conversion funnel analytics

Using Conversion Funnel Analytics To Solve Problems

For many business owners, getting a customer to make the simple click of “Add to Shopping Cart” is a leap of faith. They may as well be flying blind trying to design a sales funnel.

But, with conversion funnel analytics, you can be sure that your customers make their way past the shipping information page. This is because you will know precisely at what point you are losing transactions.

Whether you are looking for someone to sign up for your online service, or simply buy your products, you can enjoy creating a funnel to gain insight.

Keep reading to learn how to use funnels for yourself.

Goal Setting and Conversion Funnel Analytics

One of the biggest metrics providers for the marketing industry today is Google Analytics. It serves as a key performance indicator that can give you actionable starting points to optimize your conversions.

The purchase process does not jump straight to the end sale receipt or signup confirmation after the selection of adding to shopping cart has taken place. Instead, the final sale pages are preceded by several others that are designed to drive traffic towards the goal page.

When you begin to use funnel tracking, you will be able to isolate problems at any point in the conversion path. That means that you can optimize your process in a meaningful way.

Designing Goals in Google Analytics

For those who wish to redesign their conversion funnel analytics, Google Analytics provides a great platform for doing so. The first step is to set a goal.

To do that you will need to make a free account. Once you are log in you should visit one of your profiles and click Admin on the top navigation bar. It is there that you will see a tab labeled Goals where you will be able to enter a goal name and URL.

You will want to leave the Match Type selected to Exact Match. The only exception is if you need to account for many variations with your goal or URL.

Even if you have a unmonetized lead generation strategy, you should still enter numerical Goal Values. They allow Google Analytics to calculate metrics that are important such as Per Visit Goal Value or Page Value.

Adding a Funnel

Once you have entered your goal, you will have the option to add a funnel before you save it. To do this, you will need to check the Use Funnel box.

Then you will enter URLs and name them for each of your funnel steps. For example, if you have a page for entering shipping information and another for payment details then you will want to enter the URLs for both of those pages.

Finally, select the Required Step box for your first funnel step. This is recommended for generating more simple funnel data. If you want the Funnel Visualization Report and the Conversion Rate to also count entries below step one, keep this box unchecked.

Understanding the Funnel Conversion Rate

Once your goal and funnel setting and implemented and your profile has had enough time to collect a reasonable amount of data, the Funnel Visualization Report displays the most definitive performance metric available in Google Analytics.

If you have used the recommended settings, you will see a Funnel Conversion Rate. This indicates the percentage of visitors who stayed for at least one-page view of the first step, before one-page view of the goal page.

You can dig deeper into this report to discover and assess the step-to-step drop-off. This helps you know where your potential customers are being lost within the sales process.

For each site visitor, the Funnel Visualization will join any of the many pageviews for a single page, It makes them into one unique footprint.

This is very helpful because it is not generally important how many times a customer has visited a page. It only matters that they have seen it.

It is important to note that middle pageviews do not have to occur to be included in your conversion funnel analytics report.

Since you have programmed the conversion rate to calculate between the first step of your purchase process and your end goal page, your customers could be skipping any middle pages without your knowledge.

Calculating an Abandonment Rate

The abandonment rate within your funnel is not always the inverse of the conversion rate. If you have selected the required boxes as instructed above, you will see that represented in the Funnel Visualization Report. It is displayed this way because of the box you checked with your first-step requirement.

You will notice that the Abandonment Rate does not respect that same choice. That is what leads to the seeming discrepancy in your conversion funnel analytics.

If one of your customers reaches another page later in your funnel chain without first visiting the first page, you will notice that they are not being counted. In order for a view to factor into the Funnel Conversion Rate, the first and last page must both be viewed.

Downfalls of the Visualization Report

Visitor Segmentation is one of the most important parts of effective web analytics. One of the biggest drawbacks is the unavailability of adding custom advanced parameters within the Funnel Visualization Report.

With your basic Google Analytics subscription, you will have access to advanced segmentation based on traffic and views from any site programmed. Unfortunately, this same information is not readily available in the visualization report.

As an alternative, you could simply create a separate profile. That way you can filter for traffic originating only from a particular URL. After you set your goal and funnel in that profile, you will see the Visualization Report. The Conversion Rate for that particular traffic source will also be available.

Achieving Conversion Funnel Analytics Goals

If you want to get the maximum results from your marketing efforts you will need to make many changes to your web pages. For help, visit Your Service Link for incredible articles that give you access to exceptional resources to help you achieve your goals.

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