No matter how great your product or service is, you will lose potential customers during the registration process. In this tutorial, I will show you how to better analyze your website to find exactly where your customers are dropping off.
Improve the points of friction can significantly increase your website’s conversion rate and consequently increase your revenue.
If you haven’t already set up a Google Analytics account, go do that now.
The Registration Process
The first step is mapping out our registration process.
Think about every unique way someone might register for your service/app. For us, we have 3 common flows.
- Sign up straight from the landing page
- User interacts with live demo, then signs up
- User views our public analytics, then signs up
We also want to capture the sign up process as a whole. So we are going to create 4 goals — the 3 specific ones and the “parent” goal that encompasses all of the specific ones.
Now that we have an idea for how we expect people to sign up, it’s time to actually track the goals to figure out two things:
- Which flow has the highest conversion rate?
- Where are the points of friction in each signup flow?
Navigate to your Google Analytics account and click the gear in the bottom left. Then click ‘Goals’ on the far right.
Click ‘New Goal’
1. Goal Setup — choose ‘custom’
2. Goal Description — Name the goal and choose ‘Destination’ for type
3. Goal Details
Your goal destination is where the user is redirected after they’ve completed registration. For us, that’s ‘/dashboard’. For many, it’s likely something similar to ‘/success’ or ‘/thank-you.html’.
Enable Funnel and set Required to YES
Add the steps you would expect the user to take to complete the registration process for this unique flow. For us, this includes starting at the self-guided demo, then going through the 4 registration steps.
Verify the goal and click Save
If someone has completed this goal in the past week, you should see a conversion rate when you click ‘verify this goal’. If you see 0% there, you likely set the funnel up incorrectly.
If everything looks good, click Save.
Understanding the Funnel
In the left nav bar, click Conversions -> Goals -> Funnel Visualization
It may take a few days before you start to see data.
The first graph you’ll notice is the conversion rate over time. This can help you decide which funnel performs best and where you should be sending most of your traffic. AKA what your main CTA should be on the landing page.
However, right now, we’re more interested in this specific funnel. Scroll down to see the funnel and drop-off rates.
From here, you can pinpoint major drop off points that need improvement. Look for low conversion rates (the percent next to each funnel) to determine areas of the funnel that need to be improved.
For us, that would be the initial step from Demo to Register and also step 3 to step 4. To improve conversion and increase our customers, we should focus on making those steps more intuitive and easier for interested parties.
Follow these steps to create additional funnels for every signup flow that you have. Then compare each funnel to see which one has the highest conversion rate and the lowest drop off rate.