Demonstration - Funnels

Funnel reports provide the opportunity to examine definable routes through your site, the rate at which they lead to conversions and what information may be missing in the funnel route.

Funnel reports provide a more effective way of providing insight into traffic and conversion source than path analysis as the most popular path could only be followed by 5% of visitors to your site. It therefore makes more sense to focus on a particular route through your site that you can identify as achieving your websites goals at the final step.

If you are seeing a huge drop-off from one page this may cause you concern, and the issues that you should address such as the layout of the page and what information is lacking from the page. The latter question can be addressed by looking at the exit links at each step - are visitors abandoning a conversion process because they are unsure of whether to continue? Could reassure these visitors before they abandon the process? Have you misunderstood visitor behaviour or do you need to redefine the funnel? Mtracking can help you answer these questions.

The option to view the funnel by free keywords, paid keywords, referrer and campaigns can also be used to determine which is the biggest source of traffic for a particular funnel, providing the opportunity to gather an insight into the behaviour and content consumption of visitors from the different segments.

Conversions

Mtracking allows you to mark pages on your site as conversions. A conversion is defined as a visitor completing a desired action on your site. A conversion is likely to involve visitors interacting with your site (requesting future information), or completion of a goal event (such as a newsletter sign-up process).

Spot improving conversion events as well as those that are not performing quite so well. Then use segmented reports and funnel reports to understand why there has been a change in visitor behaviour. Were your campaigns not as successful this month at encouraging conversions? Or perhaps the changes you made with your paid keyword strategy were rewarded you with an increased conversion rate? All these questions and more can be answered by the Mtracking portal and the Mtracking support team.