Wel­come back to the Site­Cat­a­lyst Finance Fun­da­men­tals blog series. In this series we are dis­cussing 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.

In our pre­vi­ous post on Site­Cat­a­lyst Con­tent Iden­ti­fi­ca­tion, we dis­cussed how to effec­tively name your pages and some tips for imple­ment­ing. Today, we will dis­cuss some insight­ful report­ing you can do once those page names have been imple­mented on your site.

Con­tent Report­ing – the Basics

The most asked ques­tion when it comes to con­tent iden­ti­fi­ca­tion is “what are my most pop­u­lar pages?” The report that answers this ques­tion is the Pages report, and it can be found at Site Con­tent > Pages. I like to add the met­rics of Page Views, Vis­its, and Unique Vis­i­tors to estab­lish a traf­fic baseline.

This report helps me under­stand what my other most pop­u­lar pages are (and most valu­able from a con­tent real estate per­spec­tive).  With this knowl­edge, I can be sure to focus my analy­sis and opti­miza­tion efforts on these pages. In the data for our hypo­thet­i­cal online bank, you can see here that the home­page is (of course) the most pop­u­lar page on the site.

This report can also help iden­tify unusual trends in vis­i­tor behav­ior, for exam­ple, we can see that the promo page for $100 for new accounts (line 3) has the 3rd most page views, but the 5th most vis­its. This indi­cates the users are hit­ting this page mul­ti­ple times in their visit in order to find what they need, which may or may not be a good thing depend­ing on the nature of the page and the action we want the vis­i­tor to take from this page. That page might merit deeper analy­sis if this behav­ior is unexpected.

Page Pathing and Next Page Flow

Another inter­est­ing analy­sis point comes in look­ing at where peo­ple go after vis­it­ing a par­tic­u­lar page. This data can be seen by click­ing to Paths > Pages > Next Page Flow. Select the page you would like detail on by click­ing on Selected Page. Say I wanted to see where peo­ple go next after vis­it­ing the first page of my new account application.

You can see from this report that the major­ity of vis­its (blue line) to the first page of the new account appli­ca­tion exited the site all together. The sec­ond high­est group did move on to the 2nd page (yel­low line), but only 15.22% went on to the 3rd page. This report illus­trates that we might need to focus more on the first page of our new account appli­ca­tion because very few users make it to the next step in the funnel.

Fall­out Reporting

Once pages have a friendly name assigned to them, we can do some analy­sis in the Fall­out Report to fig­ure out where in a par­tic­u­lar flow of pages users are bail­ing on the process. Fall­out Reports can be found at Paths > Pages > Fall­out. Click Launch the Fall­out Report Builder and select your pages (make sure they are in the order users see them on your site). Let’s run the report for the full new account appli­ca­tion to see where users leave the application:

This fall­out report shows that only 15.2% con­tin­ued past the Con­tact Infor­ma­tion page (line 2 of the report) and even fewer users got page the Per­son Infor­ma­tion page (line 3 of the report). Our com­plete appli­ca­tion has a 1.8% con­ver­sion rate. Not good! As a busi­ness owner, I would use this data to:

  • Deter­mine if there are any changes that can be made help users com­plete the application
  • Run a test (or series of test) to opti­mize the appli­ca­tion flow
  • Push the win­ning change of each test to production
  • Con­tinue to mon­i­tor the fall­out report to iden­tify oppor­tu­ni­ties for addi­tional optimization

As you can see, once friendly, human-readable page names have been imple­mented, there are lots of oppor­tu­ni­ties for deeper dives on the data. Do you have a favorite content-related analy­sis tip? Leave it in the comments!

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)

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