Create a fallout visualization

Transcript

In this video, I’ll show you how to create a fallout visualization report in Analysis Workspace. A fallout visualization is useful for analyzing things like conversion rates through a specific process on your site, like a purchase or registration flow. Wider scope traffic flows. An example of this is how many people who saw your homepage went on to perform a search and then eventually looked at a specific item. Correlations between events on your site. For example, what percentage of people who looked at your privacy policy went on to register with your site? These are the areas I’ll cover in this video. Add the fallout visualization component to Analysis Workspace. Add touchpoints to the fallout component. Build supplemental graphs and freeform tables using touchpoint data. Create new segments or use segments as touchpoints or comparisons. Add multi-dimensional values as touchpoints or to existing touchpoints. From workspace, I’m going to create project in the upper right to get started. I’ll select blank project from the template list and then create in the lower right corner. Now I’ll drag and drop the fallout visualization from the visualization panel to the freeform panel. I get this new visualization to start building my fallout report. By default, it starts with all my visits at the visitor level. Now I can change this by clicking on the gear icon in the upper right corner of the panel. I have the option to select visit instead if I wanted to do that. If I don’t want to start with all visits as the first touchpoint and I want to start with a different touchpoint instead, I can click on the X to the right of the all visitors section. At this point, I can start adding my touchpoints to build my fallout report. I’ll start with the page dimension. It’s worth mentioning that touchpoints are not limited to pages. You can add events and other dimensions such as internal search term. I’m going to create a report that measures fallout across different pages that represent a lead form flow on my mobile web property. These touchpoints have unique page names, so I’ll filter on a string contained in each of them to see the page name values I’ll use in my fallout report. Now it’s just a matter of dragging and dropping these to the component, making sure I drop them in the correct order. As I do this, it starts building the fallout report showing how my visitors are progressing through these touchpoints. The blue portion of the bar shows the percentage of visitors who fell through and performed the next action, whereas the gray section of the bar shows the percentage of the visitors who did not. And this is all against the total of visitors who arrived at the first touchpoint. As I hover over each of these bars, I get a tool tip with details as well. For example, I can see how many visitors were included in that step and the percentage distribution of success or fall through in relationship to the fallout. Between each touchpoint, you’ll notice a setting with a drop down marker. It’s set to eventual path by default. The other setting available is next hit. Now the difference between the two settings is the default eventual path counts visitors or visits for those who eventually land on this touchpoint. Detours are considered. Next hit, on the other hand, does not allow for detours between the touchpoints. There are additional actions you can perform for each touchpoint using the context menu, which is displayed by a right click. Trend touchpoint and trend touchpoint by percentage will build a line graph including some pre-built anomaly detection data. The former uses numbers and the latter uses percentages. There’s also an option for trending all touchpoints using percentages. Breakdown fall through at this touchpoint lets you view what visitors did between two touchpoints provided they continued to the next touchpoint. Breakdown fallout at this touchpoint lets you view what visitors did after that touchpoint provided they did not continue to the next touchpoint. Create segment from touchpoint lets you create a new segment from the selected touchpoint. I’ll right click on the blue bar for step two and select trend touchpoint percentage. When I do this it builds a new component with the trended data for that step right above my fallout report. Now let’s say this report suite captures data from mobile web and traditional web and each channel has the same flow but they pass in unique page names. Now I decide I want to combine both flows in the same fallout report. I’m going to work with the page dimension again so I’ll select that. Then I’ll enter lead in the search box. I see the steps that don’t contain mobile so I’ll combine them with the mobile touchpoints already in this component. Next to the first step in the component there’s a pencil icon that will allow you to edit that touchpoint. I’m going to click on this. Now when I do it shows the dimension value contained in the touchpoint. I’ll drag and drop lead form step one under the mobile web lead form step one. When I’m done I’ll click on the pencil icon to collapse editing the first touchpoint and I’ll move on to do the same action to the other steps. When you combine multiple touchpoints they are joined with an OR. Notice how the metrics have changed as well as the percentages of fall through and fallout in the component. The trended report based on step two is also updated above. You can create segments from a touchpoint. You can also add segments to a touchpoint and then you can add segments as a touchpoint or compare them across all touchpoints. First I’ll show you how to create a segment from a touchpoint. I’ll right click the last touchpoint and select create segment from touchpoint. Let’s say I want to create a segment for any visitor who has completed a lead form for the purpose of remarketing. This opens the segment builder containing all the pre-built sequential segmentation points. At this point I can enter a title and description. At the bottom I have the option to publish this segment to the experience cloud to make it available to other Adobe solutions. I’ll cancel out of this as I’m not going to save this segment. Now I’ll show you how to add a segment as a touchpoint. Let’s say I want to start my fallout with a new touchpoint. Visits that have a referrer. I happen to have a pre-existing segment that I can use. Now that I’ve located the segment I want to add as a touchpoint I’ll drag and drop it at the top of touchpoints in the fallout component. You can also use this area at the bottom to select a segment as a touchpoint. Segments used as touchpoints in fallout must use a container that is at a lower level than the overall context of the fallout visualization. With a visitor context fallout, segments used as touchpoints must be visit or hit based segments. I’ll show you how to compare segments next. First I’m going to remove visits with the referrer as a checkpoint. In my segment list I see two segments I’d like to compare with all visits to step one. I’ll multi select visits with the referrer and mobile hits right below it or right near it. Then I’ll drag and drop these to the drop zone at the very top of the component. When I do this the fallout report adds new bars for each segment and their corresponding fall through and fallout metrics and the segments in the legend are color coded so you know which metrics align with which segments. Let’s review multi-dimensional fallout. I’ve already shown you how to add a segment as a new touchpoint mixing it in with page dimensions. This concept can be expanded to also include any other dimension or metric. I want to add a new touchpoint to the end. Let’s say I want to know how many visitors who have completed a mobile or web lead form go on to order something offline or through a call center representative. This requires that those metrics are uploaded to analytics of course and then I’ll drag and drop the offline orders metric to the end. This adds a metric as an additional touchpoint along with a bar for each segment. I can go further and let’s say I want to add other dimension values to the touchpoint. This is really easy to do. I want to see the fallout for a specific day of the week. I’ll click on the day of week dimension and I’ll drag and drop Wednesday in the blue drop zone for the first touchpoint. I’ll click on the pencil to go into edit mode to confirm my new dimension dropped successfully and there it is. I do this to the other steps for consistency in a real world scenario but I’m going to skip this for my demonstration today. You should now feel comfortable creating and configuring your own fallout visualization report. Good luck!