How to Optimize Your Funnel using Google Analytics

Oct 29, 2020 10:26:42 AM / by Nitin Lakhwani

google analytics

Having a clear understanding of your conversion funnels is like having a right direction to where you want to go. A good conversion funnel will make it easier to optimize your marketing efforts. It is important to not only look at your conversion or transactions numbers. The way that leads to a conversion can make or break your conversion rate.

Google Analytics not only tells you what is problems you have on your website; it will also tell you what changes you need to make to fix these problems. You just have to examine and analyze the data carefully. 

Take your own time to properly set up funnels if you are running an eCommerce site, dealing with forms or having any other conversion path that contains of a couple of logical steps.

Let’s start with the first, basic method to optimize your funnel data.

1.  Keep an eye on your bounce rate

The bounce rate is one of the most important statistics for optimizing your sales funnel. If a large majority of your users are leaving you after only visiting one page, you have to know that your page may have a problem. But the solution is in your hands! Be sure to review this page and improve it with more effective Calls to Action or more attractive engaging data, visuals, video interactive content.

A bounce off is to make each of your web pages pleasing to the eye of prospects that will hold them back a bit longer and possibly drives a conversion.

Decreasing Landing pages bounce rates will automatically Increasing ROI on advertising spends. Your bounce rates are possibly on your website’s list of unique challenges. Still, try to lower your bounce rate metrics. The important thing is this: for visitors to convert into users, they have to stick around. In its most basic form, lowering your bounce rate is simply figuring out why people are leaving and fixing it.

2.  Analyse new potential markets

Certain businesses target specific geographies. Local search appearance is key for such businesses. Your Analytics tool can give you in-depth geographical traffic data. This is the starting point of optimizing your website for specific locations. A great way to use Google Analytics that you might not have thought of is to identify new potential markets for your products and services.

If your business functions on a global level or if you are thinking of operating it internationally, you can view the number of visitors and conversion rates separately between countries, decide where to focus your efforts. This can help you to find your niche and so can you target the audience at the right place. If your local business is not getting enough attention from your home ground, you really need to work on its local SEO.

The Geography Data of analytics tool import feature also empowers you with the ability to serve dynamic content throughout your site as well as focus more on promoting the popular products in a specific region to other potential users in that region.

3. Identify your best content

If you're not measuring your content's performance, you're not marketing effectively. Google Analytics is one of the best tools you can use to know whether your content strategy is successful or not. There are many ways you can easily and effectively use Google Analytics to identify your top-performing content.

It's important to learn to create what content really hits home with your audience. Meaning that when you do create content like this, you need to know exactly how well it worked, what efforts you should amplify and what it was that worked so well, to repeat it. Google analytics, makes it’s easy: all you have to do is look for your pages with more traffic, conversions and results.

Take performance-tracking to the next level by tagging content with UTM codes and setting up goals in Google Analytics to see what pieces of content are driving customers down the funnel. So, you can continually smooth your approach or market to even larger audiences.

4.  Study the Behavior Flow

Behavior flow is an incredible help in truly understanding what paths your website visitors follow. Instead of giving you simple numerical statistics, the report shows you graphs regarding the route your visitors take through your website. Like this, you can easily see which pages they interact with most, or which page was the last one they saw before abandoning the website.

Therefore, when you have a great piece of content such as a beautiful testimonial or a compelling visual, you want to put it where people are more likely to see it. The All pages report lists every URL on your website, so this report enables you to see the behavior flow for any page.

Google Analytics reveals a lot of data about how visitors engage with your website’s content. The behavior reports give your insight into your top pages and top event interactions, as well as the ability to improve your conversion rates with experiments and In-Page Analytics.

5.  Analyze trends

Analyzing the data trends is an age old and powerful tactics that is used to measure the performance of marketing campaigns over time and to predict future outcomes. We do trend analysis to measure the performance of a marketing channel, traffic source, campaign or metric over time. 

Trend analysis is a very important part of optimization. You can understand a change in consumer behavior over time. For example, you can determine whether the mobile usage is growing faster than desktop usage for your website.

Sometimes, an info-graphic that goes viral can increase your bounce rate, or getting positioned in first place for a competitive keyword can decrease the number of pages per session. Rather than focusing on a specific piece of data or a moment, you need to have a global vision of your trends over time.

6.  Study the Users Flow

Like behavior Flow, the User Flow is another essential metrics for your website. Google Use it to understand your user’s behavior, their interaction with your website. What they like and don’t like and use this information to make changes to improve results. This is very important because you will find opportunities to tweak your content and incoming links to ensure that your target audience is in the appropriate broad category.

The company needs to focus more on bringing more In-Market Segment audiences seeking to buy specific products or services, and less on targeting other audiences who are not interested in your brand.

The Users Flow report lets you compare volumes of traffic from different sources, examine traffic patterns through your site, and troubleshoot the efficacy of your site. It’ll give you insights into how effective your sources and pages are.

7.  Identify Intent keywords

High commercial Intent keywords are like invitations from prospective customers. Google analytics will show you your top-performing keywords, and how they relate to your conversion goals.

What keywords do users search for when they find you? And what would you like these to be? If you can manage to make these two answers overlap, you’ll be doing a great job of optimizing your sales funnel by increasing website traffic & lead conversion.

Targeting high commercial intent keywords can result in dramatic improvements to your click-through rates and offer you an excellent opportunity to focus on what really matters-conversions. Add some high commercial intent keywords to your AdWords account.

8.  Make the most of your pages that attract the most attention

If you study the session duration of your website, you will easily be able to identify the page that attract most user attention. Make the most of this and optimize these pages to improve conversion. It is a very easy way to increase your ROI. Speed has become one of the most important search ranking factors.

The Page Speed Suggestions report will tell you which pages need improvement. You can make use of speed improvement techniques, such as image optimization, combining or minifying CSS and JS files, using a caching engine, CDN, etc.

For highly conversable pages you need to improve your ranking with various SEO tactics, such as building more content around the keyword, augmenting the existing content, or building more links to the ranking pages. If you ignore these page tactics, you will be leaving potential massive sales, organic traffic, and leads on the table.


Google analytics equipped with your funnel reports and some specialised funnel know-how, you can immediately begin to isolate problems in key website processes, create better end-user experiences, and significantly optimize your website’s conversion performance.





Nitin Lakhwani

Written by Nitin Lakhwani

Nitin Lakhwani is an inbound marketer and sales enabler at Global Vision Technology . he has 8 years of experience in making sales and marketing a data driven process

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