Tracking Site Browsing Methods For Highest Conversion via Omniture SiteCatalyst
Understanding how users get to your product pages and seeing which one of these methods is the most successful at driving conversion is critical to truly understanding your users and shaping the best experience to promote purchasing. Users from search, internal promotions/campaigns, and category/featured products browsing channels all expect different experiences and knowing this makes you more prepared to provide that to them.
Below explains how to leverage this functionality to provide further insight on your site.
What you need:
- one (1) eVar
- getQueryString parameter plugin to grab internal search query strings
On all category pages, pass the category value to the eVar (example –> s.eVar1=”category1″). For the search pages, pass the category of search to the eVar (i.e. s.eVar1=”search”). On all internal campaign pages (i.e. where the campaign value is present within the URL string), pass the category of internal campaign to the eVar (i.e. s.eVar1=”internal campaign”).
After implementing this, you will now be able to see which browsing method do people use on the site to find and purchase products as well as which method is most effective at driving the best conversion rate. Knowing that can then help tailor your site around this preferred method to optimize to the maximum potential conversion.
Written by:
Dorian D. Regester
If you enjoyed this post, please consider to leave a comment or subscribe to the feed and get future articles delivered to your feed reader.
This solution would require that you think about your eVar allocation method. If you set allocation to Last, it will only attribute success to the last one. If you want all (within a visit) to get credit, you woudl want Linear Allocation. Some people set multiple eVars with the same values, but different allocation. Without properly setting this (and letting your users know which is used), you can actually make incorrect business decisions so be careful…
Very nice site!