Understand and act on your goal flow analysis
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Transcript of Understand and act on your goal flow analysis
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#GABC12Understand and act on your goal flow analysis
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Overview
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Overview
• Context
• Challenges
• Concept
• Case
• Conclusion
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Context
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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
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How can we engage surfers to
use the Route Planner Tool as
their travel companion?
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Context• 2 secondary research questions:
• How are people accessing the Route Planner Tool?
• How can we improve the accessibility of this tool?
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Challenges
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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?
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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?
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Concept
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Types of flows• Visit flow
• Navigation flow
• Event flow
• Goal flow
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Types of flows• Visit flow
• Navigation flow
• Event flow
• Goal flow
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Goal flow features• Adjust dimension items (max 5 items)
• Compare your date ranges
• Select standard or custom segments
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For deeper, continuous
analysis, we go with the goal
flow, but apply an I.F.
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Involvement Funnel
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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
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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
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Say how?• Define your goals
• Define your goal funnel path
• Define your goal funnel’s engagement
• Differentiate your goal funnel flow using spreadsheet
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Case
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Case
Main funnel flow with 3 steps based on engagement
model with high involvement (scan-behave-focus)
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More than 1 conversion path to identify & analyze
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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?
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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)
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Case• Low Involvement Funnel (scan-focus-behave)
• Option 1: Plan your route via home > search more
• Option 2: Plan your route via campaign page
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Case• High Involvement Funnel (scan-behave-focus)
• Option 1: Plan your route via home + details
• Option 2: Plan your route directly + details
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Case
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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.
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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?
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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.
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Conclusions
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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.
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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.
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Conclusions
Data overload
Modelling
Intelligence
Actions
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Daan Goor - Senior Web Analyst