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Google Analytics Essential Training (2010)

Understanding funnel visualization


From:

Google Analytics Essential Training (2010)

with Corey Koberg

Video: Understanding funnel visualization

Funnels are an optional part of configuring goals that can help us identify bottlenecks and multi-step processes and thus provide insight to where we are losing our customers in that process. Let's go ahead and walk through an example of what a Funnel report might look like. If you click down here to our Goals tab and click on Funnel Visualization, we are going to see something like this. Okay, in this case I have set up a funnel and it's going to walk us through a typical shopping cart example. In this case, we view one of the Product Category pages. I then want people to go on and actually view the individual product page, put that product in a shopping cart, and complete the order.
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  1. 6m 2s
    1. Welcome
      1m 13s
    2. How to get the most from this course
      3m 11s
    3. What's new in this update?
      1m 38s
  2. 5m 19s
    1. The pitfalls of hit counting and turning data into information
      3m 6s
    2. Web analytics: A tool and a process
      2m 13s
  3. 15m 30s
    1. Defining goals and conversions: Why do you have a web site?
      5m 40s
    2. Understanding data: Averages, segments, trends, and context
      1m 51s
    3. Introducing segments
      2m 38s
    4. Understanding trends and context
      5m 21s
  4. 11m 25s
    1. How does Google Analytics work?
      2m 18s
    2. Setting up an account
      2m 49s
    3. Installing tracking code on a site
      6m 18s
  5. 24m 20s
    1. Understanding accounts and profile administration
      6m 59s
    2. Navigating the reports and the Data Over Time chart
      4m 45s
    3. Selecting and comparing date ranges
      6m 50s
    4. Using annotations to make notes in data
      2m 30s
    5. Using the help tools
      3m 16s
  6. 24m 20s
    1. Viewing data in different formats (overview, tabular, pie, bar, compare to site)
      6m 10s
    2. Navigating data with site usage, goals, and e-commerce metrics
      9m 20s
    3. Sorting data with inline and advanced filters
      8m 50s
  7. 10m 26s
    1. Understanding the importance of segmentation in data analysis
      4m 40s
    2. Slicing data with dimensions
      5m 46s
  8. 7m 38s
    1. Why share data?
      1m 10s
    2. Managing user accounts and profiles
      4m 8s
    3. Emailing reports
      2m 20s
  9. 29m 12s
    1. Understanding who is visiting a site
      1m 20s
    2. Analyzing location data
      4m 52s
    3. Using language identification to segment users
      1m 35s
    4. Differentiating new users from returning users
      2m 1s
    5. Understanding visitor loyalty vs. recency
      4m 25s
    6. Comparing data according to visits, visitors, and page views
      2m 10s
    7. Sorting data by browser capabilities
      3m 56s
    8. Analyzing data from mobile browsers
      2m 34s
    9. Using flow visualization to see common paths
      6m 19s
  10. 23m 50s
    1. Linking an AdWords account to Google Analytics
      2m 46s
    2. Identifying campaigns and segmentation options
      5m 55s
    3. Using keyword reports
      1m 31s
    4. Fine-tuning your match type with the Matched Search Queries report
      3m 44s
    5. Optimizing traffic by time of day
      1m 37s
    6. Using the Destination URL report to identify landing pages
      1m 45s
    7. Identifying the best placement options for ads
      2m 0s
    8. Keyword positions
      4m 32s
  11. 40m 3s
    1. Understanding where site visitors come from
      2m 32s
    2. Analyzing the All Traffic Sources report
      2m 4s
    3. Identifying direct traffic
      2m 20s
    4. Identifying users who were referred to your site
      3m 9s
    5. Viewing search engine reports (overview, organic, and paid)
      4m 52s
    6. Introducing campaign tracking
      11m 17s
    7. Planning, creating, and logging a tracking strategy
      2m 58s
    8. Tracking offline campaigns
      7m 11s
    9. Finding data in a Campaign report
      3m 40s
  12. 36m 43s
    1. Analyzing top content by metrics and the navigation summary
      3m 29s
    2. Sorting top content according to page title
      3m 57s
    3. Understanding when to use content drilldown
      2m 25s
    4. Measuring the importance of top landing and top exit pages
      3m 41s
    5. Identifying slow-performing pages with the Site Speed report
      4m 6s
    6. Understanding the Site Search and Usage report
      3m 29s
    7. Analyzing the Search Terms and Search Term Refinement reports
      4m 12s
    8. Using the Site Search Pages report to understand how users search
      5m 19s
    9. Configuring Site Search
      6m 5s
  13. 33m 49s
    1. Understanding the Goal reports
      4m 24s
    2. Configuring goals
      9m 55s
    3. Understanding funnel visualization
      9m 48s
    4. Identifying value through E-commerce reports
      4m 35s
    5. Using goal flow to find detailed insights
      5m 7s
  14. 24m 25s
    1. Real-time data for time-sensitive analysis
      4m 21s
    2. Using intelligence alerts to flag important events
      8m 59s
    3. Creating custom intelligence alerts
      5m 48s
    4. Creating and customizing dashboards
      5m 17s
  15. 43s
    1. Goodbye
      43s

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Google Analytics Essential Training (2010)
4h 53m Beginner Oct 08, 2010 Updated Dec 20, 2011

Viewers: in countries Watching now:

In Google Analytics Essential Training, Corey Koberg shows how to use the Google web analytics platform to generate and evaluate information about the visitors to a web site, including data on site traffic, user behavior, and marketing effectiveness. This course covers the out-of-the-box functionality, from account creation to reporting fundamentals, and explains how to glean insights from the vast array of data available.

Topics include:
  • Setting up an account
  • Installing tracking code on a site
  • Reading the dashboard and understanding high-level metrics
  • Understanding how visitors use and navigate web site content
  • Analyzing visitor and traffic source reports
  • Tracking AdWords and other marketing campaigns
  • Planning and configuring goals
  • Utilizing segmentation for deeper analysis
  • Understanding the raw data and how it's collected
  • Selecting and comparing date ranges
  • Using flow visualization to see how visitors navigate through a site
  • Identifying slow-performing pages
  • Performing real-time analysis
  • Using annotations and other best practices
  • Configuring and analyzing internal site search
  • Determining the best report view to use
  • Navigating reports with tabs
  • Cleaning up data with inline filters
  • Sharing data and reports
Subjects:
Business Online Marketing Web Data Analysis Web Analytics SEO
Software:
Google Analytics
Author:
Corey Koberg

Understanding funnel visualization

Funnels are an optional part of configuring goals that can help us identify bottlenecks and multi-step processes and thus provide insight to where we are losing our customers in that process. Let's go ahead and walk through an example of what a Funnel report might look like. If you click down here to our Goals tab and click on Funnel Visualization, we are going to see something like this. Okay, in this case I have set up a funnel and it's going to walk us through a typical shopping cart example. In this case, we view one of the Product Category pages. I then want people to go on and actually view the individual product page, put that product in a shopping cart, and complete the order.

Now in the left-hand side here we have the entrances into each part of this step. On the right side we have the abandonment points. So what we are looking at there is there are 6800 people who view this particular page. Those 6800 people entered from these places. 4500 of them came from the homepage. 1700 of them here came from entrance. That means that they entered the site via this page. 223 came from the privacy policy, et cetera. Now where do they go? Well, 69% of them went down to the next up, and the others did not. The 2100, where do they go? Well, 1300 of them exited, meaning they left the site completely after seeing this page.

524 went out of the homepage, some went to the software page, et cetera. So the 6800, 69% of those went down to the next step. Not everybody follows the steps that I laid out. In fact, 3300 people came directly into the product page without going to the category page first. Another 612 came from the homepage, et cetera. Okay, of these 8600 people only 8% went on down into the shopping cart. Only 8% added that item to it. The other 8000 people went somewhere else.

5000 of them here left the site completely. They saw my page. They weren't interested. They went somewhere else. 1100 of them saw something called pop-ups view. Now what could this be? What this actually is is a pop-up of an enlarged view of the product, which is not necessarily a bad thing, right. I don't want you to think of abandonment points. Abandonment sounds so bad, but not necessarily. We need to think about this in context of what people are actually doing and figure if it's really as bad of a thing as we think. In this case viewing an enlarged version of the product is not necessarily a bad thing at all, and in fact, that's why we see over here that the popups/view was one of the entrances into the page.

People view the page and then they head back into the product page itself. The 8% that went down into the shopping cart, 661 folks. Now there were 711 here because another 50 came in from somewhere else. Where do they come? Well, some came from the homepage. Maybe there's shopping cart link on the top of the homepage. Some came from the privacy policy. They needed to check out our privacy policy before they're willing to go through with the cart. On the Exit side here we see that 263 people exited the cart entirely. Some went back to the homepage. What about these folks, the signin.asp, is that a bad thing? No, not at all, right.

These are people who already have an account with us. These are returning customers, our bread and butter. That's completely fine. We have some folks who want to view another pop-up. Maybe they needed to make sure this was the product they thought it was when it's in the cart. We also have some over here on the entrance side that enter this site via the shopping cart. And how could that happen? Well, one of the most common ways is because what we are really looking at here are visits. Now a visit expires 30 minutes after your last click. So if I were looking at a particular product pondering it over, maybe I decided to go to lunch, maybe I needed to think about it, sleep on it, if I came back to that page and clicked Add to Cart, then the first page of my new visit would be the shopping cart, and so that would be an entrance to the site via the shopping cart.

So if your exits on this side were matched by an equal number of entrances on this side, you would be fine, and unfortunately, that's not the case here. And the last one we see here is the completed order. 103 people actually made it all the way through the funnel, 1.19%. Of course, we don't see entrances to the Thank You page because you cannot get to the Thank You page without first going through the shopping cart. Okay, we have seen what a funnel visualization looks like, but let's go ahead and look at how we would actually set this up. Okay, remember we said that a funnel was an optional step of a goal, so we go ahead and add a goal.

In this case, the goal was to get to the thank you page. Funnels appear on URL Destination goals. So we select that radio button and then we get all these options down here. Now remember the first step in filling out any type of goals, whether you are using a funnel or not, is to go all the way through the process. So we have done that here. We went through each step and we copied down the URL of the page that we saw there. Now remember, we don't need domains in this case. We just need the Request URI. So the first step was to view a category page. We will go ahead and copy that over here.

In order to create the goal funnel, we need to click on this down here to create the goal funnel, and it's going to give us some places to put the optional steps. So the URL for the first up is this. Now remember, we said this was going to be a head match. We are only going to match category page. We don't care about the particular category here, so we are going to drop that off, and all we want to do is make sure that the page starts with category.asp. And this first one was View Category Page. We go back to our list. We grab the second step, View Product Page.

I am going to copy that over and again, let's just go ahead and only that Head Match part. I don't care which particular product it is, so I am not going to copy the ID. I just want to make sure it starts with product.asp. And click to Add a Goal Funnel. Paste that in. Third step. Now the last step is actually not a step in the funnel. It's the goal itself. So when we copy this one over, we are going to paste it up here as our Goal URL.

It's not going to be step four, but it's actually going to be the goal step. Enter any Goal Value we may like, click Save Goal, and the goal has been saved. Now if we go here to the View Reports, down to the Goals menu, click Funnel Visualization, select the goal, we just created the Thank You Page, and we will see that that funnel is prepared and ready for once some visitors come through. Now remember, this is only going to complete and populate from this point on. It's not going to look back and look into your historical data.

It's only from the moment you create the goal forward. In this shopping cart example we have been looking at, we saw a huge drop between steps two and three. But we can use these reports to find these types of bottlenecks in more than just shopping carts. For many, many sites forms are one of the most critical parts of a page, because they're that last final frontier between our visitors taking that next step. Someone filling out a form is just a button click away from being on the customer path, and we are going to do everything we can not to derail them. One important thing to determine is are there areas of our form that are causing them to abandon.

Here we see a big dropoff, but it's not entirely clear why. Something in this form is causing a problem. So one option is a multi-step form to identify these problematic areas. We take the same form and break it up into a few different steps. What we see here is that there is a particular part of the form here that is causing a massive bottleneck. Now at this point as site owners we have an important decision to make. How critical is this particular data? Is it just nice to have or is it really necessary? As marketers, we all want as much data as we can get, and some people are not willing to give up that part of the form.

Now my job as a consultant here is not to tell you how to run your business and say keep it or don't. My job is to show you the data and show you exactly what the consequences will be of your decision. In this case, if you continue to ask that question, you can expect to lose 90% of the people who have already begun the process of filling out the form, so give some thought to asking for information which is not absolutely required. Generally speaking, the more questions we ask to people, the fewer of them that are actually going to give it to us. We also need to understand a key feature about funnels. The options to denote the first step of your funnel as required.

As you are setting up the funnel, you can select whether you want that first up as required in order for that visit to be tracked as part of this funnel. Now this is useful if you are interested in analyzing only, say, the checkouts from a particular page selling mittens. If you don't make the first step required, people can enter your funnel from step 2, 3 and so on, as seen here. However, if you do make that first step required, we could see how our numbers will change. Now the funnel is only tracking people who started with my required first step. Google Analytics is just a tool, and we can use the tool in some creative ways to find buried insights.

For example, one thing that can stop people from successfully completing a form is when they get an error, especially if that error isn't too user-friendly. So one question we often have is do people just quit there, do they keep trying, how many of those actually make? It turns out this is really easy to answer. Now rather than making a funnel for the whole form, we are just going to make a special one with two steps. So first we set up a goal here to complete the Contact page. In our case here, the goal is FormComplete.html. That part is exactly the same. Nothing new here. However, we are going to create required first step of hitting that particular error page.

In other words, I'm only interested in analyzing the people who hit the error page. The goal remains exactly the same, but the steps in the form are going to be different, in this case just that one single step. Now what this funnel is going to do is show us exactly how many people who experience this error page were able to go on and submit the goal. And the form is going to look something like this. These are all the people who hit the form error page and these are all the people who actually made it down to the submission. In our case, just 10% of the people. Now these are people who are trying to be our customer, but our user-unfriendly form just won't let them.

Hopefully this report will convince your developer to give that form some much-needed love. Now generally speaking, defined funnels work very well when you actually have a defined funnel, such as a shopping cart, online application form, et cetera. If you are going to trying to define a funnel for a process that is ill-defined, such as just reaching our privacy policy page, there are so many different ways to do that, so many entrances and exits, that a funnel will be a jumbled-up mess. Stick to well-defined paths and you will find they reveal much more usable insights.

Find answers to the most frequently asked questions about Google Analytics Essential Training (2010).


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Q: The course was updated on 12/19/11. Can you tell me what's changed?
A: Many movies were updated to reflect the changes in the Google Analytics user interface and new movies were added to the course as well, with topics including using flow visualization to see common paths, identifying slow-performing pages with the Site Speed Report, using goal flow to find detailed insights on funnels and conversion paths, analyzing real-time data for time-sensitive analysis, and fine-tuning match types with the Matched Search Queries report.
Q: Where can I learn more about internet marketing?
A: Discover more on this topic by visiting internet marketing on lynda.com.
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