11. Challenges
• As to implementing a goal flow funnel:
• Can we differentiate several conversions paths
when accessing the Route Planner Tool?
• Can we embed the goal flow of the tool in an
accessible structure that reflects the engagement
level of surfers?
12. Challenges
• As to the accessibility of the Route Planner Tool:
• Which paths do surfers most frequently take to
access and use the Route Planner Tool?
• Which is the most effective path to access the
details on the Route Planner’s results page?
20. Say what?
• Analyzing your goal flow step by step in a funnel
• Goal flow funnel based on engagement model
• Low Involvement Funnel (scan-focus-behave)
• High Involvement Funnel (scan-behave-focus)
• Differentiation of your goal flow in spreadsheet
21. Say why?
To be able to detect best performing conversion paths
on your site(s) and to optimize these trajectories by
means of engagement shaping
22. Say how?
• Define your goals
• Define your goal funnel path
• Define your goal funnel’s engagement
• Differentiate your goal funnel flow using spreadsheet
25. Case
Main funnel flow with 3 steps based on engagement
model with high involvement (scan-behave-focus)
26.
27. More than 1 conversion path to identify & analyze
28. Case
• Which paths do local surfers most frequently take to
access and use the Route Planner Tool?
• Which is the most effective path to access the details
on the Route Planner’s results page?
29. Case
• Differentiate goal flows to analyze accessibility based on
high or low involvement funnel.
• Low Involvement Funnel (scan-focus-behave)
• High Involvement Funnel (scan-behave-focus)
30. Case
• Low Involvement Funnel (scan-focus-behave)
• Option 1: Plan your route via home > search more
• Option 2: Plan your route via campaign page
31. Case
• High Involvement Funnel (scan-behave-focus)
• Option 1: Plan your route via home + details
• Option 2: Plan your route directly + details
33. Case
• Low Involvement Funnel:
• Surfers most frequently access the Route Planner
Tool and plan their routes via home.
• High Involvement Funnel:
• Surfers most frequently access the Route Planner
Tool and plan their routes & consult details directly
via home.
34. Case
• Which paths do local surfers most frequently take to
access and use the Route Planner Tool?
• Which is the most effective path to access the details
on the Route Planner’s results page?
35. Case
Although more surfers access the Route Planner Tool via
home, the conversion rate of surfers that access the tool
directly is almost 4 times as high.
38. Conclusions
• Involvement Funnel to analyze & act upon
accessibility of Route Planner Tool.
• Engagement shaping applied to goal flow.
• Most surfers access the Route Planner Tool via home.
But optimizing direct access options will increase
engagement & conversion rates even further.
39. Conclusions
• Our strategic advice is to stimulate direct access of
the Route Planner via attractive & informative
campaigns and embedding options of the tool.
• Instead of promoting surfers to come to the tool we
suggest to reach out to surfers with this tool.
40. Conclusions
Data overload
Modelling
Intelligence
Actions
41. Daan Goor - Senior Web Analyst
daan@wijs.be
daangoor.iswijs.be