Conversion funnels give you the ability to visualize and track your shoppers flow taken through your website to complete a website goal (ie, complete an order, submit a contact form, download a resource). This post provides a brief overview of the setup process for creating a Google Analytics conversion funnels.
Create Your Funnels
This guide assumes you already have a Google Analytics account. If you don’t, you will need to set one up before beginning this process.
1. Choose one of the profiles on your Google Analytics account, click “admin,” then choose the “goals” tab. This will take you to the page where you can set up a new goal.
2. Create a name for the goal, such as “Order Placed”.
3. Provide the URL for the destination where the goal will take place, such as the “thank you” page after the customer submitted payment, other required order information and clicked “Place Order”.
4. Set the goal value to on or off. This is helpful for non-ecommerce related goals, such as a lead generation or a newsletter sign-up goal. If you select “on,” you will be able to enter an amount associated to every goal completed.
5. Set up the sales funnel. This procedure is relatively simple, consisting of only three steps:
a) Provide the URL for each landing page that the customer must go through before reaching your goal page.
b) Create a name for each page. This could be the page title, such as “home page”, or a name for each stage in the sales process.
c) Set required to “yes” if you only want to track users that begin at the first page of the funnel.
After you have set up the goal and the conversion funnel, you can navigate to the funnel visualization report page to track user traffic on each of the pages you added to the funnel.
Now you will be able to see where users have gone on the web site, how many made purchases, and what stage of the process users tend to drop off.
Gather data from your funnels for at least 30 days to start analyzing it with a fair level of accuracy.
To visualize the funnels, you need to scroll down on Google Analytics until you see on your left navigation bar Conversions > Goals > Funnel Visualization.
This funnel graphic interpretation of your customers flow will help you identify where the funnel leaks and will give you a better understanding of where your efforts should be focused to start fixing those leaks to increase conversions.
You will see how much traffic reach a stage of the funnel and how many followed on, but most important, how many are exiting it.
We strongly recommend to start with the easy fixes, that are generally the most obvious leaks.
Fixing Funnel Leaks
As noted above, there are some leaks that can be easily identifiable and some others that can be harder to find. So like I said before if you identify the most evident leaks and fix those first you will have big results for the least effort.
But you might wonder “where to start?”
There are several ways to identify leaks, but together with the analysis of your Funnel Visualization, you should find the step with the least conversion rate; meaning the step in the funnel that makes the least percentage of traffic to “pass” to the next step.
Once identified, the first step to fixing leaks is to understand your shoppers. This involves digging into audience segments and understand, among other things, the drivers to conversion. With this information now you can start testing different page variations on your funnels steps.
Testing will result in winning variations of pages design, layouts, and copy that lead to increasing each step conversion.