Knowledge base

Conversions

Over time tile
Top Devices tile
Personas tile
Operating Systems tile
Browser tile
Time of Day tile
Screen size tile
Bandwidth tile
Orientation tile
Location tile
Pages tile

Over time tile

The Conversion Over time tile allows you to see the conversion rate (in percentage) over a set amount of time, optionally compared by device or operating system. It’s a great quick check to see if your changes are in the right direction: if conversion rate is trending in a upwards direction, then you’re doing something right!

Application

The Conversion over Time tile can be used as an overview, allowing you to keep an eye on your overall performance. It’s always important to know if you’re heading in the right direction, and broadly, if your conversions are trending upwards, you probably are!

You can use the tile to track changes, too. If you have recently made improvements to your site, the Conversion over Time tile is a great way to get an idea of how well you are engaging with the market segment.

You can also check over different content providers to see which work, and which format, are regularly appealing to the most customers. Are certain subjects converting more than others, or different media types (videos, whitepapers, etc)?

Devices tile


The Conversion by Devices tile shows the top devices (by page views) and their associated conversion rate on your site (i.e. the highest the percentage, the better they are performing).



From this tile, it is also possible to view more information about any of the individual devices. Simply hover your mouse cursor over any of the blue lines to open a temporary pop-up that shows additional information. Alternatively, you can show additional KPIs, which will give a more thorough breakdown of the top devices.

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The Netbiscuits People’s Web Report released in 2014 showed that there is a large difference in spending habits that can be measured by looking at the accessing device type and/or brand. The Conversion by Device type tile allows you to see exactly which device is delivering your most lucrative customers. You could then use this information to impact the offers and promotions you might show.

It is also a good idea to check that new devices are performing as well as you might expect. Research has shown that tablets covert about 3 times better than mobile phones, so if a new device is not hitting expected conversion, it may be worth looking at the reasons why.

Devices tile

The Conversion by Devices tile shows the top devices (by page views) and their associated conversion rate on your site (i.e. the highest the percentage, the better they are performing).



From this tile, it is also possible to view more information about any of the individual devices. Simply hover your mouse cursor over any of the blue lines to open a temporary pop-up that shows additional information. Alternatively, you can show additional KPIs, which will give a more thorough breakdown of the top devices.

Application

The Netbiscuits People’s Web Report released in 2014 showed that there is a large difference in spending habits that can be measured by looking at the accessing device type and/or brand. The Conversion by Device type tile allows you to see exactly which device is delivering your most lucrative customers. You could then use this information to impact the offers and promotions you might show.

It is also a good idea to check that new devices are performing as well as you might expect. Research has shown that tablets covert about 3 times better than mobile phones, so if a new device is not hitting expected conversion, it may be worth looking at the reasons why.

Personas tile

This tile allows you to see if the Persona of a visitor affects how likely they are to convert to a buyer.

Read more about the Netbiscuits Personas on the Personas topic. If Persona information is not displaying, it may be because bandwidth detection is not turned on. Bandwidth detection is required for the Personas Tile to obtain information. To ensure that your bandwidth detection is turned on, please check your settings here.



Like the Bandwidth Tile, the Personas Tile only shows those profiles to which a persona was able to be attached (personas use some dynamic parameters to determine the type of user). The percentage of capture personas compared to the total page views is shown below the graph.

It is also possible to view more information about any particular persona by hovering your cursor over a section of the Persona Tile.

Application

The Conversion by Personas tile is a powerful metric to measure the success of your campaigns and content. For more information on Personas, see Personas.

Do Sofa Surfers spend or convert more that Weekday Explorers? Is there a way to target a particular segment that does not seem to be converting particularly well? It may be that a particular prominent piece of product placement might encourage a particular Persona to convert more. Persona information can be used alongside device model and location to get a detailed picture of the kind of users that are most likely to convert, and how to target them more directly.

Personas tile

This tile allows you to see if the Persona of a visitor affects how likely they are to convert to a buyer.

Read more about the Netbiscuits Personas on the Personas topic. If Persona information is not displaying, it may be because bandwidth detection is not turned on. Bandwidth detection is required for the Personas Tile to obtain information. To ensure that your bandwidth detection is turned on, please check your settings here.



Like the Bandwidth Tile, the Personas Tile only shows those profiles to which a persona was able to be attached (personas use some dynamic parameters to determine the type of user). The percentage of capture personas compared to the total page views is shown below the graph.

It is also possible to view more information about any particular persona by hovering your cursor over a section of the Persona Tile.

Application

The Conversion by Personas tile is a powerful metric to measure the success of your campaigns and content. For more information on Personas, see Personas.

Do Sofa Surfers spend or convert more that Weekday Explorers? Is there a way to target a particular segment that does not seem to be converting particularly well? It may be that a particular prominent piece of product placement might encourage a particular Persona to convert more. Persona information can be used alongside device model and location to get a detailed picture of the kind of users that are most likely to convert, and how to target them more directly.

Operating Systems tile

The Conversion rate by Operating System tile shows the top devices (by page views) and their respective conversion rate. By default, it will show the operating systems by the highest page views.



This graph is showing two bits of information. The first is the page views of a particular operating system, shown by the percentage of the inner circle (shown by the yellow 1 above) they are drawn. The second is the conversion rate, shown by the amount the outer circle (shown by the yellow 2 above) is filled with green.

From this tile, it is also possible to view more information about any of the individual operating systems. Simply hover your mouse cursor over any of the segments to open a temporary pop-up that shows additional information. Alternatively, you can show additional KPIs, which will give a more thorough breakdown of the top operating systems.

Application

Spending habits are a tricky thing to predict, but factors like Operating System can definitely give you an idea. We’ve noticed a marked difference in spending habits relative to the Operating System that is being used (for instance, someone using iOS may be willing to spend more than someone using Linux). This could be a reason to target advertisments and campaigns differently depending on the OS being used.

There are also technical concerns. If a particular OS is converting badly, it would be worth checking that there are no technical issues that are preventing those users from converting.

Browser tile

The Conversion by Browser tile gives you an overview of the browsers that are working most successfully to convert visitors into buyers. This could be for any number of reasons, but more importantly on this graph are those browsers that are not converting visitors into buyers. If a browser is consistently under performing, it may well mean that there is a technical problem or that your site is displaying badly on that particular browser.

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The Conversion by Browser tile can be used for testing particular offers. Adding an extra screen with an offer to the shopping process can be performed to only one or some of the browsers, and the results on conversion can be measured.

As is also often the case, any browsers that are not performing as expected (particularly old browsers like Internet Explorer 7 or below) should be checked to see if there is any technical reason why the browser is not converting.

Time of Day tile

The conversion rate by Time of Day tile allows you to see if there is a particular time of day that more visitors tend to convert to buyers. This could be to do with the kind of Personas that are using your site at that time; it may be to do with bandwidth and/or screen size.



From the tile you can view both the page views and the bounce rate simultaneously.

Please be aware that the clock is in the 24 hour format, so data points to the far left of the graph are recording 6pm.

The Time of Day tile is recorded in Local Time. This means that the graph will display a 13:00 hit in Germany the same as a 13:00 hit in America. This gives a clearer picture of the type of Personas hitting your website at particular times.

The Time of Day tile can altered to display in either your local timezone or UTC. To switch between the two options, open the contextual menu () and select your desired timezone.

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The Conversion by Time of Day tile helps marketers understand how specific outbound mobile marketing campaigns or initiatives are driving business outcomes.

For example, if a site typically has peak traffic between 7-9 a.m. 12-1 p.m. and 5-7 p.m. for the evening rush, what would be the impact of doing a big campaign push mid-afternoon? Would this help sales or generate more traffic during what is typically a quieter timeframe? It’s worth doing these sorts of experiments and tracking the results.

Screen sizes tile

The Conversion rate by Screen sizes tile allows you to see the page views and conversion rate of the various screen size groups, in this case ranging from 3.5 inches to 9.7 inches.


On the vertical-axis is Page views (you can set the time scale used for page views via Dates) and the horizontal-axis shows screen size. The conversion rates are shown on the right hand side in green.

Application

Conversion is often higher on larger screens, research has shown. The Conversion by Screen size tile can give you and exact idea of how much screen size affects the conversion. How different is it on your site? And is there any way to appeal to those with a smaller screen, and get them to the convert screen as quickly and easily as possible?

As is often the case, there are also technical concerns. If you are getting little to no conversions on the smaller screens, it is worth finding out whether there are any technical problems that may be preventing conversion.

The very small screens may well be wearables. Finding a way to conversion on a wearable may be a tricky task, but any changes you do make can quickly be tracked for any improvement.

Why is some of my Screen size data unknown?

When viewing the Screen Size tile, a proportion of the screen sizes displayed are unknown. There are two main reasons why you might have a high level of unknown screen sizes:

  • If many of your hits are from Desktop personal computers, the level of unknown screen sizes will be higher. This is because there is no way to tell the size of monitor attached to a Desktop PC. Filtering the data by smartphones, tablets and feature phones will remove these anomalies. For more information on filtering, see the Filtering topic.
  • If many of your hits are from iOS devices and you have not activated Advanced iOS Detection, then the screen sizes of those devices may not be available. You can read more about activating iOS detection at the Setting up the Detection Code Generator topic.


It is also possible to see the ranges of screen size on one screen. Hovering over any section of the graph will reveal more detailed information about the screen size page views.



The key shown beneath the graph shows the associated colours for the screen size ranges.

When in this mode, it is possible to zoom by clicking and dragging your cursor over any part of the graph. To return to a top level view, click the Reset Zoom button.



To return to the main screen size tile view, select the Screen sizes view from the contextual menu ().

Bandwidth tile


The Conversion by Bandwidth tile shows how the connection speed achieved by your customers affects the conversion rate seen.

For more information on the exact definition of bounce rate, please see Definitions. If you are not seeing any bandwidth information, it may be because you have not set up bandwidth detection on your site. Please ensure that the Bandwidth detection is turned on in your detection code. See Setting up the Detection Code Generator for more information.



It is important to note that within the Bandwidth visualisation, only the devices that returned a bandwidth are included (that is to say, there is no ‘unknown’ category). This makes the graph easier to read and conclusions about the data easier to draw.

The inner circle of the graph shows the proportional page views of each of the speed categories. In the example above, the Very Fast category has the majority of the page views. Above this, in the outer circle, the conversion rate for each speed category is shown. Holding your cursor over any section of the graph will reveal exact figures about the conversion rate.

Application


The Conversion by Bandwidth tile gives useful information on how well your site helps those that are not on the fasted bandwidth speeds get to conversion. This can be important in areas that have consistently low bandwidth speeds, as research has shown that people have very little patience for sites that are performing slowly. Whilst there is nothing you can do about slow bandwidth speeds, you can ensure that the experience is as smooth as possible for those accessing the site with low bandwidth.

It may well be optimizing a one-click route to buy for those customers who have a very slow connection, or a bandwidth-optimized shopping cart.

What do the Bandwidth speeds equate to?

Bandwidth Speed Equates to…
Very Slow This is comparable to a GPRS or slow EDGE connection.
Slow This is comparable to a fast EDGE or slow 3G connection.
Medium This is comparable to a 3G connection.
Fast This is comparable to a 3.5G/HSDPA connection.
Very Fast This is comparable to a 4G/WiFi connection

Orientation tile

The Conversion by Orientation tile is one that is largely useful for technical examination, although there are other factors that could be involved when looking at a poor conversion rate for a particular orienatation (landscape or portrait).



For the purposes of the graphic, we have excluded all desktop computers (as these use landscape displays in the vast majority of cases).

Application

The Screen Orientation by conversion tile can help you understand if there are any problems, particularly with a responsive website, when viewing the site in landscape or portrait mode.

When creating a new landing page for an advertisement, knowing the orientation with which the majority of users will view the page allows you to optimise your layouts and strengthen your targeting. This should be reflected in the conversion rate.

Location tile


The Location tile shows a heat map of the world, showing the conversion rate of your website users by country.




By moving your cursor around the countries, you can quickly get an overview of the number of page views per country from the slider along the bottom of the map.



To view more information, hold you cursor over any of the available countries and wait for the data pop-up to appear.


Select the Set as region Filter option to change the filter for the all analytics to the selected country.

From the lower left of the screen, it is possible to zoom in for a better view of crowded sections of the map.

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The Conversion by Location tile allows you to examine the extent to which different countries require unique approaches. You can measure the extent to which this leads to different conversion rates by country. Do different countries display different interests? Does a campaign that seems to have been effective in your home locations fall flat when applied to other regions. It may be necessary to consider having local pages for these regions. If you do so, you can use the Pages tile to keep an eye on how the local pages are performing over the generic pages.

Does the amount of marketing focus that you are expending on other regions tally with the conversion rate you are seeing? What are you getting for your marketing spend at a country level?

Pages

The Conversions by Page Tile shows how each page is comparing in terms of capturing conversions. The higher the percentage, the better the page is converting users into buyers.



From this tile, it is also possible to view more information about any of the individual pages. Simply hover your mouse cursor over any of the blue lines to open a temporary pop-up that shows additional information. Alternatively, you can show additional KPIs, which will give a more thorough breakdown of the top pages.

Application


The Conversions by Pages tile shows which pages are converting into the most value on your website.

If you release a brand new product that doesn’t have a lot of competition, how can you tell how people are reacting to the price? The conversion rate of the product page is a great indicator of how well the price matches the product. It could also be used to compare the conversion of a number of new products versus existing products.

The most important function of the Conversion by Pages tile is to show you how different conversion points are performing, either historically or against each other.