The document discusses analyzing the goal flow of a public transportation route planner tool to improve accessibility and engagement. It proposes using an involvement funnel to differentiate conversion paths based on engagement level. A case study identifies two funnels - low involvement (scan-focus-behave) and high involvement (scan-behave-focus). Analysis shows most users access the tool via the homepage but direct access has a higher conversion rate. The conclusion recommends stimulating direct access through campaigns and embedding the tool to increase engagement and conversions.

1. #GABC12
Understand and act on your goal flow analysis

2. Overview

3. Overview
• Context
• Challenges
• Concept
• Case
• Conclusion

4. Context

6. 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

7. How can we engage surfers to
use the Route Planner Tool as
their travel companion?

8. Context
• 2 secondary research questions:
• How are people accessing the Route Planner Tool?
• How can we improve the accessibility of this tool?

9. Challenges

11. 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?

12. 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?

13. Concept

15. Types of flows
• Visit flow
• Navigation flow
• Event flow
• Goal flow

16. Types of flows
• Visit flow
• Navigation flow
• Event flow
• Goal flow

17. Goal flow features
• Adjust dimension items (max 5 items)
• Compare your date ranges
• Select standard or custom segments

18. For deeper, continuous
analysis, we go with the goal
flow, but apply an I.F.

19. Involvement
Funnel

20. 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

21. 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

22. Say how?
• Define your goals
• Define your goal funnel path
• Define your goal funnel’s engagement
• Differentiate your goal funnel flow using spreadsheet

23. Case

25. Case
Main funnel flow with 3 steps based on engagement
model with high involvement (scan-behave-focus)

27. More than 1 conversion path to identify & analyze

28. 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?

29. 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)

30. Case
• Low Involvement Funnel (scan-focus-behave)
• Option 1: Plan your route via home > search more
• Option 2: Plan your route via campaign page

31. Case
• High Involvement Funnel (scan-behave-focus)
• Option 1: Plan your route via home + details
• Option 2: Plan your route directly + details

32. Case

33. 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.

34. 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?

35. 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.

36. Conclusions

38. 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.

39. 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.

40. Conclusions
Data overload
Modelling
Intelligence
Actions

41. Daan Goor - Senior Web Analyst
daan@wijs.be
daangoor.iswijs.be