#GABC12Understand and act on your goal flow analysis
Overview
Overview•   Context•   Challenges•   Concept•   Case•   Conclusion
Context
Context•   Route Planner Tool of public transportation company•   2,2 M of monthly visits•   3,5 M of monthly pageviews of...
How can we engage surfers touse the Route Planner Tool astheir travel companion?
Context•   2 secondary research questions:    •   How are people accessing the Route Planner Tool?    •   How can we impro...
Challenges
Challenges•   As to implementing a goal flow funnel:    •   Can we differentiate several conversions paths        when acces...
Challenges•   As to the accessibility of the Route Planner Tool:    •   Which paths do surfers most frequently take to    ...
Concept
Types of flows•   Visit flow•   Navigation flow•   Event flow•   Goal flow
Types of flows•   Visit flow•   Navigation flow•   Event flow•   Goal flow
Goal flow features•   Adjust dimension items (max 5 items)•   Compare your date ranges•   Select standard or custom segments
For deeper, continuousanalysis, we go with the goalflow, but apply an I.F.
InvolvementFunnel
Say what?•   Analyzing your goal flow step by step in a funnel•   Goal flow funnel based on engagement model    •   Low Invo...
Say why?To be able to detect best performing conversion pathson your site(s) and to optimize these trajectories bymeans of...
Say how?•   Define your goals•   Define your goal funnel path•   Define your goal funnel’s engagement•   Differentiate your go...
Case
CaseMain funnel flow with 3 steps based on engagementmodel with high involvement (scan-behave-focus)
More than 1 conversion path to identify & analyze
Case•   Which paths do local surfers most frequently take to    access and use the Route Planner Tool?•   Which is the mos...
Case•   Differentiate goal flows to analyze accessibility based on    high or low involvement funnel.    •   Low Involvement...
Case•   Low Involvement Funnel (scan-focus-behave)    •   Option 1: Plan your route via home > search more    •   Option 2...
Case•   High Involvement Funnel (scan-behave-focus)    •   Option 1: Plan your route via home + details    •   Option 2: P...
Case
Case•   Low Involvement Funnel:    •   Surfers most frequently access the Route Planner        Tool and plan their routes ...
Case•   Which paths do local surfers most frequently take to    access and use the Route Planner Tool?•   Which is the mos...
CaseAlthough more surfers access the Route Planner Tool viahome, the conversion rate of surfers that access the tooldirect...
Conclusions
Conclusions•   Involvement Funnel to analyze & act upon    accessibility of Route Planner Tool.•   Engagement shaping appl...
Conclusions•   Our strategic advice is to stimulate direct access of    the Route Planner via attractive & informative    ...
Conclusions         Data overload          Modelling          Intelligence              Actions
Daan Goor - Senior Web Analystdaan@wijs.bedaangoor.iswijs.be
Understand and act on your goal flow analysis
Understand and act on your goal flow analysis
Understand and act on your goal flow analysis
Understand and act on your goal flow analysis
Understand and act on your goal flow analysis
Understand and act on your goal flow analysis
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Understand and act on your goal flow analysis

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Understand and act on your goal flow analysis

  1. 1. #GABC12Understand 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 Tool astheir 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 conversion pathson your site(s) and to optimize these trajectories bymeans 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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