Completion Rate

Shawn Sweeney

Hello, trying to figure out how to measure the number of donors who initiated transactions in our donation forms but did not complete them, and then the number of donors who successfully completed donations. Looking for the calendar year 2016 and then YTD for 2017. My hope is to use these figures to determine our donation completion rate. Thus far the analysis reports I've tried aren't really giving me what I want. And a bounce rate isn't exactly what we're looking for. Thanks for any pointers!

David Chrystal

We do this type of reporting using Google Analytics.  We have one conversion goal that measures pageviews of a donation form and another measures pageviews of a donation confirmation page. 


If you don't need to see exactly who is dropping completing vs. dropping off and if you use GA, this is pretty easy to track...even if you don't have the conversion goals already setup. 


For pageviews, filter for URLs that contain "donation=form1" and for donations complete, filter for URLs that contain "donation=completed"


If you want to setup conversion goals to track going forward, we have them set up as regular expression goals that have these values:


form pageview -->   .*donation=form1*


complete pageview -->   .*donation=completed.*

Shawn Sweeney:

Hello, trying to figure out how to measure the number of donors who initiated transactions in our donation forms but did not complete them, and then the number of donors who successfully completed donations. Looking for the calendar year 2016 and then YTD for 2017. My hope is to use these figures to determine our donation completion rate. Thus far the analysis reports I've tried aren't really giving me what I want. And a bounce rate isn't exactly what we're looking for. Thanks for any pointers!

 

Sara Hoffman

Measuring from LO transactions reports tells you when you're successful; Google Analytics can help tell you what else happened before the transaction was processed.

There are multiple tracking options - aforementioned the URL destination option takes no additional coding or configuration in LO which is great!


I'll sketch out some other options that involve coding and configuration changes in Google Analytics or Google Tag Manager.
Option 2: Event tracking - create your own funnel

When the donation form loads and someone starts filling out the form, fire events when specific interactions happen.

• ​Fire an event for "Donation Started" when a form field is on focus/clicked.
• Fire an event when the Submit button is clicked as "Donation Submitted"
• Fire an event on the Thank You page as "Donation Completed"

This is accomplishable javascript on the forms via the pagewrapper or through Google Tag Manager

Option 3: Event tracking - form field completion

Use Javascript to fire events when form fields are started, skipped or completed. 

You can then use segments for "started" and without a transaction to see what else these folks do - next page paths, exits, channels.

Option 4: Enhanced Ecommerce

This one takes a little more planning and thought. Enhanced Ecommerce has a feature for "Product Views" which can be configured when a donation form page is viewed. Then the Shopping Behavior reports can create a funnel/path of users who have this behavior. I presented about this at bbcon 2016 - the slides are up on slideshare.


 

Jill Freidmutter

Thank you, Sara, for these ideas. I have to learn how to "fire an event". It seems like it should be doable! Any references offered would be greatly appreciated.

Sara Hoffman

Hi Jill - 


These code snippets could get you started from the pagewrapper perspective.

The conditionals are looking for Donations2 values in the URL for "donation=form1" and "donation=completed" that identify the form landing page and thank you page. You could also add in "donation=form2" if you have a preview step to your donation form flow.


On the donation form itself:

[[?[[S8]]::donation=form1::
<script>
ga('send', 'event', 'Donation', 'Start', '[[T6:[[S120:dc:donationFormName]]]] - [[T6:[[S120:dc:donFormId]]]]');

$( document ).ready(function() {
    $("#pstep_finish").click(function (e) {
   ga('send', 'event', 'Donation', 'Submitted', '[[T6:[[S120:dc:donationFormName]]]] - [[T6:[[S120:dc:donFormId]]]]');
}); 
});
</script>::]]

On the donation form thank you page:

[[?[[S8]]::donation=completed::
<script>
ga('send', 'event', 'Donation', 'Completed', '[[T6:[[S120:dc:donationFormName]]]] - [[T6:[[S120:dc:donFormId]]]]');
</script>::]]

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