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

Sale/Registration

Content ConsumptionVisitor Loyalty

• Information• Content

Consumption• Leads• Sign ups /

Registrations• Sell products• Loyal visitors

Identifying Your Site Goals What do you expect of your website?

Content Consumption

PV/Visit

Time on Site

Time on Page (or article)

Section-wise PVs/Time on site

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