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Insights: Analyzes & Key figures explained

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In the area Insights can call up selector statistics, which form a good basis for analysis of the success of your selector. The success metrics, too Key Performance Indicators (KPIs) called, help you to understand how your target group uses the selector and which products are recommended most often on the results page. When considering the key figures, it is important to measure the analysis data against a standard of comparison, so-called benchmarks. This is the only way to get a complete picture of the success of your selector.

In the following section, find out which KPIs are measured in the area of insights, what they mean and which benchmarks you can use.

Explanation of the key figures

  1. Requests: Number of requests. A request starts when the selector is called via the browser - even calls where no answer is clicked on - count as a request (see bounce rate).
  2. Bounce rate: Percentage of queries that left the selector without answering the first question.
    • Benchmark: The bounce rate should be below 7%.
    • Finding: A high bounce rate is a sign that the first question may have been formulated incomprehensibly or that the user came to the page with the selector with incorrect expectations (traffic quality).
  3. Exit rate: Percentage of requests that answered questions but left the selector before reaching the results page.
    • Benchmark: The exit rate should be below 10 %.
    • Finding: A high exit rate is a sign that the question tree may have been formulated too complex or too long and the user is overwhelmed at one point.
  4. Completion rate: Proportion of requests that answered all questions and reached the results page.
    • Benchmark: The completion rate should be over 85 %.
  5. CTA clicks / requests: Portion all requests, where on the Call to Action (CTA) button on the results page was clicked.
    • Benchmark: The CTA clicks / requests ratio should be over 7 %.
  6. CTA clicks / completions: Portion of the inquiries reached to the results page, where the CTA button of the results page was clicked.
    • Benchmark: The CTA clicks / completions ratio should be over 20 %.
  7. Form submits / requests: Portion all requests, for which the form stored in the selector was sent.
    • Benchmark: Form submits / requests ratio should be above 5 %.
  8. Form submits / completions: Portion of the queries that reached the results page, for which the form stored in the selector was sent.
    • Benchmark: Form Submits / Completions Ratio should be over 50 %.

Calculation of the key figures in the digitizer

If a user clicks through the questionnaire, the digitizer calculates different key figures from it. The parameters result in an overall picture from which you can read the user behavior and the general success of your selector.

In the following we describe how the digitizer evaluates the parameters based on the behavior of our example user Bob.

  1. Bob finds your selector on your website and launches it.
    • It creates a call (request) The request is initialized as Bounce (=1) counted because Bob hasn't clicked on any of the answers in this scenario
  2. Bob answers the first question of the questionnaire.
    • The request changes from bounce (then 0) to Exit (=1). The exit is = 1 because Bob has not yet reached a result page in the scenario.
    • Suppose Bob interrupts the questionnaire before he reaches the results page, eg by closing the tab. In this case, the request remains as Exit (=1).exist.
    • Suppose Bob opens the page again. In that case, the previous one Exit (=1) reused. In concrete terms, this means that the request is not increased. In addition, all answers that Bob entered in the questionnaire before closing the tab are removed from the evaluation and overwritten by the new answers.
      • Example: Bob selected answer A for question 1 and then closed the tab on the second page. If he now opens the tab again and instead clicks on answer B for question 1, answer A is deleted from the history. Only the click on answer B is calculated in the insights. Attention: The previous input of the request is in the browser's local storage. If Bob works with Chrome and opens Firefox at the same time, these are two different requests.
  3. Now Bob has answered all the questions and reaches the results page where the appropriate recommendations are presented.
    • The request type changes from Exit to Completion (= 1).
  4. Bob notes that he would like to change an answer later. He clicks on the question, selects a new answer, and then goes back to the results page.
    • The digitizer measures Completion (= 2), because two different result pages based on different answers were displayed.
  5. Bob had so much fun with the selector that he clicked "restart" and was taken back to the first question page.
    • In the scenario, none of the KPIs are increased. It remains at requests (= 1) and Completion (= 2). The bounce rate is not increased because it is only counted the first time the selector is opened.
  6. Now Bob answers the first question of the questionnaire in the second round.
    • The digitizer counts a new request as Exit (= 1). Once Bob has reached the results page, this exit becomes the Completion (= 3) calculated (1 from the first round, 1 from the subsequently changed answer and 1 from the second round).
  7. After Bob reaches the results page, he closes the tab.
    • Completion is not converted into an exit because Bob has answered the questionnaire in full.

Graphic representation of the insights

Selector Insights

The key figures described above are shown graphically per day in the Selector Insights.

  • Requests per day: Number of inquiries per day, divided into:
    • Bounce Count: Number of requests that left the selector without answering the first question.
    • Exit Count: Number of requests that answered questions but left the selector before reaching the results page.
    • Finished Count: Number of requests that answered all questions and reached the results page.
  • CTA clicks per day: Number of CTA button clicks per day, divided into:
    • goToExternal Count: Number of clicks on CTA buttons that lead to external content.
    • goToForm Count: Number of clicks on CTA buttons that lead to the contact form.
  • FormSubmits per Day: Number of contact forms sent per day.

User inputs

  • Graphic overview of the number of clicks on the respective answer option in the selected period.

exits

  • Number of abandonments of the questionnaire assigned to the question that was abandoned.

Recommended products

  • Percentage distribution of the recommended products based on their product ID.

CTA clicks

  • Number of all clicks on the CTA buttons on the results page with the assignment to the respective product.

Form submits

  • Number of contact forms submitted. If the CTA button is in the bottom section, the clicks are not assigned to a product, while it can be assigned to the products in the product section.
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