Often users will have to go through steps to convert on your website. In these instances it’s important to monitor how easily they are able to complete all of these steps, and whether any of the steps poses a major barrier to conversions. One of the best ways to monitor multi-step processes is by using funnels in Google Analytics. Funnels are set up on Goals as a way to give additional insight into user behaviour.
Setting up funnels
Funnels are set up as part of the goal creation process. Funnels can only be set up for destination based goals so make sure that you select this from the ‘goal type’ options.
Once you’ve added your goal options the next step is to set up the goal details. In this section you’ll need to add your final goal destination; this will be your conversion page e.g. a purchase confirmation page.
After doing that you’ll need to turn the Funnel option on ‘on’.
You can now begin adding the steps of your funnel. These should mirror the user journey from the top of the final to the page before the goal destination. In the example below we’ve used a typical shopping cart process.
Once your funnel has been set up you can view the results in your Google Analytics reports. This report can be found in Conversions > Goals > Funnel visualization.
If your funnel has been set up correctly you’ll see something that looks like the example below:
The areas to focus your attention on here are the percentage of people going to the next step (shown between each of the step boxes) and the exit pages of those people (shown in the tables on the right).