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9. GOAL CONVERSION IN ANALYTICS - HOW IS IT DONE?

Apart from the websites main purpose - to sell goods - there are also few minor goals that indirectly affect turnover increase. Micro conversions should be also identified and measured.

An obvious example of micro conversion is to send a request for quotation form. If you have already found out that a lot of your transactions began this way than you should be very interested in number of queries sent and correlation of these queries with other Analytics data. The same you check where did your website visitors came from the same you review traffic source of the request of quotation.

Take a look on several micro conversions, that is user activities you should not forget to measure:

  1. sending a contact form,
  2. sending consumer complaint form,
  3. sending the request for quotation,
  4. order form (of "analogue" procurements) downloads,
  5. user account registration,
  6. time spent in our shop,
  7. adding a product to the wish list (waiting list),
  8. subscribe to the mailing list,
  9. other individual activities essential to your business.

First thing we need to do is to learn how to enable it. Using only conversion data will look exactly the same as we had demonstrated in the previous chapter of e-commerce conversion.

CREATING A GOAL IN GOOGLE ANALYTICS

"DESTINATION" GOAL TYPE, E.G. SENDING THE REQUEST FOR QUOTATION.

Goals are set and added to Administration section (see the top menu).

Look at the last column called "View". Select "Goals". That's what you'll see:

Select "NEW GOAL". You'll see the goal adding wizard:

Looks pretty inaccessible but believe me, we'll scrape by it.

Select "Custom". This option allows us to set up any goal. You may also use ready-made templates. However, I would like to, you take a look at a custom version, so as to fully understand how it works. Select "custom" and click on "next steps" button. That's what you'll see:

Every objective must be named. Choose the name that will be clear-cut for you. As a part of our practice we'll set now a goal to send request for quotation. Let's call it "Send inquiry". I assume you have enabled such a form in your online shop. If not, then you certainly have a contact form. Set a goal for this form.

After naming it, we've to define the type of our goal. In principle, the objectives are divided into 4 types. "Destination" goal type shall be perfect for our example.

Now it's time for the most challenging component. You've to provide a destination which is displayed right after sending this form. Enter the site, fill out the form and then send it. Take a look now at the URL address bar. Contact form page and the acknowledgment page should have a separate URL addresses. Take a look on the example from IAI-Shop:

  1. the product page has got a form named "ask our expert". After it is submitted, a unique URL parameter is generated for the acknowledgement page: /return.php?status=product_question_sent
  2. a contact form is available at the "contact" tab. After it is submitted, a unique URL parameter is generated for the acknowledgement page: /return.php?status=product_question_sent

These URLs are our destinations. Let's move back to the request for quotation form. Type in /return.php?status=product_question_sent as desired destination and select "equal to" from the drop-down list. If the URL has a different structure you can select "starts with" option or provide an individual regular expression. If something is incomprehensible and you find it difficult, please contact me. I'll help you set individual goals set specifically to your shop.

Each goal may or may not have a defined value. This value is simply assigned by you. If you believe that each query is worth 10zł then simply set this amount. It will be useful for later evaluation of the amount value corresponding to e.g. destination pages etc.

Each goal can require a certain path comprising collection of pages that have to be visited by a user to achieve the goal. We wont set it in this example.

Before saving the target, please select "Verify this goal" to see whether you already had such events on the website in the past.

Then click "Create target" button. That's all.

TARGET DEFINED AS "DESTINATION" E.G. ACCOUNT REGISTRATION.

In a similar way you can add a goal for account registration. Register an account in your store and see what page does appear after finishing the registration process. This is precisely the destination of your goal.

OTHER TARGET TYPES ARE MUCH EASIER.

Time on Page target only requires the visit duration defined by you.

Set the number of pages required to be seen by a user at "Pages / Screens per session".

Provide conditions for the event previously added to Analytics at "Event" type. Advanced feature of Events wont be the subject of this course.


I HAVE ALREADY SET MY FIRST GOALS. WHAT CAN I DO WITH THEM?

There is a new group of reports available for you: Conversion / Goals. Reports collected in this group can be analyzed for all the goals as a overall set or one by one as an individual. "General" report:

A quantitative summary is shown: number of goal completions, goals value (defined by us; the value is 0 when it's not defined), goal conversion and abandonment of the goal path (if defined).

Goals are extremely important for all websites other than online store. For example, a website that has a 5 step shirt creator will have the goal defined as the completion of the entire creator process. Respective steps of this goal are similar to steps presented in the setup wizzard. Analytics will display how many visitors have reached our goal and how many hadn't complete the entire process. Subsequent reports of this group will point out where the users had left it.

Other reports from this group:

  1. Goals URLs - pages that had actually achieved defined goals,
  2. Reverse Goal Path - a great report showing pages which user had seen before achieved the goal.
  3. Funnel visualisation - graphic presentation of the path leading to a goal,
  4. Goal Flow - graphic presentation of a goal path including presentation of the flows (input and output paths).

In general, all presented reports display the same thing from a different angle. I recommend to get acquainted with it. They provide you with answers for questions like, how many goals were completed and how does the goal funnel look like.

Collation of different reports in particular those concerning traffic acquisition with the conversion rate and goal completion reports. Let's see which traffic sources generate the most goal completions. Go to: Acquisition / Channels. In the Explorer menu select "Goals set 1". You see a report as this one:

It is perfectly clear which traffic sources are generating the highest number of objectives.

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