Imagine carrying a bucket full of water home from a well. Now imagine little holes appearing in your bucket. Slowly, the water flows out of your bucket as you walk home. There is still water left when you arrive, but it is obvious that you did not carry nearly as much as you could have.
The leaky bucket is a metaphor for your conversion funnel, a path your visitors take from the time they arrive at your store to the time they make a purchase. The success of your business depends on your conversion funnel.
This guide will show you how to find a leaky funnel, why leaks in the conversion funnel can be detrimental to your pipeline (and your profits), and the best tips to plug the leaks in your conversion funnel.
How to Find Leaks in the Conversion Funnel
There are three reports in Google Analytics that you can use to find leaks in your conversion funnel:
- Funnel Visualization Report (Conversions > Goals > Funnel Visualization). This is the most basic report that shows you a visual overview of your funnels depending on the goal you choose.
- Goal Flow report (Conversions > Goals > Goal Flow). This shows the most accurate path to conversion. It is also a bit more flexible than the funnel visualization, sweden email list as it allows you to use advanced segments and date comparisons.
- Reverse Goal Path report (Conversions > Goals > Reverse Goal Path). This shows you your actual funnels. Here you will discover funnels you didn’t even know existed. Essentially, you will see the three pages visited before conversion.
When you review these reports, avoid overusing emojis as they may appear unprofessional ask yourself where visitors most often exit the funnel. These are the leaks you need to fix. To improve your conversion rate, you need to figure out how to plug these leaks to keep more visitors in your funnel.
With the three reports above, china phone numbers you should be able to quickly identify problems with a leaky conversion funnel.
We trust in God. We demand numbers from everyone else.
In the words of engineer and author W. Edwards Deming , “In God we trust. From everyone else we demand numbers.” The first step is to conduct quantitative and qualitative research to find out why the holes exist and how best to plug them.
The further down a funnel you go, the more effective the holes you plug will be. A small increase in conversion rate has a much greater impact at the end of a funnel than at the beginning, so it’s often smart to work from the bottom up.
How to Conduct Quantitative Research
Quantitative research is numerical and objective. It aims to uncover the “what” behind the behavior of your visitors and customers. In conversion rate optimization, quantitative research usually refers to one of the following methods:
- Technical Analysis
- in-depth analysis of analytics
- form analysis
- heatmaps
1. Technical Analysis
If your store doesn’t perform well, it won’t convert well. That’s an absolute rule.
While it’s easy to think that everyone is using the latest version of our favorite browser or operating system, the reality is more complex. You may have a brand new iPhone, but somewhere someone is still using a Nokia 3310 from 2017.
Technical analysis takes these different types of visitors and buyers into account and mainly includes three core concepts:
Cross-browser and cross-device testing. This is the process of making sure your store works correctly in as many browsers and on as many devices as possible, which is no small task. Each browser and device has many versions and many users ignore update reminders, so you can’t assume everyone is using the latest version.