google analytics advanced segmentation for funnel analysis

many of you probably are already using goals and funnel visualization to analyze the performance of various conversion events on your website (shopping cart conversions, form completions, etc.)

One way to take your analysis to the next level is to use advanced segmentation to create a custom segment for each critical stage in your funnel - and then look for differences.

we recently observed that the time spent on one required page during a checkout process was 2 minutes longer for the segment of users who made it all the way through the process - as compared to those who didn't.

the conclusion? the required page was taking too long to complete - so our users were abandoning it.

advanced segmentation can be an amazing way to develop insights into web use - give it a try!

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