Advanced Conversion Funnel Analysis via PadiTrack

 

Getting traffic to your website is one thing but getting it to convert is a totally different ball game.

You may be getting millions of visitors to your website each month but if they are adding little to no value to the business bottomline then your cost per acquisition will remain high and your gross profit would remain low.

In order to make your business a success you need to focus on increasing revenue and decreasing cost per acquisition/conversion.

The traditional way of doing this is by analysing funnel visualization report in Google Analytics and then identifying and removing the bottlenecks in your conversion funnels:

shopping cart nirvana

Fig.1

Marketers look for drop off in conversion funnel from one step to the next; determine the reason of the drop off and what could be done about it.

If you are optimizing your shopping cart experience then funnel visualization reports are of great help. As you can see from the report above, every person who proceeded to shopping cart page, checked out.

If your shopping cart doesn’t have 100% conversion rate then you should aim for it. Make sure once a person adds an item to the shopping cart, he/she complete the check out on your website.

You can do this by identifying and removing the bottlenecks in your checkout funnel and through remarketing.

In the present case (see Fig.1), you have achieved the shopping cart nirvana. You no longer need to worry about your shopping cart process. But what you need to worry about here is the huge drop in traffic from the home page to the shopping cart page.

Just 0.47% of 8266 visitors proceeded to the shopping cart page.  If you could make more visitors to reach to the shopping cart page, you could generate more sales.

Now the problem is, you don’t know which visitors proceeded to the shopping cart page from the home page and which didn’t. You have got lot of questions:

  1. Were they, the visitors from organic search?
  2. Were they, the visitors from paid search?
  3. Were they, the visitors from social media?
  4. How many visitors viewed a particular product category page before they added items to the shopping cart?
  5. How many visitors viewed a particular product detail page before they added items to the shopping cart?

Without segmenting the conversion funnel there is nothing much you can do about the drop off from one step to the next in a conversion funnel.

Unfortunately,

Google Analytics does not allow applying advanced segments to Funnel Visualization reports.

You can overcome the limitation of segmenting conversion funnels in Google Analytics to an extent by creating filtered view for each major traffic source/medium for your website:

9 important filtered views

 

I have explained creating all these views in great detial in the article: 9 Google Analytics Views that you must always use

In order to truly analyse your conversion funnels, you need to segment data for each landing page in at least 14 different ways :

14 advanced segments for conversion funnel analysis

So if your landing page is a product category page then you need to create at least 14 filtered views in your Google Analytics account. Through these filtered views, you will able to segment your conversion funnel in 14 different ways.

Now if your website has got say 100 product categories than it means, you would need 1400 filtered views. And here I am not talking about creating conversion funnels for product detail pages.

In Google Analytics you can’t create more than 50 views and besides creating so many filtered views is impractical. Above all

Google Analytics does not allow creating funnels based on historical data.

So your conversion analysis is going to be very limited if you just rely on Google Analytics.

You need a tool through which you can create conversion funnels on the fly for historical data and apply advanced segments to them.

The only tool that I know and use for this purpose is PadiTrack.

Paditrack is a great tool to test and refine conversion funnels and create funnels on the fly.

Through this tool I will teach you how to create conversion funnels for the home page, product category pages and product detail pages and how you can segment that funnel using dozens of different advanced segments. I will also show you different methods to analyse your landing pages further.

 

Setting up account on PadiTrack

PadiTrack is free to use. It has got few reports for which you need to subscribe to their monthly paid subscription.  You don’t need to install anything on your website to use this tool.

All you need is an access to your Google Analytics account. Once you have created your account on PadiTrack, you need to connect the paditrack account with your Google Analytics account as paditrack pulls all of the data from Google Analytics.

Note: You can connect as many GA accounts as you like to your PadiTrack account.

 

Creating conversion funnel for the home page

Home page is the top landing page for many websites. So if the home page is your top landing page then you would like to know how people go through the conversion funnel once they land on this page.

Follow the steps below to create a conversion funnel for the home page, once you have connected your GA account to PadiTrack:

Step-1: Click on the Dashboard link at the top navigation:

dashboard link

Step-2: Click on the ‘Add report’ button on the right hand side:

 add report button

Step-3: Click on the ‘+create report’ button in the ‘conversion funnel’ section:

conversion funnel section

Step-4: Select the website profile/view whose data you will use to create a conversion funnel by clicking on the ‘use this profile’ button:

use this profile button

Note: Select the view which includes traffic only from the location where your target market lives. So if your target market is only US then your view should include only the US traffic and not the traffic from all over the world.

I have explained the importance of segmenting your data by location in great detail in the post: Most important Advanced Segment for Conversion Optimization

Step-5: Set up your funnel steps:

setup your funnel

  • Make sure that the first step is the home page and you validate each step once you create it.
  • To add another funnel step, click on the button ‘Add one more step’
  • PadiTrack let you add as many funnel steps as you like.

Step-6: Once you have added all the funnel steps, click on the ‘save changes’ button at the bottom. You will now see the conversion funnel report in which the users started their purchase journey from the home page:

conversion funnel analysis home page

 

conversion funnel analysis home 2

conversion funnel analysis home 3

From the screenshots above, you now know that:

  1. You can see the conversion funnel for any time period (as long as there is data available in your GA view).
  2. You can edit the funnel to add/remove/change funnel steps.
  3. You can export the funnel visualization report to a PDF file (you need paid access in order to export data)
  4. You can determine the conversion rate of the funnel (which is calculated as the number of people who converted / number of people who landed on the home page).
  5. You can determine the conversion rate trend for the selected time period.
  6. You can determine the number of people who converted.
  7. You can apply advanced segments to the funnel visualization report.

I used the following navigation path to setup conversion funnel for the home page:

Home Page > One of the Product Category Pages > One of the Product detail Pages > Checkout Page > Shipping and Billing details Page > Payment Page > Order

  1. A visitor lands on the home page.
  2. He then visits one of the product category pages.
  3. Visits one of the product detail pages.
  4. Add item to the shopping cart and land on the checkout page.
  5. Enter his shipping and billing details.
  6. Enter payment details
  7. Complete the checkout process by placing an order.

You can see from the conversion funnel report for Home page that the visitors are dropping off at each step of the funnel.

In order to understand the reason of this drop off, you need to segment this funnel by using any/all of the 14 advanced segments I mentioned earlier.

Let us apply organic search advanced segment to this funnel visualization report. Follow the steps below:

Step-1: Click on the ‘Apply Segment’ button on the right hand side of the funnel report:

apply segment buttonStep-2: You can segment the funnel data by:

  1. Top referrers and keywords
  2. Custom Segments (both default and custom segment of GA)
  3. Custom variables

Here you are applying a custom segment, so you click on the ‘custom segment’ tab and then click on the ‘apply this segment’ button next to ‘organic traffic’:

choose a segment to apply

Step-3: You will now see the funnel report in which people first landed on the home page via organic search:

only organic traffic

Similarly, you can apply paid search traffic, social media traffic, mobile traffic and several other advanced segments to your funnel report. You however can apply only those advanced segments which you have created in your GA view.

So for example if you want to apply Facebook advanced segment to your funnel report then you first need to create a Facebook advanced segment in your GA view.

Note: you can apply only one advanced segment at a time to any PadiTrack report. So if you want to compare two funnel reports then just open the reports in two different tabs of your browser.

 

Creating conversion funnel for a Product Category page

If a product category page is one of your top landing pages then you would like to know how people go through the conversion funnel once they land on this page.

To get this insight, you can create a conversion funnel for a product category page in the same way you created funnel for the home page:

conversion funnel product category

conversion funnel product category2

You can see from the conversion funnel report that visitors are dropping off at each step of the funnel. In order to understand the reason of this drop off, you need to segment this funnel by using any/all of the 14 advanced segments I explained earlier.

Let us apply ‘Paid traffic’ advanced segment to this funnel visualization report:

only paid traffic

Similarly, you can apply organic search traffic, social media traffic, mobile traffic and several other advanced segments to your product category funnel report.

I don’t create conversion funnel report for each product category. Instead I just edit the conversion funnel report to include data for another product category.

I focus optimising only the top product categories (in terms of sales) so I don’t need to analyse each and every product category and hence don’t have the need to create dozens or even hundreds of product category funnel reports. Your case could be different.

 

Creating conversion funnel for a Product detail page

A product detail page is often used as a landing page in many paid campaigns esp. PPC.

If a product detail page is one of your top landing pages then you would like to know how people go through the conversion funnel once they land on this page.

To get this insight, you can create a conversion funnel in the same way you created the funnel for the home page and the product category page(s):

conversion funnel product detail page

conversion funnel product detail page2

You can see from the conversion funnel report that visitors are dropping off at each step of the funnel. In order to understand the reason of this drop off, you need to segment this funnel further.

Let us apply ‘Facebook’ advanced segment to this funnel visualization report:

only facebook traffic

PadiTrack has got two more reports which are worth mentioning: Landing Page report and Micro Conversions report which provide different type of insight about a landing page.

 

PadiTrack Landing Page Report

To create a landing page report, click on the ‘Add report’ button at the top of your report and then click on ‘create report’ button in the ‘Landing Page Performance’ section:

padi track landing page report

You create the landing page report in the same way you create conversion funnel report by selecting a view first.

Following is the landing page report for Coral Top Product detail Page:

landing page report product page

landing page report product page2

This report is pretty much self-explanatory.

  • In the first row you see all the traffic sources through which people landed on the coral top product detail page.
  • The second row shows the total number of people who landed on this page.
  • The third row shows the total revenue generated by the people who landed on the coral top page.
  • The final row shows the total number of people who bounced from the page.

Between the third and the final row there is an ‘add conversion’ button which you can use to add as many conversion funnel steps as you like to get deeper insight. For example:

landing page report product page3

You can also segment this report by applying any of the advanced segments available in your GA view.

Let us apply ‘new users’ advanced segment to this report to see how new users complete the purchase journey:

only new users traffic

only new users traffic2

 

PadiTrack Micro Conversions Report

This report is used to understand the correlation between micro conversions and macro conversions.

Like the correlation between newsletter subscribers and sales or correlation between times spent on a web page and sales.

You can also use this report to understand correlation between a landing page and sales.

To create a micro conversions report, click on the ‘Add report’ button at the top of your report and then click on ‘create report’ button in the ‘Microconversions’ report section:

micro conversions report

You create the micro conversion report in the same way, you create the landing page report.

Let us understand the correlation between a landing page and sales and then the correlation between time spent and sales though ‘micro conversion’ report.

Correlation between a landing page and sales

Following is the micro conversions report for Coral Top product detail page:

micro conversions report2

From this report we can conclude that people who landed on the coral top product detail page were 2.76% of all the website traffic. They converted at 2.73%. They spent around $69k and conversion value per person is $6.73.

You can also apply any advanced segment to this report:

only returning users traffic

 Correlation between time spent and sales

micro conversions report3

Like any other report, you can apply any advanced segment to this report too.

 

Some points to keep in mind while doing Conversion funnel analysis

1. Always test your funnels through tool like PadiTrack before you set them up in Google Analytics. It takes weeks and months to get decent amount of data in Google Analytics conversion funnels. So it is always wise to test your funnels before you create them in GA.

2. You need to be very careful about how you set up conversion funnels in your Google Analytics account.  If you set up incorrect funnels then you could get incorrect insight.

3.  The navigation path that has/is triggering maximum number of conversions should be used as your conversion funnel. In this way you can eliminate guess work and can also identify conversion funnels which you haven’t considered before.

4. People can follow ‘N’ navigation paths to make a purchase but not all navigation paths are equally important for conversion funnel analysis.

5. Before you compare the Google Analytics data with paditrack data, make sure that you are looking at the data within same time period in both accounts and your GA view doesn’t have data sampling issues.

6.  Whenever you compare data between two or more web analytics tools, there will always be some data discrepancy. Remember that. So whenever you are comparing the data from multiple data sources, focus on trends and not on the actual numbers.

7.  The custom segments in PadiTrack includes both default segments and custom segments from your Google Analytics account .

 

Conversion Funnel Optimization Process

This is the process I follow to do conversion funnel optimization:

conversion funnel optimization process

 

  1. Define/create the conversion funnel using paditrack.

  2. Test the funnel to make sure that each funnel step is getting the right data.

  3. Analyze the funnel data to understand customer purchase journey.

  4. Take action on the basis of the insight you got from funnel analysis.If you can’t take any action then abandon your current funnel and define a new funnel by adding, removing or modifying funnel steps to get better actionable insight.

  5. Execute the funnel optimization process as many times as needed until you get optimal results from your funnel visualization reports.

 

Other article you will find useful:

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  • http://www.leapfroggr.com/ Dennis Seymour

    cool recommendation and work flow Himanshu.

    I’ve never tried Paditrack before. Better give it a try

    thanks

    • optimizesmart

      PadiTrack is really good.

  • Mikael Uusitalo

    Very good read! Going straight to buffer! :)

    • optimizesmart

      Glad you like the post.

  • http://www.kaivandave.com/ Kaivan Dave

    Love this post! Never used Peditrack — going to try it right now!