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Alternate Conversion Flows

  • 1.  Alternate Conversion Flows

    Posted 08-30-2016 07:26 AM

    Introduction: The Alternate Conversion Flow analysis is used to determine how different conversion flows perform when multiple exist.

    Analysis Overview:

    Often times, websites will have multiple versions of their conversion flows. Whether the conversion flow is a shopping cart or a lead generation process, there will be times when multiple versions are necessary and web analysts will want to see which people participated in each flow and how each flow performed. For example, a retailer might have one flow for visitors who have a website account (where they skip the shipping information step) versus those who are anonymous. 

    Analysis Benefits:

    The benefits of this analysis is that you can segment visitors by which flow they used and see the total conversion flow metrics for each of the different flows. This can show you if flow A outperforms flow B and so on. If one flow is better than the other, you may push more users to engage with that flow in the future. This analysis can also be used if you are doing A/B testing of the same flow, possibly with a few elements modified. For example, you may decide to do an A/B test in which you have help for each form field and another where you don't provide help to see which performs better. In this case, they are essentially the same flow, but the A/B test is modifying a few smaller elements to measure the conversion impact.

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    Adam Greco
    Senior Partner, Analytics Demystified
    adam@analyticsdemystified.com
    (847) 948-7965
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