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dinsdag, april 11, 2006

Conversie funnels versus het hub en spoke model

Een recent artikel op ClickZ door Shane Atchinson geeft een goed beeld van de discussie over het gebruik van conversie funnels versus het hub en spoke model. Volgens de auteur zijn normale lineaire conversion funnels waardeloos omdat maar weinig mensen gelijk aan een funnel op een site navigeren.

Hij stelt dat het hub and spoke model veel beter werkt, waarbij de hub een specifieke pagina is en de spokes (spaken) de klikpaden daarvandaan. Sommige klikpaden resulteren in een conversie, terwijl andere geen of exits opleveren.

Normale lineaire conversie funnels zijn klaarblijkelijk goed voor het inrichten van bijvoorbeeld een order bestel proces, waarbij je een aantal stappen verplicht moet doorlopen. Kijk je naar pagina's die op meerdere manieren te bereiken zijn dan heeft conversie funnel weinig zin.
Het hub en Spoke model is veel productiever omdat het een beter beeld geeft van wat er werkelijk gebeurt op de site.

Heeft iemand hier ervaring mee?

Lees artikel: Conversion funnels 2.0 door Shane Atchinson
Bron: ClickZ

15 Comments:

At 3:24 p.m., Anonymous Emile said...

Als je een funnel als een zuiver lineaire model ziet heeft hij, denk ik, gelijk. Bezoekers doorlopen vaak niet in 1 bezoek een compleet proces maar hebben er meer bezoeken voor nodig.
Daarnaast wordt er bij een bezoek vaak buiten de funnel genavigeerd, maar worden wel alle funnelstappen doorlopen.
Een correcte funnel analyse mag dus niet die twee elementen uitsluiten.
Dit is overigs precies hoe de funnel analyse van Sitestat (van Nedstat) werkt.

 
At 10:13 a.m., Anonymous Daniel Markus said...

Ik hoop niet dat ze dit bij Nedstat als een USP zien. Want het is zeker niet uniek. Alle serieuze vendors bieden de feature op deze wijze aan.

 
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