EmotionsAI Page Analysis
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The Page Analysis allows you to know about your traffic composition with EmotionsAI audiences and the conversion losses monitored on your webpages and thus the potential opportunities of improvement.
2 main insights to get on this page :
Assess the traffic share of EmotionsAI’s segments on the selected Analyzed Page(s)
Assess the performance of these Analyzed Page(s)’s EmotionsAI segments according to the Target Page, hence calculating potential losses by not addressing emotional needs.
You will find on this page some elements both for configuring the requests of the analysis and for displaying them.
You can access this page through the main navigation :
First, on the left panel you will have to configure the dimensions and metrics used for the insights requests.
Basically, this page allows you to see how many visitors on Page A have reached the Page B in their journey on your website.
We recommend to do long Analysis for relevance and significance : from 15 days to 90 days.
You will be able to configure the Analyzed Page(s). This dimension is for setting the Page(s) your visitors have visited in their journey and for which you want to analyze the performance.
Action Trackers
Page Trackers
Custom Trackers (using DataLayer or custom code)
Transaction Tracking (only unique transaction hits)
Linked to the Analyzed Page(s), you will configure the Target Page. This step is the objective on which you will analyze the performance of the Analyzed Page(s).
Configuring an Analyzed Page(s) and a Target Page is to look at how many visitors that have been on the Analyzed Page(s) had reached the Target Page you’ve set up and how they behave.
Same as the Analyzed Page(s), using a dropdown, you will be able to select the Step amongst :
Action Trackers
Page Trackers
Custom Trackers (using DataLayer or custom code)
Transaction Tracking (only unique transaction hits)
Note that if you recently created trackers to be used in this interface, only the Page Trackers will be retroactive. The Action Trackers, Custom Trackers and Transaction are not, thus no data will be collected prior to their creation.
You will find there two obvious types of filter :
the devices
the date range
You can select Desktop, Mobile or both of them as devices. As the EmotionsAI data pattern is scarce for Tablet users, we do not provide an Analysis view on this device.
For the date range, just select the start and end dates using the date picker or the presets and save the selection.
Note that you can only set a request of 366 days maximum. The timezone used for the analysis request is the one set on the account.
After configuring your perfect request, you can click on the Apply button to fetch the data and update the Analysis.
You can reset the request too, it will go back to the previous setting.
This global view helps you define if your focus has to be on the main segments present in your audience or if other segments - maybe less present on your website - represent a higher potential of growth as they convert less.
This metric will show you how the EmotionsAI audiences performed in their journey from the Analyzed Page(s) to the Target Page you chose.
These opportunities are calculated from the size and conversion rates of the EmotionsAI audiences for which these needs are most important. For example, if visitors with a strong need for security are numerous in the audience and have a lower than average conversion rate, this indicates a strong opportunity to improve the user experience by presenting more securing and reassuring elements.
How are the conversion losses calculated? We take the best-performing EmotionsAI audience as baseline (as it is considered as the highest potential to reach for you emotional profiles). We then calculate the difference between the best-performing audience's conversion rate and the individual other audiences' conversion rate multiplied by their traffic share. This give you the Conversion Losses on the EmotionsAI audience, hence the potential opportunities for improvement.
This metric will show your visitors’ composition on the initial Analyzed Page(s) and grouped according to their EmotionsAI segments’ attribution.
Emotional Score is a grade that helps you score your pages based on their ability to satisfy all emotional needs equally.
For instance, a score of 75 corresponds to a situation where dissatisfaction of important emotional needs of the audience generates 25% conversion loss compared to the ideal situation (score = 100).
A score of 100 corresponds to a site that satisfies all emotional needs equally.
There is no standard threshold to consider a good/bad Emotional Score. It has to be compared to the average conversion rate of the step you are considering. For a page already converting at 98% (e.g.: a simple yes/no question to answer), Emotional Score will always be between 98 and 100, but on a step with a big drop (e.g.: having only 35% conversion rate), the Emotional Score may be very low.
As soon as you are below 90 it means that you are losing at least 10% of your business (in raw conversions) on this specific step due to emotional dissatisfactions, and 10% may be a big loss depending on the revenue impact of that step.
The graphic bars will adapt according to the number of visitors that reached the selected step according to:
the top performing segment as a baseline for the conversion losses
the total number of traffic on the Analyzed Page(s) as a baseline for the Audiences composition
You can choose to display only the visitors or only the conversion losses or both of them.
Also, you can sort the table information by visitors or the conversion losses :
When toggling on “Group by Emotional Profile” you can see the EmotionsAI regrouped in 2 categories :
Intuitive (sum of Competition, Attention, Safety, Comfort and Community)
Rational (sum of Immediacy, Notoriety, Understanding, Change and Quality).
On the top right of the table, you have also the possibility to display the graphics and data in percentage (%) or in raw numbers (123).
The percentage will be different according to the graph :
For Analyzed Page(s) Visitors, it will be the proportion of visitors under a specific audience on all the visitors on the page(s) selected.
For Conversion Losses, it will show you the proportion of losses on the Target Page for an audience on all the audiences conversion losses.
NB : you can also see the conversion rate of your audience by clicking on How is it calculated?
Lastly, medals (gold, silver and bronze) give it an olympic vibe and, joke aside, allow you to identify the EmotionsAI audiences you have to work on first as the opportunity potential is higher.
If no or low data is fetch on your Analysis request, please make sure that :
the date of activation of EmotionsAI Insights is not posterior to the query start and end dates : the EmotionsAI dedicated collect is not retroactive ;
the date of creation of the used trackers is also posterior to the query : most AB Tasty trackers are not retroactive, the only exception being the Page Trackers ;
the trackers' names were not changed recently ;
the trackers have been QAed and are effectively collecting data.
By default this dimension is set as ‘All pages’ but you can use the dropdown to change the page. In this dropdown you will find different type of trackers set in AB Tasty on the account level (what we call ) :