How to Find and Plug the Leaks in Your Conversion Funnels
Published: 2021-01-20 10:52:43

Most of the e-commerce businesses loses their potential customers in the stages of the conversion funnel. As leaks were the reasons that hold most of the revenue loss, so it's essential to identity and patch the leaks. In this blog, you will learn how to find the leaks and how to fix them.

# How to detect the leaks in your conversion funnels

You can find the conversion funnel leaks using three funnel-related reports in Google Analytics, let’s discuss in detail here, 

Funnel visualization report (Conversions > Goals > Funnel Visualization). This is the most common funnel report, which showcases the visuals of your funnel based on your selected goal.

Goal flow report (Conversions > Goals > Goal Flow). This report is helpful to find the conversion path. Also, it’s flexible when compared to funnel visualization as it allows people to use advanced segments and comparison of data.
Reverse goal path report (Conversions > Goals > Reverse Goal Path). This report showcases the actual funnel. You will also find the funnels which you’re not aware of here, and the three pages visited before conversion happened.

While reviewing these reports, ensure to analyze where most of the visitors are exiting from the funnel. For improving your conversion, these are the leaks that much needed to be fixed. By doing this, you are more likely to improve your conversion rate. All you need to do is, find ways to plug those leaks and keep your visitors engaged in the funnel.

# How to conduct quantitative research

Quantitative research is very numerical and objective-oriented, as it helps to uncover the reasons behind your customer’s and visitor's behavior. In the conversion rate optimization process, quantitative research mostly falls under any of the categories:

#1. Technical analysis

If you start analyzing from the basic step, you can’t convert more when your store is already lacking behind.The [ecommerce website design](https://www.laravelecommerce.com/features/design.php) plays an important role You may think that most of the users are using the latest version of IOS or browser, but the actual truth is different. As your customers may have iPhone X or even Motorola Razr.
Technical analysis is related to various types of buyers and visitors, majorly this covers three core concepts in general.

## Cross-browser and cross-device testing

This process helps you to determine whether your store works well across all browsers and mobile devices. As every browser and device has a lot of version updates, people generally don’t prefer these update reminders. Therefore, don’t imagine that everyone will have the latest version possible.
For this, you can make use of the BrowserStack tool, or any of the analytics tools of your preferences to validate these processes. For example, using Google Analytics, you can find these two major reports as follows,

Audience > Technology > Browser & OS AND Audience > Mobile > Devices. 
You can easily analyze how well you get conversions by comparing browsers and devices with one another by switching the “Data” to “Comparison” view.
Make sure that you compare in between the same technologies such as Android to Android, IOS to IOS and Chrome to Chrome, etc. 

## Mobile optimization

Mobile optimization is important to provide a seamless experience for users. As the mobile screen is smaller than the desktop, user's needs and wants differ across these platforms. The intention, context, and motivation are quite different between mobile and desktop. Therefore mobile optimization is the key to providing a better experience in mobile.

## Page speed optimization

Google reports, mobile landing pages take 22 seconds to load completely, but 53% of mobile users exit from pages that take more than 3 seconds to load. Moreover, if your website takes more time to load, visitors are more likely to leave your page. Hence, you will not get the opportunity to market your product or services to them. By using Google Analytics, you can choose the Behavior > Site Speed > Page Timings for identifying slow loading pages. You can run these pages via PageSpeed Insights to find better ways for improving your page loading speed.

#2. Deep into Analytics 

You can rest assured that everything is configured properly, by using analytics and shoplift reports. But if you use tools like Google Analytics, you need to follow a few steps while configuring yourself. Before diving deep into your analytics, ensure to ask yourself these questions:

Am I collecting all the required data?
Can I trust the data I have collected?
Are you aware if anything is broken or tracking incorrectly?

All your decisions may lead to useless if your analytics data is either incorrect or incomplete. Make sure you understand the data better and keep analyzing it for tracking your visitors and customers. 

#3. Form analytics

Consider the forms you have on your site as an important conversion factor. Whether it’s a simple lead generation form or contact form, make sure you consider it. These forms work as a medium for communication between you and your visitor or customer. So, you could perform better, when you have proper knowledge of interaction and friction regarding it.
The form analytics tools such as Formisimo can help you to find the answer to important questions, such as:
Which form brings the most frequent error messages?
Which form fields do your customers hesitate to fill?
Which fields do your customers leave empty, even if it’s necessary?

By analyzing these data, you can perform even better and improve your conversion rate as well as reduce the friction in meantime.

#4.Heatmaps

Heatmaps are usually visual representations of data and here its values will be represented using colors. Generally, tools prefer using warm colors such as red, yellow, and orange to define high values. While representing low values it uses cool colors such as blue and green.

There are majorly two types of heatmaps in conversion rate optimization:

Clickmaps. The fact is, click maps are usually best to identify the places where your visitors tend to link out. However, clickmaps show data more useful than what the truth is at times. In simple words, you can make use of this analysis and link properly. These nonlinking elements can help visitors to direct links easily. This proves to offer a better user experience gradually.

Scrollmaps. Scrollmaps are a little bit more efficient. As it helps you to prioritize your messages in product pages and categories. You can keep your visitors scrolling by changing your visual clues from red to blue in your scrollmap. By doing this, you can move your messages to customers above the drop off point successfully.