AudienceStream: Setting up a Conversion Funnel

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Table of Contents:

• What is a Funnel
• Define the Funnel
• Build the Funnel
• Funnel Fallout
• Abandonment
• Audience
• Trace

What is a Funnel?

A Funnel is a collection of steps that a visitor takes to reach an end goal on your site, whether that's a conversion, sign-up, or some other action. This post will give a detailed view into how to configure and leverage the funnel for conversions. This example is 95% what was completed for an actual customer implementation.

Define the Funnel

Document the name of each step of the funnel, as well as the UDO parameters that will be used to build the rule for each step. Note that funnels allow for both required and optional steps - optional steps allow some freedom for steps such as "Sign-In" where a user is already signed in. All steps are automatically required unless the "Is Required" check box is manually deselected.

Build the Funnel

Create a Funnel attribute titled "Conversion Funnel". Then "Create a Step" for each step of the funnel that was defined above.

Step 1 - Viewed a Product

Step 2 - Viewed Cart Page

Step 3 - Viewed Checkout Page (optional as the user may already be logged in)

The following steps are all required and mirror Step 2.

Step 4 - Viewed Billing Page

page_name EQUALS billing

Step 5 - Viewed Shipping Page

page_name EQUALS shipping_method

Step 6 - Viewed Payment Page

page_name EQUALS payment

Step 7 - Viewed Order Review Page

page_name EQUALS review
AND
page_type EQUALS checkout

Step 8 - Viewed Order Success Page

page_name EQUALS cart success
AND
order_id IS ASSIGNED

Funnel Fallout

Knowing where a user dropped from the funnel is an important piece to many marketing campaigns, and AudienceStream can tell you the last Step completed.

First, several Rules must be created for each step of the funnel. For example the rule "Conversion Funnel - Step 1 Complete" checks if "Step 1 - Product" has been completed.

Then, create a String Attribute named "Conversion Funnel - Last Step Completed". This String Attribute will have an enrichment for each step of the funnel and will check for each step of the funnel being completed using the Rules above.

Abandonment

Abandonment must be determined at the end of the session to ensure that all page views have been accounted for. This can be done by creating a Badge titled "Cart Abandoner" that looks at the Conversion Funnel at the end of the visit and checks to see if the funnel was started but not completed.

We also want to remove the Badge upon the page view event when the Conversion Funnel is completed.

Audience

We can then add an Audience that makes use of the newly created Badge. The Audience should also verify we have some sort of identified about the customer, such as the email address, so that they are able to be targeted.

Action

This Audience can now be used to trigger any Connector, for example to an ESP, to help get the customer back to the website and convert.

The who: in our example this customer email address is used to tell the vendor who is the user

The what: we are telling the vendor the visitor abandoned the cart and at which step

Trace

To see how this works, perform a Trace and navigate through each step of the conversion funnel.

 

Notice how the Trait is updated to show the last step completed, and the Funnel is updated to show all steps completed.

Upon session end, the "Cart Abandoner" Badge will be applied...

...the "Cart Abandoners" Audience will be joined...

...and any Connector leveraging the Audience will be triggered.