I recently read a great blog post about Cohort Analysis – measuring engagement over time, from 52 weeks of UX, and it got me thinking how to achieve this within Omniture SiteCatalyst.
As it turns out, with a bit of custom code, it’s pretty easy to do, and what an opportunity it opens up.
Cohort Analysis allows you to look at a group of people who start something at a specific time and monitor them over time to see whether their engagement increases or decreases. Then you can also compare them with people who start the same thing at a different point in time.
Read on to find out what this all means, why you need it, and what you can do with it…
One of the little-used nuggets in SiteCatalyst is “participation”.
It’s a given that you want to know how many sales you’ve made, or how much revenue you’ve generated, but what about which pages have helped to contribute to that conversion. Not every visitor follows the same path through the content, and it’s therefore beneficial to be able to see which pages are more likely to drive a conversion than others, thereby exposing your most valuable pages.
In many cases homepages are either relatively static, or promotional driven. The problem is that homepages are often still the starting point of a users journey on the site and not every user should see the same content.
Enter Omniture Test and Target. A very powerful application that can dynamically change content based on previous user behaviors. Content relevance yields greater conversion, so it makes a lot of sense to include it in your overall online strategy.