Analyzing Funnel Reports
Let’s jump right into the meat of Funnel Analytics – analyzing the reports. You’ll find them in the Funnels section and in your Dashboard. You can choose any of the funnels you created, and by doing so you will automatically open the report.
Your chosen funnel report starts with the first step displayed at the top and goes down through each of the steps until reaching the conversion at the bottom. This visual representation of the funnel makes it clear and extremely easy to understand the conversion process, and to pick out everything that stands out in any way.
After selecting each and every step of the funnel, you’ll see referrers that brought visits to this particular step and the numbers of visitors that joined the funnel at a given step and didn’t come from the previous step displayed above. This could be particularly useful to analyze the effectiveness of your landing pages, or any other emails, campaigns or steps created specifically for these purposes.
The referrers report will appear on the left side of the funnel, and on the right side, you’ll see the funnel exits. This report provides you not only the information about the number of visitors that left at this step but, which is even more important, the information about the destination that they chose. So on the basic level, you’ll be able to see how many visitors did not reach the next step.
Helpful tip: Analyze your funnel reports in search of URLs with abnormal drop-off rates. They require your attention and possibly a make-over.
And on a more sophisticated level you’ll be able to pick up on any patterns – for instance, if, at a particular step, your users decided to exit by going to another website (maybe they went back, maybe they did something which should be a sign for you to change the conversion process). This can give you precise data to make a decision which step should you focus on first and optimize it. What’s more, if you’ll see a high number of exits to a particular website, you can see if your visitors are looking for some answers or some additional information, or are they just abandoning the whole process.
Based on such data you can also create tests and modify your web pages accordingly. If you see that a high number of users exit from your cart by clicking “continue shopping” instead of finishing the purchase, you can create a version of your cart web page without the ability to click on a button “continue shopping” and test if the funnel will become more efficient and the conversion rate will become higher.
Helpful tip 2: Don’t forget about segmentation and create subgroups that will provide you with the best, most accurate insights.