Table of Contents
- Decide which primary and secondary metrics to use in an experiment
- See how other businesses in your space set experiment goals
Setting the right primary, secondary, and monitoring goals helps you design a successful experiment. They also help keep the bigger picture—your overall business goals—in view. Mature testing programs often strategically diversify their secondary and monitoring goals to gather different kinds of data at different stages of the funnel.
Remember to check back in on your secondary and monitoring goals when you interpret your results!
If you use Optimizely to test on a checkout page, you might need to configure your site for PCI compliance.
E-Commerce funnel
| Home Page | Category Page | Product Page | Shopping Cart | Checkout Page | |
| Primary and Secondary Goals |
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| Monitoring Goals |
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Travel funnel
| Home Page | Flight Results | Book Flight | Passenger Details | Flight Options | |
| Primary and Secondary Goals |
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| Monitoring Goals |
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B2B and lead generation
B2B and lead generation sites have variable pathways as visitors research products and services, and eventually navigate to the leadgen form.
| Content page | Lead generation page | Product page | Home page | |
| Primary and Secondary Goals |
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| Monitoring Goals |
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Media funnel
Notice that the Media funnel is inverted, and starts with the Article or Content page (rather than the Home page). The majority of visitors arrive on the site directly from search or social links. In this case, the primary goal often tracks content link clicks pageviews or sessions.
| Content page | Category Page | Home Page | |
| Primary and Secondary Goals |
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| Monitoring Goals |
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