Goal of task

Setting up a sales funnel for the WordPress site thekumikatabible.com in order to get the following information of it:

• Count the number of visits on landing page
• Track where the visits come from
• Track the actions users take
• Calculate sales conversion

Implementation

About Jetpack

Jetpack is a popular WordPress plugin that contains all sorts of functionalities (see Jetpack features).

For our purpose of setting up a sales funnel we will use the free feature “Site Stats”.

Jetpack “Site Stats”

The “Site Stats” main page display the following:

In order to create our sales funnel we will be using the following 3 reports:

1. Top Posts & Pages
   1. This gives us an overview of the general traffic
   2. It also enables us to see which pages are visited and how often
2. Referrers
   1. Tells us where the traffic is coming from
3. Clicks
   1. Show us which actions users take whilst visiting our site
   2. It is relevant to measure the conversion rates (like for example the sales conversion)

Creating the sales funnel for KKB

What is a sales funnel?

Basically the sales funnel shows how people go through the process of discovering your website to taking a specific action. The funnel get tighter towards the bottom as a percentage of people tend to leave between each step of the process.

Defining the sales funnel for KKB

A sales funnel is a very generic term and needs to be defined in for case. Here is how we specified for the KKB (thekumikatabible.com):

1. Awareness
   1. Anything happening outside the website thekumikatabible.com that could potentially get a user to visit the site
   2. Potential sources are:
      1. Other websites referring to thekumikatabible.com
      2. Ad campaigns (like Google AdWords) referring to thekumikatabible.com
   3. Measure: This part is hard to measure
      1. It cannot be measured for external sites
      2. It can be measured for the following sources:
         1. Ad campaigns
         2. Website referring that is under our control (for example social media channels like Twitter, Facebook, YouTube, etc).
2. Interest
   1. Visits landing on our website
   2. Measure: We can measure it with “Top Posts and Page” in Jetpack
3. Decision
   1. We want to look at the following decisions a user takes on the site
      1. Leave site (take no action)
      2. Look around (click sub pages of site)
      3. Buy product (action)
4. Action
   1. In our case we define as “action” the fact of a user buying a copy of the product “The Kumikata Bible”

Applying Jetpack numbers to sales funnel

Now that we have defined our sales funnel, we need to define which numbers from the Jetpack “Site Stats” we need to apply to the funnel:

Awareness

As mentioned in the chapter only the following numbers can be measured:

1. Google AdWords views
2. Jetpack “Referrers“:

This report shows were the traffic that landed on the page originated from:

Interest (Jetpack “Top Posts & Pages”)

This report shows which pages were visited:

Decision (Jetpack “Clicks”)

These numbers show what actions users took:

Action (Gumroad “Buy KKB”)

The report from the sales plugin Gumroad shows how many sales were made:

Results / Learnings

Jetpack can be used for sales funnel

The statistics provided by Jetpack allow the modelling of a sales funnel with very little effort. It allows to quantify the following aspects of a sales funnel:

1. Origin of incoming traffic
2. Quantity of page views on your site
3. Actions taken (external links like to a sales plugin like Gumroad)

Limitations

Jetpack gives a summary of numbers and allows a quantity analysis.

This has the following disadvantages:

• It doesn’t allow a end-to-end tracking of an user experience
  • For instance it would be interesting to know if users referred from certain sites buy the product more often than users coming from other sites
• It’s difficult to know what factors drive conversion

Next steps

Now that the funnel is defined and clear which statistic to use for them. The next steps are:

• Analyse the following numbers in detail:
  • Referring sites
  • Landing page visits
  • Which other pages are being visited mostly inside the site?
  • Clicks to Gumroad plugin
    • Number of effective sales once Gumroad plugin has been clicked
• Come to conclusions
  • What is the effective conversion rate?
    • Take landing page visits vs. sales
  • Compare German and English site results