If you have Google Analytics set up, then you’ve accomplished step one. You have a ton of information at your fingertips. But seeing how many people come to your site is just the top of the iceberg. What you want is for them to convert in some way. It may be making a purchase, downloading a file, signing up for your newsletter, etc.
Analytics can give you actionable insight and one of the methods is by creating a funnel. Like it’s name suggests, it’s the flipped over triangle (large end at the top) that narrows at the bottom. The top is, of course, your landing page, whichever one you choose, but you want your visitors to take certain steps to that final one: the conversion.
Your conversions may be low so you’ll need to identify the steps your visitors should take in getting to that conversion. This is done in your Ananlytics dashboard. Find the Conversions tab and under that Funnel Visualization.
You’ll need to create goals so select Set up Goals.
Next select Add New Goal. We’ll choose Custom for this.
Next under Goal Description give it a name. Select one of the radio buttons (e.g., Destination – since we want the visitor to go to a certain page). Click continue.
For our example we want them to fill out a contact form. Our page is http://ourdomain.com/contact/.
On the next page you’ll put in that last bit next to “Equals to” (just contact/). Select a value (optional–if there’s a monetary value associated with this step).
You’ll then see the funnel step starting with step one. Name it and provide the page. E.g., “home page” for the name and the url e.g., “index.html.”
Repeat for the other pages you want visitors to go to leading up to your destination. Select “Required” only if your visitors MUST go through every step. If they don’t you don’t need it. If someone goes directly to your destination page and fill out the form, that’s still a conversion.
You may want to Verify to see what your conversions may be based on historical data. Then Save.
When you go to Funnel Visualization again you’ll see your Funnel. Once you get some data you can see where your visitors fall off in this process. This can help identify which pages are preventing visitors from taking the steps to conversion. You can then take steps to try to stop those visitors from leaving (better content, clearer instructions, etc.).
Try it for yourself and see what information you are presented with.