If we talk about analytics and eCommerce, it is common to find the concept of funnel or funnel Of conversation. But do you know exactly what it is? Not all customers who visit an eCommerce reach the priority objective of the online store, what is the sale Some don’t even get past the . And how can we know where we are losing users?
The conversion funnel (or conversion funnel, if you prefer) identify the steps that a customer must follow in an online store to achieve a goal. Although it can be applied to different actions (a registration, a form, a lead, a subscription to a newsletter), the most common is to define funnels for the “target” with capital letters: shopping.
The conversion funnel, a tool to optimize the online store
One of the main benefits of funnel of conversion is that it allows visualize graphically the percentage of users that we are losing at each step established until the final objective is met. And, the most important thing is that, by detecting the specific place where we are losing opportunities, we have the keys to analyze and interpret this data and define corrective measures.
allows us to check if users leave on a registration form (for example because we ask for too much data or because in a purchase it forces us to register without the possibility of making the purchase without registration), when you reach the payment options or the gateway (because we do not offer enough alternatives or due to some error or confusion with credit cards or PayPal or simply because it takes time to load the virtual POS) and, what is more important, by detecting where users go, we can analyze and introduce corrective actions to avoid it.
What is then the main utility of the conversion funnel? If we refer to an eCommerce, optimize the purchase process and get more sales.
The conversion funnel in Google Analytics
The creation of conversion funnels is one of the options you have to monitor where and when customers are lost in your eCommerce, and it starts with the goal definition. From there, the mandatory steps that must be met to reach this goal must be established, give it a name and identify the URL of the page. In the case of having defined a purchase as an objective, some typical steps could be:
- Product sheet
- shopping cart
- Personal information
- virtual POS
- completed order
With the conversion funnel, the success of each of the pages is measured, allowing modifications to be made based on the results provided by the analytics.
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