A company wants to market to more visitors via email, SMS, and print mail. They obtain contact details from visitors through their website account registration form. Their immediate business goal is to increase website account registrations.
The Architect adds the following dimensions and metrics to the Measurement Plan:
eVar for Visitor Login Status
eVar for Form Name
Event for Form Starts
Event for Forms Submitted With Errors
Event for Forms Submitted Successfully
Which two calculated metrics should the Architect add to the Measurement Plan? (Choose two.)
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Correct Answer:
A, E
Business Goal: Increase website account registrations by tracking relevant metrics.
Key Dimensions and Metrics: Visitor Login Status, Form Name, Form Starts, Forms Submitted With Errors, Forms Submitted Successfully.
Calculated Metrics:
Registration Form Completion Rate: Measures the percentage of forms started that are successfully completed, providing insights into form usability and effectiveness.
Return Visitation Rate: Tracks how often visitors return but is not directly related to registration form completion.
Registered Visitor Transaction Rate: Useful for post-registration analysis but not directly for increasing registrations.
Registered Visitor Form Start Rate: Redundant as registered visitors are less relevant for new registrations.
Unregistered Visitor Registration Form Start Rate: Tracks the engagement of unregistered visitors with the registration form, crucial for understanding initial interest.
Explanation:
Registration Form Completion Rate: Essential for evaluating the effectiveness of the registration form.
Unregistered Visitor Registration Form Start Rate: Provides insights into how many new visitors are interested in registering, a direct indicator of potential registration increase.
Verification: According to Adobe's Measurement Planning documentation, these calculated metrics are vital for tracking and improving form conversion rates (Adobe Measurement Planning Guide).
