Backfix analysis (12)
I've been analysing the impact of my backfix script on one of my camps, and found something i can't get my head around.
Stats show that users exiting through the backfix script, have about 2 times higher conversion rate then going through the CTA button, which is not what I would expect, since the users are just trying to leave the page.
^Image: http://joxi.net/VrwLyl4T7aGb1m
I'ts a very simple exit, and the user just being sent directly to the offer page after pressing the back button few times.
Checked some of my other camps as well, and i see the same pattern all over...
It's a mobile content PIN submit antivirus offer, and in the flow both the backfix and the CTA button on the prelander lead to the same offer.
What would you guys make out of this?
maybe they are hitting back button really fast, before the main page even loads (if its pop/ppv) sometimes they can load real slow. So they may not even see the content on the main lander, but after hitting back, they see anti-virus stuff and get worried.
Alternatively, they might see the main lander, hit back and still see the antivirus and think they have some issue. So they act.
It probably also depends how scary the lander is
That is one interesting question, maybe the "backfix" traffic is more "alive" one? Try to check your traffic in terms of bots, they might corrupt your non-backfix stats
There are several possible reasons for this :
1. The script is not configured properly and it loads when someone clicks on the CTA or it loads automatically with the LP.
2. The LP is so poor that it negatively affects the conversions... could be a strong mismatch in the funnel, for example.
3. The backbutton script is bot resistant, so bot clicks can't get redirected this way, while they automatically click through the LP itself. That results in way higher % of bot clicks in the original campaign and since those bot clicks won't convert, it takes the CVR of this campaign down, while the backbutton campaign keeps a solid CVR due to the high % of real users in it.
No.3 is most likely, No.2 is very likely too ... try to check the code and analyze the traffic and look for bots.
thanks @all for the feedback
I did some further analysis of the camps and found out the following.
For the POP campaigns, this difference is about 2x, while for the PUSH camps, conversion rate is almost same for both exit points. This does make sense since POP has a lot more bots, so those clicks would bring down the CR as you guys mentioned, though what doesn't still make sense is why even for PUSH camps, the CR would be the same.
I still expect the CR for backbutton exit to be waaay lower.
Here you can see the screenshots for 2 camps, broken down by the time spent in the LP, and exit point. Broke it down this way to eliminate dummy bot hits from the stats.
POP camp:
^ Image: http://joxi.net/KAgy5G4FEY1kDm
PUSH camp:
^ Image: http://joxi.net/Vm6MK7PI4QOEqr
So at this point there are 2 things I can do.
. As @matuloo, @roman Binom mentioned, backbutton might be more bot resistant, so im gonna implement the CTA button similar to backbutton, and as a result I expect the CTR on the main CTA to go down, while the ROI should stay the same.
. I need to improve my bot detection script, as at the moment its not really good. Here is how I implemented, suggestions to improve it are welcome
Place this piece of code just after the <body> tag
<a href="http://mydomain.com/click.php?event9=1"></a>
</div>
container.style.cssText="height: 0; width: 0; overflow: hidden; position: absolute; bottom:0; right: 0;";
var link=document.createElement("a")
link.href="http://mydomain.com/click.php?event9=1";
container.appendChild(link);
document.body.insertBefore(container,document.body .firstElementChild);
document.body.appendChild(container.cloneNode(!0)) ;
Do one more test, disable the backbutton script and let it run for a while, in case the CVR improves, the script is most likely firing before the users have a chance to click on the CTA or at the same time and messing up your stats.
Originally Posted by matuloo
The result shows that the CR of the 2 pages are the same, and when broken down by the exit points, can see that the CR of the new prelander is similar to the CR of backfix exit of the other one.
So what this says is that the backfix is stealing credit for the sales, that are actually coming from the main CTA. I have a pretty basic implementation for handling the backbutton, so not sure where is the screwup in data coming from.
var replacedURL = "http://mydomain.com/click.php?lp=1&event10=1";
! function () {
var a;
var backAttempts = 0;
try {
for (a = 0; 10 > a; ++a) history.pushState({}, "", "");
onpopstate = function (a) {
backAttempts++;
if (backAttempts == 1) {
return a.state && location.replace('#');
} else if (backAttempts == 3) {
alert('some message here');
} else {
return a.state && location.replace(replacedURL);
}
}
} catch (t) {}
}();
</script>
Hey,
At this point can't think of another solid resaon for that stats, you might describe your problem to our support, they will take a deeper look into your campaign funnel and tracker settings. Plus, I can see that your backfix code is slightly different from one, that we have in out docs, you might test it as well
Originally Posted by matuloo
I checked the stats by breaking down with different variables like browser, os version, tokens, etc... and the stats show same pattern, nothing stands out :/
What i think might be happening as well is that the user visits the landing page, goes through the CTA button to the offer page and converts, then after conversion doesn't like the content and keeps hitting back button script and ends up back to my prelander, then keeps hitting the backbutton some more and gets redirected back to the offer page, but this time through the backfix script, and since all this happened within the same click event, the tracker reattributes the sale to the backfix.
To check if this flow might show similar stats or not, did a small test myself (went through flow, fired back pixel).. and indeed the sale that was made through normal CTA button click, got reattributed to the backfix after i keep clicking on back button and got redirected through backfix (@roman Binom is this expected behaviour?). This might be the case, since the a/b test of prelanders with backfix and withouth backfix script show similar CR. But still this just shows that it might be the case, but still its not a proof but just an assumption of what might be happening in real case.
Didn't think the math part though, not sure if this case would explain why would CR of backfix be similar to that of "no backfix" for the push camp, as posted in screenshot before
BTW: what is your setup for the backbutton campaign, do you send the backbutton traffic to another campaign or directly to the offer? In case it's routed through the tracker again, so like a new campaign, it will be assigned a new clickID so in case such click converts, it can be recorded by the tracker again.
I still don't understand the high CVR, it's weird. I think there is something wrong with the backbutton script or the campaign setup.
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