Measures and analyzes: conversion funnel by source of origin

"Many fools wonder why the stars do not fall from heaven, but you instructed by the wise know that stars do not move up or down, only gravitate from east to west following the route ever conceived: the circle." AGORA

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
- Bandwidth of Reference
- Traffic SEO branding
- No branding SEO Traffic
- Traffic Adwords branding
- No branding Adwords Traffic
- Social Networks
- Campaigns

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:

• Direct traffic seems to lose a small portion of views on conversions but the percentage of visits to the sales page seems to be similar to the percentage of visits Input: 4% of visits were from July through traffic on 3 % of total sales were from this source.
• However, reference data are the first point to consider: 7% of visits came from references but the next step is only 1%, which is maintained until the final step. What references do we attract this traffic? Where are landing? Where does that 1% of total stays and purchase? What kind of products they are interested?
• If we study the SEO Branding, we found that 53% of visitors get only 28% of total sales. The most interesting is that it seems that the step where we have problems is in the past: the payment details form ... why? ¿We launched a survey at that point for such visits? Do we create a test A / B to optimize this step of the form?
• No eye to SEO Branding, accounts for 26% of total visits and yet gets 57% of transactions. Their percentages increase from almost the first step ... learn! What type of product sheets are interested in each of the keywords involved? What were you looking for? Where do I go? This is your first visit to the site? Do you buy more than one product? Do you buy the product you were looking for?
• And both Adwords and non Branding Branding seems at first glance that is working, fewer visits (3% and 1% respectively) each get 3% of total sales. Deepen the campaigns that are going on and who end up buying.
• More problems seem to have with visitors from social media, 2% of all visits, lost almost all the way ... do not seem very interested in what we have to offer. Do we want this kind of traffic? We will look if there is possibility to study assisted conversions ... such visits again on another channel? Does then the purchase?
• Finally, very stable in the campaigns go buy 4% and 4%. Delve more, to know which campaigns work best, etc.. But does not it seem that if we go for more visits from these campaigns can increase conversion?

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.