In this post, let us understand how we measure conversational analytics in Paperflite.
Log in to the Paperflite app at https://app.paperflite.com. You will be taken to Paperflite's homepage, which has all of the modules loaded in the left-hand menu bar.
Every interaction of your links or assets shared, email sent via Quick send and Campaigns launched, can be found under Conversations.
Notice the open rate and click rate load up for every interaction that you’ve had with your contacts. These interactions could be for an entire Collection or for singular pieces of content. Sort it by "Created Date," "Last Activity," or "Time Spent," in the order in which it was recorded.
In the above screenshot, based on the time spent across the assets, an accumulative calculated time is shown.
We notice that the prospects have engaged with the first and second sections more than the other two.
What does that mean?
Simple. It means the content piece present in those sections is doing well, and you can begin your next conversation keeping that in mind or share more of the same collateral to keep the prospect engaged all along the journey. Of course, it does not end there, but we’ve given you a few ways how you make sense of that data.
So far, we’ve just seen a glimpse of conversational analytics. There’s more to it, though. Let us see how we can unearth even deeper analytics.
On the Conversations tab, click on a recent conversation.
You can figure out the Open Rate, Click Rate, and Time Spent on the collection or asset that you shared.
Open Rate is defined as the number of people who’ve opened it divided by the total number of recipients. In the screenshot above, we note that out of the two recipients for this content piece, the Open Rate is 50%, which means only one out of the two has opened it. To know which of these prospects opened it, refer to our post on Prospect-level analytics.
Click Rate is defined as the number of people who’ve clicked it divided by the total number of recipients. In the above screenshot, out of the two recipients for this content piece, the Click Rate is 50%, which means only one of the two has clicked on the assets.
Time spent is the total time spent by all recipients on the asset. In our example, the total time spent by all recipients is shown.
Viewing the Timeline of the conversation
Every conversation shows the time and the order in which events have happened. All the activities of your recipients will be present within this section along with the date and time.
The Timeline can be filtered based on the Activity as Email opened, Link clicked, Asset Viewed, Asset Reshared, etc.
You can also search by Recipient or Asset to view the specific activity timeline.
Notice how every conversation is performing.
For each recipient, you will find the below details:
Recipient activities - This button displays information about the device and browser, as well as the IP address, date, time, and location of the engagement activity.
Last Viewed - In the Recipients field, you can figure out when was the last time the asset was last viewed by the prospect. When you move further to the right, notice the other icons that give out even more details.
Email Opened - Hover your cursor over the ‘Open Envelope’ icon to know when the collection/asset was opened.
Click event: The "hand" icon indicates when the prospect last clicked on the asset.
Share event - Hovering above the ‘Conversation’ icon tells you the number of times a collection/asset has been re-shared and when was the last time it was last re-shared by the prospect.
How do you know with whom the content was re-shared? The answer lies in the next row – it has the identity of the person with whom it has been re-shared, or upon hovering, you can see the email address.
Let us move further down.
This analytics pane delves further deeper. As the content analytics are broken down by sections and assets within each section, you can learn how many times the asset has been viewed, the number of times it has been downloaded, and the total time spent on it individually.
The graph on the right tells you the time spent on each page (in case the asset is a PDF document) for the first asset and time spent on the video (in case the asset is a MP4 video). Hover over each tower of the graph to see how much time you spent on each page.
If you still have any questions, reach out to firstname.lastname@example.org and we’ll be happy to answer them.