In this video, learn about using the conversion funnel in Google Analytics. Understand abandonment and how to be aware, so that future campaigns are successful.
- [Instructor] Conversion funnels help us see the sales process, or the specific route a user takes to arrive at a sale. They're are visual representation of each step of the process, and they can be fairly generic, referencing sales in general. An example of that might look something like this. It's wide at the top because that's where most of our users are in the process, and narrow at the bottom because we lose people at each step in the process, which is shown through the use of the arrows on the edges of the funnel. Funnels actually come in all shapes and sizes. A perfect 100% conversion funnel would look like a straight cylinder.
A typical funnel is really wide at the top, and very narrow at the bottom. A well optimized funnel has a more gradual shape, suggesting very limited abandonment, and poorly optimized funnels might have bulges or aggressive drop off, indicating an issue. Your online marketing funnel will be specific, so we wouldn't track things so broadly. Instead, our funnel for a shopping cart might be product page at the top, payment form in the middle, and completion as the last step. There, we could track how many visitors saw our product page versus how many completed the sale.
In this example, a visualized funnel will show what steps might cause problems. If people aren't reaching the payment page, or if we have high abandonment right before checkout, we have a problem. You'll use your funnel to test page variations, the copy and language used, and even identify bugs or browser issues. With Google Analytics we can create our own visual funnels. Depending on your specific setup, they'll look something like this. So, let's take a closer look at how to set one up using Google Analytics. Now I'm already logged back into my Google Analytics account and I've selected Admin from the navigation at the top.
From here, we'll select Goals on the right-hand side under the View section, and here we can see the goal that we setup earlier. Let's go ahead and add a funnel to this process. I'll select into the goal. We'll select Goal details, and I'll choose Edit from here, and I'm going to enable the Funnel option. It's here that Google lets us indicate step one. This could be your landing page, the first page of your eCommerce site, or your homepage. Now you want to name this something that you're going to recognize, because you'll be looking at this funnel often.
I'll label this Membership Landing Page, and I'm going to add the URL. We'll say that it starts at /membership-page. Now you can toggle the Required option from No to Yes. Now if a user cannot convert without starting at the page that you've indicated in this step, or you want to ignore anyone who doesn't start at this step, you'll want to turn this on. This will ignore anyone who comes in on step two or step three without starting on step one. Alternatively, you can leave this as not required, and if people come in on step two or step three, Google will automatically assume that they arrived via step one.
I'm going to set this to Yes, and then I'll select Add another step. Let's say the next step is the cart page, or the actual page of a form. I'll say Membership Form, and let's say that step three is our payment page. Here, we have the first three steps in our funnel. They'll arrive at the Membership Landing Page, they'll see the Membership Form, they'll see the Payment Page, and then they'll receive that thank you page. Now one thing I should point out is that multiple page views are consolidated, so if someone visits the first step of your funnel five times during a single visit before they get onto step two, it will only count as one view per step.
And that's it, everything is setup, so we'll simply choose Save, and now we have our funnel added to this goal. To see how this looks, we'll go back to our Reporting view, and from under the Goals menu within Conversions, I'll select Funnel Visualization. At the top left, we can verify which goal we're viewing. In this case, Creates a Trial Account, and as I scroll down, we can see each step in this funnel. Here we see the Membership Landing Page, the Membership Form, the Payment Page and that final goal of Creating a Trial Account.
Now once there is data in this section, you'll be able to see how many people come in, how many people exit on this particular step, and how many move on to the next step in the flow. This helps you identify where issues exist. If we notice that a lot of people are making it to the payment page, but then abandoning, we'd know that we need to optimize the payment page. Perhaps there's an issue with that page, the way that we're asking for data. Maybe the page itself is broken, maybe we don't have a security certificate. Maybe people are concerned about their information, but we'd identify that something is happening that prevents people from finalizing that goal.
Now keep in mind, Google Analytics doesn't calculate funnels retroactively, so you need to set them up from the start, and the data will then start collecting into that funnel moving forward.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- What is online marketing?
- What makes a website effective?
- Working with a designer or developer
- Creating engaging web copy
- Understanding online analytics
- Using goal and event tracking
- Exploring the conversion funnel
- Defining key performance indicators (KPIs)
- Understanding SEO techniques
- Conducting keyword research
- Creating a content strategy
- Leveraging local SEO
- Understanding who's on social media
- Marketing with Facebook, Twitter, LinkedIn, and Pinterest
- Creating compelling video marketing campaigns
- Building an email marketing plan
- Measuring the success of your marketing efforts
- Setting up a blog
- Running A/B marketing tests
Skill Level Beginner
Q: This course was updated on 03/08/2016. What changed?
A: We updated six movies to keep current with the latest interfaces in Google Tag Manager, Google Keyword Planner, Facebook, Twitter, and LinkedIn. Brad also added one new tutorial on setting up a blog.
Q. This course was updated 03/21/2017. What changed?
A. The following topics were updated: installing Google Tag Manager, using goal tracking, looking at a conversion funnel, looking at attribution models, leveraging local SEO, introduction to search and display, launching display search ads, and deciding to use remarketing.