measurecamp vi: don`t you have a funnel view?

Funnel ViewsMeasureCamp VI

@xavier_colomes

Conversion Garden

@xavier_colomes – Conversion Garden

Funnel View

• What do you see in your WA Tool?


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


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!)


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.


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 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


Filters based on UA Custom dimension• Language agnostic. Much more reliable than URLs and rock solid.


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


Funnel view: Content Groupping (meh..)

• They can’t be used in funnels, and they can’t be defined using Custom Variables


Funnel view: Content Grouping example


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



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measurecamp vi: don`t you have a funnel view?

Data & Analytics