Before identifying paths through the sales funnel, a CRO baseline is established using web analytics. Sources and classes of traffic (site visitors) are identified. We characterize common navigation paths they take as they move through the site.
For identifying sales funnel paths, we may, with your permission install heat maps that trace the behavior of traffic as it moves onto and through the site. This, along with web analytics allows us to study aggregate behavior as landing site visitors land on the site, interact with content and navigate to other pages on the site. We place emphasis on studying both converting, and non-converting traffic.
Once the sales funnel paths are identified, it puts into place a foundation for understanding “conversion choke points” within common paths through the site. When coupled with insights gained from identifying site visitor personas, this also informs development of the PPC campaign keyword base, targeting, audiences, and ad copy.