First and foremost, what does enabling participation on a success event mean?
Let’s say the main objective of your website is to drive leads; therefore, you have a success event to track form completions. To understand the effectiveness of your form, you likely run a report to measure form completions by calculating:
Form Completions / Form Views
This is fantastic – you now know how well your form converts to leads. But this is really only half of the equation at maximizing leads on your website. It’s great and all that your form is maximized to convert visitors, but what’s the point of optimizing your form if you don’t have traffic reaching it in the first place?
What if I told you that it’s possible to run a ‘Pages’ report in Adobe SiteCatalyst that shows the number of times each page on your website took part in a visit where a lead was submitted (or any success event for that matter)? Think of it this way:
I visit Page A, Page B, and Page C on smartpandalabs.com. I then go to Page H to fill out a form, submit it and receive a Confirmation Page (lead event gets triggered). If I run a basic “Pages” report, it would show that Page A, Page B, Page C, and Page H did not have my lead associated with them. Only the Confirmation Page would have the lead tied to it since it occurred during the same page load. However, because I thought ahead, I chose to enable ‘participation’ on my lead event. When I add this metric in my ‘Pages’ report, it will now show my lead associated with Page A, Page B, Page C, Page H, and the Confirmation Page. Why? Because each page participated in my visit where a lead eventually occurred.
How can you apply event participation to your analysis?
Once you have participation-enabled events, you can get really creative with your analysis. Here are some ideas to get you started:
- Sort your ‘Pages’ report (descending) by your participation-enabled event. Some of the top pages will seem obvious (e.g. Home Page) due to sheer traffic volume; others might surprise you.
- Sort your ‘Pages’ report (ascending) by your participation-enabled event (note: in the SiteCatalyst user interface, this will require creating a calculated metric to force it to sort in this direction). What are these pages doing for your website if they aren’t contributing to your end goal of driving leads? Maybe there is a valid reason that they don’t participate in much lead generation, or perhaps they are just creating unnecessary noise on your site.
- Compare your landing pages against each other by measuring the positive page impact versus the negative page impact. Do so by running a ‘Pages’ report sorted (descending) by entry visits, then create the following calculated metric to pull along side it:
Participation-Enabled Event / Single-Access Visits
I like to refer to this metric as my ‘Landing Page Score’. Do you notice that certain landing pages have a higher score than others? Focus on those pages to understand what is done well and how it can be applied to other landing pages with lower page scores.
How do you enable participation on a success event?
Within Adobe SiteCatalyst, this concept can be applied to any success event for a small fee, although it may already be included as part of your contract. Additionally, you can use this metric in other reports besides the ‘Pages’ report. A simple request to Adobe ClientCare will get participation enabled on just about any success event of your choosing.