21 Jan Google Analytics Funnel and Goal Setting – Maximizing Your Website ROI
What are your website’s goals? Google Analytics can help you define and measure your website goals. Whether it is an email / sales lead capture, a document download or an e-commerce transaction, Google Analytics Goal Setting and metrics can measure your site performance.
At its core, a goal is just the page your visitor sees in completing a goal. For example, it could be a specific page on your website that you want the visitor to visit or the page that is displayed when a visitor has completed a process like a download or ecommerce transaction. A goal is literally the URL of page that visitors see after completing a goal. As Google Analytics counts a successful goal achievement, the goal meter counts each time a pageview for the ‘goal’ page is hit.
A few things to keep in mind before setting up your goal funnel in Google Analytics:
• The goal name: Specify a name that you will recognize when viewing the goals of your reports. Examples of goal names might include “email sign-up” or “article download”, or “Contact us”.
• Defining the funnel: You can specify up to 10 pages in a defined funnel. In using a funnel to define the goal end results can help you determine where visitors drop out during the path to completing a conversion goal.
• The goal value: With Google Analytics, you can assigned a goal value to calculate goal ROI, value per conversion and other metrics. A good way to value a goal is to evaluate how often a visitor who reaches the goal becomes a customer. If, for example, you close 10% of people filled in the contact us form, and your average transaction is $1000, you might assign $100 to your “Contact Us” goal.
Creating A Google Analytics Goal
Here’s how to get started in setting up a Google Analytics Goal:
• Under the profile which you will be creating goals, click ‘Edit’ under the ‘Actions’ column.
• Under the ‘Goals’ section, select one of the 4 sets of goals. Each set contains up to five goals. Click ‘Add goal.’ You can create up to 20 goals if you use all four sets.
• Enter an easy to recognize name for the goal so that you can easily recognize it when viewing reports.
• Turn the goal ‘On’ or ‘Off.’ In selecting the ‘On’ positions, Google Analytics will track this conversion goal. Turning it ‘Off’ will only make the goal inactive without deleting it. This is especially ideal if you are running a short term promotion or time sensitive campaign.
• Select the goal’s position. The pull-down menu lets you select a goal’s position from within a set so that you can control the order in which it appears from the ‘Goals’ tab in your reports, can move a goal from one position to another within a single set, or move a goal from one set to another set from within the same profile.
• Decide one of the three types of goals you want. This can be URL Destination, Time on Site, or Pages/Visit. Typically the Destination URL is the page the visitors reaches after completing an action like a download, contact us thank you page or an ecommerce transaction.
• Once you select the radio button for the goal type, a field for ‘Goal Details’ should appear.
The Sales Funnel – Are Your Visitors Following the Path?
For e-commerce sites or sales leads sites, the objective of the site’s sales process should be to drive visitors down a “specific and intended path” guiding them all the way to end result- a sale or contact information capture.
In creating and leading visitors down a path of pages or steps gives users direction. The direction you provide provides prospects with information in the decision making process. This builds customer rapport which in turn builds confidence and leads to more sales.
The purpose of a path or funnel is to provide customers with direction so that they do not aimlessly wander through your site and you miss out on dissatisfied visitors and and lost sales opportunities. If you want them to buy or contact you, you need to take the visitor and lead them by showing them the way.
Google Analytics Funnel tracking is used, then, to measure how effective a particulars process is at leading your visitor down an intended path then converting that visitor into a goal – a sale or contact information.
Funnels provide a detailed path analysis mapping out where in the sales process you have problems or leaks in your sales funnel. Like roadblocks, funnel leakage are pages in the sales cycle where visitors are leaving the sales process or sales steps and preventing your visitors from buying or signing up. Funnels provide a visual roadmap for defining and addressing sections of the site that need adjustment and attention to move more visitors along the sales path. Funnels help focus and refine the sales process and lead to an increase the defined goal conversion process as mentioned above in setting up Google Analytics goals.
Contact us today if you need help with Google Analytics Goal and Funnel set up and implementation of Google Site Analytics.