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|World & Business - Marketing|
|Friday, 03 August 2012 10:16|
Some time ago I read a blog article on SEOmoz viewing the original sources for behavior and have since discovered a new way of seeing how the different sources of origin provide traffic and conversion.
This is what they did at SEOmoz: split the conversion funnel in different colors, one for each source, to see how they moved from one state to another and where we might be having a problem with any of the sources:
Is not it a great idea? I've adapted to each of the sites that discuss and be seen at a glance what font works best at each stage consisting of a funnel conversion:
First generate the conversion funnel:
The first step is to determine the total number of visits for each of the sources, for example:
- Direct Traffic
And step by step, we targeted visits by taking each of these sources of origin for each of the pages involved to complete the data in a table in excel like this: very basic.
Eye! This exercise need not be defined in the funnel conversion tool, we can generate a segment for each source and see the number of unique pages for each of the steps.
We must bear in mind that our goal is to understand our users and will probably know where they come from and how many reach the goal, but not what happens in between. To better understand the data we will put a percentage of total of each step in order to better appreciate the falls and comebacks
Once we have filled the table for each column we make a stacked bar chart type and put in the options (right click mouse on the graph) a wide range that allows them to join the bars: in my Excel works with 150% wide range.
If we build a graph for each of the columns and then join them, we will have our own segmented conversion funnel, in this case, the origin of the visit:
And we find several starting points to meet our visitors:
If not a sales-oriented website to do the exercise as suggested from SEOmoz, identifying which pages or what kind of actions are important for the website, defining objectives and letting the data guide us to meet our visitors to know where to go: narrow our circle to understand our universe.