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Analyze funnel data to fix conversion issues

Use case

Increase the number of conversions on your website and generate more revenue.

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1. Decide on an end goal for your sales funnel, for example, accessing the thank you page or completing a purchase.

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2. Set a goal in Google Analytics and select the template that best suits your end goal.

These could be a Device Report, Browser Report, Mobile Performance Report, Social Traffic Analysis, or a Paid and Organic search report. All according to what you’ve set your goal to be.

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3. Go to Conversions > Goals, select the Funnel Visualization Report, and enter the funnel steps with data.

Here is how it might look:

This image has an empty alt attribute; its file name is funnel-visualization-568x369-1.jpg
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4. After your funnel is deployed, wait until enough users complete your funnel to reach statistical significance, so you can gather enough quantitative data to make your analysis accurate.

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5. For each step in the funnel, record the total page visitors' ratio and the percentage of users that proceeded to the next step or exited the page.

Highlight funnel steps where you’re seeing the highest percentage of exits. These are the steps you need to optimize.

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6. Optimize an Add To Cart page by modifying micro-conversion indicators such as price and shipping information.

Offer additional benefits such as bundles, free shipping, or discount codes for prospects that are already on the cart page.

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7. Optimize a Billing & Shipping page by adding trust indicators, offering multiple payment options, and including optional express shipping.

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8. Optimize a Payment page by removing or relocating any details that the user doesn't specifically need.

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9. Wait two weeks, then compare the funnel report before optimization and post optimization, to see if your strategy has been successful.

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Current Playbook:

Analyze funnel data to fix conversion issues

Jan 25, 2021

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