Most organizations use a web analytics platform to collect website performance metrics and tracking information of site visitors. One of the most popular platforms for web analytics is Google Analytics, and in spite of its popularity, many Google Analytics (GA) users are unsure of how to utilize this tool to its full potential. With features such as conversion tracking and funnel visualizations GA can help your organization track and report online marketing effectiveness and support strategy or optimization.

In part 1 of our Path to Success series, we’ll discuss a few elements that are key to developing and executing a successful strategy and analytics project. Our main focus for this new report (and this blog post) are on the Registration Process for P2P  Fundraising Events on the Blackbaud Luminate Online TeamRaiser platform.

  • Defining the conversion funnel – In Google Analytics, conversion events are tracked using the goals feature – for this study an ‘Event Registration’ is our primary conversion event. Additionally, advanced goal configurations might include a conversion funnel or engagement pathway tracking the step-by-step process a website visitor is expected to follow towards a conversion event. For the Path To Success 2015 Walk Event Registration Benchmark, I developed a 6-step event registration process funnel.
  • Understanding the importance of funnels – It’s important to know your organization’s registration funnel in order to understand the effectiveness of your event site’s user experience. If your organization’s website and registration pages are optimized with easy-to-follow steps, then the chances of participants completing the registration process are much greater.
  • Examining funnels – Here at Charity Dynamics we use GA analytics and funnels to create a better website experience for users. For the Path To Success 2015 Walk Event Registration Benchmark we created a 6-step process (like mentioned above). That process was tested for roadblocks so we can better understand where constituents are dropping out. We found that the largest number of participants abandon registration at the login step, and 59% of all potential registrants who enter the registration process fail to complete registration.
  • Benefits of examining funnels – Now that the research is done, we know how many participants are engaged, at which step they are abandoning and how many of them complete the registration process. Google Analytics funnels are something every organization should take advantage of in order to keep track of online user behavior. Knowing this can help us understand how to effectively increase engagement by improving the online registration process.

Once we understand the importance and benefits of funnels, then we are one step closer to understanding how to engage online users and keep them engaged. Once we define a measurement plan and implement accurate analytics tracking, we are one step closer to understanding the most effective ways to engage visitors. The ability to pin point causes in participant abandonment and overall engagement can help your organization quickly adapt and focus on conversion rate optimization and pivot towards constituent engagement. Stay tuned for more blogs examining our findings in the Path To Success 2015.

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