Analyzing the customer journey is pivotal to conversion optimization.
But how do you track user journeys in a way that is digestible, visual, and useful?
With funnels, of course! Funnel tracking in Google Analytics is one of the best ways to identify—in detail—where you’re going wrong.
I’ll show you six funnel features in Google Analytics to boost your conversions by understanding where prospects falter in their journey.
But first, let’s define a Google Analytics funnel and explain why it matters.
What are Google Analytics funnels, and why are they important?
Website users take specific paths from start to finish, and every site has a goal for its visitors. Google Analytics funnels track this journey so that you can optimize your website and ensure visitors hit your goals.
For example, when prospects land on your homepage, you may want them to:
- Navigate to the category page.
- Visit a specific product page.
- Add an item to their cart.
- View their cart.
- Make a purchase.
- See the confirmation page.
By analyzing how visitors browse your site, you can optimize their experience. For example, a funnel analysis that shows a high exit rate on product category pages suggests that visitors aren’t finding what they want, which could be because product filtering is clunky or unhelpful.
Ultimately, your goal is to increase conversions. Analytics funnels help you home in on the exact stage in the journey that’s causing the most dropouts.
Before we proceed to the types of Google Analytics funnels, we need to understand the difference between strict and flexible funnels. – Read more