Information Technology Reference
In-Depth Information
You can drill into the funnel abandonment using the path analysis function.
that way, you can figure out, for example, where those 639 visitors who did not go
from delivery to sale actually went (the 43.26 percent). click the magnifying glass on
the Delivery step and choose show abandonment path by title, which will immedi-
ately take you to a path analysis report, as partially shown in Figure 10.13.
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Figure 10.13
Partial Path Analysis report
this is an exciting feature to play with, because suddenly it is not just about
abandonment alone—it is about real visibility into where people go, as they obviously
aren't moving through your funnel as you want them to. this could be due to overly
aggressive cross promotions or unclear information on delivery costs. it sometimes
becomes clear where you've failed by looking at that subset of visitors who move away
from the planned path.
now let's look at the various visit segments of your funnel. i expanded the time
period to get a bit more data and applied two very simple filters: looking at how visi-
tors arriving from google funnel through (Figure 10.14), versus visitors arriving from
Yahoo! (Figure 10.15).
here we immediately see a difference in behavior and abandonment rates, which
should not necessarily be viewed as a competition between the search engines. this might
be an optimization opportunity where you look at the seRp snippets in google and in
Yahoo! and then come to the conclusion that you are not indexed as well in google as
in Yahoo!, and that the Yahoo! snippets are a lot better at prequalifying your visitors.
and based on the result, we obviously have a task of working toward having better
snippets in google search results.
