Using Funnel Destinations for Improving Conversion

Using Funnel Destinations for Improving Conversion

Sales / Web Funnel

In this webinar, we have Analytic Ninja’s Yehoshua Coren, along with Convert, discuss the analytics strategies to improve conversion with Google Analytics as the main web tool. For the full presentation, you can watch the entire webinar here.

According to Yehoshua, looking at an analytics goal is just a stepping stone towards better per session analysis. This means analyzing each visitor from their different visits. In a report, you can analyse a certain parameter for a particular campaign. This can measure touches from Google organic search, direct visits by either bookmark or URL search. But how about the other paths that lead to conversion?

Different Paths, Same Destination

The best way to make use of these is to use multi-channel funnels reports. These reports show how your marketing channels work together to create sales and conversions. Multi-channel funnels are going to include all the different touches, whether it’s organic search, pin search, social search, and all the other different searches. According to Google Analytics:

Many people may purchase on your site after searching for your brand on Google. However, they may have been introduced to your brand via a blog or while searching for specific products and services. The Multi-Channel Funnels reports show how previous referrals and searches contributed to your sales

Insights on Behavior

[Tweet “Not all visits will convert the first time. It depends on the behavior of the user”]

Half of your conversion may require more than one visit from that person. And a third of those conversions may not happen on the same day. This sort of ideas are going to differ depending on the type of website you have.

Why is this important? Understanding user behavior will provide you with greater understanding of your conversion rate. You can definitely look at multi-channel funnels to see if they are converting elsewhere.

Conversion Segments

Gathering information through multi-channel funnels may spend days. However, you can filter these reports with the use of conversion segments. This is used to resize the data for visits before they convert. According to OptimizeSmart’s Himanshu Sharma, there are 8 Universal GA conversion segments you can use:

  1. Effect of PPC on Organic Search Traffic
  2. Effect of Organic Search on PPC Traffic
  3. Effect of Organic search on Direct Traffic
  4. Effect of Display on Organic search Traffic
  5. Effect of Social Media on Organic Search
  6. Effect of PPC on Direct Traffic
  7. Effect of Social Media on Direct Traffic
  8. Effect of Email on Direct Traffic

Using conversion segments can help you a lot in justifying the improvements that you are doing to improve your conversion.

Funnel Destination

Horizontal Funnels

You can gain funnel insights by building horizontal funnels. This funnel shows up in the All Traffic Sources report. This is great for gaining visibility into your traffic the whole day right across different channels. By applying the funnels horizontally, you will understand your conversion rate across different channels; and this enables you to have a well organized data which is much easier to analyze. You can put this all in a single goal set. Also, GA allows you to store 20 goals in four different goal sets.

With the help of these Google Analytics Funnel reports, you will have a better sense of how to optimize your traffic from different channels. Do you want to know more? You can watch full the Analytics Ninja webinar here.

Originally published January 16, 2015 - Updated April 15, 2019
Dennis van der Heijden
Co-founder and CEO of, Dennis is a passionate community builder and out of the box thinker. He spends his time innovating to make Convert Experiences better. Learn about his journey as an entrepreneur and leader on the SaaS Club podcast.
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