Financial Services Fundamentals: Content Identification (part 2)
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.
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)