This is the last post of the 3-part series on finding and taking advantage of conversion opportunities
in Google Analytics which we will cover more thoroughly. 
For part 1 & 2 click here:
Part 1

Part 2

Objectives

  • Examining GA’s conversion funnel and learning where to identify areas in need of
          improvement or technical fixing.
  • How to understand other conversion opportunities.
  • Evaluating where people are dropping off.
  • Asking the right questions and follow a brief action plan.

Stacking Conversion Opportunities

Everything can be a conversion opportunity. Opportunities are scattered in different
areas there is are common sequences related to the journey your visitors take. Each of these
regular sequences always has conversion opportunities that you can address and then stack
for overall conversion improvement. How do these sequences look like? 

Conversion opportunities in these series of common steps can be found by observing : 

  • how users arrive at your site (traffic source)
  • which page they land
  • how the page where they land is structured
  • every step of the sales funnel
  • locate shopping cart problems

Think of those in progressive steps towards achieving one of your goals.

To illustrate:
Imagine someone looking for information or a product and who arrives at your site. They
land on one of your web pages (landing page). Now it matters that this landing page
answers what they’re looking for. Therefore how the content and structure of the page
matters.

If you have set goals (goals for sales or any other types of goals) in Google Analytics, you
should have prepared funnel leading to that goal and each step of that funnel needs to
be functioning, relevant without bottlenecks. So they might fill a form, subscribe for a
download or add an item to the shopping cart. So you want to make sure everything works
smoothly. 

Think about each of these steps as having their own opportunities.

And, by improving the efficiency of each step individually (traffic source, landing page
relevance and structure, sales/goals funnel steps and cart) you’ll see major

improvements because they all pile up. A rudimentary yet important understanding is to keep
the user in mind. 

Put yourself in the user’s shoes as they go through the whole process and ask yourself if it
would make sense to them? 

One very simple action you can take right now which doesn’t even require analytics is to
purchase your own product and determine how easy or difficult is the process. How would
you feel if you were bexperiencing the same process while visiting another site?
would you feel frustrated and leave or would you feel satisfied and engaged?

Goal Funnel: Spotting Frustration for Opportunities

I asked previously if going through your funnel process on someone’s else platform would
cause frustration. One way to find frustrations in google analytics is to look at the Goal Funnel.  

Go to Conversions > Goals >> Funnel Visualization

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Here you’ll see how the visualization of your funnel’s steps. 

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You will see here how many people proceeded to each step (sorry, I don’t want to sound
confusing. I know I’ve used the word “step” a couple of times slightly differently. Here I
specifically speak of the steps you set up for your goals in Google Analytics)

You can see how many visitors went to their Cart (1,733 people). Then how many from those
entered theirBilling and Shipping address (347 people). Then how many proceeded to enter
their credit card details in Payment (176 people).

From those how many reviewed their order in Review (51) and how many finally ended up
paying in Purchase Completed (32 people). So outof 1,733 people who added an item in their
cart, only 32 did complete their purchase. 


The benefit of having such a visualization is we can locate dropoffs. You probably noticed that
our example presents high dropoffs. We had 1,733 people who added an item to their cart but
we have a dropoff 20%; meaning only 20% (347 people out 1,733) went to the next step (note:
the higher the percentage the better. The lower the percentage the higher the dropoff).


This is a high decrease. However, the dropoffs keep getting worse except for the Review step to
the Purchase Completed step with 62.75%. 

51 people were at the Review step and 19 left. 

Obviously, the numbers for our case are terrible considering that only 32 out of 1,733 bought a
product. But keep in mind that it’s a demo account. 

Nevertheless, we can now identify where lie our problems. We can locate the bottlenecks.
The first one starts from the Cart towards the Billing in Shipping as you can see here: 

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Questions you may ask are:

  • for our selected date range, why do we have people 1,733 people who kept items in their cart? 
  • how can we make our Cart section better?

We’re focusing right now on the Purchase Completed goal. But remember, that you can use this
approach for any of your goals that have funnels. Select from your goal option:

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Using the funnel viz could also be used for lead generation. But lead generation normally doesn’t
have that many steps. 

Although the funnel visualization can be useful for any of your goals in GA, this method is usually
more revealing for eCommerce shopping cart. 

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“… the funnel visualization can be useful for any of your goals in GA [but] this method
is usually more revealing for an eCommerce shopping cart. “

Action Plan

Here are good questions to ask followed by actions you can take.
Note that sometimes the problem isn’t difficult and can be as minor as a broken!

Questions to Ask:

Focusing on the shopping Cart (1,733) we can ask the following:

  • Why are they dropping off?
  • Should we offer a coupon?
  • Is price an issue?
  • Does the button have enough contrast?
  • Is the button broken?
  • Are there bugs with other browsers?
  • Is there a javascript error?

All these questions can be answered with this visualization and you can also go the Cart page
itself in the Page report and use secondary dimensions to see what browsers are being used
and see if they have aproblem. Is there a technical issue? Does it make sense?

For example, go to Behavior > Site Content >> All Pages

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Search for your Cart page:

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then add the secondary dimension “Browsers”

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Now you can identitfy potential issues for browsers used by your site’s visitors.

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The funnel visualization can really help to find ways to improve our conversion rate. 
Sometimes the issues might not be as complex as you may think and can be as simple as a
broken page. 

Conclusion

Approach the funnel visualization from a user and an analytics standpoint. Put yourself in your
visitor’s shoes and decide if some areas require changes or technical fixing.