Introduction: This is one of my favorite analysis techniques. It enables you to isolate what the initial session looks like for users who have an ideal outcome, such as a transaction or conversion event and compare those initial sessions to what users who are here for the first time do. When you know the markers of a winning user, you can better understand the behaviors of new users and optimize the experience for them.
Analysis Overview: This analysis recipe leverages cross-session segmentation to look at the first session of users who have, in a later session, performed an ideal outcome such as a transaction or conversion event. This analysis technique is only limited by your vendor's capabilities to segment your data across sessions. By creating multiple segments with different criteria, you can quickly compare what differs between the first sessions of these ideal users and the first sessions of users who you don't know much about yet.
Analysis Benefits:
- Insight into whether a campaign or traffic source, landing page, etc... that is acquiring new traffic is bringing traffic that is likely to convert eventually.
- Such insights can be used to optimize campaigns and user experiences much more quickly because you don't have to wait for conversions to eventually happen.
- With the right combination of tools you can even use a segment such as this to re-engage with users who haven't yet converted but have the markers of future conversion, or personalize and optimize the experience for those users.
DAA members, click to view full recipe.
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Caleb Whitmore
Principal Consultant & CEO
Analytics Pros (Corporate Account)
Seattle WA
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