Use Conversion Funnel to find at which step the user leaves

If your website’s goal requires multiple steps to complete, it’s worth observing at which step users leave.

Taking the shopping process as an example, the user may select products, select a region, enter payment information, and finally arrive at the completion page.

The original post used Google Analytics’ Destination Goal and Funnel Visualization at the time to illustrate this concept.

After the setting is completed, you can view the number of people entering and leaving at each step, as well as the conversion ratio between the previous and next steps.

If a large number of users suddenly leave a certain step, the reason may be that the product description is not clear enough, the form requires too much information, or the users do not know what to do next.

The value of this data is not just to find out “which page is not performing well”, but to link the optimization direction back to specific user obstacles.

You can try to supplement page descriptions, reduce unnecessary fields, or use more appropriate visual cues to help users complete the process.

The original article also reminds at the end that the destination URL should still be the final completion page, and the steps of the Funnel should describe the path before reaching the completion page.

This content uses the Universal Analytics interface and terminology from 2018.

It is suitable for saving as an analysis idea and should not be directly used as a setting tutorial for today’s GA4.