Use the Goal Flow to optimize your content
This article covers the following topics:
- Is a Medium not performing as expected?
- Is your site search working as expected?
- Is Your site properly configured for different technologies?
- Do you need to translate your content?
Is a Medium not performing as expected?
Set up your visualization with Medium as the dimension.
Say, for example, that you have recently started running a new email campaign, and want to see how effective it is at driving traffic and conversions. If you set up your visualization with Medium as the source and don’t see email as one of the nodes in the first column, you know immediately that something is wrong. Maybe you’re a little impatient and haven’t waited long enough for the data to be available in Analytics. Maybe the third-party who distributes your email has run into some difficulty. The copy could have been translated badly and isn’t having the desired impact on a foreign audience. Or it could be something simple like the link in the message is missing or pointing to the wrong URL.
On the other hand, you might discover that an email campaign is simply not an effective approach for the goal you have in mind, and you can stop allocating budget to sending email.
Is your site search working as expected?
If you set up and configure site search in a web view, you can include your search URL in a goal funnel to see whether your site search is succeeding as expected. For example, you might expect users on a category page to search for specific items, so you can include the search URL after the category page in the funnel. If your site search is functioning as expected, you’ll likely see some traffic from the search node on to your goal page, as in the example below.
If there’s a problem with your site search, then you might see very little or no traffic from the search node to your goal.
You can click the connections from the sources to see how traffic loops back from the search node and eventually drops off.
Is your website properly configured for different technologies?
You can use the Systems dimensions to see how well you site performs for users who use different Browsers, Operating Systems, and Screen Resolution.
You can apply the same approach to these types of visualizations as we did to the previous ones. If you see significant dropoff for a particular browser, make sure your site is appearing as expected in that browser. If there’s significant dropoff when you get to a smaller screen resolution, check for things like Add to Cart buttons or links not being visible or easily clicked at those smaller sizes.
Do you need to translate your content?
Use the Language dimension to see how your users are spread across the language spectrum, and whether you have the same relative levels of success with each language.
If you offer multiple language versions of your content, set up goals and funnels for each language, and use the language-specific pages or screens for the funnel steps.
Click the nodes in the first column to see how the number of users in each language compares to the number of conversions.
In the following example, US-English-speaking traffic to a website served in the English language is expectedly high.
The conversion rate is also fairly high: 4.3%.
Surprisingly, there’s also a fair amount of traffic from Brazillian-Portuguese-speaking users (1,390) to this English-language site.
These users, though, have a somewhat higher conversion rate than the users who speak English: 4.6% vs. 4.3%.
Given the rate at which these users convert, it might be your best interest to offer a Portuguese-Brazilian version of your content.
If you do offer different language versions, check the flows for the goal funnels in each language to be sure that your translations haven’t introduced any stumbling blocks for your users. For example, if you see an unusually high rate of drop-off for a single page, check whether the translation introduced an error in instructions, or didn’t effectively capture the spirit of the original content.