Daan Goor - Wijs - Understanding and act on your Goal Flow Analysis

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Google Analytics Business Conference 2012 Presentation of Daan Goor with digital agency Wijs.

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  • Daan Goor - Wijs - Understanding and act on your Goal Flow Analysis

    1. 1. #GABC2012Understand and act on your goal flow analysis
    2. 2. Overview
    3. 3. Overview• Context• Challenges• Concept• Case• Conclusion
    4. 4. Context
    5. 5. 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
    6. 6. How can we engage surfers touse the Route Planner Toolas their travel companion?
    7. 7. Context• 2 secondary research questions: • How are people accessing the Route Planner Tool? • How can we improve the accessibility of this tool?
    8. 8. Challenges
    9. 9. 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?
    10. 10. 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?
    11. 11. Concept
    12. 12. Types of flows• Visit flow• Navigation flow• Event flow• Goal flow
    13. 13. Types of flows• Visit flow• Navigation flow• Event flow• Goal flow
    14. 14. Goal flow features• Adjust dimension items (max 5 items)• Compare your date ranges• Select standard or custom segments
    15. 15. For deeper, continuousanalysis, we go with the goalflow, but apply an I.F.
    16. 16. InvolvementFunnel
    17. 17. 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
    18. 18. Say why?To be able to detect best performing conversionpaths on your site(s) and to optimize thesetrajectories by means of engagement shaping
    19. 19. Say how?• Define your goals• Define your goal funnel path• Define your goal funnel’s engagement• Differentiate your goal funnel flow using spreadsheet
    20. 20. Case
    21. 21. CaseMain funnel flow with 3 steps based on engagementmodel with high involvement (scan-behave-focus)
    22. 22. More than 1 conversion path to identify & analyze
    23. 23. 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?
    24. 24. 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)
    25. 25. Case• Low Involvement Funnel (scan-focus-behave) • Option 1: Plan your route via home > search more • Option 2: Plan your route via campaign page
    26. 26. Case• High Involvement Funnel (scan-behave-focus) • Option 1: Plan your route via home + details • Option 2: Plan your route directly + details
    27. 27. Case
    28. 28. 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.
    29. 29. 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?
    30. 30. CaseAlthough more surfers access the Route Planner Tool viahome, the conversion rate of surfers that access the tooldirectly is almost 4 times as high.
    31. 31. Conclusions
    32. 32. 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.
    33. 33. 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.
    34. 34. Conclusions Data overload Modelling Intelligence Actions
    35. 35. Daan Goor - Senior Web Analystdaan@wijs.bedaangoor.iswijs.be

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