Understand and act on your goal flow analysis
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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.
Understand and act on your goal flow analysis
- 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.
- 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