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Identify funnel issues with GA reports

Use case

Create a relevant user experience and fix site funnel leaks.

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1. Navigate to Conversions > Goals > Funnel Visualization to see where the biggest funnel leaks are occurring.

For example, you might uncover that your homepage is converting a small number of clients, or that your Subscribe page is the weakest link.

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2. Go to Audience > Technology > Browser & OS to examine your conversion rates per browser version.

Large variations in conversion rate could indicate bugs or UX problems.

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3. Navigate to Audience > Mobile > Overview to look for discrepancies in conversion and bounce rates per mobile device category.

Determine what specific devices are stronger or weaker for your product, and what needs more attention in the future.

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4. Look at Behavior > Site Content > All Pages to determine where your high traffic is going, and what pages have high bounce or exit rates.

In addition, pay attention to just landing pages in Behavior > Site Content > Landing Pages, to identify low-performing pages.

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5. Go to Audience > Technology > Browser & OS to see if user experience is affected by different resolution screens.

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6. Go to Behavior > Site Speed > Page Timings to identify high-traffic and low speed pages.

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7. Segment your users and test user flow in Behavior > Behavior Flow, then fix broken funnel steps or stop users from accessing those paths.

For example, you can segment users by people who visit course directory pages, and people who don’t.

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8. Combine your GA report results with heuristic analysis, user testing, and qualitative surveys for further insight into your potential funnel issues.

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Current Playbook:

Identify funnel issues with GA reports

Jul 01, 2021

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