Evaluate branched target processes

von Katrin Nebermann

Evaluate branched target processes

1. steps can be skipped between the start and end of the process

In the eCommerce ordering process, for example, the steps vary depending on whether the order is placed as a new customer, existing customer or guest, or depending on the payment method (e.g. express checkout via Paypal & Co.). In this case, the analysis must differentiate between users who jump from one step to the next or who skip one step and immediately switch to the next. Overjumps must not be counted as aborts!

2. different process beginnings lead to the same process end

For example, several entry pages could lead to the same form:

Home page 1 → Form → Thank you page
Home page 2 → Form → Thank you page

The challenge here is to be able to differentiate between the entry pages in the subsequent steps, i.e:

What is the conversion rate from entry page 1 to the form and submit versus entry page 2 to the form and submit?

The solution for both scenarios: the skip option

In order to be able to record and evaluate both cases correctly, there are skip settings in the configuration of website target processes:

Skipping should be allowed for the eCommerce order process, but not for the split analysis by entry pages. If skipping is prevented, target pages and events can also be assigned to several processes as steps.

Funnel or target process analyses are very useful for identifying potential for conversion optimization. etracker Analytics offers a very powerful tool for both simple and complicated paths to conversion.