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Optimizing Your Conversion Funnel With DataHero

February 6th, 2014

DataHero_OptimizingYourConversionFunnelWDataHero

Your conversion funnel is the lifeblood of a web-based business. Google Analytics provides a lot of information on visits and conversions, for your funnel but can contain so much information it can be overwhelming to visualize the data in Google Analytics.

 Normally to see conversion rate you’d have to export your data to an Excel spreadsheet, create some pivot tables, or learn to work with a  percentage series in Excel. In DataHero it takes just a few minutes to start getting the answers you need about your conversion funnel, connecting the dots between landing pages, sources and overall conversions.

Step 1: Import Data Into DataHero

In this post we’ll cover how to import data from Google Analytics directly into DataHero, then visualize it to answer some questions about your funnel, then find ways to improve that funnel. I’ll use an example of a web-based service that measures conversion goals as an email registration, and an activation occurs after a user verifies his or her email address.

Step 2: Visualize Funnel

Let’s begin with your overall funnel and visualize how many conversions you’re getting by date. This is the high level view of how your website is converting overall. The reason that it is important to have the columns “registrations who did not activate” and “visitors who did not register” is because the stacked column chart that we’ll create must include parts that make up the whole. To read more about stacked column charts, check out this post.

General Funnel

1.) Click Create a New Chart
2.) Drag on the following attributes:

  • Beginning of Week Date
  • Activations
  • Registrations who did not activate
  • Visitors who did not register

This gives you a general overview of your conversion rate, including your activation rate.

Change the time grouping by selecting the dropdown menu under Beginning of Week Date. Easily view your conversion rate by month, week, or day. You can even see trickier time groupings like week of year or day of week.

Funnel by Landing Page

Step 1: Click Create A New Chart

Step 2: Drag on the following attributes:

  • Landing Page
  • Visitors who did not convert
  • Acquisitions

Step 3: Click “Type” in the left corner of the page and switch the chart to a stacked column chart

Step 4: Click the Percentage button in the top left corner of the chart canvas.

Below you’ll see a chart comparing conversion rates across the top landing pages.

Create a chart of visits by landing page to determine which landing pages are driving the most traffic, and thus the pages that you should focus most heavily on for increasing conversion rates.

Drag your Date category onto the bottom portion of the chart canvas where it says “Create Filter” then you can select the specific period you’d like to see for each landing page.

Compare One Landing Page Over Time

Step 1: Click Create A New Chart

Step 2: Drag on the following attributes:

  • Date
  • Visitors who did not convert
  • Acquisitions

Step 3: Drag Landing Page onto the lower portion of the canvas where it says “Create A Filter” and select the landing page you’d like to visualize

Step 4: Click “Type” in the left corner of the page and switch the chart to a stacked column chart

Step 5: Click the Percentage button in the top left corner of the chart canvas.

The resulting chart displays the conversion rate for only the landing page you selected in your filter over time.

The examples above demonstrate how to monitor conversion rates across landing pages over time, but the same principles can be applied to sources, mediums, or even browsers.

Step 3: Set Charts To Update Automatically

Once you have the charts created that answer the questions you have, keep the charts up to date by enabling DataHero automatic updates. This means that the charts you’ve created in DataHero will update automatically to reflect the new data within Google Analytics. DataHero will send you an email when your charts are updated and that way you’ll always have the most recent information on your conversion funnel.

Using DataHero and Google Analytics in tandem can help you analyze not only conversions, but overall visits and other goals.  Sign up for a free DataHero account and connect to Google Analytics to start analyzing your conversion funnel.

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By Kelli Simpson

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