A new visitor to buyer journey is a funnel report dedicated to helping customers easily assess and improve their first-time visitor to first-time buyer conversion through Omnisend. You can find it by going to the Dashboard tab and selecting Overview.

Main funnel

The funnel shows the conversion process every new visitor typically goes through before becoming a new buyer. Each step is represented by its main performance metric:

  • New visitors - number of visitors with anonymous IDs that came to your store since they do not have an already established identifiable contact ID associated with them;

  • Subscribed - percentage of New visitors who signed up to receive marketing communication from you;

  • Engaged with a message - the percentage of Subscribed visitors who either opened or clicked a marketing message you've sent to them;

  • Made the first purchase - the percentage of customers who made their first purchase after engaging with one of your messages sent via Omnisend.

The "Subscribed," "Engaged with a message," and "Made the first purchase" metrics are marked with a grade next to them. The grades show how you do in comparison with other Omnisend brands. In this way, you're able to see which steps are doing good and which need improvement:

  • Low - your metric's value is way below average;

  • Fair - your metric's value is slightly below average;

  • Good - your metric's value is slightly above average;

  • Great - your metric's value is way above average.

Once you are familiar with your overall conversion performance, you might want to dive deeper into each step for a more detailed view of the relevant statistics and data insights. For this, you need to select the step you are interested in, which will expand below.

New visitors

This section gives you additional information on which traffic sources brought in the newest visitors to your store and how many of them became your new subscribers. Currently, the report breaks down new visitor traffic into the three following categories:

  • Google Ads;

  • Facebook/Instagram;

  • Other (all other traffic sources, such as organic search or paid ads on different platforms).

The information presented in this section can be beneficial if, for example, you are running both Google and Facebook ads to grow your subscribers' list and want to decide which one performs better.

Subscribed

Subscribed section dives deeper into your Form performance and shows a step-by-step funnel analysis of the new visitor signup process via a Form. Note: only Forms that collect subscribers are taken into account.

Analyzed metrics include:

  • Viewed form - the percentage of New visitors who were shown a form;

  • Engaged with form - the percentage of Viewed form visitors who started filling out the form;

  • Submitted form - the percentage of Engaged with form visitors who submitted the form to receive marketing communication from you. Note: if you have a double opt-in option turned on, we will only count submissions if a person submits to receive marketing communication via an additional confirmation message.

"Viewed form," "Engaged with form," and "Submitted form" metrics are benchmarked based on the performance of other Omnisend brands. For Low and Fair metrics, you will also see a tip on what you could focus on to improve the metric. For example, suppose you have a Low percentage of new visitors who engage with a form after viewing it. In that case, it might be a good idea to experiment with different signup incentives to see if they can boost your form engagement.

Engaged with a message

This section analyzes how subscribers engage with their first email or SMS messages they receive from you. The analyzed metrics include:

  • Received a message - the percentage of Subscribed visitors who received a message;

  • Opened a message - the percentage of Received a message visitors who opened a message;

  • Clicked through - the percentage of Opened a message visitors who clicked on a link in your message.

These metrics are benchmarked based on the performance of other Omnisend brands. You will also see tips on improving metrics that fall under the Low and Fair grades.

Note: No benchmarking is done for the Received a message metric because, based on the best marketing practices, the goal is to reach every new subscriber. Various market surveys suggest that about 80% of new subscribers expect to be reached out when they opt-in to receive marketing communication from a brand.

FAQ

How frequently is the data being updated for the New visitor to buyer journey?

Once a day.

How are you able to track New visitors in my store?

We collect the necessary data from your store's integration with Omnisend.

Does metric benchmarking take into account the industry or other criteria?

No, benchmarks are based on all Omnisend brand data put together.

Why do metric values in the New visitor to buyer journey differ from similarly named metrics in other Omnisend reports?

The new visitor to buyer journey only analyses the behavior of your new store visitors until they become your new buyers. This report does not consider any other scenarios, and thus, its metric values might differ from similarly named metrics in other Omnisend reports.

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