How will I know when and where a user exits my funnel?

There are several ways to analyze a leaking funnel — and especially how to identify these leaks. We’re breaking down these analyses into two categories that can be used together.

1. Know when your users exit your funnel — within a page

In order to get a sense of where your users are dropping within a very same page, you don’t have much of a choice.

You should carefully pick the events you’re measuring, and select them so you can build your funnel within the page.

Most of the cases, the main events you’ll look forward to are: 

  • Scroll 30%: it means that the visitor had at least scrolled down and start reading your offer
  • Scroll 50%: it means that the visitor made its way through middle of the page
  • Click main CTA: that’s even more engaging - it means that the visitor clicked one of your call-to-action on page
  • Click on form: It means the visitor started the checkout/purchase process.

With your two main metrics - Page views and # Purchases, even within a simple page, these can give you a funnel such as: 

  1. Page views
  2. Scroll 30% (the % of people who start reading your offer)
  3. Scroll 50% (the % of people who continued)
  4. Clicked Main CTA (the % of people who clicked on your CTA)
  5. Started Checkout (the % of people who initiated checkout)
  6. # Purchase

That could be your on-page funnel: once you do have these figures, you’ll be able to understand where users are dropping out and which parts of your page you should focus on to get better results.

With Google Tag Manager, you could implement this tracking pretty easily and make it available for analysis on Google Analytics as well. Reach out if you have any questions, but this article might help: How to fix my landing page bounce rate? 

2. Know when your users exit your funnel — within your different funnel pages

Things are getting interesting! With a funnel that lasts several pages, you have the opportunity to have better analytics in place, and more opportunities as well to optimize your funnel, so you can get better performances.

First, list your pages in order, and you can simply start by analyzing your page views.

For instance, if you have 4 pages in place: 

  • Sales page (1000 page views)
  • Info collection page (500 page views = 50% from previous stage)
  • Checkout page (100 page views = 10% from first stage, 20% from previous stage)
  • Purchase successful page (50 page views = 5% from first stage, 50% from previous stage).

If you have this kind of figures, it means that: 

  • Your funnel converts at 5%,
  • Your weak page is the information collection page, that only leads 20% of visitors to the checkout page.
  • Your checkout page is doing great, converting 50%.

Pretty simple, right? Just with your page views, you can see your weaknesses and strengths right away.

Then the question becomes - how can you improve your weak page?

Look no further that the beginning of this post: you can consider each page as its own, and run the same analysis once again!

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