Goal Page Analysis

There are likely one or more actions on your site which you are particularly interested in enticing your visitors to perform, such as filling out an online form, making a purchase, downloading a demo, viewing an online movie, or simply visiting a certain page or section of the site.  ClickTracks makes it easy to see how the behavior of visitors who perform these actions differs from visitors who do not. For instance, you may want to find out if visitors who filled out a certain online form are also browsing a lot of pages in the products section of the site.

Who Are Your Most Important Visitors?

In ClickTracks, you can create a visitor label that represents visitors that reach a certain goal page. Select the task wizard, and click "Reached Checkout or Other Goal." On the next page of the wizard, select your desired goal page. You can select any page of your site from the drop-down menu.

Open the Task Wizard :

Click Reached Goal Page then select your target page.

If you're interested in visitors that filled out an online form, you'll want to select the confirmation or thank-you page that visitors receive after completing the form (otherwise you'd be counting all the people who viewed the form, including those who did not fill it out or finish filling it out). For visitors who made a purchase, you'd select the purchase confirmation page. 

What Interests Them Most?

Once you've created a visitor label, it will appear on all of the reports. The Navigation Report will show the percentage of visitors who clicked on each link, both for visitors in general, and also for these separated visitors (who reached the purchase confirmation page). For any page of your site, you can see how the reaction of these visitors differs from visitors in general.

Suppose you've labeled visitors that reach your checkout confirmation page (purchasing visitors). By looking at the navigation report, you might see that a lot of visitors are clicking from your home page to your white papers section. However, you might, by looking at the visitor label for purchasing visitors, find that your actual customers are not clicking links to the white papers section nearly as much as visitors in general. So, white papers might not be as important to selling your product as you might have thought, even though they may have been receiving a lot of page views. Using this type of information, you can spend your time and energy improving parts of the site that matter to purchasing visitors.

How Did They Get Here?

The Search Report will show, in addition to information about visitors in the general, the search engines and search terms that these purchasing visitors used. By looking at the Search Report information for your actual purchasing visitors, you can see which keywords are driving the most sales. Bringing visitors to your site is not enough. In order for a keyword to perform well, it needs to produce qualified customers.

When you create a visitor label, a separate grid appears in the Search Report with for that label. If you select "Combine Tables," then all separate grids for each label are combined into one table. This can be useful for close comparison.

How Do They Compare?

The Site Overview will show a separate column for purchasing visitors, with data about the top entry and exit pages, referrers, and average time on site. Using this report, you can compare information about purchasing visitors with information about visitors in general.

By comparing the top referrers to your site, you'll see which referrers are resulting in the most sales. For instance, there may be a referrer that's very popular for visitors in general, but not for purchasing visitors. This would mean that even though that referrer brought a lot of visitors, it did not bring a lot of actual revenue.

Also look at the most visited pages for purchasing visitors. You'll find the pages that are most important to purchasers of your product, or pages that successfully sell your product. By comparison, you might find some pages that are very popular to visitors in general, but that don't play a large roll in converting visitors to buyers.

What's Important To Them Is Important To You

Your site may have a lot of visitors for various reasons. Many of them will simply glance at a page or two and then move on. Others might be casually interested in what you do, but not in a position to purchase your product. There may be a lot of data available about pages that these visitors visit most, and the referrers that bring them, but these visitors are not fundamental to your business – they are visitors that happen to visit your site, but will never go further than that.

And you don't need to limit your inquiry to only one type of visitor. You can create a number of visitor labels, and see data for each label in all the ClickTracks reports.

By focusing directly on visitors that matter to you - whether that means filling out an online form, purchasing a product, or downloading your demo - you can optimize your web site and search engine rank for those particular visitors: the ones who positively impact your bottom line.