Understanding your conversion rate is the first step to understanding what marketing activities yield the highest ROI. Heap gives you the tools and flexibility to analyze different user flow funnels on the spot. We provide you with data that shows what referrers are more likely to lead to conversions, what UTM campaigns are successful, and what actions increase a lead’s likelihood to convert. This information enables you to take actionable steps, such as deciding what markets to target, what channels to market to, and what copy to update.
How do I get started?
The first step in gathering actionable information from Heap is defining conversion. What is your team’s goal (free trial sign up, becoming a paying member, company-wide adoption, etc)? Using the Event Visualizer, you can define the events that complete this flow. It is easy to define pageviews, clicks, form changes, and form submissions, and capture your interactions with your iOS app all without code or waiting for data to trickle in.
Learn about adding context from your page to events using Snapshots – no code needed!
How do I measure Conversion Rates?
You can use Heap’s Funnel module to track the number of users who are converting. With Heap’s retroactivity and flexibility, it is easy to add, remove, and substitute events to model the potential paths to conversion. Using the funnel, you can discover where customers drop off, and create ad-hoc queries to test different sequences of events. You can also create new event definitions at any time, and when you go back to the funnel, you’ll be able to add that event into your funnel to enrich your dataset!
You can group this information into any user-level property by using a group by statement. Out-of-the-box, Heap captures many first touch properties that marketers are used to seeing in other tools, such as initial referrer, initial UTM campaign/source/medium/term/content, initial device type, and more.
For example, in the conversion flow: Header – Click Signup > Signup – Personal Information – Click Next > Signup – Submit Signup form, we have grouped by Initial Device Type. Below the conversion funnel, we can see the specific counts and percentage of users who have converted based on their device type, mobile or desktop.
In this example, the overall conversion rate, from start to finish, can be found at the top of the funnel. The percentage of users who complete each step can be found in the arrows or in the table beneath the funnel. You can save or email this report to coworkers using the buttons on the right.
How can I track a specific channel or campaign?
The ability to track conversion by funnel to increase investment in high performing channels and increase successful lead generation is essential to any marketer. Heap makes it easy to filter for a specific campaign, as well as compare it to others. It is important to note that you are grouping by a first touch property, and therefore looking at what originally drove a user to visit your site. In the following explanations, the word campaign can be substituted for referrer, UTM source, etc.
To get an initial overview of your performance, group your funnel by Initial UTM campaign. You can include a filter for Initial UTM campaign is defined to filter out direct traffic and untagged links. Running this query will give you the conversion rates for each UTM campaign, allowing you to compare campaign effectiveness and overall conversion.
In the example above, we are comparing the different initial UTM mediums. Here we can see that adwords is more effective at converting users than web. If we did not set a filter for Initial UTM medium is defined, we could compare each medium to the overall conversion rate.
What are initial properties?
The Referrer or Initial Referrer in Heap will show the raw referrer information (the webpage that linked to your site and initiated the session), whereas other analytics tools sometimes aggregate information about the referrer. For example, Google will group the information based on their Default channel definitions. This makes their reports sometimes appear a bit different than ours, and makes our vocabulary slightly different. Similarly, in Heap, UTM parameters such as Source are referring directly to the query parameters appended to the url via manual tagging. For more information about these properties, take a look at our doc on Heap’s Data Model.
How long does it take someone to convert?
You can find out how long it takes someone to convert using our retention analysis tool. Select session for the first event, and select the last event in your conversion flow for the second event (sign up, click free trial, etc.). Group by Date first seen, and select first time in the right-hand corner of the retention table. The table displayed will show you the number of days, weeks, or months before a user converted depending on the granularity you choose. You can group by any user level (first touch) property to compare the effect of different campaigns on time to conversion.
You can also determine how long it takes someone to convert based on your campaign. Using the Event creator, create an event with type equal to pageview and Path equal to /. Add a filter for UTM campaign equals your campaign name. Using the retention view, select this new event as your first event, and the final event in your flow for the second event. Group by date of first event, and make sure first time is selected. Once again, the table displayed will show you the number of days, weeks, or months before a user converted depending on the granularity you choose.
You can switch between the two tables to see if your campaign shortened the amount of time between a visit and a conversion. If at any time you are unsure what a cell in the retention means, you can hover over it. A pop-up will appear displaying the count of users and describing the meaning of the cell.