Event Conversions
The first step in any analytics strategy is to identify the key performance indicators (KPI) of the online arm of a business. The second step is to determine which events on the web site show direction towards or accomplish the KPI. Passing through the event is referred to as a conversion.
The easy piece of this puzzle is to measure the conversions. We are looking for the success of a pre-determined event. We can quickly answer some questions that were previously unknown:
- Did the visitors cross the line of a particular event?
- Were they more likely to convert on one event versus another?
- Did they pass through multiple events?
Conversion Funnel Report
Many tools will infer success of a website based upon the pages that were viewed by a visitor. We can tell a lot by a visitor viewing the thank you page that follows an online form. Omniture SiteCatalyst will measure more delicate conversions such as 'which button was clicked to view the online form?'
A Conversion Funnel Report puts the events into one report.
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