Goal of task

Problem

As we have found out in the previous blog, we can’t tell which referring sites drive conversion. This is because Jetpack just give us numbers in general, but doesn’t show where users that buy the product come from.

Task (solution to the problem)

We need to find a tool that connects successful sales with the referring site the user came from.

Implementation

Tool evaluation

Research

• https://www.glew.io/articles/sales-funnel-metrics-the-ultimate-cheat-sheet
  • They’re selling their own product
  • They tell you the theory
  • Sounds not any better than what we have with Jetpack
• https://neilpatel.com/blog/how-to-build-a-conversion-funnel-that-will-triple-your-profits/
  • Very good – walks you through the process!
  • -> Setting Up Google Analytics (The Free Way)
    • For WordPress: https://wordpress.org/plugins/google-analytics-for-wordpress/
      • How to Install Google Analytics for WordPressideo (video tutorial)
        • Great video integration Google Analytics with WordPress with 3 options
          • Monster Insights
            • Has the advantage that some numbers can be viewed inside of the WordPress admin panel
            • Negatives:
              • Dependency to yet another plugin (MonsterInsights)
              • Need to give MonsterInsights access to your Google Analytics account (doesn’t feel great)
          • Footer and header (copy the code into it) – we chose this option later on
          • Add code to theme
            • Needs to be redone if you change theme
  • Other products
    • Setting Up a Goals with Optimizelyt (not considered this path)

We’re coming to the conclusion that using Google Analytics could be a viable solution. So let’s test this option.

Implementation

With the help of a friendly and very competent freelancer (see https://www.fiverr.com/haiderkhaleel1) we’ve setup Google Analytics on our WordPress site:

• Used Google Analytics and Google Tag Manager
• Inserted GTM tracking code in header.php file

• Rest of setups were made in GTM

Results in Google Analytics (sales funnel)

• The blue box shows where the traffic came from
• The green box shows how many times a conversion took place (absolute and in percent)

Now we’re able to tell which traffic sources generate the most most conversions!

Results / Learnings

• Google Analytics seems definitely the way to go in order to create a sales funnel
• The implementation is not always straight forward for a beginner
  • Asking the help of a professional is advised in a first phase
  • I can highly recommend the freelancer Haider Khaleel from fiverr.com. He is very friendly, very structured, efficient and happy to explain his approach in detail (see https://www.fiverr.com/haiderkhaleel1)

Extension of sales funnel with Gumroad (optional)

Gumroad also provides an integration of the sales funnel (see https://help.gumroad.com/article/175-google-analytics):

This one could be also integrated, but seems only interesting if significant chunk of the sales are generated through third party sites.

Next steps

Now that we have set up our sales funnel, we need to decide which traffic sources are worth looking into further and how they could be interested of generating traffic for our site.