Conversion optimization by built-in CMS tools: what you need to know about Sitefinity

Tags: ,

Usually CMS and digital tools are partly separated from each other both chronologically and technologically. As a rule, a website acquires its own ecosystem of services for traffic analytics and product metrics, SEO, conversion optimization, split testing as well as advertising campaign management only at the stage of launch, initial setup, and content placement. The teams responsible for marketing, product and performance analytics select tools for their own tasks separately from the CMS implementation process.

Digital Design has completed several projects on the Sitefinity platform and in this article series we are going to acquaint you with its capabilities. Sitefinity is marketed as a DXP class solution, that is, a universal technological platform that contains both the functionality of a classic CMS (website creation, content management) and a rich pool of Sitefinity Insight digital tools.

Sitefinity is widely used for large-scale e-commerce projects in Europe and America, along with WordPress, Instant CMS, OpenCart, Joomla and Drupal. Therefore, the above-mentioned article series will be useful to those who lack alternatives among full-featured CMS to solve specific problems of large Internet projects.

We’ll start with Sitefinity Insight’s conversion analysis and optimization tool, and study other Sitefinity digital tools in the following articles:

  • A/B testing.
  • Content personalization.
  • Creation of customer profiles for group of users.
  • Analytics.
  • SEO.
  • Triggered e-mail campaigns.

Analysis of conversions and attributions

If we consider site content from the perspective of customer experience, where specific content elements are touch points within the Customer Journey map, then a detailed analysis of conversions and attributions is the most important tool for assessing the effectiveness of content management. Sitefinity Insight allows us to calculate conversions, identify key points of user interaction with the site as well as evaluate the impact of individual content elements on conversion rates through attribution metrics. The operating procedure for working with conversions in Sitefinity Insight is the following:

Step 1: Set up conversions

The Sitefinity conversion setup interface has several layers and forms: it shows what type of content the visitor views, clicks, downloads, searches, etc. It must be specified:

  • Which interactions are considered conversion events for different scenarios and visitor segments (for example, to visit a website with a URL containing a specified fragment). It is also possible to combine several events and establish a logical connection between them.
    Conversion optimization by built-in CMS tools: what you need to know about Sitefinity - 1
  • Conversion window (the time period for which the conversion is being tracked). Depending on the time it takes for the conversion events to complete, the conversion window can be from 7 days to 18 months.
  • Characteristics of web visitors whose behavior is to be monitored. They can be filtered by behavior (for example, exclude returning visitors or analyze only those who came from a certain website or bought a specific product) or by personal data (for example, visitors whose Job title contains the word “manager”).
  • Here is the way to combine conversion and segmentation conditions: (B and C and D) or (A and D).

    Conversion optimization by built-in CMS tools: what you need to know about Sitefinity - 2

    Step 2: Tracking key touchpoints on the website

    Next, you need to determine the touch points that are significant for conversions. In Sitefinity it is possible to set the point from scratch or start tracking automatically detected touch points.

    • Creation from scratch is used if we consider a particular piece of content to be an important step in the user’s path and we want to test if that interaction affects the conversion rate. The conditions for a visitor to hit the touch point consist of the interaction that the visitor makes and the object on which the interaction takes place.
    • Automatic detection of touch points. Once any conversion is set up, Sitefinity Insight automatically discovers key touchpoints that can improve the performance of that conversion.

    After setting up touch points, Sitefinity tracks when a visitor hits it and measures how popular it is with visitors and how it affects conversion rates.

    Step 3: Attribution Analysis

    The report contains information about the number of conversions for a certain period, as well as the main touchpoints associated with each conversion:

    • Conversion rate.
    • The number of completed conversion events.
    • Unique conversions.
    • Conversions of known contacts (registered users).
    • New contacts (how many anonymous visitors provided their email addresses by completing this conversion event).
    • Main key touchpoints related to conversion.

    Conversion optimization by built-in CMS tools: what you need to know about Sitefinity - 3

    The attribution report quantifies the impact of touchpoints on conversions and contains the following information:

    • Converted contacts (the number of contacts that hit the touchpoint and then converted).
    • Attribution rate (how many times the conversion rate for contacts that hit the touchpoint was higher or lower than the conversion rate for all contacts in the tracked segment).
    • Unique accesses (the number of contacts that hit the interaction point during the period).

    An example of calculating the attribution rate:

    Conversion optimization by built-in CMS tools: what you need to know about Sitefinity - 4

    The touchpoint attribution report provides a summary with the information about the number of visitors landed on the touchpoint and how many of those visitors subsequently converted. This is a very useful view of attribution statistics for a large number of conversions, allowing us quickly to see which touchpoint is having the most impact overall, as well as the conversion.

    Conversion optimization by built-in CMS tools: what you need to know about Sitefinity - 5

    Conversion Optimization Campaign Management

    The reports on visitors’ behavior their specific interactions can form the basis of conversion optimization campaigns. The campaign is formed based on the target audience and the action that the audience must perform in order to increase the conversion. Sitefinity campaigns use historical data and algorithms to move visitors from the segment they are in to a segment with a higher conversion rate.

    Conversion optimization algorithm in Sitefinity Insight:

    • Specify the desired behavior of the audience within the campaign (the conversion that needs to be optimized).
    • Determine the target audience of the campaign (based on visitor behavior data as well as personalized demographic data).
    • Choose the interaction that is planned to attract the audience with.
    • Define the starting and closing dates for campaign tracking.
    • Track conversion rate changes for different types of audiences and campaigns.

    Campaign Recommendations

    Sitefinity Insight automatically generates recommended conversion rate campaigns based on algorithms that analyze combinations of visitors’ behavior that drive conversions. Sitefinity informs whom to target, suggests the most attributable interactions, and predicts expected improvements and evaluates the results. You can use recommendations for both personalization and conversion optimization.

    Predictive recommendations contain the following information:

    • Which conversion has the highest conversion rate increase potential.
    • Which visitors are most likely to move into the highest converting segment.
    • Recommendations for the best next experience for the segment (one of all possible interactions that will maximize the conversion chance for the segment).
    • Predictions of optimization results.
    • Comparison of current and potential conversion rates.

    Conversion optimization by built-in CMS tools: what you need to know about Sitefinity - 6
    Conversion optimization by built-in CMS tools: what you need to know about Sitefinity - 7