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| Analysing each step in the conversion process |
Outcomes: meeting expectations
At the end of the day, you want people who visit your web site to perform an action that increases the web site’s revenue. Analysis of goals and KPIs indicate where there is room for improvement. Look at user intent to establish how your web site meets the user’s goals, and if they match with the web site goals. Look at user experience to determine how outcomes can be influenced.
The above image shows how analysing each event can show where the web site is not meeting expectations.
After performing a search, 100 visitors land on the home page of a web site. From there, 80 visitors visit the first page towards the goal. This event has an 80% conversion rate.
Twenty visitors take the next step. This event has a 25% conversion rate. Ten visitors convert into paying customers. This event has a 50% conversion rate. The conversion rate of all visitors who performed the search is 10%, but by breaking this up into events we can analyse and improve the conversion rate of each event.
At the end of the day, you want people who visit your web site to perform an action that increases the web site’s revenue. Analysis of goals and KPIs indicate where there is room for improvement. Look at user intent to establish how your web site meets the user’s goals, and if they match with the web site goals. Look at user experience to determine how outcomes can be influenced.
The above image shows how analysing each event can show where the web site is not meeting expectations.
After performing a search, 100 visitors land on the home page of a web site. From there, 80 visitors visit the first page towards the goal. This event has an 80% conversion rate.
Twenty visitors take the next step. This event has a 25% conversion rate. Ten visitors convert into paying customers. This event has a 50% conversion rate. The conversion rate of all visitors who performed the search is 10%, but by breaking this up into events we can analyse and improve the conversion rate of each event.
