To quantify the impact of the encountered Insights on your traffic, conversion or revenue, Insights surfaces four different key performance indicators.
These KPIs are displayed on both 1) Page-level and 2) Insight-level.
Example of an Insights report for a Checkout page.
Page-level KPIs
Page-level KPIs display aggregated data over all insights generated on the selected page.
Impacted traffic
Impacted Traffic displays the percentage of sessions (as well as the total number of sessions) that encountered the insight with the highest impact on the traffic.
Ex. 11% of the sessions encountered the insight with the biggest impact on the traffic going through the Checkout pages.
Lost conversions
Lost conversions displays the number of visitors who left the page without converting because of one or more insights.
Ex. 1,345 of the traffic going through the Checkout pages didn't convert (based on the pre-selected conversion goal) because of the frictions they have encountered.
Missed opportunity
Missed opportunity takes into account the Median Cart of the sessions without the identified insights, and displays the potential loss that might be caused by the insights.
Ex. If the encountered insights are the root cause for the lost conversion, fixing the frictions could have helped save up to AU$ 2,255,362 over the selected period of time”
Insight-level KPIs
KPIs are displayed at the Insight-level, or based on the selected Insights only.
Impacted traffic
Impacted Traffic displays the number of sessions that encountered the selected insight while viewing that page.
Ex. 577 sessions encountered a rage click friction on this specific page element.
Tip: Learn how to use Zone paths to identify which page element is generating the insight here.
Lost conversion
Lost conversion displays the number of sessions expected to convert if they had not encountered the insight, for a selected goal and over the selected period of time.
Ex. 226 sessions going through the Checkout pages didn't convert (based on the pre-selected conversion goal) because of the identified rage click friction.
Missed opportunity
Missed opportunity gives you an estimation of the amount of money lost because a visitor encountered the particular insight.
Ex. If the encountered insight is the root cause for the lost conversion, fixing this particular rage click friction could have helped save up to $ 124,752 over the selected period of time.”