Analytics & Marketing FunnelVisitors
Viewing a product category page
Viewing a product page
Viewing the shopping cart
Completing an order
1
2
3
4
Goal = visitors become customers
Optimize your conversion process to maximize conversions
Where do most visitors drop out?
The Conversion Funnel
Optimize your conversion process to maximize conversions
Where do most visitors drop out?
1
2
3
4
5
6
7
Funnel
Goal page
Flight availability
Results page
Order complete
18,5%
Search page
Reservation
Confirmation
Payment form
0.25%
59,6%
42,1%
37,4%
30,3%
95,4%
The reasons for visitor drop-out
Optimize your conversion process to maximize conversions
Identify reasons for high drop-outExits = 95.4%
Exits = 59.6%
Exit Reasons:• Overlong payment form• Poor layout
Exit Reasons:• Poor search experience• Availability checker very clunky
Visitors
Customers
Conversion Funnel 2
Optimize your conversion process to maximize conversions
Where do most visitors drop out?
1
2
3
4
5
6
7
Funnel
Goal page
Flight availability
Results page
Order complete
Search page
Reservation
Confirmation
Payment form
0.25%
Improved layout
Improved layout
Removed
2.23%
Conversion Funnel 2
Optimize your conversion process to maximize conversions
Where do most visitors drop out?
1
2
3
4
5
6
7
Funnel
Goal page
Flight availability
Results page
Order complete
Search page
Reservation
Confirmation
Payment form
0.25%
Improved layout
Improved layout
Removed
2.23%
Conversion Funnel 2
Optimize your conversion process to maximize conversions
Where do most visitors drop out?
1
2
3
4
5
6
7
Funnel
Goal page
Flight availability
Results page
Order complete
Search page
Reservation
Confirmation
Payment form
0.25%
Improved layout
Improved layout
Removed
2.23%
Conversion Funnel 2
Optimize your conversion process to maximize conversions
Where do most visitors drop out?
1
2
3
4
5
6
7
Funnel
Goal page
Flight availability
Results page
Order complete
Search page
Reservation
Confirmation
Payment form
0.25%
Improved layout
Improved layout
Removed
2.23%
Web Analytics KPI’s
Any website may have more than 1 goal…17
● Information● Content
Consumption● Leads● Sign ups /
Registrations● Sell products● Loyal visitors
Identifying Your Site Goals What do you expect of your website?
18Primary GoalsSecondary Goals
Quantifying Your Site Goals :Converting goals to KPIs
19Primary GoalsSecondary Goals
Funnel TrackingContent Consumption
GOAL!!
No goal
Measure Your website Goals
Business Challenges in Web
Analytics
Challenge 1: Inaccurate & inconsistent data through web analytics
Implementing it RIGHT
Expect application discrepancies
Get the expert- do not think everything can bedone In-house
Choose a system of recording data
Consistent reporting
Challenge 2: Organization processes and structures impacting analytics implementation
Marketing involvement in analytics implementation
Management reporting to be segmented
Regular monitoring of data & reporting
Challenge 3: Analytics data is siloed
Create customized goals & reports
Populate dashboards
Integrate with sales/BI systems for accuracy
Challenge 4: Videos, Actions, Games & Social Applications
Reports
Reports
Improve your site and increase marketing ROI
Visits
Visitors come from?
Goals and Funnels
Which Traffic Source is Performing?
Tracking Keyword Search
Save Frequently Used Reports to Dashboard
Schedule reports to be delivered via Email
Advancements in Analytics
Mobile analytics
Some applications
Desktop ticker
Social Analytics
Other Possibilities
• Sync with Sales/lead management systems• Multiple Profile dashboard• Alert system-mobile linking
17
Thank You
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