#GABC12Understand and act on your goal flow analysis

Overview

Overview

• Context

• Challenges

• Concept

• Case

• Conclusion

Context

Context• Route Planner Tool of public transportation company

• 2,2 M of monthly visits

• 3,5 M of monthly pageviews of tool’s results page

How can we engage surfers to

use the Route Planner Tool as

their travel companion?

Context• 2 secondary research questions:

• How are people accessing the Route Planner Tool?

• How can we improve the accessibility of this tool?

Challenges

Challenges• As to implementing a goal flow funnel:

• Can we differentiate several conversions paths

when accessing the Route Planner Tool?

• Can we embed the goal flow of the tool in an

accessible structure that reflects the engagement

level of surfers?

Challenges• As to the accessibility of the Route Planner Tool:

• Which paths do surfers most frequently take to

access and use the Route Planner Tool?

• Which is the most effective path to access the

details on the Route Planner’s results page?

Concept

Types of flows• Visit flow

• Navigation flow

• Event flow

• Goal flow

Types of flows• Visit flow

• Navigation flow

• Event flow

• Goal flow

Goal flow features• Adjust dimension items (max 5 items)

• Compare your date ranges

• Select standard or custom segments

For deeper, continuous

analysis, we go with the goal

flow, but apply an I.F.

Involvement Funnel

Say what?• Analyzing your goal flow step by step in a funnel

• Goal flow funnel based on engagement model

• Low Involvement Funnel (scan-focus-behave)

• High Involvement Funnel (scan-behave-focus)

• Differentiation of your goal flow in spreadsheet

Say why?

To be able to detect best performing conversion paths

on your site(s) and to optimize these trajectories by

means of engagement shaping

Say how?• Define your goals

• Define your goal funnel path

• Define your goal funnel’s engagement

• Differentiate your goal funnel flow using spreadsheet

Case

Case

Main funnel flow with 3 steps based on engagement

model with high involvement (scan-behave-focus)

More than 1 conversion path to identify & analyze

Case• Which paths do local surfers most frequently take to

access and use the Route Planner Tool?

• Which is the most effective path to access the details

on the Route Planner’s results page?

Case• Differentiate goal flows to analyze accessibility based on

high or low involvement funnel.

• Low Involvement Funnel (scan-focus-behave)

• High Involvement Funnel (scan-behave-focus)

Case• Low Involvement Funnel (scan-focus-behave)

• Option 1: Plan your route via home > search more

• Option 2: Plan your route via campaign page

Case• High Involvement Funnel (scan-behave-focus)

• Option 1: Plan your route via home + details

• Option 2: Plan your route directly + details

Case

Case• Low Involvement Funnel:

• Surfers most frequently access the Route Planner

Tool and plan their routes via home.

• High Involvement Funnel:

• Surfers most frequently access the Route Planner

Tool and plan their routes & consult details directly

via home.

Case• Which paths do local surfers most frequently take to

access and use the Route Planner Tool?

• Which is the most effective path to access the details

on the Route Planner’s results page?

Case

Although more surfers access the Route Planner Tool via

home, the conversion rate of surfers that access the tool

directly is almost 4 times as high.

Conclusions

Conclusions• Involvement Funnel to analyze & act upon

accessibility of Route Planner Tool.

• Engagement shaping applied to goal flow.

• Most surfers access the Route Planner Tool via home.

But optimizing direct access options will increase

engagement & conversion rates even further.

Conclusions• Our strategic advice is to stimulate direct access of

the Route Planner via attractive & informative

campaigns and embedding options of the tool.

• Instead of promoting surfers to come to the tool we

suggest to reach out to surfers with this tool.

Conclusions

Data overload

Modelling

Intelligence

Actions

Daan Goor - Senior Web Analyst

daan@wijs.bedaangoor.iswijs.be