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Core concepts
Four ideas explain almost everything in Morev. Once these click, every screen makes sense.
In short
- A visitor is a person. A session is one visit. An event is one thing they did.
- A funnel is your pages in order. The gap between two steps is a drop-off.
- When you create a funnel you pick its format and goal. Together they decide how Morev judges it.
The four building blocks
One visitor
Session 1 Tuesday, from a Facebook ad, on a phone
Landed on the pageScrolled 50%Watched 75% of the videoLeft
Session 2 Thursday, came back directly, on a laptop
Landed on the pageStarted the formBooked a call
| Concept | What it means |
|---|---|
| Visitor | A person, remembered in their browser across visits. One visitor can have many sessions. |
| Session | A single visit. It ends after 30 minutes without activity. It carries the device, the source, how far they scrolled, and whether they converted. |
| Event | One thing a visitor did: a page view, a scroll, a video play, a form submit, a booking, a purchase. |
| Funnel | Your pages grouped into ordered steps, so Morev can count how many people get from one step to the next. |
Funnels, steps and drop-off
You tell Morev which URLs are step 1, step 2 and so on. It counts how many visitors reach each one. The gap between two steps is a drop-off, and the biggest drop-off is usually where the money leaks.
Reading a funnelExample data
Opt-in page2,400
Video−38%
Application−68%
Booking−60%
The number on the right is how many people were lost since the step above. Fix the red row first.
Format, goal and type
Creating a funnel asks two things: its format (how people go through it) and its goal (what it should get them to do). Morev combines them into one of five ways of judging it:
| You pick | Morev judges it as |
|---|---|
| Format: Webinar, or goal: Register | Webinar |
| Format: Quiz | Quiz |
| Format: Video / VSL | VSL |
| Goal: Buy directly | Sales |
| Goal: Apply, Get a quote or Join a list | Opt-in |
| Anything else, such as Book a call on plain pages | Custom |
Click each one to see what Morev checks.
A typical flow
LandingVideoApplicationBooking
What Morev checks
Do people press play, watch to the end, and then book a call?
Why it matters
A weak video play rate is the first thing to fix. Nothing after it matters if people never watch.
Why it matters
A 40% video play rate is a problem for a video sales letter and irrelevant for an opt-in page. Pick the right format and goal once and the score, the audit and the diagnosis all speak your funnel's language.
From click to insight
Put together: a visitor lands and starts a session. Everything they do becomes events. Morev maps those events onto your funnel steps, and the Health tools turn that into a score, a diagnosis and a ranked list of fixes.
What next?
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