Information Technology Reference
In-Depth Information
Figure 12.13 reveals that people who were just about to log in and register with
their billing information didn't feel completely convinced and then (after we lost about
half the visitors to a site exit) went on to check rates and reservations. then on that
page we have almost 57 percent who go on to check the rates and reservations again.
Finally, if you look at the step after this, nearly 39 percent refresh this page.
From this, we conclude that any important optimization to the “registering
people with billing information” page is done on the rates and reservations page. if
we expand the time period, we reveal a potential opportunity in the contact Us page
as well.
i strongly suggest that you compare this step-by-step analysis with the original
visitor intent, which could be represented by the referring search phrase or the internal
search phrase.
Be cautious in your interpretation of search phrases as they are created within a
particular session. some form-abandonment visitors might have seen different pages in
different sessions, and this is where it becomes complicated in yahoo! Web Analytics.
coming back to the funnel, selling within the form might not have been such a
bad idea after all. it's not all that different from any sales situation—nothing is sure
until the actual conversion takes place.
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Form Submit Optimization
there is an end to every funnel, and this is probably the last place you would think
about optimization. the conversion just occurred, so why waste the time? However,
the thank-you page is not an unimportant page, and unless you have the utmost trust
in the brand you just did business with, you are consuming this page quite seriously.
Figure 12.14 shows the traditional thank-you page as we all know it.
Figure 12.14
Traditional thank-you page
think of the thank-you page as an opportunity to re-engage with a highly
engaged visitor. this page is a great place to provide cross-sells and cross-promotions.
