- [Instructor] Funnels are an optional part
of configuring goals that
can help us identify bottlenecks and multi-step processes,
and then provide that insight
to where we're losing our customers in that process.
Let's go ahead and walk through a funnel report
on Google Analytics' demo account for the store.
Now, if you come down here in Conversions,
and you click on Funnel Visualizations,
we're going to see something like this.
I'm gonna go ahead and close that navigation.
This is an older version of a funnel report
that Analytics provides.
We're gonna go over in the next video
the new kind of more interactive version of this,
but there's reasons to use this one.
I think it's good to go back and really understand
how these funnels work before we move on,
and at the top here, we can choose
which goal we want to analyze.
I'm gonna stick with Purchase Completed
'cause that's kinda the true funnel,
and then we can come down here
and understand our data over time.
We can see how these goals are tending over time as well.
But the main portion we're really here to see
is this Funnel Visualization report here.
Now, Google set up a funnel, and it's gonna walk us through
a typical e-commerce experience,
all the way up from Cart, to Billing and Shipping,
to Payment, and then of course Purchase Completed.
If we go back up to the start here, on the left-hand side,
we see the entrances to each part of this step.
On the right, we have the abandonment points.
So we first see here is there were 10,000 people
approximately who viewed this particular page,
the shopping cart here, in the month of June.
Of those 10,000 people who entered from these pages here,
1277 of them came from a nest page within the site.
1177 entered here via the site.
This is what entrance means.
It means that the entered the site via this page.
860 of them came from the store Quick View and so on.
Now, where did they go?
Well, only 32% of them went down to the next step
in the funnel, and the rest, 6700 sessions, did not.
Almost 2000 of them exited, meaning they just left
the site completely after seeing this page.
That's not great.
1194 of them went to the sign-in page
which hopefully this means they're planning
on coming back if they're signing into their account,
so they're a repeat visitor.
But 1100 of them went to their basket,
maybe to adjust the quantities,
and the rest went back to the store or back to the homepage,
and as for the 32% who stayed here in the funnel,
and moved onto the billing and shipping pages
here in the conversion process.
Now, I'm not gonna walk through each step,
as it's pretty clear how this funnel works.
You can continue down this journey
and see how many users moved through
each of these set milestones in the funnel,
how many dropped off, where they left the site completely,
or where they went in another page.
It's an interesting and very useful way
to see the percentage of sessions
who stay within the goal funnel.
Those who leave, where they go,
and this report may not explain the reasons
why users act the way they do,
but it's a good starting point to see
how users are engaging and converting,
and figure out where there may be problem areas
in your funnel where significant amount of users drop-off.
Maybe where you didn't think they were,
and then you can decide your plan of action from there.