The Serpico team and Virgin Trains needed a better understanding of the difference between users with intent to purchase and information seekers, so the team set about creating a granular report.
We created goals in Google Analytics to track steps through the booking funnel and look at top-level performance, as well as daily trends. Different segments were applied to sections of the report, to compare performance between purchasers and researchers and provide a breakdown by channel.
Insights became available in realtime via the report, showing a granular breakdown of the performance of each journey step - by channel and user type. Our team now uses this data to review if the checkout or any specific channels are causing problems, and then addresses these.