Conversion Rate Optimization with Google Analytics Funnels

9:00 am in Analytics, PPC Marketing Blog by brad

This is a guest post by David Chapman, the Director of Marketing at Webrageous and a specialist in pay per click campaign optimization.

Unless you have a one-stop, one landing page, one action route that your target audience must complete in order to get to the end of a complete conversion, you need to set up an analysis process via the Google analytics Funnels Feature if you want to see your client’s conversion rate increase.

This is mandatory. No joke. Google analytics Funnels are the best way of finding out why some people convert and why others don’t. They are the perfect way of identifying problems along the conversion route and making the necessary changes to encourage more people to get to the end of the entire conversion process.

Let’s analyze why and how…

What are Google analytics Funnels?

Google Analytics Funnels allow you to follow your target audience through at every stage of the conversion process to find out where potential customers are dropping out; to find out at which point in the conversion process these potential customers decide to not continue with the conversion.

How do I setup Google analytics Funnels?

To set-up a conversion funnel, if you have never done this before, follow the quick tip guide below and begin to reap the benefits of tightening up your optimization analysis possibilities within just a few hours.

  1. When you are in the profile in which you would like to set up a Google analytics Funnel, click on the button marked “admin” to begin.
  2. Select the “goals” tab from the drop-down menu.
  3. Select the option to open a blank goal and select “+goal” (add goal)
  4. At this point you will need to select “URL Destination,” input the backslash icon and follow that with the text that signifies the page Internet users will arrive to once they have completely gone through your entire conversion process.
  5. Walk your way through the site’s checkout or conversion completion process and make a note of every single URL along the way. our site’s conversion process might include any or all of the following…
    • a cart page
    • a shipping selection page
    • a review of the shipping selection page
    • an advertisement page
    • a thank you page confirming the order has been successful
    • maybe even a special offer page at the very end to encourage even further conversions

You should set up a funnel for every single URL – every single page – to determine when in the conversion funnel process your potential customers are leaving the site and why.

What are the advantages of setting up Google analytics Funnels?

funnel (1)When you set up Google analytics Funnels in your pay per click campaigns, you will be able to use the information you gather about potential customer behavior in order to make changes to your campaign that will help increase conversion rate and keep potential clients in the conversion process until the very end every single time.

For instance, the Google analytics Funnels might reveal that most potential customers tend to drop out of the conversion process at the penultimate step. If your penultimate step is full of more information that the user has to read, or is a series of steps that he or she has to follow (like a form full of far too many mandatory fields to fill out), you might decide that you need to remove this particular step in the conversion process in order to generate more conversions.

This is particularly important for those campaigns that have a number of different steps for complete conversion, like those companies selling products online.  When you know where in a conversion process the potential customer is leaving your site, you have a much better chance of working out why they are leaving it and therefore a much better chance of making the appropriate changes to ensure your potential customers follow through to the very end and become converting customers every single time.

How can Google analytics Funnels help me to recognize conversion processes that just don’t work?

When buying online, the user might have to go through a large number of steps on your website before being able to complete. For instance, he or she might have to:

  1. Sign up
  2. Create a password to join
  3. Verify his or her registration via email
  4. Search for the product that he or she wants to buy
  5. Drop those products into a shopping cart
  6. Verify that the products he or she has in the cart are the products that he or she wants to buy for sure
  7. Select the kind of delivery that he or she wants
  8. Enter payment details
  9. Confirm purchase

There might be other steps in the conversions funnel that he or she must go through and therefore it is important to be able to identify at which point in the conversion funnel your potential customer loses interest and leaves your site.

Stop losing out on conversions half-way through the conversion process and implement Google analytics Funnels into your pay per click advertising campaign management strategy today.

This is a guest post by David Chapman,the Marketing Director at Webrageous, an expert in Google AdWords Campaign Management and is available for Google AdWords Management Consultancy at any time.

Opinions expressed in the article are those of the guest author and not necessarily Certified Knowledge. If you would like to write for Certified Knowledge, please let us know.


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