April 24, 2009 by James Oliver
It’s a dilemma that faces pretty much every web marketer at some stage or another. Your campaign is set up nicely, your quality score is good, your ad text is punchy and to the point, yet your campaign isn’t converting. What’s up?
If you’re sure the campaign is fine then the obvious answer is the site. This is the point at which you breathe a deep sigh as a website is a much more complicated and difficult to change beast than your Adwords account. That’s why, if you have to do it, you want to be completely sure about why you’re not converting before you go changing too much. However, at this stage you know nothing, something’s wrong with your site but you have no way of knowing what.
You need data, and one of the best ways to get it is to set up a funnel on Google Analytics. Funnels essentially isolate users who visit a particular page and then track the ones who continue through a designated series of pages like, for instance, an online payment process or form, to an eventual goal, usually the completion of a sale or enquiry.
The funnel will tell you how many people make it from start to finish and where the ones who don’t give up. If, for instance, 95 per cent of people who start the process at page A make it to page B, but only 40 per cent of those continue on to page C you have a pretty clear indication that the problem is page B because 6 out of 10 people couldn’t be bothered with the hassle of it.
Numbers don’t lie, people.
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