The other day, I was speaking with a customer who was having a tough time identifying how to improve her website.
This customer, let’s call her Carol, is a business owner who manages an e-commerce website focused on the design and manufacturing of reliable medical products.
When I asked her what her biggest challenge was, she said:
“Honestly, I am so busy running the business that I don’t have time to figure out another tool, let alone what to optimize.”
Customers come to us with problems like this, or similar to this, all the time. They think that conversion rate optimization is a complicated, or time-consuming marketing strategy.
But the truth is that it’s easy to master the basics – and the opportunity to maximize the traffic you’re already driving through social, content, ads and email makes the effort well worth it.
A great place to start, and to keep from getting overwhelmed, is to analyze your conversion funnel. Going through this process will help you in the following ways:
- Focus on a customer segment that is already showing interest in your business or brand
- Understand what’s stopping them from reaching your business goals (whether that’s a signup, purchase, quote request or download)
- Come up with action items to improve their user experience
Rather than keep my response to Carol’s conundrum in a 1:1 box, we’ve decided to share it with all our readers!
So, here is our beginner’s guide to Funnel Analysis with Crazy Egg.
When you want to run analysis on your conversion funnel, here are the three basic steps you should follow:
- Define your macro- and micro-conversions
- Set up your conversion funnel
- Pay attention to the leakiest point
I’m going to walk you through each of these steps, sharing images recreated out of respect for Carol’s privacy along the way.
By the end of this post, you’ll have the tools and skills to pay attention to the people who are paying attention to you!
1. Define your macro- and micro-conversions
Every optimization journey starts with a definition of success. In almost every case, this can be pinpointed to a single action that correlates with a macro-conversion:
- For an e-commerce website where the goal is primarily selling goods, their macro-conversion is typically “Checking Out.”
- For a non-purchasing website where the goal is primarily to generate leads, a macro-conversion is typically “Subscribing” or “Signing up.”
For Carol, her key micro-conversion points were the 4 steps leading to her macro-conversion (Checkout).
I’ll provide examples of what your micro-conversions might look like in the next section.
2. Set up your funnel
Funnels can give you great insight into where your customers or leads are deviating from the journey you’d like them to follow.
To build one, you’ll want to pick between 3-6 steps (aka, micro-conversions) that connect to take your website visitors to the macro conversion (remember: this is your ultimate business goal).
Why 3-6 steps? It’s long enough to where it’s actually a journey, but short enough to where next steps are not delayed due to analysis paralysis.
A common, 4-step e-commerce funnel looks something like:
Clicked “Add to cart” > Clicked “View Cart” > Clicked “Checkout” > Clicked “Submit Order”
A common, 4-step lead gen funnel looks something like:
Viewed campaign > Viewed subscribe button > Entered email > Clicked subscribe
Pro Tip: If you find you have too many steps, consider creating 2 separate funnels (for example, in ecommerce the first could be “Adding to Cart” and the second could be “Checkout”).
After you have the micro conversion steps that lead to a macro conversion written down, you’ll want to figure out which step in this funnel is leakiest.
I’ll walk you through this next.
3. Pay attention to the leakiest point
Once you know the steps of your funnel, you can use your favorite website analysis tool to set up your tracking. You can certainly use more complex tools like Metabase or Looker, but since Carol was using Crazy Egg, that’s what we’ll stick with.
To identify your leakiest points, we recommend that you use Crazy Egg in combination with a simple spreadsheet tool like Google Sheets.
To kick off your analysis, set up a Snapshot in Crazy Egg of each of the pages of your website that map to the funnel. Using the Multiple Snapshots option, this should only take a few minutes.
For Carol, this meant entering URLs for the following:
- 1 Snapshot of a product page (Step 1)
- 1 Snapshot of the mini-cart modal (Step 2)
- 1 Snapshot of the cart (Step 3)
- 1 Snapshot of her Order Submit page (Step 4)
Pro tip: Name each Snapshot/step of the funnel similarly to make it easier to find (e.g. Checkout Funnel Step 1 | Clicked “Add to Cart”). You can refer to this screenshot of a Google Sheet below as an example:
With these Snapshots in place, you should be able to collect the data you need to identify the leakiest point in the funnel (aka, the micro-conversion that results in the greatest % decrease).
Depending on how much traffic your site gets, this could take a few days or a couple weeks.
To extract % decrease numbers from Crazy Egg, walk through the following steps:
1. Go to the Snapshot for Step 1 (“Checkout Funnel Step 1 | Clicked “Add to Cart”) and head over to the Overlay Report tab.
2. In ecommerce, micro-conversions typically occur when a visitor clicks on a “Buy Now” CTA button or a product page link that shows high purchase intent. So, find that CTA button (or its equivalent) on the Overlay report and hover over it. Once you see an outline confirming you’re highlighting the right element, click on the button to open the Overlay information tooltip.
3. The tooltip that opens will break down every click on that button by several filter parameters. For now, all you need is the total number of clicks, which is available in the top left corner of the tooltip.
4. Record that total number of clicks in your Google Sheet next to the step that it’s associated with. When you’ve written down that number for each step in the funnel, your completed Google Sheet should look similar to the one below:
5. The final action item is calculating the % drop between each of the steps in order to determine which point in the funnel was leakiest.
In the example below, we find that Step 3 had the greatest dropoff!
Once you’ve identified the micro-conversion that results in the greatest % decrease, the next step is to understand why:
- Try to complete the action that you’re asking site visitors to complete on that screen. You can usually identify a few small improvements or friction points that way
- Analyze the snapshot to better understand what could be causing potential customers to drop off (Is it rage clicks? Too many CTAs? Confusing navigation?)
- Watch 15-20 minutes of recordings that include the URL of that micro-conversion to identify other problems (Like browser issues, mobile display, form glitches or popup interference)
When you’ve identified a few places where you think you can improve the experience, then you can:
- Make the changes directly on your site and compare the before and after snapshots to see if visitor behavior has improved, or
- Run a simple A/B test! This is the best way to quantitatively see how much of an improvement your ideas have made on your macro conversion rates.
When you break your customer funnel down into bite-sized pieces, increasing your website’s conversion rate becomes a lot easier to manage.
The entire process should only take you about 30 minutes, and you are likely to walk away with valuable insights that you can implement immediately.
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