We’ve been working through the concept of measuring and optimizing online marketing campaigns using the click path from the initial email message or search ad through to the conversion goal. Each step of the click path is correlated with a metric that could indicate a problem within the step:

In the chart above, the first three are fairly straight forward because you have one specific step for each metric. But conversion funnels often contain multiple steps, so you’re left guessing which step needs improvement to increase the conversion rate. This can also be tricky because not all missed conversions are equal.  Visitors who download a white paper or view a product comparison page might return to your Web site and convert later.

So it’s insufficient to only know that visitors aren’t converting - you need to dig a little deeper to find out why. This is a perfect job for the "Funnel Report". The funnel in the Lyris HQ Web analytics solution lets you essentially build a site map and visually see how visitors move through your site. (click on image to view full size)

You can use this to diagnose specific online marketing campaigns by applying a segment to your funnel. Compare the campaign segment to your “All Visitors” segment. If they follow similar patterns, consider changes to improve the site for all visitors. If the campaign segment varies significantly from All Visitors, the problem may lie with the continuity of your messaging. You might be setting an expectation in the campaign that isn’t consistent with the content on your site.

If you need help configuring or interpreting your funnel report, your Lyris account manager can direct you to the appropriate training or professional services. Or feel free to post your questions about how to interpret the results of your conversion funnels in the 'Comments' area below.

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About The Author

Dan Miller is professional services and sales engineering manager at Lyris. He helps companies adopt data driven marketing techniques to improve their ROI.

Related Resources:

• Subscribe to Inside Lyris HQ our monthly online-marketing newsletter.
• Download free online-marketing guides, tools and webinars in the Lyris Online-Marketing Resource Center.

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