Maximizing your conversion funnels can only happen when you experiment with each element of customer interaction, dig deep into the analytics and then optimize the design.
Fortunately, you don’t have to test everything at once. But where should you start?
In this article I’ll tell you:
- Where you should start
- The most important interaction points to test
- The essential elements at those interaction points to test
- And different tests you can run.
Let’s get started.
1. Create Google Analytics Funnels
Your first step to building a well-built online conversion funnel is to set up a funnel visualization in Google Analytics.
If you don’t have this set up…stop right now and go set it up. The data you will collect will reveal where your users are abandoning the conversion funnel.
The requirements are simple:
- Goal Name – Give the goal a name that will help you recognize when looking at your data reports. For example, “white paper A download” or “free trial subscription.”
- Define The Funnel – Google Analytics allows you to add up to ten pages in a conversion funnel. This is where you will find out where users are dropping off before completing the “goal”…so get this path right.
- Give The Goal A Value – To calculate ROI and other metrics in Google Analytics, you need to figure out what a completed goal is worth. For example, if 10% of people who download a report spend $500 with you, the download value might be $50 (10% of $500).
This tracking will help you discover when and where people are leaving your site during the conversion funnel.
For example, you may see that visitors are bouncing off of one page in the conversion path. You discover this page is where you have the price listed. Can you improve conversions by moving the price further down the sales path? Would adding trust elements on that page help?
If you ask these kinds of questions as you work through the data you’ll be able to fix the leakiest parts of your online conversion funnel.
To learn more about how to set up funnels in Google Analytics, please read our articled called How to Get Actionable Data Out of Google Analytics.