Uncover Insightful User Journey Secrets Using GA4 Reports

Join Raquel Serrano, Senior Web Analyst & CRO at LYNX, as she uncovers the secrets hidden within GA4 reports like Funnel Exploration, Path Exploration, and User Explorer to uncover bottlenecks and opportunities in user journeys, particularly for non-e-commerce websites.

Discover Where Users Encounter Hurdles:

Learn how to leverage GA4 to pinpoint where users face challenges on your website, such as during sign-ups or form submissions. Gain insights to enhance these areas and streamline the user experience.

Identify Optimal Paths:

Utilize GA4 to analyze user pathways on your site, distinguishing effective routes from less successful ones. Enhance successful paths and optimize or eliminate ineffective ones for improved user engagement.

1. Uncover User Journey Secrets:
The Power of GA4 Reports

2. Who i am?
Raquel Serrano Carnicer
Senior CRO & Web Analytics at LYNX
•10+ Years in Web Analytics
•3+ Years CRO Specialist
•https://www.linkedin.com/in/rserranocarnicer/

3. You will learn:
•How to find the key pages of your website
•How path reports can help you find insights
•Funnel exploration reports
•User explore reports to validate ideas

4. Even though your website isn't
ecommerce-focused, if you're
utilizing GA4 as your primary
web analytics tool.

5. Set up GA4 ecommerce tracking
on your website.

6. As the new CRO manager, you
want to prioritize which pages of
your website hold the most value
in convincing users to convert.

7. Let’s start with the
landing page report

9. Crafting Your Custom Report: A Step-by-Step Guide in GA4
1 2
3

10. Unlocking Revenue Potential: Analyzing High-Performing
Landing Pages from Google Ads

11. The Next Step: Delving Deeper
into User Journey Beyond the
Landing Page, analyzing the
Frequency of Page Involvement in
the 'Open an Account' Process

12. Create a exploration using Free form 1

13. Create a custom segment based on user segment2

14. Add the pages and Purchase event 3

16. Getting More from Your Data: Using Other Sources to
Boost Your GA4 Analytics
Open account
involved

17. Page 2: Frequently Appears
Throughout the Customer Funnel

18. What's the Next Move?

19. User Path report: Understanding
Pages Visited After This One

20. Tariffs page
Page 2
Apply
segments

21. After visiting page 2, users often
navigate to the tariff pages

22. And since we know there's a higher
likelihood of losing the user when they
leave the page... What strategies can we
employ to convince them to stay?

23. Idea for Testing: Integrate the Tariff Page
Calculator into the page 2.

24. Imagine a lengthy funnel with
numerous fields to fill out, and
your goal is to optimize the
conversion rate from the 'Open
an Account' page to the 'Thank
You' page.
How can we improve this
process?

25. Funnel Exploration reports

26. In our analysis, we've identified two
primary issues:
one in the upper funnel and the other
in the lower funnel.
Let's begin by addressing the upper funnel, as it
requires less involvement from the IT and legal
teams.

27. User explorer report:
Validating Data Insights

32. Q&A
?

33. THANK YOU