Financial Services Fundamentals: Visitor Segmentation Part 3: Customer vs. Prospect Segmentation
Welcome to the SiteCatalyst Finance Fundamentals blog series. In this series we will discuss the implementation basics and example analysis of each fundamental solution that Financial Services customers should consider leveraging. Stay tuned and please feel free to contribute your thoughts/experience as we discuss each solution.
The last couple of posts (Part 1 and Part 2) in this blog series have been about reporting on demographic information for your registered customers. But it is also important to see what actions non-customers are performing on your site to better target your acquisition marketing efforts.
Building the Segment
There are several different methods of creating a segment for prospect-only data such as:
- Building a segment to exclude visits that have a login event occur
- Basing the segment on the Customer vs. Prospect eVar
- Using a counter eVar to exclude page views where the number of logins is greater than 0.
However, I like to build my segment based on the presence of a persisting customer ID eVar. This method will show data for the page views in the same visit as when the conversion event takes place, so you won’t lose any visit-of-conversion information in your reporting.
In order to get a view of your prospect-only traffic, build a segment that includes page views where the customer ID eVar hasn’t been set. For example:
Since the Customer ID eVar never expires, this value will follow users around even if they log out of the site (remember that a page view segment with an eVar will pull in data while eVar persistence is in play). This segment will filter out data for users that have logged in and any subsequent page view.
Reporting and Analysis
Once the segment has been created, any report you run in the segment will show your prospect-only data. For example, you can run the last-touch marketing channels report that shows where your non-customer traffic is coming from, and what leads to the highest conversions:
From this report, you can see that the natural search channel had the highest conversion rate. As a marketer, you would then want to look at optimizing you site’s SEO efforts to widen the net of prospects you can bring to your site to increase the number of application completes.
Conversely, you can create a segment excluding page views where customer ID is null, and you’ll have your existing customer traffic. Using SiteCatalyst’s new compare to segment feature, you can pull your customer traffic numbers into a report side by side with your prospect traffic:
Looking at the report, as the marketer in charge of Paid Search, you can tell that our paid search efforts are better at targeting existing customers than prospects. You might want to tweak the campaign’s bidding strategy and budget to better direct prospects to your site.
How do you your customer vs. prospect reporting? What interesting insights have your learned from it? Leave a comment!
Have a question about anything related to SiteCatalyst for the Financial Services industry? Do you have any tips or best practices to share? If so, please leave a comment here or send me an email at svertree (at) adobe.com and I will do my best to answer it on this blog so everyone can learn! (Don’t worry – I’ll keep your name and company name confidential).