How to use goals

This article shows you how to use Goals across different Contentsquare features to understand what's driving conversions on your site.

What you are analyzing and why it is important

Goals help you to analyze a couple of different things:

What's driving conversions?

See which pages or specific page elements (zones) contribute most to users achieving a Goal. This helps you identify what's working well and where to focus improvements.

Who's converting and how do they behave?

Study users who achieved a Goal to understand their behavior patterns. This helps you optimize the experience for everyone.

Why this matters: Understanding conversion behavior helps you prioritize improvements that'll have the greatest impact on your business goals. Remember, a "conversion" doesn't have to be a purchase, it can be any action you want visitors to complete.

How to use Goals for analysis

There are different ways to use Goals in your analysis. We have provided some common examples to help you.
 

Analyze the behavior of users

Use Segments to filter your analysis to only users who completed (or didn't complete) a Goal, then study their behavior.

How to do it:

1. Click 'Analysis setup' in the main menu and select 'Segments'.

   

2. Click 'New segment'.

   

3. Give your Segment a name (like "Clicked add to cart from product page").

   

4. Click the dropdown menu and select 'Goal'.

   

5. Select the goal from the drop down menu.

   

6. Click 'Create'.

   
    

7. You can then use this segment in other Contentsquare capabilities (Journey Analysis, Page Comparator, Zoning Analysis, etc.)

Why this is useful: This lets you understand how users who converted behave differently from those who didn't. You can identify patterns, common paths, or pages that lead to conversion, then optimize the experience to guide more users down those successful paths.

Apply goal-based segments on the fly

You don't always need to save a Segment. You can apply Goal conditions directly when you're analyzing:

1. Open any Contentsquare capability (like Journey Analysis or Page Comparator).

2. Open the filter options.

   

3. Select your 'Goal' from the drop down menu.

   

4. Click 'Apply'.

   

5. Analyze the results for just those users.

Tip: This is useful when you're exploring data and want to quickly see how converted users behaved without saving a new Segment.
 

See which pages or elements drive conversion

Pick a Goal to see how pages or specific elements (zones) on your site contribute to visitors achieving it.

When you can use this:

• Zoning Analysis: Select from the metrics dropdown while viewing a Zoning
• Dashboards: Choose a Goal when setting up a widget
• Alerts (Pro & Enterprise plans only): Select a Goal when configuring an alert

Here is an example

Let's say you want to know which elements on your product page lead the most users to add items to their cart. Here's how to find out using Zoning Analysis:

1. Go to 'Zoning Analysis' and open your Zoning.
    

2. Click on the metrics dropdown menu.

   
    

3. Type 'Conversion' into the search box and click on 'Conversion rate per click'.

   
    

4. Select your goal, in this example we are using the goal 'Add to cart'.

Your Zoning will now show metrics like conversion rate per click or conversion rate per hover for each zone. The higher the percentage, the more that element contributes to visitors completing your Goal.

This is a great way to quickly spot which buttons, images, or content sections are doing the heavy lifting, and which ones might need some attention.
 

What to read next

What are Segments

Introduction to Zoning Analysis