Convert Interest into Business with Goals and Funnels

You’ve spent all that time and effort promoting your business online and offline. You’re strategy is spot on and your product or service is great; however, for some reason your site is not converting interest into the levels of business you expected.

Sound familiar? Well if so, you need to get acquainted with goals and funnels within Google Analytics.

Google Analytics is a service offered by Google that generates detailed statistics about the visitors to your website. Aimed towards marketers, rather than geeks and techies, it generates a host of useful reports on the behaviour of visitors to your site.

Most important to many businesses is the goal and funnel elements included within the package. These detailed reporting systems allow you to track which pages result in lost conversions and where your would-be customers go.

However good your site, you will find that a percentage of would-be customers disappear during the buying process. Understanding where they go, and why, can be fundamentally important in making your site more successful.

Referred to as ‘Web Cart Abandonment’ on ecommerce websites, the average percentage of customers lost during 2007 was 52.1%. These customers leave for a variety of reasons ranging from matters completely out of your hands such as wrong credit card details to those well within your control, such as technical glitches or difficult processes.

So what are goals and funnels?

The term goal is used to refer to an outcome that you see as a positive result from your customer’s visit. This may be a successful purchase, viewing a particular page of your website or using the contact form. Whatever the goal you are looking to achieve, you can use the Google Analytics system to set the goal and track its success.

Monitoring the results is made easier through the Funnel Visualisation provided within the options. This visualisation shows how your would-be customers proceed down a particular path, predefined by yourself, towards the desired outcome or goal.

A typical Funnel Visualisation

A typical Funnel Visualisation

This allows you to accurately monitor where and why your customers are leaving your site, abandoning their purchase or potential interest in your services.

Armed with this information, you and your sales or marketing team (in smaller businesses you and the cat) can look for reasons within the data and make changes or tweaks as necessary to reduce the losses and increase business.

If you would like to find out more about setting up goals and funnels you can visit the Google help pages here or speak to a member of our team about our range of support packages on 01872 555933 or by emailing

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This post was posted on Tuesday, November 25th, 2008 at 10:51 am and is filed under Commentary, E-commerce.

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