Introduction
The conversion funnel is arguably the most important part of every ecommerce website. It’s where the magic happens: visitors turn into customers.And yet, as marketers we know all too well, that not all visitors who put a product into their cart end up purchasing.Just moments away from buying, they end up having second thoughts, getting distracted, or going with your competition.Queue the dreaded “abandon cart.”Potential customers fail to buy for a number of reasons, but historically we’ve had to guess as to reason for an abandoned cart.
How to Spot trouble areas in your GOOGLE ANALYTICS FUNNEL
To start, you first need to create a goal in Google Analytics. When creating a goal for a funnel, it should be a “destination” goal — meaning that you’ll set a specific web page as the goal, and the goal is then achieved when a visitor lands on a specific page.For most ecommerce businesses, the “Thank You” or “Order Confirmed” page is typically what defines the end of your funnel process.
Once you’ve setup your destination goal in Google Analytics, you’ll be able to see your Funnel Visualization report, an incredibly useful feature.Before you can get the most out of your Funnel Visualization reports, you must first identify the exact pages that serve as the starting or entry point of your funnel. For most ecommerce sites, product pages will generate most of the entries into the funnel. But there are others.
Product page, landing page, or recommendation page; Cart page; Shipping and billing info; Confirmation screen; Thank you page; No matter how many entry points you have to your funnel, the rest of the funnel should be like a single-line railroad. Customers should only be able to initiate the journey through the funnel when and only when, they add a product to the cart. Otherwise, your conversion ratios and Funnel Visualization data will be inaccurate and unhelpful.
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