Whether you're selling items on your website or trying to catch leads, you have a conversion funnel. Understanding the path and drop off points in that path are the key to success to optimize your conversion funnel. We will talk about the easiest ways to track this funnel and how to make sense of all the data you have collected. We will even talk about methods to discover why your users are dropping off and the most effective ways to address it. This talk will also look at the different tools including Google Analytics, HotJar, Mixpanel and Kissmetrics and how each of them can help you track your conversion funnel.
Presented at WordPress Orlando Meetup on July 26th 2016
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Hi, I am Chris Edwards
•Website Developer 17 years
•WordPress Developer for 5 Years
•Digital Marketer/SEO for 10 Years
Follow me on Twitter:
@ChrisEdwardsCE
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Outline For Tonight’s Talk
•Conversion Funnels 101
•Tracking Your Funnels
•How to Deal With Drop offs
We have a lot to get through,
please hold Questions to the end.
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What is a Conversion Funnel
A Conversion Funnel is the path a user
takes to become a converted user. This
can be a purchase, sign up or lead.
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Why Should I Care?
Funnels give you a visual representation of
the conversion between each step in the path.
Use this data to:
Identify drop off points
Be aware of bugs
See what works
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What Can I Use to Track Funnels
Many analytic platforms allow the tracking of your funnels. We will
cover how to setup funnel tracking in Google Analytics and Hotjar.
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What Should My Funnel Be?
The key is to build your funnel ‘backwards’. Ask
your self, what is my final goal or conversion?
Now, just work backward to where your goal
starts.
Be careful taking the funnel all the way back to
the homepage. Not all your visitors will come in
through that page. Rather, go back to where your
conversion flow starts, i.e. a product page.
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Google Analytics
Google Analytics allows you to setup
goal funnels. These must be destination
based goals (no event based goals).
Pages visited in the middle of a funnel
will still count.
Step 1 -> Not a Step -> Step 2 -> Step 3
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But What About Events?
Google Analytics allows you to setup goal funnels. These
must be destination based goals (no event based goals).
For this reason, Google Analytics can be limited in the
data provided. This is where other tools such as
Kissmetrics or Mixpanel come into play.
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Hotjar
Hotjar works the same as Google
Analytics and is very simple to setup.
When combined with visitor
recordings, you can watch as visitors
drop out of your funnel.
Since Hotjar is not attached to goals,
it is quick to make several funnels.
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But How Can I Track AJAX
AJAX forms such as Gravity Forms
will load without changing pages.
For these, you will want to fire fake
pageviews, known as virtual
pageviews with JavaScript.
hj('vpv', '/fake/path');
ga('send', ‘pageview’, ‘/fake/path’);
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AHH! One of my Steps Has A Steep Dropoff
Look at your conversions from step to step and identify where most of
your visitors are dropping off. This is where we need to focus some
efforts.
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Why Did They Drop Off?
To fix a problem, we must first know what is causing it. There are
several ways to do this.
Bug Check
On Page Surveys
Heatmaps
Visitor Recordings
A/B Testing
Let’s Combat This!
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Check For Bugs
Run through and do a full QC of the
steps where people are dropping off.
Don’t forget to browser test as well!
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On Page Surveys
Ask questions at funnel drop off
points.
How can we help?
Are you looking for something we
don’t have?
Do you need assistance?
How can we improve?
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AB Test!
Run an AB test to try different
variants of each test. Some AB
Test tools will integrate with
Mixpanel and Kissmetrics funnels
to make it easier to identify which
ones improved your funnel.
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Is He Done Yet?
Conversions Funnels are very easy to track, yet, these
are often over looked. Take some time to setup a
simple conversion funnel and take control of your
business.
There is no such thing as having too many funnels
being tracked. Funnels can be as simple as 2 steps all
the way up to 20+ steps. Key is, TRACK THEM!
