When you launch an experience in Mutiny, all conversions will track towards that experience by default. Mutiny de-duplicates for you on the visitor level, so if one visitor completes multiple different conversions, they will only count as one "lead" towards your experience.
How to select specific conversions to track on your experiences
There might be times where you choose to turn off any conversions so only relevant actions are attributed to your experience's results. You can do this by clicking on the conversions dropdown on your experience analytics card, then de-selecting all conversions and only selecting the ones you want to track towards your experience.
How Mutiny attributes selected conversions towards your experiences
Mutiny uses a 7-day attribution window to attribute conversions towards your experiences. For page content experiences, this means the visitor has to have viewed your experience, and then converted within a 7 day window of their experience impression. For component experiences (banners, side pops, surveys, modals), the visitor has to viewed and clicked on the component CTA, and then converted within a 7 day window of their experience impression.
How to decide what conversions to select for your experiences
The conversion action you select to measure your experiences is highly dependent on the experience, the types of conversions you have tracking in your Mutiny account, and your strategy. We'll walk through some examples and considerations to make below.
Page Content A/B tests
For this experience type, many Mutiny customers choose to track the actions they are ultimately trying to drive to hit their program goals such as product sign ups, demo requests, whitepaper downloads, and event registrations. For example, let's say you run an experience on your homepage that personalizes your headline, sub-headline, and CTA for Enterprise companies. In this instance, you likely will want to track product sign ups and demo requests. Demo requests might be the main action you are trying to influence, but you likely also want to see the impact made on product sign ups. See here for how to track your conversion events (we recommend Segment or Google Tag Manager to track things that will be evergreen like demo requests).
In some experiences, you might want to get more granular with your conversion tracking and track a less down-funnel conversion to get a sense of impact on engagement, like a button click or video play on a page. For example, let's say you run an experience on your homepage where you personalize a highlighted case study based on industry. In this instance, you would want to track button clicks on the case study CTA so you can show the lift in CVR for users clicking (with a hypothesis that the personalized case study link should drive more clicks than the generic case study callout). If you want to supplement your down-funnel conversion tracking (e.g. demo requests) with engagement tracking, the easiest way to do this is by using Mutiny's visual editor to track conversions. We recommend using a consistent naming convention so these actions can easily be selected (e.g. Click - homepage CTA, Video - Homepage Hero)
Mutiny automatically tracks CTA clicks for you in your banners, side pops, and modals. The conversion "goals" you apply to your component experiences will show you a funnel of activity for your visitors (e.g. viewed the component, then clicked the CTA, then completed the conversion action(s) you have selected on your experience).
To determine the conversion "goal" you select on your component experience, ask yourself "What is the action I want visitors to take after clicking through on the CTA in my component?" For example, if you launch a banner driving to an event registration page, you'll want to select whatever Mutiny conversion is tracking you event registration pages.
If your component experience is directing traffic to an un-gated resource, you might want to track impact on other down-funnel conversions. For example, let's say you launch a banner personalized by industry that drives tech visitors to a tech case study (un-gated on your website). In this instance, you might want to select product sign ups, demo requests, and/or newsletter subscriptions. That way, you can report on the % of visitors that both clicked through on your banner, and then later took some other meaningful action.
Setting Secondary Conversion Goals
Mutiny also allows you to set secondary goals on each experience. Imagine you are running a CTA test to drive users towards a
Newsletter Sign Up conversion but want to also track whether that is impacting your
Free Trial Sign Up conversion.
To set this up, simply go to the "Conversions" tab on the Experience Card. Click "Add Columns" to select additional conversions to track for this experience.
Tracking Engagement Metrics
Mutiny automatically tracks your user's engagement with your control and experience variations. Mutiny tracks the following engagement metrics for you:
Session Length is the average time that users who saw this experience remained active on your website before leaving - this is defined as continuous time on your website without 30 minutes of inactivity.
Bounce Rate is the percentage of users who visited the experience URL, but did not navigate to any other pages on your website before leaving.
Repeat Visitors shows the percentage of users in the experience who engaged in more than 1 session on your website.
Page Views Per Session
Page views per session shows you the average number of page views that users who saw a variation of your experience engaged with in each session.
Mutiny makes it really easy for you to track granular, as well as broader, conversion events towards your experiences. In most cases, tracking only down-funnel actions such as demo requests and product sign ups will make the most sense for the long-term measurability of your personalization and testing program. However, there will also be some instances where you want to track "engagements" on your web pages. Mutiny makes it easy for you to do this through our visual editor, and automatically does this for you on component CTAs.
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