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Turn small in-page actions into easily trackable conversion funnels

January 30, 2018

Pop-ups and other in-page elements make the experience on your website smoother and more pleasurable for visitors. But unfortunately they also make tracking goals and conversions trickier for analytics purposes. With Piwik PRO features like Virtual Page Views and Funnel Analytics, you can simply get around those complications and create any conversion funnel that’s important for your organization.

Track an e-commerce pop-up cart and checkout

Say we run a site with e-commerce and it has checkout pop-up like this:

For customers, it seems great. It creates a seamless experience where they can checkout fast, without reloading a full page every step of the way (that is, every step is under the same URL). In theory, this should lead to less abandoned carts. But we want to check how it’s working with hard data.

From e-commerce data, we see how many paying customers we have and how much they’ve spent. However, we don’t see how many people started to checkout but didn’t finish. Maybe one of the forms is hard to understand. Maybe there is an error for certain browser versions that didn’t show up in testing.

We need a multi-step conversion funnel. We need data and conversion rates for each important step of checkout. Let’s jump right in and see how to set it up, starting in Tag Manager.

We’ll start by creating a virtual page view tag:

Say we’re tracking 3 steps in this example, so we need a tag for each:

  • Button on Cart page – ID: go-to-step1 – Virtual URL: /sign-up
  • Button on Sign-up page – ID: go-to-step2 – Virtual URL: /shipping
  • Button on Shipping page – ID: go-to-step3 – Virtual URL: /summary

For each step we’ll create a new tag and give it details that we’ll use later in funnel tracking (in Web Analytics):

Finally we’ll have to set how each step is triggered, in this case by the click of a button to proceed to the next step:

After we’ve created all the tags, we’ll step into debug mode and check to make sure they all fire as expected:

One last verification to make sure Piwik PRO Analytics “sees” this page correctly: we can check the Visitor Log on our Analytics Dashboard to see that those events show up for our visit.

Now we’re ready to assign them to a funnel. For the steps of the funnel, just use the same virtual page view urls that you used in Tag Manager. If you’re not already familiar with the process of setting up a funnel, see our help article here.

Detailed results for targeted solutions

Once you have the funnel set up, we’ll have access to actionable data about the funnel.

We see that 60% of those who start don’t make it past step 2, where they have to sign in or create an account. We do more testing and don’t find any browser errors. Then we add a quicker “Guest Checkout” option where only an email address is needed. The conversion rate goes up to 90%. Customers just didn’t want to be forced to create an account, at least not during the checkout process.

Without the detailed funnel, we would never have seen exactly where the problem was, or even known that there was a problem!

With the combination of products in the Piwik PRO Marketing Suite you can go even further. Maybe this e-commerce example doesn’t apply to you. With features like Virtual Page Views and Custom Events combined with Funnel Analytics, you can create goals and funnels from whatever is most important to your success.

Create funnels based on time on page and scrolling to evaluate if your content is keeping the attention of visitors. Track interaction with all kinds of dynamic content: pop-ups, forms, videos, etc. Maybe you have mailing list sign-up banner and pop-up. Make funnels for both to understand better how users react and interact with each. Track video viewing more closely and see where viewers most often stop watching.

Also keep in mind that with Piwik PRO, customer and visitor data are never shared with third-parties. By default, data will only be stored where the Piwik PRO instance is hosted, meaning in a secure cloud server or on your own infrastructure. You’ll always control all your data, regardless where it’s stored. You can use web analytics to improve your online presence without worrying about data regulation compliance, leaking sensitive data or violating user privacy.

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