Do you use the Google Analytics Goals ?

[Gerome]

I use the Ecommerce tracking which is quite efficient, but I don't really see what to do with the "Google Analytics Goals".

And if you do, what do you use them for ?


Thanks.

[econcepts]

You use Google Analytics "Goal Tracking" to find out more about the breakdown of "where" the 'actions' are taking place on your site (sales, contact us feedbacks, sales funnel abandonment, etc..) .

It is great for determining WHERE in the visitors "path" they are abandoning the process (leaving your site). I use Google Analytics Goal Tracking on a number of Zen Cart sites to let me know where the "problem points are" and to help me better determine the "true conversion rate" of a particular action (again, a sale, a contact us submission, etc..)

Combine it with a "Defined Funnel" and you should be able to gain a ton of information on what causes your visitors to "act" (buy) and what causes them to abandon (leave).

I like to use Goal tracking with a 5 step "funnel process" (starting with an individual product page, and then flowing through the entire checkout process to a final sale.) This type of tracking is invaluable, and can be used to find out the "real problem points" on a site.

Goal Tracking combined with Funnel / Path Analysis (both provided in Google Analytics) should help you answer these questions (and more):

1) What do your customers when they get to your site.

2) Where they end up "leaving" (VERY IMPORTANT here as it can tell you the exact pages you need to start "working on improving" if you are looking to increase conversion rates). Afterall, if you don't know WHERE your customers are having problems, how in the world are you going to be able to "fix it"? The answer is ... you can't ... without proper tracking.

3) The breakdown of "where actions" really occur on your site (an "action" can be edefined as anything that you want to "get the customer to do". It can be to "contact you", "buy your product", download some information, etc...)


I would also recommend if you are using Google Analytics that you have all of the following implemented:
a) Google Analytics
b) e-commerce tracking
c) Goal Tracking
d) Proper "sales funnels" setup in Google Analytics

The information you will be fed from that alone is a GREAT start to moving your conversion up (more sales).

The LOWEST conversion rate I have on ANY of my client's "Zen Cart driven" sites is a whopping 3- 4% (and I'm talking SALES conversion). The highest is a astronomical 11%! (Again, SALES conversion).

So, looking at that information, that means that on the "low side" 3-4% of ALL VISITORS that come to the one site turn into a SALE. On the high end, with another Zen site, 11% of ALL TRAFFIC that comes to that site converts to a sale.

:)

Now THAT is what a good site, and good tracking (even using the above mentioned Google Analytic Options), and "Qualified Traffic" (attracting those visitors to your site that are going to "buy") can do for Zen.

Make sense why the "whole shebang" is important with Google Tracking (including Goal Tracking)?

[Gerome]

Thanks for that, I now understand how it it works.

I set up two goals:

1) Make an Order

http://mysite/shopping_cart.html Shopping Cart
http://mysite/checkout_shipping.html Checkout Shipping
http://mysite/checkout_payment.html Checkout Payment
http://mysite/checkout_confirmation.html Checkout Confirmation
http://mysite/checkout_success.html Make an Order


2) Account Created

http://mysite/login.html Login Page
http://mysite/create_account_success.html Account Created

I will see how it goes... Do you think the I should put the steps of "Account Created" in "Make an order" ? (As customers obviously have to create an account first before making an order)


Is the step "http://mysite/shopping_cart.html" a mistake ? ( someone can go to the cart without ordering, someone can order without going to the cart....)

Thanks again for your explainations !

[econcepts]

A "Goal" is a single event ... not multiple events (as you have here). The funnel path would be multiple steps.

Keep in mind that a "Goal" is the end result you desire from your visitors. The Funnel Path is "how you want them to get there" (the 'desired path'). If they follow your path, and you have it setup correctly, the end Goal should have a higher conversion rate (result in more sales).

If they follow your intended path and the desired Goal is not reached, then you have to look at your funnel to see where the problem is (that cases them to abandon). Start with the "first spot" that is causing problems. Then work forward form there (becuase if you think about it, it would be a waste of time to work on the "3rd page in the funnel" if the users are not getting past the second page :) ). You task should be "getting them past the second page in the funnel" and then tackle getting them through the third etc...

You are on the right track with the funnel process you have setup. It is pretty close to what I use on my sites (minus the account creation which is actually a step in the checkout process). I will be looking at my defined funnels etc... here and will be recording a video tutorial on my site to show anyone interested how it should be setup to get the best results.

You are real close. DId you set any "Goals" (you can only have a maximum of 4), and with most zen installs, the main ones would be Sales Completion, and Contact Us.

[Taipa]

How do you set this up in Google Analytics to work with Zen? I've tried a couple times, but I was obviously doing it wrong because it would always show 0% conversion and 0% goals even though I was getting sales.

[econcepts]

I'll be posting a video tutorial on my blog in the coming day or so about how to set it all up.

I assume you are talking about Google CONVERSION tracking (which is different from just plain "Google Analytics"; which can be installed with the mod available for zen.

Google analytics alone will not get you "conversion" data. You need conversion tracking for that.

Again, I'll be going over all of this in a video tutorial posted to my blog in the coming day. You can get to that blog by clicking on the "20 Ways ..." link in my signature.

[Taipa]

I
I assume you are talking about Google CONVERSION tracking (which is different from just plain "Google Analytics"; which can be installed with the mod available for zen.

Google analytics alone will not get you "conversion" data. You need conversion tracking for that.

I did not know that the Google Analytics Goals would not work with Zen unless you installed some mod. That probably explains why all my Goals are at 0%.

[econcepts]

I did not know that the Google Analytics Goals would not work with Zen unless you installed some mod. That probably explains why all my Goals are at 0%.

"Goal Tracking" is part of the Google Analytics suite. You must first install Google Analytics tracking code (either through the mod here at the zen downloads section, or by inserting it into the "tpl_main_page.php" file in your "common" directory.

If you have not inserted the Analytics tracking, then Google does not know "how" to track your Goals. Make sense?

[buyashed]

Hi Econcepts,

You mentioned that you start your funnel with a individual product page, is there anyway to use a general product page in the funnel or can you only do this for one specific product?

Also i set up the analytics tracking with ecommerce using the simple mod, but my next sale (about 6 hours after setting this up) didn't show up. Is there any way to test that i have it set up right?

Cheers, ToNy!

[econcepts]

You mentioned that you start your funnel with a individual product page, is there anyway to use a general product page in the funnel or can you only do this for one specific product?

Tony,

You can use it for a "general product page" by doing the following (this is what I do):

1) Use this as the url for that part of the funnel
http://www.yourdomain.com/index.php?...e=product_info

2) Make sure you set the "Match Type" (under the "additional settings") to "Head Match".

That should do it. I have a Google Analytics Video tutorial coming out shortly at my site. It should explain a lot to users.

Also i set up the analytics tracking with ecommerce using the simple mod, but my next sale (about 6 hours after setting this up) didn't show up. Is there any way to test that i have it set up right?

Two points here.

1) Had Google Analytics updated yet? (did you give it enough time). Google is not a "real time" statistical tracking program.

2) Did you tell Google (from the Google side) that your site was "ecommerce based"? You do this from within the "Edit Profile" area. Click the radio button next to "Yes" for Ecommerce Website.

See if that helps. Let me know if you need anything.