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► GETTING STARTED WITH GOOGLE ANALYTICS
► CUSTOM FUNNELS
► UNDERSTANDING TASK COMPLETION IS FUNDAMENTAL
► TO OPTIMIZING BUSINESS PERFORMANCE.
► IT’S IMPORTANT TO UNDERSTAND WHO STARTED
► VERSUS WHO COMPLETED A TASK AND HOW
► THEY BEHAVED THROUGH MULTIPLE STEPS ALONG THE WAY.
► CUSTOM FUNNELS ARE A GOOGLE ANALYTICS FEATURE
► THAT LETS YOU CREATE USER-LEVEL AD-HOC FUNNELS
► TO VISUALIZE USER BEHAVIOR AND PERFORM
► TASK COMPLETION ANALYSIS.
► YOU SHOULD ALREADY BE FAMILIAR WITH THE STANDARD
► GOOGLE ANALYTICS FUNNEL VISUALIZATION REPORT
► AND IF YOU USE ENHANCED ECOMMERCE YOU MAY
► ALSO BE FAMILIAR WITH THE SHOPPING BEHAVIOR
► AND CHECKOUT BEHAVIOR REPORTS.
► ALL OF THESE FUNNEL REPORTS CAN PROVIDE USEFUL INSIGHT
► WHETHER IT’S ILLUSTRATING SMOOTH FLOW
► OR QUICKLY HIGHLIGHTING AREAS FOR IMPROVEMENT
► WITHIN A MULTI-STEP PROCESS.
► CUSTOM FUNNELS OFFER SEVERAL BENEFITS
► BEYOND THE STANDARD GOOGLE ANALYTICS FUNNEL REPORTS.
► YOU CAN CREATE AND CHANGE YOUR CUSTOM FUNNEL
► RULES AT ANY TIME;
► THEY DON’T REQUIRE ADVANCE PLANNING OR ADDITIONAL IMPLEMENTATION.
► SIMILARLY CUSTOM FUNNELS ARE RETROACTIVE
► MEANING THAT YOU CAN DEFINE OR EDIT A CUSTOM FUNNEL
► AND IT WILL UPDATE WITH YOUR HISTORICAL
► GOOGLE ANALYTICS DATA.
► CUSTOM FUNNELS ARE HIGHLY FLEXIBLE
► AND CAN CONTAIN UP TO FIVE STAGES.
► EACH STEP OR STAGE IS DEFINED BY MATCHING RULES
► FOR VARIOUS DIMENSION VALUES SUCH AS
► PAGE URL EVENT LABEL OR CAMPAIGN.
► IMAGINE YOU WANT TO UNDERSTAND HOW CONTENT
► ON YOUR SITE
► CONTRIBUTES TO USERS SIGNING UP FOR A NEWSLETTER.
► YOU CAN START BY CREATING A CUSTOM FUNNEL
► WITH FOUR STAGES:
► VIEWING AN ARTICLE PAGE WATCHING A VIDEO
► ACCESSING A NEWSLETTER SIGNUP FORM
► AND SUCCESSFULLY SUBMITTING THE NEWSLETTER SIGNUP FORM.
► TO SET UP THIS FUNNEL FIRST DEFINE RULES
► FOR EACH STAGE OF THE FUNNEL.
► START BY CLICKING “CUSTOMIZATION” IN THE
► LEFT-HAND NAVIGATION MENU.
► CLICK “CUSTOM REPORTS” “NEW CUSTOM REPORT”
► THEN SELECT THE REPORT TYPE “FUNNEL.”
► THE FIRST STAGE OF THE FUNNEL IS A PAGEVIEW
► OF ANY ARTICLES PAGE
► WHICH IS DEFINED BY THE ARTICLES CONTENT GROUP.
► THE NEXT STAGE OF THE CUSTOM FUNNEL IS AN EVENT:
► SPECIFICALLY EVENT CATEGORY IS YOUTUBE
► AND EVENT ACTION IS PLAY.
► IF YOU WANTED TO NARROW DOWN THE STAGE TO
► A SPECIFIC VIDEO
► YOU COULD ALSO SPECIFY THE EVENT LABEL
► WHICH IS WHERE YOU WOULD NORMALLY
► CAPTURE THE VIDEO NAME.
► TAKE ADVANTAGE OF THE YOUTUBE TRIGGERS AND
► VIDEO VARIABLES
► IN GOOGLE TAG MANAGER TO EASILY TRACK
► USER ENGAGEMENT WITH YOUR EMBEDDED YOUTUBE VIDEOS.
► YOU CAN USE THIS EVENT DATA FOR CUSTOM FUNNELS
► AND IN MANY OTHER ASPECTS OF GOOGLE ANALYTICS REPORTING.
► THE LAST TWO STAGES OF THIS FUNNEL ARE BASED ON
► PAGEVIEWS FOR NEWSLETTER SIGNUP AND NEWSLETTER SIGNUP CONFIRMATION.
► THESE ARE THE BASICS.
► YOU CAN ALSO GET MORE SPECIFIC
► BY ADJUSTING THE ADVANCED CONFIGURATION SETTINGS
► WHICH YOU’LL EXPLORE LATER IN THIS LESSON.
► NOW THAT YOU’VE LEARNED HOW TO CONFIGURE
► CUSTOM FUNNELS
► LET’S TAKE A LOOK AT CUSTOM FUNNEL REPORTING.
► IN THE TIME PERIOD SELECTED THE CUSTOM FUNNEL
► SHOWS THAT USERS VIEWED AN ARTICLE PAGE.
► OF THOSE USERS STARTED A VIDEO.
► OF THE USERS WHO STARTED THE VIDEO ACCESSED
► THE NEWSLETTER SIGNUP FORM
► AND MADE IT THROUGH TO THE SIGNUP CONFIRMATION PAGE.
► NOTICE THE PERCENTAGES AT EACH STAGE OF THE FUNNEL.
► DROP-OFF PERCENTAGE IS DISPLAYED IN RED
► FOR EACH STAGE-TO-STAGE TRANSITION.
► AT THE TOP OF THE VISUALIZATION YOU CAN SEE
► THE COMPLETION RATE AT EACH STAGE.
► ABOVE THE FINAL STAGE YOU’LL ALSO SEE HOW MANY USERS
► MADE IT THROUGH ALL STEPS WHICH IN THIS EXAMPLE IS .%.
► HOW CAN YOU IMPROVE THIS FUNNEL COMPLETION
► RATE?
► LET’S START WITH THE SUCCESSES AND THE OPPORTUNITIES
► FOR IMPROVEMENT
► THAT THE CUSTOM FUNNEL IS INDICATING.
► NOTING THAT ONLY A SMALL PERCENTAGE OF ARTICLE VIEWERS IN STAGE
► ALSO VIEW A VIDEO YOU COULD ADD MORE VIDEOS TO ARTICLE PAGES
► AND MAKE SURE THAT THE VIDEOS ARE PLACED HIGH ON THE PAGE.
► EXAMINING STAGE YOU CAN SEE THAT .%
► OF USERS WHO STARTED A VIDEO
► PROCEEDED TO THE NEWSLETTER SIGNUP FORM.
► THIS IS A GOOD PERCENTAGE BUT WHAT IF YOU ADDED AN OVERLAY
► TO THE BEGINNING OF EACH VIDEO TO DIRECTLY ENCOURAGE NEWSLETTER SIGNUP?
► MOVING DOWN THE FUNNEL YOU CAN SEE THAT THERE’S
► A .% DROPOFF
► FROM THE NEWSLETTER SIGNUP FORM TO SIGNUP CONFIRMATION.
► A NEXT STEP MIGHT BE TO ADD A CLEARER PRIVACY
► ASSURANCE TO THE SIGNUP FORM.
► BEFORE YOU COMMIT TO CHANGING YOUR MESSAGING
► AND USER EXPERIENCE
► YOU CAN USE GOOGLE OPTIMIZE OR OPTIMIZE
► TO TEST SOME OF THE IMPROVEMENT HYPOTHESES
► THAT CUSTOM FUNNELS HELP YOU GENERATE.
► FOR EXAMPLE TO ADDRESS THE DROPOFF BETWEEN THE
► NEWSLETTER SIGNUP FORM
► AND CONFIRMATION YOU COULD CREATE A TEST THAT EVALUATES
► THE ORIGINAL FORM AGAINST THE FORM WITH THE PRIVACY ASSURANCE.
► IF YOU SEE THAT THE PRIVACY ASSURANCE VERSION
► IS THE WINNER
► YOU CAN USE THE UPDATED FORM FOR ALL USERS.
► AFTER MAKING THESE CHANGES YOU CAN CHECK
► YOUR FUNNEL AGAIN.
► IF YOU SEE THAT DROPOFF HAS DECREASED THROUGH
► EACH STAGE
► IT’S LIKELY THAT YOUR CHANGES PRODUCED THE DESIRED EFFECT:
► IN THIS CASE YOU SEE AN OVERALL FUNNEL COMPLETION RATE
► INCREASE FROM .% TO .%.
► YOU’VE SEEN ANALYSIS AND OPTIMIZATION OPPORTUNITIES
► WITHIN THE CUSTOM FUNNEL REPORT.
► NOW LET’S EXPLORE HOW YOU CAN USE THIS REPORT
► TO CREATE CUSTOM SEGMENTS THAT YOU CAN USE
► IN OTHER GOOGLE ANALYTICS REPORTS AND
► TO CREATE AUDIENCES FOR REMARKETING OR OPTIMIZATION.
► HOVER OVER ANY STAGE TO CREATE A SEGMENT OR
► A REMARKETING AUDIENCE
► BASED ON ABANDONMENT OR COMPLETION AT THAT STAGE.
► FOR INSTANCE YOU COULD CREATE A SEGMENT OF USERS
► WHO ABANDONED THE FUNNEL AFTER WATCHING A VIDEO.
► YOU MIGHT THEN APPLY THAT SEGMENT TO YOUR
► CAMPAIGNS REPORT
► TO SEE WHICH CAMPAIGNS ARE SENDING USERS
► WHO WATCH YOUR VIDEOS BUT DON’T SIGN UP FOR YOUR NEWSLETTER.
► REMARKETING IS OFTEN REGARDED AS A MEANS OF
► BRINGING ABANDONERS BACK
► TO COMPLETE A CONVERSION.
► BUT YOU CAN ALSO USE REMARKETING TO OFFER
► ADDITIONAL PRODUCTS OR SERVICES
► TO USERS WHO HAVE COMPLETED A CONVERSION PATH.
► AS AN EXAMPLE YOU COULD DEFINE A REMARKETING AUDIENCE
► FOR USERS WHO HAVE COMPLETED THE NEWSLETTER SIGNUP FUNNEL
► AND YOU COULD PROMOTE
► A PAID SUBSCRIPTION TO PREMIUM VIDEO CONTENT.
► AS YOU CAN SEE YOU CAN USE CUSTOM FUNNELS
► TO QUICKLY AND EASILY UNDERSTAND YOUR CUSTOMERS’ CRITICAL JOURNEYS.
► CREATE SEGMENTS AND REMARKETING LISTS BASED ON
► ANY COMPLETED OR ABANDONED STAGE IN THE FUNNEL
► AND USE THEM TO FOCUS YOUR SITE IMPROVEMENT AND MARKETING EFFORTS.
► LIKE OTHER GOOGLE ANALYTICS CUSTOM REPORTS
► CUSTOM FUNNELS HAVE SAMPLING THRESHOLDS.
► CHECK THE INDICATOR ICON AT THE TOP OF THE REPORT.
► YELLOW INDICATES SAMPLING.
► WHEN SAMPLING OCCURS YOU MAY WANT TO TAKE ADVANTAGE OF UNSAMPLED REPORTS
► TO GENERATE A CUSTOM FUNNEL REPORT WITH FULL DATA.
► WE’LL DISCUSS UNSAMPLED REPORTS
► AND CUSTOM TABLES IN THE NEXT LESSON.

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