Conversion processes

Conversion processes (also known as conversion funnels or funnels) map the sequence of interactions that visitors should go through in order to perform a desired action, such as making a purchase or submitting a form. The steps towards the conversion goal can represent individual page views or events.

Examples of conversion processes:

• Create request
• Subscribe to newsletter
• Order in the online store
• Carry out registration
• Submit an application
• Book a trip

In the report Conversion processes under Engagement Reports → Behavior, you can see how many visitors abandon the process and at what point. On this basis, the process can be specifically optimized to increase the conversion rate.

Create conversion processes

You can create and edit your conversion processes via the Configuration menu item. To create a new process, you can either use a template or define a completely new process. Using a template usually simplifies the creation process.

Three options are available for defining the steps:

1. Define page views as steps: To define a page in the conversion process as a trigger, it is best to select a page that has already been entered from the drop-down list. By default, this is the <Title>-Tag of the page. Name the step in the Name input field. This name or description is displayed in the conversion processes when you add the Trigger segment.
   
   Please note: The same pages cannot be used in several active conversion processes.
   
2. Define events as steps: It is also possible to define an event as a trigger. To do this, enter the event attributes of the event in the Object and Category input fields. If available, also enter the event attributes Type and Action. Enter a name in the Description input field. This name or description will then be displayed in the conversion processes when you add the Trigger segment (the combination of pages / events / URLs) or event.
   
   Please note: In order to be able to use an event used in an active conversion process in another conversion process, for example, the event must be used once with and without assignment to the attributes type or action.
   
3. Define URL(s) as steps: URLs and URL patterns can also be defined as triggers, including wildcards. In the input field, enter the URL that should be considered a step (e.g. http://www.IhreWebsite.com). You can also use a wildcard in the URL (e.g. http://www.IhreWebsite.com/bereich1/* to include all URLs beginning with http://www.IhreWebsite.com/bereich1/ ). Name the step in the Name input field and optionally a name for the URL. The URL name is displayed in the Conversion processes report when you add the Trigger dimension. Several URL parameters and parameter values can be used in one step. However, only parameters that have been entered taking GET parameters into account can be used. The input is located under Account → Consideration of GET parameters.
   
   Please note: You can only use a specific URL once in active conversion processes. Please note that individual URLs that are covered by a wildcard can also no longer be used. For example, if http://www.IhreWebsite.com/bereich1/* has been defined in the process, the page can also no longer be used in another conversion process.

The step and process names that are assigned appear in the conversion process report in the dimension columns. At least one step must be selected for a conversion process. All triggers can be combined with each other. If there are alternative routes to the destination, you can also define several triggers for one step using the Add trigger button.

The Conversion Processes report

Under Engagement Reports → Behavior → Conversion Processes, the first column of the table shows a list of all conversion processes that have been defined. Click on + Dimension, then select the Step dimension (and Trigger if there are multiple triggers per step) to display the individual process steps. The table shows how successfully the conversion processes have been achieved.

The table includes the following key figures:

Kennzahl	Beschreibung
Konversionsrate	Konversionsrate der Abbrecher und Überspringer. Berechnung auf Schrittebene: Summe der Abbrecher und Überspringer des Schritts / Summe der Abbrecher und Überspringer des Prozesses. Berechnung auf Seitenebene: Summe der Abbrecher und Überspringer der Seite / Summe der Abbrecher und Überspringer des Schritts.
Besucher	Anzahl der Besucher in Bezug auf den Prozess oder die Seite. Diese Besucher werden eindeutig anhand ihrer User-ID erkannt (Unique Visitors). Das heißt, über einen längeren Zeitraum wird ein Besucher als wiederkehrend identifiziert und deshalb nur einmal gezählt, auch wenn er den Prozess mehrmals durchlaufen hat. Betrachtet man also einzelne Tage eines Zeitraums, wird der Besucher pro Tag einmal gezählt und ausgewiesen. Betrachtet man den gesamten Zeitraum, wird der Besucher ebenfalls einmal ausgewiesen.
Überspringer	Anzahl der Besucher, die einen bestimmten Schritt oder eine bestimmte Seite übersprungen haben.
Abbrecher	Anzahl der Besucher, die den Prozess nach dem Besuch der Seite abgebrochen haben.
Abbrecherrate	Anzahl der Abbrecher geteilt durch die Anzahl der Besucher.
Zielerreicher	Anzahl der Besucher, die das Ziel im letzten Schritt erreicht haben.

Here is an example of the calculation of the conversion rate for a step from the visitors and skips of the respective step: