Digital Marketing Agency | Portland PPC SEO Services | Anvil Media -
  • Services
    • Paid Media
    • SEO
    • Social Media
    • Content Marketing Services
    • Website Development
  • Outcomes
    • Clients
    • Portfolio
    • Case Studies
    • Testimonials
    • Awards
    • Industry Expertise
  • Insights
    • Blog
    • Articles
    • Cheat Sheets
    • White Papers
    • eBooks
    • Podcasts
    • Webinars
  • About
    • Our Philosophy
    • Our Culture
    • Executive Team
    • News & Events
    • Careers
  • Contact
    • Contact Us
    • Anvil Newsletter
  • Twitter
  • Facebook
  • Linked in

Analytics Spotlight: Goal Funnel Optimization Part 1

by Anvil on May 19, 2009Website Analytics

Analytics Spotlight: Goal Funnel Optimization Part 1

by Anvil on May 19, 2009Website Analytics

In the aims of making your analytics data actionable and not just a bunch of pretty statistics, let’s look at your conversion points, and how effective your funnel is at keeping customers involved in the checkout process. It’s call a funnel because its typical that a lot of people  enter the beginning phases of a conversion point, but you’ll naturally have people leave throughout the process.  Our goal is to reduce the number of people leaving the funnel and turn the shape of your funnel into more of a shot glass (I know only Anvil employees are going to get that joke, but I had to include it. We’ll explain if you really want to know).

Lets start with a case study from a very simple B2B site who had a one page form used for lead generation. Nothing too crazy going on here, except for the fact that they had at least a dozen form fields (not all required) on their contact page. Here is how their conversion rates looked with the long form.

funnel-1Hmmm, 8% completion rate. Not great. I see a lot of lost leads .

Alright, so lets go back to the site, remove and fields that are not absolutely required and let your sales team acquire that information instead of relying on the web. Now lets see what happens with a form about half the length of the first one.

funnel-2Well that’s better. Now, I know that our sample size is different as this is only after a week of making the change to the form, but we have nearly doubled our form conversion rate, and seen some of the highest daily goal conversion rates since we launched the site. Not to mention we’ve acquired nearly the same amount of leads in a week than we did in an entire month.

I know this isn’t rocket science and has been repeated a million times, but so many companies have yet to optimize their forms, so I thought you might need another reminder.

For those of you with e-commerce sites and multiple steps in your funnel, things are going to be a little more complicated, but we’ll tackle it anyway. Look for another post coming soon!

  • Contact Us
    Contact Us
  • Search
  • Recent Posts
    • What Happens When Strategy Leads: How Digital Strategy Consulting Can Transform Your BusinessMay 16, 2025
    • Behavior Is the AlgorithmApril 16, 2025
    • Think of Automation Like an Employee—Because It Works Like OneMarch 31, 2025
    • Targeting on Facebook Ads for BeginnersJuly 14, 2022
  • Categories

Related Posts

  • Universal Analytics is Going Away – 3 Need to Know Tips to Prepare for the Switch to GA4
  • The Beginner’s Guide to Google Analytics 4 (GA4)
  • Top Digital KPIs and Metrics Every Marketer Should Know
Ready to get started?

Take the next step toward growing your business. Tell us a little more about your goals and schedule an appointment.

Talk to Us

Blog

  • What Happens When Strategy Leads: How Digital Strategy Consulting Can Transform Your Business by Anvil Media on May 16, 2025
  • Behavior Is the Algorithm by Anvil Media on April 16, 2025

Twitter

Anvil Media, Inc. @anvilmedia

Testimonials

Anvil Media’s expertise in the PPC and SEO industry is unparalleled.Oregon State University

©Anvil Media, Inc. 2025
310 NE Failing St. Portland, OR 97212

  • Digital Marketing Services
  • Outcomes
  • Insights
  • About
  • Contact
  • Legal
  • Facebook
  • Twitter
  • Linked in
  • Instagram
  • Youtube
  • Pinterest