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Web Marketing All-in-One For Dummies, 2nd Edition by Elizabeth Marsten, Ian Lurie, Marty Dickinson, Michael Becker, John Arnold

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Chapter 6: Using Goal Funnels

In This Chapter

check.png Finding funnels

check.png Setting up funnel tracking

check.png Analyzing funnel data

Some goals have multiple steps from beginning to end: A shopping cart checkout process, a multiple-page form, and a survey are all good examples. Such multiple-step processes are called funnels.

Funnels consist of many small conversions in succession. If visitors complete only the first few pages, they don’t complete the ultimate goal. Remember that the goal is a conversion that ties directly to a KPI, like a completed sale or someone requesting more information from your sales force. See Chapter 5 in this minibook for a refresher. Conversions are what drive your KPIs: They’re what help you succeed.

For example, in a shopping cart, each page of the checkout process is a small goal. The visitor must first enter a billing address and click Next Step. That’s one goal. Then the shopper must select Shipping and click Next Step again. That’s another goal, and so on, until the shopper clicks Place Order, which is the goal you care about. When someone clicks Place Order, he pays you money. That money goes to revenue, which is a KPI.

If a visitor completes the first goal — entering ...

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