Reporting a sales funnel using sequential segmentation

[max_wong]

Hi guys,

I need some clarification after trying to understand Adobe's sequential segmentation documentation. Basically, what I am trying to compare is the number of visitors who proceeded to purchase items after viewing Page A once (first segment) and more than once (second segment).

First segment:

Am I right to say that for the first segment, I have to select Visitor (yellow) because this will look at the data of visitors based on their sessions (visits)? Is it right to use Hit for the second and third containers (blue)? Or should I be using Visit since it is possible for users to make purchases on separate sessions?

Second segment:

For the first container in this segment, leaving it as a Hit will show me zero data. Is it right to say that by changing it to Visit (green), this means that the pages viewed more than once occurred over different sessions (visits)? Why does Hit show me zero instead?

Looking forward to your replies.

Thanks,

Max

[yuhuisg · Accepted solution]

Your first segment will include a user journey like this:

Visitor "harry"

Visit 1:

Hit 1: Page = homepage

Hit 2: Page = A

Visit 2:

Hit 1: Page = about us

Hit 2: Page = contact us

Hit 3: Page = B, Events = scView

Hit 4: Page = X

Visit ...

Visit 5:

Hit 1: Page = homepage

Hit 2: Page = C, Events = purchase

In other words, as long as the same visitor had hits in your specified sequence even if they were in different visits, he would get included in your segment.

Your second segment will include this user journey:

Visitor "sally"

Visit 1:

Hit 1: Page = homepage

Hit 2: Page = A

Hit 3: Page = about us

Hit 4: Page = A

Visit 2:

Hit 1: Page = about us

Hit 2: Page = contact us

Hit 3: Page = B, Events = scView

Hit 4: Page = X

Visit ...

Visit 5:

Hit 1: Page = homepage

Hit 2: Page = C, Events = purchase

Notice how there were 2 hits for Page A within the same visit. Having a Hit container with 2 Page Views is an impossible condition because only 1 Page View can be tracked in 1 Hit, so that's why you get zero.

Once you are able to relate your segments with theoretical user journeys, you should be able to understand sequential segments better.

[max_wong]

Thanks for the detailed explanation @yuhuisg!

Just to confirm, that means I should change the types from Hit to Visit for the containers (marked in blue and green) in the first and second segments?

Cheers,

Max

[yuhuisg]

It depends. Changing from Hit to Visit means that a user must follow the journeys like the examples that I had provided. But if the user would actually have Cart Views and Orders in the same visit, then you'd want to nest those 2 steps in one Visit container.

[max_wong]

Alright, I think I got it now.

Thanks for the speedy reply @yuhuisg!!