Information Technology Reference
In-Depth Information
We start with the almost 400 page views at the beginning of our funnel. We are
fully aware of what happens to the rest (the go to confirmation). it is interesting to see
the following:
4
•
5% - site Exit
•
1
3% - site stay, Form Exit, but no real engagement with the site
•
4
2% - site stay, Form Exit, but positive engagement with the site
With this high level of direct exit, we might conclude that we're too aggressive
on our call to action. therefore, a form with typical high resistance, such as billing
information, shouldn't be presented here just yet, as it seems we are losing the opportu-
nity to register visitors.
if visitors do not exit the site altogether or wander around doing nothing, most
end up engaging with the site again. this engagement might include rechecking the
price (the rates and reservations page). And this segment is the one that we would like
to look more closely into.
taking one more step into the path, we get a very interesting view, as illustrated
in Figure 12.13.
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Figure 12.13
Login page path analysis, next step
