Conversion Funnel Optimization through Paditrack

To segment and test funnels I have been using a special tool called PadiTrack for the last few years.  Sorry for writing about it so late. This tool pulls the data directly from your Google Analytics account and is 100% free to use.

 

I rarely look into the funnel visualization reports of Google Analytics. This is because they have become obsolete in my world.

I can’t wait for days and weeks for the data to populate first so that i can carry out some meaningful analysis.  I want to create funnels on the fly and instantly get what i am looking for.

Related Post: The Geek Guide to Understanding Funnels in Google Analytics

 

Follow the steps below to use PadiTrack

Step-1: Sign up on PadiTrack website.

Note: 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.

Step-2: Since paditrack pulls the data from Google Analytics, you need to connect the paditrack account with your Google Analytics account.
So once you have signup, click on the ‘connect to Google Analytics’ button and then on the ‘Allow Access’ button:

 

Step3: Click on the Google Analytics account name you have just added:


Step-4:
Select the analytics profile you want to use by clicking on the ‘use this profile’ button:

 

Step-5: Now you will define your funnel. You define your funnel steps in the same way you define funnel steps in your Google Analytics account.

Since I want to segment the conversion funnel shown in Fig.1, I will create a duplicate of this funnel in ‘paditrack:

 

Here I have created a funnel called ‘Funnel Visualization That Matters’ and have defined the first step of the funnel which is visit to the home page.

I clicked on the ‘validate’ link to make sure that I have set up the funnel step correctly.

To add another step to the funnel, click on the ‘Add one more stop’ button.  Once you have added all the necessary funnel steps, click on the ‘finished adding’ button:

 

You funnel visualization report will now look like this:

Fig.2

 

If you compare Fig.1 to Fig.2, you will immediately notice that there is huge data discrepancy between the traffic coming to the home page.

In Fig.1, 8266 visitors came to the home page.

Whereas in Fig.2  only 525 visitors came to the home page.

This is because in Fig.1 the first funnel step was set up incorrectly.  The 8266 visitors were the total visitors to the website and not just to the home page.

PRO Tip

Another awesome way to set up correct funnels is by looking at the ‘Reverse Goal Path’ Report in Google Analytics.

Through this report you can determine the actual navigation paths that triggered goal conversions and how many conversions each navigation path triggered.  The navigation path that has/is triggering maximum number of conversions should be your conversion funnel.

 According to Fig.1 website got 39 orders. But according to Fig.2 website got 38 orders.  Why this data discrepancy?

Well, there will always be some data discrepancy between two or more web analytics tool. Remember that. So

whenever you are comparing the data from multiple data sources, focus on trends and not on the actual numbers.

If you scroll down in Fig.2, you will see a report like this:

You can now see the segmentation options which you can use to segment your conversion funnels.

You can segment the funnel by top referrers, by top keywords. You can also apply custom segments by clicking on the ‘custom segments’ tab:

Fig.3

 

The custom segments in PadiTrack contain both default segments and custom segments of your Google Analytics account.

The default segments are listed at the top and custom segments are listed at the bottom.  Now let us apply the advanced segment ‘search traffic’ (in Fig.3) to our conversion funnel in Fig.2. by clicking on the ‘search traffic’ link (as shown in Fig.3):

Fig.4

 

Now if we compare Fig.2 with Fig.4, we can easily determine that out of 525 visitors on the home page, 365 visitors were search traffic visitors.

Majority of people who went to the shopping cart page and who made a purchase were search traffic visitors. So now we know that we need to focus on search traffic.

You can apply other advanced segments like paid search traffic to determine what percentage of search traffic that is coming to the home page is from PPC. Similarly you can apply several other segments to determine the contribution of other marketing channels in the overall ‘drop off’ from one funnel step to the next.

The other big advantage of using paditrack is that you can add/remove funnel steps on the fly to understand and optimize your conversion funnels.

You don’t need to wait for the data to be populated first  (unlike in Google Analytics). For example here I have added one more funnel step called ‘view product pages’:

Now we can see the biggest drop off is between the home page and viewing a product page.  The usage of this tool is only limited to your imagination.

 

 Posts you may find useful:

 

Do you know the difference between Digital Analytics and Google Analytics?


99.99% of course creators themselves don’t know the difference between Digital analytics, Google Analytics (GA) and Google Tag Manager (GTM).

So they are teaching GA and GTM in the name of teaching Digital analytics.

They just copy each other. Monkey see, monkey do.

But Digital analytics is not about GA, GTM.

It is about analyzing and interpreting data, setting up goals, strategies and KPIs.

It’s about creating strategic roadmap for your business.


Digital Analytics is the core skill. Google Analytics is just a tool used to implement ‘Digital Analytics’.

You can also implement ‘Digital analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

Using Google Analytics without the good understanding of ‘Digital analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.

You are either likely to end up somewhere other than your destination or you get involved in an accident.


You learn data analysis and interpretation from Digital analytics and not from Google Analytics.

The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Digital analytics’ and not from ‘Google Analytics’.


You learn to set up KPIs, strategies and measurement framework for your business from ‘Digital analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Digital analytics’. You are not learning the ‘Digital analytics’ itself.

Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.

You need to know lot more than GA in order to work in digital analytics and marketing field.


So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.

Here what You'll Learn On This FREE Web Class!


1) The number 1 reason why most marketers and business owners are not able to scale their advertising and maximise sales.

2) Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.

3) The number 1 reason why conversion optimization is not working for your business.

4) How to advertise on any marketing platform for FREE with an unlimited budget.

5) How to learn and master digital analytics in record time.

 
 

My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence.

The Digital Analytics Association is a world renowned not-for-profit association which helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

error: Alert: Content is protected !!