How to find the leaks in your conversion funnels
Throughout this article we’ll be referencing reports from Google Analytics. Google Analytics is a free and accessible analytics tool, which is why we use it for demonstrations and examples. If you have a Shopify store, click here to learn about additional reports and analytics available to you.
There are three funnel-related reports in Google Analytics, which you can use to find leaks in your conversion funnels:
- Funnel visualization report (Conversions > Goals > Funnel Visualization). This is the most basic report, which shows you a visual overview of your funnel, depending on the goal selected.
- Goal flow report (Conversions > Goals > Goal Flow). This shows the most accurate path to conversion. Plus, it’s a bit more flexible than the funnel visualization because it allows you to use advanced segments and date comparison.
- Reverse goal path report (Conversions > Goals > Reverse Goal Path). This shows you your actual funnels. Here, you’ll discover funnels you didn’t even know existed. Essentially, you’ll see the three pages visited prior to conversion.