Identifying Potholes in Conversion Funnel via Omniture SiteCatalyst
Yesterday, I did a post entitled, Measuring Errors via Error Tracking in Omniture SiteCatalyst, and showed how this could be accomplished by using the s.pagename variable and a counter eVar. Today, I want to take a look, specifically, at conversion potholes and how to track them so that you can improve conversion rates.
It’s one thing to know that people are exiting from your page during the conversion process but its another to know what the error was and how it’s impacting the business. Tracking these potholes will not only increase the ease of converting online it will also help minimize errors which will help reduce cost. Below is an example of how this can be done.
What you need:
- one (1) eVar
- one (1) sProp
- one (1) event
- have participation enabled for your most important KPIs
What you need to do:
- Within the conversion process, anytime an error is received, pass that value into an sProp and eVar. If the error is received in a alphanumeric value (or numeric value), pass that along anyway. You can then use SAINT to give that value a friendlier name so that non-technical users will be able to understand the error received.
- Also pass an event when an error happens to track the instances of errors occurring.
Pretty simple right? By doing this you can see the impact each error has. This can be done by creating a calculated metric called Impact of Error Received. Below is how its calculated:
Impact of Error Received = 1 – Key Performance Indicator (participation) / visits
The KPI placeholder in the above formula can be any metric (orders, bookings, applications, sign ups, etc) depending on your particular industry. Then you can sort by impact of error received to see the high impact error codes and fix accordingly.
Written by:
Dorian D. Regester
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