EmotionsAI Website Mapping configuration
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The EmotionsAI Website Mapping configuration page allows you to identify your Webpages and Steps using common AB Tasty trackers and regrouping them into Funnels and Mappings to calculate and retrieve behavioral insights in the .
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 or hide a tracker in the that is used in a Mapping!
You can access this page in the main Navigation in AB Tasty:
The following lines are a walkthrough and an explanation of the Mapping, Funnels and Steps configuration. You will find examples of Mapping structures after this description, at the end of the present documentation.
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 characterized 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. Arriving on the page, you can edit the blank Mapping if no Mapping has been previously configured. You can add another mapping by clicking 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.
If a mapping already exists and you want to duplicate it for some reason, you can also do it :
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.
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 modifying it!
You will see 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
In the Funnel sidepanel, you will find a search bar and tabs allowing you to find the AB Tasty Trackers that will allow you to identify Steps / Pages in your visitors' journey.
You can use :
Action Trackers
Page Trackers
Custom Trackers (with dataLayer or custom code)
Transaction Tracking (only unique transaction hits)
On top of that, there is some conditions regarding the trackers :
If you recently created trackers to be used in this interface, only the Page Trackers will be retroactive. The Action Trackers, Custom Trackers, Transaction are not, thus no data will be collected prior to their creation.
Hovering and then clicking on the trackers will select them in the Funnel. You can unselect them the same way above in the Journey Step section.
Important: a funnel must be composed of at least 2 Steps / Pages. A tracker cannot be used multiple times in the same mapping.
The order is important!
What is a 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).
You will find some examples at the end of the present documentation.
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 tracker
Obviously you want to reuse the existing and relevant trackers you already have in AB Tasty. In most cases, those will do the job perfectly!
But you can still create new trackers directly into the interface.
In this interface you will be able to create either Page Trackers or Custom Trackers (using DataLayer or custom code set in the AccountJS).
Note that Action Trackers must be set in a campaign’s Visual Editor and set as "available for all campaign” to work for EmotionsAI.
Important: the trackers you’re creating in the Website Mapping interface will be considered as Account Trackers (AAT), thus available for your Mapping and collecting data whether they are used in a campaign or not (visitor’s consent limitation 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.
Following these explanatory lines are some examples of Mapping structures according to your activity sector and use cases you may encounter.
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 Journey Analysis.
This example shows you a simple Website Mapping view composed by the most important page in terms of traffic but also business relevance.
In some 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 can 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, it is not mandatory 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.
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 the 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.
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 should be the same.
That's it then, enjoy!
They must be set as available for all campaigns (so on the account level) and not specific to a campaign (see ).
They must not be hidden in the .
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 .