Features used: Goals & events, Impact quantification, Zoning analysis
Time: 30 min.
Set up
For site pages (or whole sites) that do not sell products directly you will want to analyze your performance and conversion using non-ecommerce goals.
- Ex: When launching a new content page, the goal is for users to click on the main image block
- Ex: When launching a new blog post, you may want an average of 60 seconds time spent on the page to engage with the material.
It is important to first consider the structure of your site, as well as its purpose. If every user followed an ideal site journey, what would that look like? Consider what buttons users click to navigate from one page to the next, the content users hover over, or the pages users view on their successful browsing journeys.
Below are examples of scoping questions with potential answers for inspiration before creating your own goals:
| Scoping question | Answer | Goal |
|---|---|---|
| What page are you trying to drive users to reach? | Content Page | Viewed content page |
| What zones do you want users to interact with? | “Learn More” on Special Offers | Clicking on “Learn More” a Special Offers block on a content page |
| Is there an image users should click on to zoom in? | Product Description Page Image | Clicking on an image on a Product Description Page |
| Is there an image users should hover over to show engagement? | Banner on the Home Page | Hover on an image on the Home Page |
| Do you have a new campaign launching that you want users to view? | Campaign Page | Viewed Campaign Page |
| Do you have a new campaign launching that you want to drive users to a new page via a certain button (zone)? | Banner on Campaign Page | Clicking “Find out More” button on new Campaign Page |
| Do you have video content that users should be hovering over? | “How to Video” on our blog | Hovered on the video zone in the blog page in the Reference mapping |
Step-by-Step
Now that you have identified your non-ecommerce goals, use Contentsquare to create custom goals that can track whether a user has viewed, clicked or hovered over a particular element on the page.
1. Click on the 'Define' menu and select 'Goals & Key events'.
2. Click 'New goal' and create a new goal.
3. Name and add conditions to your goal and then click 'Create'.
- Ex: I want to analyze when users "view" the "Welcome to Contentsquare" blog page.
4. Go to the menu and select the 'Impact quantification' feature
5. Select goal in your analysis context to view conversion metrics and evaluate performance.
6. Navigate back to the menu and select the 'Zoning analysis'
7. Select a KPI from the drop-down menu to analyze the performance and interaction with site page elements related to the goals you have set.
- Ex: Selected 'Exposure rate' to analyze drop-off after the Fold line on the Welcome to Contentsquare blog post.
Examples by Industry
Financial services
Imagine that a new loan page has launched and that all paid traffic is being driven to it. To track this, you will want to create a View Goal for this specific page.
To understand the impact of forms across your site, you can create goals around the completion of different fields. By zoning the submit button we can track its click rate, and therefore the completion rate of the form to hone in on this segment in different modules. This allows you to directly understand what percentage of users who viewed the form went ahead and clicked submit.
Travel
Imagine that clicking on a CTA for specific hotel properties will bring users to a third-party booking engine, not tracked by Contentsquare. You could create a Click Goal to understand how many users may be reaching the third-party booking engine.
Another Goal could be if users click on the banner image on the homepage. This allows you to see if users want a better look at the property.
Additionally, you create hover behaviors on property descriptions. By zoning out the content block for the property you can track if users are hovering over this information. At an aggregate view, this allows you to see if users are interested in reading about the property.
Small Retail Site
If your site looks like an e-commerce site but people cannot actually purchase directly through your site, you may be confused as to what to focus on. Contentsquare allows you to track multiple goals across a site without focusing on revenue.
You may want to track clicks on links that drive users to make purchases on other sites. Creating a goal on users clicking the button from a PDP (Product Description Page) will allow you to track if users go on to view it on a site where they can purchase.
If your site allows users to find a nearby location to make a purchase, this is another item you will definitely want to track. When you create a goal around those who click “find a store” you can identify the percentage of users who wish to continue their research on their buying journey.
This is key in identifying what percentage of users go on to find a store.
Content Site
If you have a content-heavy site where the goal of your site is to educate users, you probably want to know what content users are hovering over. By creating Hover Goals throughout your site you can track at a high level where users are stopping to read. This can be done in the Zoning Analysis, but by creating a Goal around this behavior you can identify what percentage of the total traffic at the site level is stopping to hover.