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Form Abandonment
i indicated earlier that the standard funnel analysis of looking at the abandonment rate at
each step involves more than just finding the step with the highest abandonment rate.
the funnel shape and typical optimization view resembles Figure 12.8.
Figure 12.8 Traditional funnel abandonment rate
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A typical funnel is defined as one where you will see a first step with an ultra-
high abandonment rate, followed by a set of somewhat similar steps with less of an
abandonment rate, and a final step of ultra-high abandonment rate.
you can change this funnel by simply changing the user interface and navigation
path for your visitors. However, that's not the point; the point is that most people tend
to focus on the steps with the highest abandonment rates with the belief that this area
represents the best funnel and form optimization opportunities. this would only be
true if every single step had the same probability of being abandoned, which is not true
at all. there is a huge mental step from viewing a product on a website to adding it to
your basket. compare the following two lines:
View product to Add to Basket abandonment rate: 90.21%
Add to Basket to View Basket abandonment rate: 27.04%
it is not immediately possible to conclude which of the two steps is the one with
the highest potential output in an optimization project. And even more important, as
soon as we have accepted this obvious fact, we must also accept that perhaps there are
no immediate problems to fix in some of the steps and the abandonment rate could be
seen as normal.
this brings me to my point that any improvement must be viewed in a larger
context. the following makes the same conclusion in the usual 140 characters:
Positive siloed optimization is likely to cannibalize and create new nega-
tive siloed effects in other parts of your business.
TAKEN FROM http://twitter.com/DennisMortensen/status/1075552712
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