This obviously shows that Internal Search is the most popular thing to do (not surprising given this is an un-segmented report). Once I segment it, to show only those that are not staff or students, it’s a little more in line with what we’d expect…course views being the top activity for that audience type.
success_events_anonymous
Ok, so that’s just the basic traffic report.
We can see from the above traffic report that they are interacting with areas across the site, from internal search, to filling in forms, to applications etc…but we don’t know the order this all occurred in.
Next success event flow
Let’s take a look at what those visitors do after they’ve looked at a course, by opening the Pathing Next Page Flow report.
paths_from_success_event
We can see that following course views, in many cases, no other activity is recorded (for this visit). You have to remember that pathing is unfortunately not cross-visit.
Some of them do interact with search, become a lead etc, during the same visit.
Previous success event flow
Now if you open the Pathing Previous Page Flow report for this traffic tonga email list 26,869 contact leads variable, you’ll be able to see what success events led to a specific event…such as an Application (or a purchase).
paths_to_success_event
What we see again is that Apps typically start on a new visit (unsurprising) and during this period (when applications are actually fairly low anyway), course views lead to apps (that’s good). Internal search and leads also generate course views, which lead to apps. So, the flow is good, the volume is ok. And another insight that makes us happy is that internal search accounts for very few applications…meaning people are not having to search for something prior to starting an application…and that’s’ great news.
There we have it – the order in which these success events occurred, giving you the insight into what happens before conversions.
And as success events are the most important things you measure on your site, it’s a logical step to create pathing on them to understand that order, so that you can optimise things further.
Now, where’s that coffee shop?