Analytics
1.9K members online now
Understand information in your reports and troubleshoot reporting issues such as self-referrals, (not set) data, and inaccurate information
 
Guide Me
star_border
Reply

How to create report to measure Ease & Speed

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi all,

 

I have a herculean task from a client that I've not done before, nor am I sure this is something GA can measure. We are tasked with the high-level goal of measuring Ease & Speed based on the following criteria.

 

Measuring Ease based on the following:

  • Number of steps to goal & what % of that target was achieved
  • % of users who achieved their goal
  • drop off rate

Measuring Speed based on following:

  • Avg. time on page against % of the target
  • Avg. time to goal against % of the target

Understanding that we have to work with the client to define what target goals are I'm wondering if any of the above can be done in GA. If so would be through segmenting, goal conversion set up, attribution etc...

 

Thank in advance

Gary

1 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by topic author Gary J
December 2015

Re: How to create report to measure Ease & Speed

Top Contributor
# 4
Top Contributor
Hi Gary,

Ease part
The basic funnel setup - https://support.google.com/analytics/answer/1012040?hl=en#funnels_for_destination_goals
Understanding the funnel - https://blog.kissmetrics.com/conversion-funnel-survival-guide/ and https://support.google.com/analytics/answer/2976313?hl=en


Speed part
This is a more complex concept to track - much more than ease in your case. Aside from the average time on page which you can use on page level for each page step - though I would suggest this is not something to be prioritized as my goal is to have people convert regardless the time they need to fill up a step in the process - the time needed will tell me if there are any irregularities when changing the UI / UX in the process or if I change the audience. Other than that I would consider other tools which better report on funnel completions and behaviour such as clicktale, kissmetrics, hotjar or similar - these tools should be used in parallel with GA.

There is one more thing to consider - measuring the average time on page is not the same as measuring time to complete an action as a person may load a page and drink coffee or get a call so avg time may be skewedSmiley Happy

The other thing you mentioned - time to complete a purchase from session start to goal completion - I, luckily, wrote a simple concept for GTM and GA where this process is described - http://escapestudio.net/time-to-complete-a-goal-or-transaction-using-gtm-and-google-analytics/.

Hope it helps!

Kind regards,
Zorin
Web analyst @ escapestudio.net

View solution in original post

Re: How to create report to measure Ease & Speed

Top Contributor
# 2
Top Contributor
Hi Gary,

Ease:
1. Number of steps may be achieved with using a destination goal and defining a funnel
2. % of users can be done with a segment - Include users with the Goal completion > 0 (note that goal conversion rate is determined by session and not user - so segment will be needed)
3. Drop off rate can be reported with the Funnel visualization (both for step drop off rate and the funnel drop off rate)

Speed:
1. By average time on page you mean average time a person needs to finish a particular step in the funnel? Or is this the average time on page fro the entire site?
2. Average time to goal - do you need total time from first interaction (session) or time needed to goal from session start?

Targets cannot really be defined in GA as such but you could export the data in Excel or Google Sheets and do the comparison there.

Kind regards,
Zorin
Web analyst @ escapestudio.net

Re: How to create report to measure Ease & Speed

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Hey Zorin,

Man I can't thank you enough for this info, super helpful. Some questions for you.

1. In the ease of use steps you mentioned: - have never done this before are there tutorials, links, resources on how to do this you can point me to.

2. Speed: To clarify, Yes it's measuring the average time a person needs to finish a particular step in the funnel.
Also we're "ideally" trying to measure the "time needed to goal from session start"

Lastly, If targets can't be defined in GA how would using an excel sheet manage that?

Thanks again Zorin - really appreciate any support here. A lot of what client is asking is kind of punching above my weight LOL

cheers
Gary
Marked as Best Answer.
Solution
Accepted by topic author Gary J
December 2015

Re: How to create report to measure Ease & Speed

Top Contributor
# 4
Top Contributor
Hi Gary,

Ease part
The basic funnel setup - https://support.google.com/analytics/answer/1012040?hl=en#funnels_for_destination_goals
Understanding the funnel - https://blog.kissmetrics.com/conversion-funnel-survival-guide/ and https://support.google.com/analytics/answer/2976313?hl=en


Speed part
This is a more complex concept to track - much more than ease in your case. Aside from the average time on page which you can use on page level for each page step - though I would suggest this is not something to be prioritized as my goal is to have people convert regardless the time they need to fill up a step in the process - the time needed will tell me if there are any irregularities when changing the UI / UX in the process or if I change the audience. Other than that I would consider other tools which better report on funnel completions and behaviour such as clicktale, kissmetrics, hotjar or similar - these tools should be used in parallel with GA.

There is one more thing to consider - measuring the average time on page is not the same as measuring time to complete an action as a person may load a page and drink coffee or get a call so avg time may be skewedSmiley Happy

The other thing you mentioned - time to complete a purchase from session start to goal completion - I, luckily, wrote a simple concept for GTM and GA where this process is described - http://escapestudio.net/time-to-complete-a-goal-or-transaction-using-gtm-and-google-analytics/.

Hope it helps!

Kind regards,
Zorin
Web analyst @ escapestudio.net

Re: How to create report to measure Ease & Speed

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭
THanks again Zorin this is awesome info - really appreciate your support!! I was able to do some digging as well and found some good info, including a youtube video version of the Kissmetrics article you posted above.

cheers
Gary

Re: How to create report to measure Ease & Speed

Visitor ✭ ✭ ✭
# 6
Visitor ✭ ✭ ✭
Hi Zorin one last question. I set up a test goal conversion and it's working and gathering data on one destination URL example. But if I click on the Goal Flow tab it shows no data. I get a default message saying:

You may have applied a condition such as date range, an advanced segment or a goal for which there is no data OR there may not be enough data to show results when sampling is in effect.

the date range is the last 7 days, and I'm not in a segment view. Could be its not enough data, I've only recorded about 15 conversions on my old website and enlisted friends to just go to that page

Re: How to create report to measure Ease & Speed

Top Contributor
# 7
Top Contributor
Hi Gary, could you please post the interface print screen (remove the parts which you do not want to be public)?

When did you create the goal / funnel?

Kind regards,
Zorin

Web analyst @ escapestudio.net