The EmotionsAI Website Mapping configuration page allows you to identify your Webpages and Steps using common AB Tasty tracking and regroup them into Funnels and Mappings to calculate and retrieve behavioral insights in the Mapping Analysis page.
The Website Mapping creation is the first and mandatory step to begin your Emotional Journey Analysis!
Basically, this interface will allow you to create a Mapping, its specific Funnel(s) and identify the Pages and Steps in them.
Please note that any change you make in a Mapping or a Funnel will be saved in the interface.
Be also careful not to delete a tracker in the Indicators page that is used in a Mapping!
You can access this page through the under account:
Creating a Mapping
To understand a Website Mapping, here are 4 key concepts to understand how it is built:
- Journey Step : all main Steps in customer journey, usually characterised by a URL pattern but can also be actions. In AB Tasty, these Steps are trackers.
- Mapping Goal : a particular Step that ends a journey of multiple Steps and is attached to a business relevance and value.
- Funnel: a linear sequence of Steps.
- Mapping : a group of Funnels that covers your whole website.
Knowing this, the first thing to do in EmotionsAI Website Mapping configuration will be to create a Mapping. You can click on the + icon to do so.
A modal will open for specifying the Mapping’s name. By default, a Funnel will already be created with a default name you can edit.
You can add new Funnels but you will have to complete them with their Steps and Pages later on in a dedicated sidepanel.
In this modal you can only add new Funnels instances, modify their names and order by hovering or clicking on the modal’s elements.
Note that for most of your visitors journey, on an ecommerce website, one Funnel is totally sufficient. For Lead-Gen websites (insurance, banking, services, etc…) you can create different Funnels that reflect the different journeys for a visitor to generate a lead or another.
Up to 5 Mappings can be created per account.
Creating and completing a Funnel and Steps
How to create a Funnel?
In the main interface, in a Mapping, you can add a Funnel by clicking on the top CTA or the + option at the bottom of the table.
Up to 10 Funnels can be created per Mapping.
How to complete a Funnel?
Clicking on the Funnel name on the left table or directly on the Journey Steps column opens a sidepanel that lets you see the Funnel’s detail view but also modify it!
You will see the Mapping on which the Funnel is attached, the Journey Steps that are selected in the Funnel and also a toggle to define if you want the last Step to be a Mapping Goal. The Average Order Value (AOV) of this Mapping Goal is by default set as 100, the currency is the one of your AB Tasty account. You can of course edit it to better fit your needs.
What are Journey Steps?
A Journey Step is any page a visitor reached, any action a visitor completed that constitutes an important Step in their journey: reaching a specific page, clicking on a button to validate an important action, etc.
Searching and adding Steps / Pages
Below you will find a search bar and tabs allowing you to find the AB Tasty tracking that will allow you to identify Steps / Pages in your visitors journey.
You can use :
- Action tracking
- Page tracking
- Custom tracking (with dataLayer or custom code)
- On top of that, there is some conditions regarding the trackers :
- They must be set at the account level (available for all campaigns) and not specific to a campaign (see difference between AAT and XAT).
- They must not be hidden in the indicators page.
If you recently created tracking to be used in this interface, only the Page Tracking will be retroactive. The Action Tracking and Custom Tracking are not, thus no data will be collected prior to their creation.
Clicking on the tracking will select them in the Funnel.
Important: a funnel must be composed of at least 2 Steps / Pages.
The order is important!
As the main objective of the Mapping(s) and Funnel(s) is to accurately draw your casual visitors journey, you can modify the order of the Steps / Pages in the Funnel side panel. This order will be used to monitor and calculate insights in the Mapping Analysis page.
What about the Mapping Goal?
A Mapping Goal is an important goal that visitors have to reach at the end of their journey through Journey Steps. A Mapping can have one or more Mapping Goals. A Mapping Goal is always the last Step of a Funnel.
Standard e-commerce websites usually have one single goal ("Confirmed purchase" at the end of the checkout funnel).
Whereas service-oriented websites like insurance may have more Mapping Goals (e.g. an insurance company may have one goal "confirmed car insurance quote" at the end of its car insurance funnel, and a "confirmed health insurance quote" at the end of its health insurance funnel).
Completing the Mapping Goal will be considered as completing the Funnel and thus applying an economic conversion valued by an AOV.
Please note that not all Funnels need a Mapping Goal and its AOV. “Browsing” Funnels without a lead or a transaction at its end do not require it. But that is at your discretion as you can estimate the lead potential of accomplishing the entirety of such a Funnel.
What is the Average Order Value (AOV) and how to use it?
The Average Order Value (AOV) is a value to be defined for the accomplishment of a Funnel. Its default value is 100 (the currency is based on the one set in your AB Tasty account), but you can modify it according to your business needs and relevance.
Creation of a new tracking
Obviously you want to reuse the existing and relevant tracking you already have in AB Tasty. In most cases, those will do the job perfectly!
But you can still create new Tracking directly into the interface.
In this interface you will be able to create either Page Tracking or Custom Tracking (using DataLayer or custom code set in the AccountJS).
Note that Action Tracking must be set in a campaign’s Visual Editor and set as ‘available for all campaign” to work for EmotionsAI.
Important: the tracking you’re creating in the Website Mapping interface will be considered as Account Tracking, thus available for your mapping and collecting data whether they are used in a campaign or not (visitor’s consent still applies though).
How to duplicate a Funnel?
You can duplicate an exact copy of the Funnel you are working on by clicking on the top right option of the Funnel side panel.
It will create a copy of the original in the Mapping at its last position.
Let's see some Mapping examples
Following these introductive lines are some examples of Mappings according to your activity sector and use cases you may encounter.
How to build a classic ecommerce Website Mapping?
Monitoring an ecommerce website requires a whole view of the general journey of your visitors. In this case, a simple and linear ecommerce Mapping will provide you with a generic and simplified Mapping Analysis.
This example shows you a simple Website Mapping view composed by the most important page in terms of traffic but also business relevance.
How to handle branches and merges of Funnels?
In all websites, ecommerce or not, you might want to monitor more intricate journeys and behaviors.
Your visitors are not always having simple and linear journeys as the one described above. They can go on alternative pages away from the conversion flow but nonetheless useful: login page, personal account page, storelocator, etc.
In order to reflect this, you have to create branches and merges of Funnels. This allows you to handle the subfunnels for reaching the aforementioned pages.
Let’s have an example with an ecommerce Mapping where you want to monitor a mandatory login before final checkout. On a cart page, after clicking on cart validation, some people may have to go to the login page and other go directly to delivery page, the Mapping should be decomposed in this way:
For this example, you are not obligated to separate the first ‘entry’ Mapping with the Cart Validation Funnel as you can consider it is the same flow before final Steps before checkout and order confirmation.
Note also that the first Funnels may not have a Mapping Goal.
How to build a classic lead-gen Website Mapping?
Monitoring lead-gen websites requires creating multiple Funnels in order to have a more complete view.
Basically, you should first consider building a generic ‘entry’ funnel in which he visitors :
- arrive or land on your website
- browse your services and products
Following this generic funnel, you can then create subfunnels that will drive your visitors to specific leads: appointment, phone call, form completion, etc.
A simple example, would be as below:
Here the objective of the Service Category Pages is to send visitors to Specific Services pages, whatever the Funnel. Having a Step after this page allows you to see its performance.
Note also that the first Entry funnel may not have a Mapping Goal.
How to handle Page-level micro Funnels?
In some cases, you might have the same Lead-Gen mechanism across your website but you want to monitor the individual Funnels driving the visitors to this Lead.
Let’s have an example where your main Lead is a Phone call (being fix or adaptive) on all of your pages:
Note that all these Funnels will have the Phone Call Lead step configured as a Mapping Goal. The value (AOV) of this Mapping Goal can be the same.
That's it then, enjoy!