The next blog in my Google Analytics series is about using Goal Funnels which can help you to gain intelligence about your visitors.
When you set up goals in Analytics for your website you can configure these goals to allow you to view goal funnels which we briefly covered in my blog in September. However, these goal funnels can be really useful for helping you make the most of your website, so let’s cover them in more detail today.
What is a goal funnel?
When you have a goal, such as the completion of a contact form or an ecommerce transaction, there is often a clear path that a visitor has to take to complete the goal. If it’s a contact for then your funnel is the initial form and then the form completion page. If it’s an ecommerce transaction then the funnel is each of the pages from the basket page until the final order confirmation page.
Remember, goals don’t replace ecommerce tracking code, as they won’t tell you the revenue figures from your online shop but a goal will enable you to quickly see the number of sales and using a goal funnel for your check out process can help you to learn about your visitors.
This funnel is configured when you set the goal up. Make sure you include all the pages in your goal funnel.
Don’t forget that the funnel can only be configured if there is only one route to the goal completion page.
Using a Goal Funnel
What can a goal funnel be used for?
Make sure you’ve collected a good sample size of information to make sure you are looking at meaningful data (generally a day isn’t going to be enough) before you try to review you goal funnel.
Once you have a good sample size of date you can review your conversion process to see how your customers are responding to your site.
The funnel shows you how many people start the conversion process (on the first page of the funnel) and show you how many people progress to each step of the conversion process.
In the pictured example 164 people have started the conversion process and we can see on the first green arrow that 70 (or 43%) of these carry on to the next step. From this only 30 take the next step to the final step which is another 43% of that remaining 70.
So what does this tell us? Well it shows that of these three step download process only a small percentage of the people who start the process actually make it to the end of the process and download the file which is the aim.
Both steps in the process lose 57% of visitors who exit without continuing to the next step and completing the download. So from this we can see that both steps of the process might be putting people off from completing the white paper download.
So, by using this funnel we can learn what steps might need amending and can review the forms, sign up process, and ecommerce checkout steps to ensure that we make the most of them and respond to customer dropout rates quickly.
For ecommerce transactions thee funnel can help you to see if you need to reduce the number of steps in the check out process and also if there are things such as your registration process or credit card charges in particular which are causing a large number of people to abandon their shopping basket.
Each time you make a change to your conversion process make sure you continue to review the forms and make sure that you are continually making the most of all of your conversion points.
Goal funnels can be incredibly helpful in making sure that you are making the most of your conversion process and are not missing out on conversions by asking for too much information or having a poor layout on your form.