Web Registration Process
Axtria measured the efficiency of web registration process using Google Analytics. We provided pass through rate, time spent, and revisits.
Our client wants to measure the efficiency of its web registration process using Google Analytics.
The Axtria team provided pass through rate, time spent and number of revisits occurring at each page with recommendations to increase the retention at each step. We began with a comprehensive data review & discovery process. It was a six step registration process – Introduction, Quantity Selection, Vehicle Information, Personal Information, T&C and Payment. The page titles and other page identifiers were used to tag the pages in Google Analytics.
We defined “Unique page views” as a proxy for number of visits. We also defined an efficiency measure called pass through rate (PTR). We flagged distractions on each step of registration, based on visitors moving to any page other than the next logical/pre-defined page.
Next we performed the analysis to determine causality.
The analysis provided several useful insights:
- High drop in page visits occur after introduction and T&C page
- Low completion can be partially attributed to likely issues with payment processing
- About 33% page visits on the introduction step exit from the same page itself
- Most users (~90%) don’t pay more than two visits to the site, these visits are mostly spaced within a 48 hour window