Do you ever wonder the effectiveness of your website efforts? It’s not as if you could ask every visitor to your site what they clicked on, which page was most effective, and etc.

As far as Google Analytics, you can easily monitor what keywords people used and the time users stay on your site. However, that information does not tell you how potent your online strategies were to convert prospects into clients. As mentioned in my social media marketing book, there is a concept called the Funnel Effect.

Imagine all of the links out there – Facebook, Twitter, Pinterest, friends’ websites and so forth – driving traffic to you. These links will eventually funnel into one place, your website. This is normal. Do you book clients on Twitter? Probably not. In most cases, you book clients on your Contact Page.

google analytics funnel effect

To calculate the effectiveness of your website, you have to setup conversion goals.

Conversion Goals

Before you begin, you must determine what the ultimate landing page will be. For most artists (photographers, videographers, event planners, florists …), your goal is for people to get to the Contact Page.

Now, work your way backwards. What pages would lead to your goal page? Normally, these pages include your About Page and/ or Investment Page. Am I correct?

google analytics funnel visualization

In Google Analytics, you can setup goals and different internal links that funnel to that goal. For example, the above Funnel Visualization illustrates people who clicked on the About Page, then to the Investment Page and ultimately the Contact Page.

To set this up, follow the below seven steps.

1. Select Admin

On the top right corner, select Admin to set goals.
google analytics admin

2. Select Profile

Just in case you have multiple profiles, select the desired site you want to analyze.
google analytics profile

3. Create Goals

Select the Goals tab. You’re allowed to create up to five sets of five goals, so a total of 25 goals.
google analytics create goals

4. Select Type of Goal

Google Analytics allows you to select from four different types of goals (URL Destination, Visit Duration, Page / Visit and Event). For calculating goal conversion for a specific page, you would want URL Destination (e.g., Contact Page).
google analytics type of goals

5. Set Goal URL

Set the Goal URL in the first text field. Do not include your root website URL. For example, if your goal was for “,” you would simply put anything after, which is just “contact”.
google analytics goal URL

6. Set Funnel URLs

In order to utilize the Funnel tool, you have to check the checkbox below. Next, you may add steps in the funnel to your Goal URL mentioned in Step 5. These steps might include your About Page, Investment Page, Portfolio Page, etc.
google analytics use funnel

7. Analyze Reports

Lastly, sit back and relax. Google Analytics will handle all of the monitoring for you, while you can enjoy a delightful picnic.

google analytics analyze reports

These steps are important in monitoring traffic. However, if you’re interested in generating more traffic, then you need to learn about SEO (search engine optimization).

SEO is about optimizing your website, so that you can be found on search engines such as Google.

You may read some tips on SEO from excepts from my e-book here.


Lawrence Chan