How to create sale’s funnel in Google Analytics?
Great marketing examples show, that you should divide acquisition of your clients, processes and logistics into a customer journey map, that takes place on your webpage. Google Analytics helps you to set up goals, that are divided to micro & macro steps, and counts the conversion rates on each one of them. The conversion rates can tell you, what page has the biggest bounce back, what kind of customers took action on your site, and what needs to be improved on the path, that you planned for your users. How to play best with the tools provided by Google?
Your Macro Goal
This is the business goal, that needs to take place on your site, in order to fulfill a specific Call To Action. Let’s have a look at some great examples of “master goals” on particular websites:
App Subscription
Sally advertises an app, that allows you to listen to city noises all around the globe. Her main goal is getting people to create their profile & later on, share with them new sound-localizations for micropayments. She needs users, to click “create a profile” button, that is placed on the same page, as the default & free sounds. Her main goal will be tracking completed subscriptions — the type of goal “Destination”
Newsletter campaign
Bill has a lifestyle blog, about baking & kitchen, dedicated for men. His main goal is to setup a newsletter campaign, that would send updates on new recipes and baking tips, but wants his users also to check out as many recipes as possible — after 4 minutes spend on the website, there’s a “sigh to newsletter” pop-up, that encourages the subscription. His main goal will be tracking the “Thanks for subscribing” page & another goal type: “Duration” to measure the time spend on the webpage.
Shop for more than a 100$
Katie has a boutique that sells notebooks, made from old postcards. She has an e-commerce panel for her users — before ordering, visitors can create their own notebook visual from drag & drop menu. She want’s her visitors purchase notebooks either by ordering the completed piece, or by buying the customized notebook design. In order to do that, she plans her goal to follow the completed order and an additional goal for playing a video on how to personalize the product.
And Micro Goals how to get to it
In goal details, you can set the destination URL for the page, that completes the conversion. You can set a monetary value to each conversion goal, or set the e-commerce actual purchase value, if you want your goal to be measured as a conversion after reaching a certain amount. If your goal is set to follow a destination, you can set a funnel (a path) of the actions, that users are supposed to take, before they reach a final goal. This way you can see users at each step of the funnel, and how users acted on each step. Let’s take a look at our examples:
App Subscription
Landing page > See sounds > Create profile form > Created Profile
Newsletter campaign
Link to a specific recipe > Subscribe to a newsletter form > Completed Subscription
Landing page > Subscribe to a newsletter form > Completed Subscription
Link to a specific recipe > See more > Subscribe to a newsletter form > Completed Subscription
Landing page > See more > Subscribe to a newsletter form > Completed Subscription
Shop for more than a 100$
Landing page > See the designs > Order now > Order Completed
Landing page > See the designs > Sale > Order now > Order Completed
Landing page > See the designs > Customize > Create a design > Order now > Order Completed
Landing page > Create a design > Order now > Order Completed
Landing page > Watch a video > Create a design > Order now > Order Completed
Creating a journey for your webpage can be extremely crucial for your business. On each step of the way, you can see how users react or how much of them converted by reaching the goal. Take our subscription example. Users click on “create profile” but only 5% of them finish the process. That means, that something is not right with the form (maybe too much info, or unclear design?). In newsletter, maybe a pop-up appearing after 4 minutes disturbs users, more than allures them, or maybe it should be addressed only to users, that want to check out more. Finally, on e-commerce webpage, each step can tell us something different about the user — is the customization CTA visible? The creation process — is it fun & how much time it takes to build your own design? Are there high bounce rates before completing the order? You can test 25 goals per view — this allows you to test solutions, paths and funnels, that can tell you everything about your user’s behaviour. Test different Call To Actions, fill out forms, improve your website in places, where bounce rates are highest. This should give you a core of making a successful Analytics campaign.
