Funnels in Google Analytics are one of the best ways to track what your website visitors are doing on their journey to completing a goal. By "journey", we are referring to the steps they take on a website before performing an action such as purchasing a product or completing a form. By "goal" we are referring to completing a form or purchasing a product. So putting that all together: We want to know what steps a person follows before purchasing something or filling out a form. A typical user journey on an eCommerce website could be:
- View product category page.
- View product description page.
- View cart page.
- Purchase the product.
- View Cart Page
- Fill out shipping information
- Fill out billing information
- Confirm the purchase.
- Identify which steps may be causing confusion and thus preventing a person from making a purchase.
- Determine which copy/imagery to potentially update to increase the number of conversions.
- Pick up on bugs or problems on the website.