market share report - Create a report to show where your biggest keyword opportunities lie. Focus on moving keywords up the ranking buckets. Set up a market share report to track your and competition progress better. 6. Track organic revenue in analytics. This will be total organic revenue (non-brand + brand). It is impossible to track keyword wise revenue accurately. Track page wise revenue. This can help in understanding the impact of improving keyword ranking and increasing revenue on the page. 7. Dive deep into the top pages driving organic traffic. Use heatmaps and session recordings to understand friction points. Where are visitors dropping off? What’s stopping them from converting? 8. Run a heuristic UX analysis to identify points of friction. Survey your customers and find out where they lose motivation to buy. 9. Ensure that your website has targeted pages for your brand keywords—these are low-hanging fruit that often get overlooked. What’s one extra conversion worth? Now multiply that across hundreds of missed opportunities—this is the kind of growth you could be looking at.

After generating $1 BILLION+ dollars for clients, we can tell you Conversion Rate Optimization isn't about guessing. So want to know what ACTUALLY moves the needle in Conversion Rate Optimization? - It's not random A/B tests. - It's not changing button colors. - It's not "gut feelings." Here's the process we recommend at SiteTuners: 1️⃣ Start with your analytics. Look for the crucial signals: - Where are users dropping off? - Where's the engagement lacking? - How much time are people spending on site? - Which pages are they leaving from? 2️⃣ Add heat mapping. This is where it gets interesting. You need: - Video recordings of real user sessions - Accumulated heat maps showing visitor behavior - Clear data on what's actually happening on your site 3️⃣ Create informed hypotheses. Before testing, calculate: - Expected uplift from the change - Required effort to implement - Potential ROI of the test Here's what most people miss... Testing has real costs: 1. Heat mapping tools 2. Testing software 3. Development time 4. Traffic split for testing So this is important to know… Not every test is worth running. Just because you have an idea doesn't mean it deserves your resources. Let the data guide your decisions: - Use analytics for statistical proof - Watch heat maps for behavioral insights - Calculate the math before testing Stop guessing with your conversion rates. Start letting real data drive your optimization.