Discover 3 – Gaining Visitor Perspective
Every morning I have the opportunity to gaze up at Mount Timpanogos during my drive to work. This gorgeous peak towers over the Orem Adobe office at an impressive 11,749 feet, and serves as a popular hiking destination for locals. The ever-changing view while ascending to the top of Mount Timpanogos from an East facing trailhead just above Robert Redford’s Sundance Resort is jaw-dropping. Most who make the time for this amazing hike will set out in the darkness of early morning so they can watch the sunrise over the Wasatch range as they hike. I’ve done this myself, and every time I turned around to check out the view, I told myself there was no way it could possibly get any more beautiful. Every time I was proven wrong because it just kept getting better and better, until I had a commanding 360 degree view at the summit.
Forgive the shameless metaphor, but I dare say that conducting visitor behavior analysis via Adobe Discover has been tantamount to enjoying a beautiful sunrise over the Wasatch mountain range. Discover 3 enhances that experience with the behavioral equivalent of a 360 degree view from the summit. It’s all about perspective, and Discover now provides more complete visitor perspective than ever before.
We’re obviously not introducing the concept of a Visitor with D3 – that’s a known entity that has been around for a long time and I’m sure you’re leveraging it today. Similarly, you can already measure the persistent effect of a specific campaign across visits leading to a success event, measure customer loyalty, identify the visit number, etc. The list goes on.
The unique capability we are introducing with Discover 3 is capitalizing on the definition of a visitor to deliver more complete pathing visualizations, better perspective on content affinity and more effective attribution.
So enough of the ethereal, academic hullabaloo… let’s get the fun part: What problem are we solving?
Unless you’re a one-and-done lead generation site (and arguably even that model may not be exclusive), you’re probably part of the greater voice of digital marketers who keeps screaming for a better view to loyalty, engagement, recency, frequency, lifetime value, etc. These metrics all point to a multi-session visitor experience, which warrants better perspective on what visitors are actually doing across those sessions.
Let’s look at a fallout report to see this in action. The two funnels below compared side-by-side are identical – with one important exception. The funnel on the left is set at the “Visit” level and the funnel on the right is set at the “Visitor” level. When comparing these funnels, we can see that 100 visitors – or 0.17% of all Visitors who click through on a Social Media campaign — are converting. The “Visit” level funnel only accounts for about 3% of the total conversion that we’re able to see when the context is changed to “Visitor”.
There’s actually a funny story that can be derived from this data analysis. I can see 100 eager kids clicking through from some social media site and immediately pouring over the toys section of a retail site in search of the perfect toy. Three lucky kids were able to convince a parent to buy those toys in the same session where the original clickthough occurred, and 97 other kids managed to beg, borrow and plead effectively enough to convince a parent to come back to the site in a separate session and purchase a toy. Alas, there are also over 3,300 additional kids who’s ambitions for new toys fell flat. This story would be totally incomplete without the visitor perspective that Discover 3 offers. Check out our “Cross-Visit Pathing” (Hyperlinked) for a more audio-visual view to this new feature.
Participation is a valuable lens through which we can understand how credit should be distributed across contributing influencers to engagement and conversion. Prior to Discover 3, Participation metrics have illuminated only the influencers that occurred within the session where the engagement and/or conversion actually occurred. A new “Visitor Participation” metric series offers broader perspective that extends beyond the conversion visit.
The simple example below compares “Participation” orders and “Visitor Participation” orders for Marketing Channels. You’ll notice that “Visitor Participation” numbers are consistently higher – due to the fact that the Marketing Channels listed are getting touches prior to the visit where the orders are happening.
Check out our “Cross-Visit Participation” (Hyperlinked) for a more audio-visual view to this new feature.
At this point, downstream analysis workflow could include a look at these same marketing channels with the SiteAnalysis data visualization to better understand aggregate visitor acquisition behavior.
When you factor in the ability to apply unlimited variations of segments to these new cross-visit pathing and participation capabilities, you’ll quickly realize that the possibilities for understanding key trends in visitor behavior – not just visit behavior – can expand your world to an entirely new perspective. That new perspective can translate to more informed execution of marketing efforts and more lucrative returns on those efforts.
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