If you already understand how many user are on your site, what your most popular page are and what social networks are performing the best—good job! But do you know how many are completing the actions you want, like downloading resources, completing a contact us form or accessing special offers? In this presentation learn how to set up conversion goals such as: - How many users downloaded a resource - How many users spent time browsing my site - How many users visited multiple pages on my website

1. Google Analytics Beginners:
How to set up and measure
conversion goals
Presented by Emily VonSydow, Project Manager, Bop Design
June 27, 2014

2. About Bop Design
• Based in San Diego, CA with clients all over the U.S.
• Specialize in marketing and web design
& development for B2B firms

3. After this presentation, you will be able to:
• Set up conversion goals in Google Analytics
• Measure a variety of marketing and sales goals such as
downloads, site visits, signups and more

4. What is a conversion goal?
A measurement of a specific action a user
takes on your website.

5. Setting Up Conversion Goals
1
2

6. Setting Up Conversion Goals
1

7. Setting Up Conversion Goals
Destination – landing on a specific page (e.g. a thank you page following a
form signup)
Duration – spending a specified amount of time on the website
Pages/Screen per session – browsing less than, equal to or more than a
specific amount of pages on a website
Event – broad term for tracking other actions on a website not listed above

8. Setting Up a Destination Goal
1
Name your goal something after the offer you’re tracking
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9. Setting Up a Destination Goal
Copy and paste the segment of the end page URL without your domain
(e.g. without www.mywebsite.com)
3

10. Setting Up a Destination Goal: The Funnel
Use the Funnel option to track the steps a visitor may take to complete
the conversion goal as well as accurately measure abandonment rate

11. Setting Up a Destination Goal
When
complete
Verify and
then Create
Goal
1
2

12. Measuring A Conversion Goal
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2
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Select your goal from the drop down menu

13. Measuring A Conversion Goal
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Select source to browse where your conversion came frome

14. Measuring A Conversion Goal
Abandonment rate – percent of visitors who land on the page but do not complete
the conversion
Google/Organic – visitor came from a Google web search
(direct)/(none) – visitor came to your site directly by typing your URL in their browser
or they had it bookmarked

15. Measuring the Conversion Funnel
Measure what pages they came from, how many never completed the
form (and where they went to instead) and how many completed the
conversion

16. Conversion Goal Results & Tactics to Consider
“My abandonment rate is high” (e.g. number of visitors visiting a
landing page, but not completed the desired conversion)
– Solution: Change and test any of these elements individually
• Landing page design (Is it dated? Is it communicating a
high quality, professional brand? Is it clear what you’re
offering to the user?)
• Landing page copy (Is it too wordy? Are users not
understanding you?)
• Ineffective call to action (Are you asking users to “Sign up,”
“Register” or take a specific action?)
• Loading speed

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