Web Marketing: How to Retrieve Referrer Data
How to Calculate Your Web Marketing Loyalty Benchmark in Google Analytics
How to Track Visits to Your Web Marketing Site in Google Analytics

Web Marketing: How to Interpret Goal Funnel Data

Once you have goal funnel data, you need to know how to interpret and use it. Below is an example of a typical web marketing reporting tool report.

image0.jpg

This report shows you, step by step, how many folks move through the process. Check your funnel reports for these items:

  • The biggest abandonment point: Here we show that only 53 percent of visitors proceed from their shopping baskets to the page where they enter their billing addresses. That’s a loss of customers in the checkout process. If you can reduce that abandonment at that point, you can greatly improve the overall conversion rate.

    image1.jpg
  • Unexpected entry points: Here we show where site visitors are entering the checkout process at the Billing Address page. The checkout process starts at the Cart page, and that’s what should be the entry point.

    But if you think about it, that must mean that people are adding products to their carts, looking around a bit more, and then moving to the Checkout page. It might make sense, therefore, to add a Proceed Directly to Checkout step.

    image2.jpg

Put the two together, and you can make one immediate improvement to this cart: Let customers go directly to the Checkout page without first approving their shopping baskets. That would probably reduce instances of bailout.

blog comments powered by Disqus
Web Marketing: How to Set up Conversion Funnel Tracking
How to Define Your Key Web Marketing Performance Indicators
How to Define Web Marketing Conversion Goals
Web Marketing: How to Install Your Google Analytics Tracking Code
What Is a Web Marketing Funnel?
Advertisement

Inside Dummies.com