How to find out what customers want from your site?
Working with the RedHelper online consultant or RedConnect callbacks, many of our clients are sure that with their help you can only answer questions from visitors.
This is actually not the case. From the usual widgets for increasing conversion and sales, our services have long grown into a powerful cloud-based business solution that allows not only to communicate with visitors, but also to collect a huge array of statistics to help you understand - what exactly does a visitor need from your site? And what to do to change the current situation for the better?
In this article we will tell you how to integrate metric tracking systems (Yandex.Metrica and Google Analytics) with our online consultant and callback, as well as what benefit it will give you.
How to integrate an online consultant into Yandex.Metrica and Google Analytycs
This is necessary at least in order to track the conversion - what percentage of visitors performed the target action with a chat or a call back. This is the most important characteristic for A / B tests - sometimes just changing the text on the badge can increase the number of calls by 30-40%.
But the most interesting part begins after you have set all these goals, and we will talk about this a little later.
Setting goals in Yandex.Metrica
List of events for the online RedHelper consultant:
|RedHelper.Invitation_shown||invitation shown to visitor|
|RedHelper.Chat_opened||the visitor opened the chat (sent no more than 1 time per page)|
|RedHelper.Chat_started||the visitor started a dialogue (began to write messages)|
|RedHelper.Badge_shown||the badge appeared on the site (or the custom button was initialized)|
List of events for Redconnect callbacks:
|RedConnect.popupOpened||the visitor is shown a popup (pop-up window) call order|
|RedConnect.popupClosed||visitor clicked on the popup (pop-up) button to close|
|RedConnect.widgetClosed||the visitor minimized the “button above the site" widget|
|RedConnect.callOrdered||the visitor ordered a call|
Setting Goals in Google Analytics
If Google Analytics is already on your site, statistics for RedHelper and RedConnect will appear in it automatically.
Events are in the Behavior -> Events -> Best Events section, then the RedHelper and RedConnect categories at the bottom of the screen.
List of available events for RedHelper:
- Badge shown - successful initialization of the standard or custom chat button on the page (also means the successful launch of the chat script in general)
- Invitation shown - shows an active invitation
- Invitation accepted - active invitation accepted
- Invitation rejected - active invitation declined
- Chat opened - a visitor opened a chat by clicking on a badge or custom badge
- Chat closed - visitor turned off chat
- Like - visitor appreciated the work of the operator
- Dislike - the visitor negatively assessed the work of the operator
- Message sent - the visitor clicked to send a message (or hit Enter in the chat)
And for RedConnect:
- popupOpened - visitor is shown a popup (pop-up window) call order
- popupClosed - the visitor clicked on the popup (pop-up window) close button
- callOrdered - the visitor minimized the “button above the site" widget
- widgetClosed - the visitor ordered a call
Google Tag Manager (GTM)
If you integrate the Google Analytics code through the GTM tag, additional configuration is also not required - all data will be saved automatically.
If you don’t receive events when using Google Tag Manager, do the following:
- Go to the tag settings and find the “Advanced settings” section, then “advanced configuration”. Here you need to check the box next to the option "Tracker Name", while the field next to it should remain empty.
- In the same window, it is recommended to enable the "improved attribution of links."
View user searches
Just looking at what queries people came to your site for is not enough. You need to know which of the queries most often leads to the target action. This helps to correctly distribute the advertising budget and attract more “warm” customers.
And here the set goals are irreplaceable.
It is known that both Google and Yandex encrypt the content of search queries of their users from third-party services. Therefore, to study the queries left in the search engine by customers, you need to use a tool such as metrics.
By following this instruction, you can check what queries interested visitors who ordered a call or started a chat conversation. About the same scheme, you can check the conversion of the target for other metric values (individual pages, sources of access to the site, etc.).
- Select the section Reports -> Search phrases;
- In the report settings, select “Metrics” and one of the created goals, as in the example below:
- The resulting report will contain the conversion for the selected event (in the example, RedHelper.Chat_started) and a list of search queries.
For Google Analytics:
- Select the section Traffic Sources -> AdWords -> Search Queries;
- In the report settings, select "Conversions" and one of the created goals, as in the example below:
- The resulting report will contain the conversion for the selected event (in the example - RedHelper.Badge_Shown) and a list of search queries.
A composite goal is a path of several steps that a client must go through during one session on the site. Compound goals are useful in cases where it is necessary to track the conversion in strictly defined conditions. For example: how many customers who have already made delivery need additional chat advice.
- Select the “Settings” section, then “Goals”;
- Indicate “Compound Goal”. For each condition, specify the step name and event identifier.
- An example of a configured composite goal is in the screenshot below:
For Google Analytics:
In Google Analytics, another logic of work - to manually create a sequential chain of goals will not succeed. But you can use the ready-made tools in the "Conversions" section for the same purpose.
To do this, you must still create the RH and RC targets manually. A list of available goals has already been presented above.
Data on collected goals will be available in the Conversions -> Goals -> Visualization of Funnels report:
And that's not all
Redhelper and RedConnect were originally created as cloud services with a powerful statistical component. About what other interesting data can be obtained using metric counting systems, APIs, and internal reports of the system we will tell in our next articles - sign up so as not to miss useful information.
But now you can independently come up with several ways how you can use the functionality available in the arsenal of an online consultant in a non-standard way. To do this, just look at the problem from a slight angle;)