Information Technology Reference
In-Depth Information
i understand why you might assume that the visitor leaves after the thank-you
page simply because that's what most of your data is telling you. What excites me the
most about this optimization opportunity is that, for the most part, the thank-you page
is almost an empty canvas. you can use some of my suggestions or come up with an
even better idea for this page. i think this is a rare opportunity, and i am hard put to
find other pages that, in terms of optimization, are this open and have as little risk and
friction applied to them.
How do we measure this page? this is a pretty straightforward split between
those who do indeed exit and those who do not.
let's create a simple funnel; it doesn't matter how it looks as long as we include
the conversion we want to examine. i created a two-step funnel in Figure 12.16 that
goes from the visitor adding the billing information and then moving to buy the
product.
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Figure 12.16
Simple ad hoc funnel to show a sales conversion
the optimization opportunity might be highest on those that exit altogether,
but that is not how i suggest you sell it. i believe there is value in learning how many
stay on the site. so let's examine, as shown in Figure 12.17, those 2,073 visits that con-
verted to sales in the given period.
Figure 12.17 shows us the expected high site exit rate of approximately 57 percent,
but what about those 43 percent who did not exit? What are they doing, and how can
we serve them?
your task is twofold when optimizing this page:
d
•
ecrease the total site exit abandonment rate
m
•
ove staying visitors across a planned path
