Services like Google analytics allow you to identify custom events that help track whether users accomplish key site activities like clicking a call-to-action, filling out a form, or sharing a piece of content to social media. These might include
- Return visit (visit number)
- Form view/ Form Submit (%)
- Call-to-action success rate
Similarly, Google analytics can be configured to track inbound traffic to help you determine which source (i.e. from Facebook compared to from Search) is more likely to donate on the first visit, second visit, etc. These types of attributes might include
- Geo-location
- Referrals (email, social, search, paid, partners)
Steps to Implement
- Identify a list of key site activities that should be tracked, and rank them from most valuable to least valuable and in the order a user will likely do them (for example they might share to social media before they donate). This becomes the first draft of your conversion funnel.
- Create a dashboard to track user’s progress through these checkpoints.