Tracking your Website's Goal Performance
08/22/2007 Post By:
Setting up the goals section in Google Analytics gives you detailed statistics that help you effectively analyze your customers as they progress toward the goal of your site. Typically the goal of a website is a sale but not always, for example other goals include: reaching a contact us page, downloading a brochure, filling out a form or becoming a member.
Usually a website has a home page or landing page that is used to make a first impression. A customer then navigates through a series of pages toward completing the goal of your website, this is known as a funnel. The great thing about Google Analytics goals is that they graphically show you at what point your customers go astray in the funnel and where they navigate to instead of completing the goal or sale.
For instructions on how to setup a goal funnel in Google Analytics follow the instructions outlined here.
Once you have setup the goal(s) for your website in Google Analytics you'll be able to see a graphical representation of your funnel that you can easily analyze. To do this, login to your Google Analytics account click on the View Reports link to navigate to the reporting area. Select Goals on the left navigation menu and then choose Funnel Visualization on the sub-menu, it should look something like the example image to the right.
You can now see how your funnel is performing and you can begin to refine your sales process to maximize conversions. Having too many steps in your sales process (especially if you are asking your customer to provide information that you don't plan to use) will hinder your customer from completing the goal. If you notice many customers leaving the funnel to go to another page, find out what distracting them and either remove the distraction or streamline the information they are looking for into the funnel so the customer has an uninterrupted linear experience.
Contact us if you need help setting this up.
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