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:

Prospect Segment Builder

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:

Prospect Last Touch Channel

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:

Customer Prospect Compare

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).