Understanding your website (Part five)

Now that you have a good grasp of the basics, let’s try some more advanced website analysis. Defining site goals and tracking goal conversions. As a rule, you should always try to define at least one Goal for your website. A example of a Goal could be a form request filled out, an account registered or that the visitors looked at a particular page. You can manually assign these goals and view your reports to see how many are achieved, but a high percentage of reporting tools, like Google analytic actually allow you to setup and define goals within the reporting system so you automatically know what you have achieved.

If your Goal is viewing a page or hitting a receipt page, you can also define a funnel, A funnel is the number of pages of steps you would typically expect the user to traverse before reaching the desired goal. The classic example of this is a shopping cart checkout. Once a consumer has filled their cart, they move to the checkout, which is a series of steps, entering address, entering payment information and confirming order. The goal page would normally be the receipt of the “thank you” page. The reason for creating a funnel is because it allows you to see where visitors enter and exit the conversion process. This can help you spot problems with pages visitors can’t get past.