Tip of the Week: Target processes

Analyse target processes correctly

Target processes, also called conversion funnels, are used to evaluate multi-stage steps leading to a conversion.

A simple example: A visitor is led to a special landing page with a button Start free trial. After clicking, the visitor is taken to a registration page where the form can be filled out and submitted with Start now.

The associated target process thus includes these three steps:

  1. Call landing page.
  2. Call up the registration page or click on the Start free trial button.
  3. Call up registration confirmation or click on the Start now button.

It becomes more complex with those processes that branch out, i.e. offer several options, or in which steps can be skipped. This classically includes checkout processes in shops when registered customers log in and can thus skip entering personal data, among other things.

When evaluating target processes, one often speaks of funnel analyses. The image of the funnel very often fits because many users start at the beginning of the process and only a few successfully complete the last step.

Setting up target processes in etracker Analytics is very convenient thanks to the setup wizard with templates, as long as the associated page views and events are recorded correctly, of course. The evaluation and derivation of optimisation potential is also simple, even if steps can be skipped as in the example shown.

This is how the key figures are to be interpreted:

  • Visitors: Unique users who have reached one or the respective step at least once in the period.
  • Conversion rate: Proportion of visitors who either reached or skipped the respective target process step.

Example for 02_Zahlungsart & Versandart:

Conversion rate = (64 visitors + 72 skipping visitors) / 160 checkout visitors

  • Skipping visitors: Have not accessed this target step, but have reached one of the subsequent steps.
  • Dropouts: Have accessed this target step, but none of the subsequent steps.
  • Dropouts rate: Percentage of dropouts among visitors to the step.
  • Target achievers: Number of visitors who reached the last step.
  • Visits with Target achievements: Number of visits that led to goal achievement (last step). The key figure is higher than the key figure “Target achiever” if visitors reach the last step in several visits (e.g. make multiple purchases).
  • All Target achievments: Also includes multiple goal achievements within one visit.

The true art, of course, is to draw the right conclusions from the analyses and to derive hypotheses for conversion optimisations, e.g. by means of A/B testing. In addition, remarketing can be used by means of Signalize push messages to automatically address and win back dropouts after they have left the website.

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