Funnel ViewsMeasureCamp VI
@xavier_colomes
Conversion Garden
@xavier_colomes – Conversion Garden
Funnel View
• What do you see in your WA Tool?
@xavier_colomes – Conversion Garden
Traditional View: URL based. Tip of the iceberg (or carrot!)• Top 10 Urls account for 40% of the pageviews
• In a large ecommerce top 10 URLs can account for as little as 20% of total
@xavier_colomes – Conversion Garden
Funnel View• Combines all URLs from a similar content type in a single URL (products, homes, categories,
etc)
• Now the top 10 contents visited account for 95% of the total pageviews
Funnel View allows to understand the overall performance• And to understand where users are leaving funnel step (no url detail here!)
@xavier_colomes – Conversion Garden
Meaningful “Goal Flow”
How to do Funnel Views:
There are a number of ways to group content in GA/UA:
• Virtual URLs (argh…! If possible, avoid)
• Content Groupping (meh…)
• Own view based on filters by:
• URL
• UA Custom Dimension (recommended)
Using a dedicated and separated view is clean, easy to mantains and won’t interfere with your main reporting view.
@xavier_colomes – Conversion Garden
Perfil de Funnels: URL based filters • They are not always possible, depends on the URL structure
• Beware of multi-language sites with different urls for the same page based on lang
@xavier_colomes – Conversion Garden
Xavier Colomés - MÓDULO 2
UA Custom dimensión: Content Type (Must have!)
Virtual URLs
This site appends the Virutal URL to the actual URL:
/ViewPropertiesByCriteria.aspx?CultureCode=es-ES&RegionId=220&sleeps=2-0&DateArrival=20/06/2014&DateDeparture=23/06/2014&bedrooms=-1&OrderBy=0&OrderBy2=DESC&mxr=/es/roma/ResultadosBusqueda/BusquedaNormal/VerLista/Ent_20-06-2014/Sal_23-06-2014/Noc_3/Res_13/Pagina1
• Old School technique… avoid when possible
@xavier_colomes – Conversion Garden
Filters based on UA Custom dimension• Language agnostic. Much more reliable than URLs and rock solid.
@xavier_colomes – Conversion Garden
Content Type is not just for Funnels view….
Category 1
Category 2
Notice how the content distribution is different in this 2 categories and
how the Split affects conversion
@xavier_colomes – Conversion Garden
Funnel view: Content Groupping (meh..)
• They can’t be used in funnels, and they can’t be defined using Custom Variables
@xavier_colomes – Conversion Garden
Funnel view: Content Grouping example
@xavier_colomes – Conversion Garden
Funnel view Recap
• For CRO (not for analytics reporting) we start by understanding the overall funnel, regardless of the category / product
• To achieve that we group similar content types (or cms templates) to have an aggregated and simplified view
• This will easily show what content types are failing and where is the website action taking place
• Once we have it we want to segment this funnel to understand performance by category, product, vertical…
• The best way to do it is to have a Custom Dimension with the content type or cms template
• Content grouping is ok, but not for this. Stil you have to have it.
• Original Post (Spanish) in Conversion Gardenhttp://www.conversiongarden.com/esp/es/2013/06/aun-no-tienes-un-perfil-de-funnels-en-google-analytics
@xavier_colomes – Conversion Garden
@xavier_colomes – Conversion Garden
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