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This article is part of The Optimization Methodology series.
Setting the right primary, secondary, and monitoring goals helps you design a successful experiment that aligns with business goals. Mature testing programs often diversify their secondary and monitoring goals to gather different kinds of data at different funnel stages.
The goals below are grouped according to the funnel stage.
Remember to check on your secondary and monitoring goals when you interpret your results.
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Ecommerce funnel
Primary and secondary goals
-
Home page
- Product page views
- Searches submitted
-
Category page
- Product views
- Subcategory page views
- Filter use
- Searches
-
Product page
- Add-to-Cart
- Quantity selection
- More info
- Tabs
-
Shopping cart
- Continue clicks
- Checkout page views
- Payment type chosen
-
Checkout page
- All funnel steps
- Payment page views
- Conversion rate
Monitoring goals
-
Home page
- Search bar opened
- Top menu clicks
-
Category page
- Home page clicks
- Menu interactions
- Searches submitted
-
Product page
- Home page clicks
- Menu interactions
- Searches submitted
-
Shopping cart
- Home page clicks
- Back button clicks
-
Checkout page
- Shopping cart page views
- Home page clicks
Travel funnel
Primary and secondary goals
-
Home page
- Searches submitted
- Category tabs
- Deals
- Frequent Flyer
-
Flight results
- Flight selection
- Filter usage
- Refine search
- Sort order
-
Book Flight
- Continue button
- Edit search
- Upsells
-
Passenger details
- Field completion rate
- Continue button
-
Flight options
- Continue button
- Upsells
- Seat selection
Monitoring goals
-
Home page
- Checkbox
- Flight tracker
-
Flight results
- Home page clicks
- Menu interactions
- Site search
-
Book Flight
- Home page clicks
- Menu interactions
- Site search
-
Passenger details
- Field error rate
- Home page clicks
- Menu interactions
- Site search
-
Flight options
- Shopping cart page views
- Home page clicks
B2B and lead generation
B2B and lead generation sites have variable pathways as visitors research products and services.
Primary and secondary goals
-
Content page
- Video plays and lead generation page views
- Case study clicks
- Contact us clicks
- Time greater than 30 seconds
-
Lead generation page
- Form conversion rate
- Form error rate
- Form attempt rate
- Successful completion
-
Product page
- Testimonial clicks and expands
- Knowledge base page views
- Product feature clicks or interactions
- Contact Us clicks
- Time greater than 30 seconds
-
Home page
- Product page views
- Contact page views
- Contact Us clicks
- Searches submitted
- Menu interactions
- Sign-ups
- Logins
Monitoring goals
-
Content page
- Menu interactions
- Home icon clicks
- Scrolls down
-
Lead generation page
- Menu interactions
- Home icon clicks
- Scrolls down
-
Product page
- Menu interactions
- Home icon clicks
- Scrolls down
-
Home page
- Menu interactions
- Home icon clicks
- Scrolls down
Media funnel
The media funnel is inverted and starts with the Article or Content page. Most visitors arrive on the site directly from search or social links. The primary goal often tracks content link clicks, page views, or sessions.
Primary and secondary goals
-
Content page
- Page views per session
- Video completions per session
-
Category page
- Global navigation engagement
- Search engagement
-
Home page
- Global navigation engagement
- Search engagement
Monitoring goals
-
Content page
- Content link clicks
- Ad views
- Scroll depth
- Social shares
- Video ad completions
- Video completions
-
Category page
- Content link clicks
- Ad views
- Scroll depth
- Social follow clicks
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