Features used: Page Comparator, Journey Analysis, Zoning, Dashboards, Alerts
Time: 30 min.
Set up
If you do not have the following mappings, goals, and segments already saved to your Contentsquare platform you will need to create them before getting started.
- Create a general mapping that includes your main landing pages (e.g, Product pages, List pages). If you want to analyze a particular campaign (e.g, Black Friday, Sale etc), make sure to separate these pages as well.
- If you don't have an integration with an analytics tool to directly import acquisition segments, create a traffic acquisition mapping that includes the acquisition sources driving traffic to your landing pages. Read ‘How to make an acquisition mapping’
- View each relevant traffic source. For this, create a ‘View’ behavior on the relevant pages of your ‘Traffic sources’ mapping
- Reach campaign’s objectives. Ex. goals: "Viewed Sale Banner" and "Clicked Recommended Categories"
- Segments for each of your relevant traffic sources, either by using the acquisition mapping or by importing them through your chosen analytics integration, such as Google Analytics
Step-by-Step
Optimize the performance of the traffic sources
1. Open Journey analysis, in a Comparison mode in the Analysis context apply key acquisition channels you would like to compare (e.g., Email and SEA) and look at the following:
- Most common paths after visiting the Landing page. Where are your users landing? Are they landing on pages like Product pages or Category pages, or if they are more likely to land on a Campaign page? Are there any sudden drops or unexpected journeys after any of the landing pages that might indicate broken links?
Deep dive into one of the channels that needs optimizing
2. While still in Journey analysis, in a Comparison mode in the Analysis context compare users from that channel who made a transaction vs those who didn't. Look at the following:
- Most common paths after visiting the Landing page. Compare how the landing pages perform for each segment. Are there any observable differences between the two segments?
Analysis example (Email traffic)
Analyze where buyers coming from Email land While buyers tend to land on a Campaign page (e..g,. Black Friday Campaign page), the non-buyers land on a generic Category page. It may be worth considering landing more users coming from Email on the Campaign page. |
- Journey after the main Landing page. How do the journeys differ between users who converted and those who did not convertl? Are the buyers experiencing smooth journeys, or are there instances of looping behavior or unexpected drops in their journey?
Analysis example (Email traffic)
Analyze the navigation of Email users after landing on a the Campaign page Converting users tend to visit a Product pages straight away, while the non-buyers users loop between Category pages. You might want to consider personalized landing on pre-filtered pages. |
3. Open Page comparator, in the Analysis context apply the segment of users coming from your preferred channel (e.g., Email). Analyze the following metrics:
- Check the conversion rates (either e-commerce or by setting a specific goal) of each of the pages to see which page group performs best for that channel.
- Check the scroll rate, height of the page, load time and activity rate. Are any pages standing out? Are there any pages with a high load time and scroll rate that might indicate loading performance issues?
Analysis example (Email traffic)
Determine the group with the higher conversion rates Users from Email traffic who land on the default landing page (Category page) have a much lower conversion rate compared to those who land on a Black Friday Campaign page. You might want to test redirecting more Email users to the Black Friday Campaign page. |
Continue your analysis by looking at the performance of a specific landing page
4. While in the Page comparator, in a comparison mode within the Analysis context, apply segments of users coming from your chosen segment and landing on a specific landing page versus users coming from the same source but not landing on that page.
Next, highlight the landing page and analyze the following metrics:
- Exit rate, time spent, activity rate, and scroll rate: Determine if landing on the page leads to higher consumption and engagement. Or, explore whether it is more effective for that specific segment to actively engage with the content when it is encountered later in their journeys.
- Conversion rate with a goal = campaign objectives (e.g., visiting a Sale/Event page or subscribing to an event): Identify which elements drive the highest conversion. Are there any key content elements that contribute to conversion but have low exposure due to being pushed below the fold?
Analysis example (Email traffic)
Compare Email traffic users who land on the Black Friday page versus those who do not Users that land on the Campaign page have a higher scroll rate with a much higher activity rate. You might want to test redirecting more Email users to the Black Friday Campaign page. |
Tip! For a more comprehensive analysis and to better understand the impact of different metrics, consider combining and comparing them to each other.
5. Open Zoning analysis, zone the landing page you want to focus on and set your Analysis context with the preffered acquisition segment. Analyze the following metrics:
- Check the engagement rate. How did the users interact with the page? Are they spending time actively engaging with the page and looking for the right information?
- Check the exposure rate and float time. How did the users scroll? Are thet getting exposed to the key information and CTAs on the page?
- Check the click rate and click recurrence. What is the most clicked through content? Do any elements cause frustration or friction?
Analysis example (Email traffic)
Look at the way users from Email traffic interact with the page The exposure and the engagement of the main CTA ('Explore more categories') but the exposure rate is very low. You might want to test pushing the CTA higher on the page to increase its visibility. |
Monitor the global performance of the traffic sources
1. Open Dashboards, open/create your custom Dashboard for Acquisition Channels. Analyze the following metrics:
- Bounce Rates by Channel
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Conversion Rate by Channel. Select the goal of your campaign as the conversion goal. Check the % of visitors reaching your campaign’s goal. Check the evolution of the conversion rate on this objective over time throughout the campaign duration.
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Number of Visits by Channel
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Views/Visit by Channel
2. Set up AI Alerts for each traffic source, to receive alerts if KPIs change. For example:
- Bounce rate for each source
- Conversion rate for each source
- Click rate for add to bag (or any other key CTA)
- Session time
Take action
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If the most engaging elements are not visible enough, you may want to apply cut-off design to encourage scroll or re-arrange the content by giving more exposure to the higher-performing elements.
- If you notice sudden drops, looping behavior, or visits to an error page after your main landing page, consider redirecting users to another landing page or checking for broken links
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If the CTAs generate hesitation, or the content offers unclear value proposition, try changing the wording of the CTAs, the banners, etc.
Go further
Learn how to optimize your landing pages.