Jimmy Joe
on

Event Tracking For Main Conversion Funnel

Growth App University
Data Model
Decision Model
Quant Model
Funnel
Events
Analytics
Without a baseline, you are simply a rudderless boat floating in the water hoping to catch the right current in order to reach your destination. Baseline data is the anchor point for your decisions.

Once you have added GrowthPhysics Shopify App to your store, follow the instructions in our app to activate Segment so events generated by our app can be federated to downstream tools. We recommend Amplitude, a behavioral analytics platform to visualize the analysis of our events.

What is the Main Funnel?

For direct to consumer operations, the main goal is for a user is to complete a purchase. The Main Funnel refers to the default purchase scenario. It assumes a user arrives on the home page, logically navigates the site, and completes a purchase. In Shopify, we map out the main funnel via seven (7) events in the following sequential order:

Viewed Home Page
Viewed Collection Page
Viewed Product Page
Product Added
Viewed Cart Page
Checkout Started
Order Completed

Visualizing the Main Funnel

Log into your behavioral analytics service account. We will be using Amplitude. GrowthPhysics' events will appear under the same name irregardless which downstream service you use.

In Amplitude:

  1. Click on New
  2. Click on Chart
  3. Expand Chart menu
  4. Select Funnel Analysis
Analytics Platform: Amplitude | Create a new funnel
  1. Click on Select Event
  2. Scroll to Uncategorized Events. Here you will find all GrowthPhysics events.
GrowthPhysics events are grouped under Uncategorized section
  1. Select the following 7 events in the exact order provided:
Viewed Home Page
Viewed Collection Page
Viewed Product Page
Product Added
Viewed Cart Page
Checkout Started
Order Completed

Your final view should resemble the image below.

  1. Click on Save and name your analysis Main Funnel
Main Funnel Setup View

Importance of the Main Funnel

The main funnel provides a baseline user experience that generates baseline metrics. The main funnel's key baseline metric is Conversion Rate.

Establishing baseline data model is a critical first step in executing a growth program. Too often marketers jump into execution without assessing the proper baseline user experience and metrics. Without a baseline, you are simply a rudderless boat floating in the water hoping to catch the right current in order to reach your destination.

How is Baseline Data Used?

Baseline data is the anchor point for your decisions. It is the data set you access and measure against to understand performance.

We Practice What We Preach

In our agency practice, we help our clients understand their baseline user experience, their baseline metrics, and decompose the main funnel conversion rate via first principles.

If you need help setting up your Segment or downstream behavioral analytics service, such as Amplitude or Mixpanel, feel free to reach out to us.

GrowthPhysics Events
Viewed Home Page
Viewed Product Page
Product Added
Viewed Cart Page
Checkout Started
Order Completed
OUR SHOPIFY APP
OUR 
SHOPIFY 
APP

Understand your customers and their behaviors in a deeper, more meaningful way that drives profitable growth. Add our app to your Shopify store.

14-Day Free Trial

ADD SHOPIFY APP
Some Data Points On Me

I've led e-commerce operations, built growth teams, and scaled three consumer brands from seed to over $100M in revenues. My insights on growth stems from my experience as an investment banker, front end engineer, UI/UX designer, CxO, and investor. Growth is an exercise in navigating uncertainty through decisions. Hopefully my experience will help you make better decisions for your business.

Get weekly insights that will help you make better growth decisions.

GROWTH NOTES

GROWTH
NOTES

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

For founders, C-suite, investors, and everyone who wants to grow their business smarter.