Area

Sr. No. 1

User Behavior 2

User Behavior 3

User Behavior 4 User Behavior User Behavior User Behavior User Behavior User Behavior 5

User Behavior User Behavior User Behavior User Behavior User Behavior User Behavior

User Behavior User Behavior User Behavior User Behavior User Behavior User Behavior User Behavior

Requirement Each Agent (Dealer) to have unique Dashboard showing only his client usage pattern. Agents can better cater to HNI clients with info on their: Last login in, active / inactive status / pages visited etc. Intraday graph by Stock, showing trade volumes before a recommendation call and after the call: Gauge effectiveness of calls and identify users more likely to act on call recommendations.

Funnel View of users logged in, but not traded: Make calls to users or prompt them with pop ups if time spent on a particular page exceeds a certain threshold. Goal to increase trade volume Identify pages / users experiencing SLA breaches: Provide uniform customer service to users Identify bottlenecks and slow processes proactively. User Behavior: Count of clicks on: -Guest user -New account -Banner ads (dynamic URL) -Opinion poll (Clicking and not executing)

-Request a Demo Track user behavior pattern and classify users based on -Hot pages visited -Active / non active users -Advanced / beginner users -Specific pages visited: FAQ

This will help in targeted calls / marketing. Users clicking and navigating through various portal areas including: -Quotes -NAV -AMCs -Charting etc.

Feasibility / Comments Criteria reqd. for Filtering and mapping users to Agents from Axis Direct. QK to riase support ticket to import data into Dynatrace. Data maintenane will need to be looked into since bulk upload or via query is not possible Order Volumes across the day by stock can be reported. Correlating and integrating with Axis Direct calls will require additional development and integration work. To capture order detals we need method and arguments. Data representation subject to further discussion. Parameters for Stock symbol and Qty to be got from URL or methods Dyna Trace captures System Response Tume and not User Time. Will raise support ticket on capturing user time. Will provide a list of: 1. users logged in and clicked on the T button, 2. users logged in and not clicked on the T button Dynatrace already provided Apdex standards. Do these standards need to be manually overriden for certain pages?

Clicks on Guest Account page and Submit button completed. Data display to be worked on Clciks on New Account page and Submit button completed. Data display to be worked on Will raise ticket with DynaTrace support to evaluate feasibility of Flash clicks Need to check through UEM. If message needs to capture, we need method which is invocked for respective criteria. Count clicks on "Demo Center" @ top of every page. Data display will show Total Clicks on Demo Center by Day Total count of clicks on items within pages where request is sent to server can be captured and reported on. 2 used cases presently worked on Need further guidelines from Axis Direct on how to classify users into these different categories Need criteria from Axis Direct on how to classify users

Need to check where FAQ page shows up. Individual items within the FAQ - are these generating hits to server? Need research for looking @ tracking pdf downloads

Done

Axis Direct Action

QK Action

Provide Agent - User mapping Raise support ticket Provide methods for Stock Symbol, Quantity of order plaed and other parameters which need to be reported

Raise support ticket on correlating with Axis Direct alls

Raise support ticket to capture user time Provide over ride standards if any

Work on data display Work on data display

Work on data display Work on data display Raise support ticket

Provide methods if reqd for Check how data is captured for Submit button and messages clicks

Provide details on how users can be classified Provide details on how users can be classified Need to find FAQ section. Check if individual items within FAQ are generating server side hits Check to see if pdf downloads are supported

Sr. No. Requirement 1 Dashboard for Order Volume: Revenue generated by trades is a calculated field, whereas order volume is a user inputted field. 2 3 4 From which pages was the T button clicked? Identify users who click on Swift Trade and Speed Ex but dont have right to do so Identify users who spend a significant time on the Trade page, Order page and call them with a view of increasing trades

Customers who get emails with stock recommendation and click on the email link Guide them via calls to buy once they click on the email link and are spending a certain amount of time on the Trade page. i.e. customer interested in buying, but perhaps needs some hand holding. Understand impact of the Research ideas provided on Axis Direct website. Users going back and forth between Idea page and Trade page. Are users focusing on Axis Direct recommendation? Or buying and selling based on their own research without going to Axis Direct research page?

Feasibility / Comments Sum total order volume by day. Need further details on what data needs to be displayed Done Clicks within EXE and Javascript are not captured This involves capturing 'user time' and not system time. Dynatrace captures System Time and not user time This involves capturing 'user time' and not system time. Dynatrace captures System Time and not user time

Axis Direct Action Provide methods for parameters like Stock Name and Quantity which need to be displayed Discuss data display

Check to see if there is a unique tag in the email.

T button press referrer details are available for page and not for portlet. T button clicks from R&I page are captured Discuss data display

QK Action

Discuss data display

Raise support ticket for capturing user time

Raise support ticket for capturing user time

Discuss data display

Sr. No. Requirement 1 Capture Referrer page: Page from which user landed on Axis Direct website. From Google Banner ads etc. This is effective in marketing campaigns. Alert generation in case of partially filled New Account or Customer Service forms: Most important to capture either Phone or Email address Identify pages from which New Accounts were opened and the path taken to get to those pages. Home page Why Axis Direct page Our Product Offerings page etc. Similarly for Guest users

Feasibility / Comments

Compuware recommendation is to turn off the Keypress functionality since each keypress is a page action

Done

Axis Direct Action

QK Action Will check if referer link shows up Will check with Support if Flash Banner Ads are supported.

Compuware to revert.

Discuss data display

Discuss data display

Sr. No. 1

3 4 5

Requirement Alternate Definition of Frustrated users: Users are frustrated if they click more than 3 times on the same link. Provide uniform customer service and a good user experience. Identify new customers who have just created an account. (Guest User) Call them and walk them through familiarizing with website features and functionality.

If accurate capture of Logout / Browser close is possible, provide data to Agents of customers who are logged in and may need help. Which sections under the Tools page are most frequently visited? What help / additional information can be provided? Capture functional errors (user errors) when logging in. Eg. Forgot password and locked out. Call customer if unable to unlock himself after a predetermined time threshold.

Feasibility / Comments We will stick to the inbuilt Dynatrace definition of Frustrated Users based on RT. Multiple clicks are a result of frustration due to slow response time

Correlate click on email link with when the person created his Guest User account. This correlation will be on username. Need method if post parameter does not provide the data Provide count of users logged in and not clicked on logout. Can be done similar to R&I page Need list of functional errors. Will evaulate if error processing is done on client or server side. Further discussion on how to display the data

Axis Direct Action

QK Action

Provide method Discuss data display

Determine if correlation between email link click and Guest user creation can be done on username Discuss data display

Provide a list of functional errors.

Check if error processing is done on client or server side

Sr. No. Requirement 1 Trend of user errors when placing a trade E.g. Incorrect margin

Capture and report on partial order placements

Heat map of the most frequent pages visited under the trade tab: on 2 parameters: 1.Most frequently clicked links 2.Time spent on each page

Sr. No. 1

Requirement Trend of user errors when placing a trade E.g. Incorrect margin

Capture and report on partial order placements

Heat map of the most frequent pages visited under the trade tab: on 2 parameters: 1.Most frequently clicked links 2.Time spent on each page

Feasibility / Comments

Need method that invocks for respective functional error.

Axis Direct Action Provide list of functional erorrs and the corresponding methods which invoke them

QK Action

Need condition to identify. Is this realted to capturing keypress? Define the scope as number of Measures are increased. 2 used case pages getting mapped

Discuss what constitues partial order filling

Discuss what constitues partial order filling

System time is captured and not user time.

Raise support ticket to capture user time

Sr. No. 1

2 3 4

5 6

7 8

Requirement IP to user mapping before Logging in. Are users coming in from the same IP? If so, track HNI and related customers as priority even before logging in.

Mapping IP to ISP Identify avg. Bandwidth used by users. If common pattern exists, if required, make bandwidth suggestions in order to improve user experience Tracking clicks and user behaviour with 3rd party applications and iFrame.

AJAX call to next tab? Axis Direct has a lot of pdf content. Hence requires monitoring and alerting based on Pdf pages. E.g.: Acrobat plugin not available, Javascript error, Other errors Track issues on Server side or Network (Client Browser) side. Alert customer on issues @ his or ISP end and not Axis Direct server end. Capability to monitor clicks within EXE application and also on mobile apps.

Feasibility / Comments Client IP address/user can be provided. But users can log in from any different IP's and hence data provided may not be practical. If static IP is assigned to user then feasible to map user with IP. Need further discussion. Will raise support ticket Possible Need more details. Define 3rd party actions. Option available, need to evaluate

Axis Direct Action

QK Action

Discuss futher since users can log in from different IP's Raise support ticket Discuss data display to call center Evaluate within tool Define 3rd party actions Provide more details Option available, need to evaluate Evaluate within tool, raise support ticket if required

Need to check E.g. File not found (e.g. 404) Data available out-of-box not possible for exe/app/applet

1 Lead to Guest User

Trap all session on which open an account link or register guest user was clicked Steps before Open an Account Steps before Guest user if Open an account was not in the steps before Actions done in open an account page with alerts and errors trigerred to the user Submit on open an account (store this value in DB) Whether guest user was clicked or not Actions done in Guet user creation page with alerts and errors trigerred to the user Captcha usage or reusage Submit on guest user Next one Steps after success of Guest user page First use of the guest user created using the email link On successful login capture success event

Company Stock/Security selected Order value & quantity

First trade after each login event

Monitor QK session

Go to Login Page Trap sucessful login cycle include 2 FA login cycle and user type Next action done by user Collect session where a order event has happened Steps leading to first order Errors enccountered during the first order at all levels Hot pages Hot pages drilldown to unique user count, session count Hot pages drilldown to sub Hot links Order triggered from - drill up to portlet level Functional error trapping and count while placing order Technical Error listing Time taken for First order ( including product type & module used ) Funnel analysis- Clicked on the trading module used but didn't do the final confirmation Selected Entity id based on above pattern ? Time based seggregation of trades (like Source page)

Obtain response time for all Synthetic users.

Company Stock/Security selected Order value & quantity

Research & Ideas UEM (user behaviour)

Company Snap Shot

Most frequently clicked links or Tabs Most searched Company stock Most frequently Viewed/Downloaded report Filtered by Type of call (Technical,Fundamental,Derifvative,All) Most commonly searched keywords in reports and used used preset filters

Identify which page referred him to the company shot Identify and isolate sessions where url contains CO codes Most frequently used company snapshot Clicks on Add to watchlist, set to alert, portfolio weight, T button Frequently clicked Subtabs under the main tabs

Most frequently searched Company ,sector Clicks on Charting by total number of and contributor in advanced searcch users not by individual users MF's added to Watch list

Marketing: New User Account Usage Pattern for converted users Capture Non Linear Path, users follow to open an account. Display Funnel data for users which end up Submitting ONLY and not for all users. To start off, map most common URL's within the portal. Report on Top 5 paths and bottom 5 paths

Page Homepage

To isolate Guest Users and New Users, Identify sessions where: 2 way authentication page an Capture: Count Number of Clicks, Total Time taken for cli Count Clicks on / Report Error if any Open An Account button

Homepage

Product and Services Page

Homepage

Why Axis Direct Page

Home Page

Register as a Guest user button

Email link for Guest Guest User Login Page User

Capturing User Errors and Reporting on them

New Users, Identify sessions where: 2 way authentication page and after login page did not show up Capture: Count Number of Clicks, Total Time taken for clicks, system errors encountered and user errors if any (e.g. incorrect Ca Count Clicks on / Report Error if any Count clicks on Open An Account page Submit button (Store value)

open an Account Button Open an account page

open an Account Button Open an account page

Guest User page Submit (incorrect Captcha)

Submit button (store value) Successful Login as guest user

w up d and user errors if any (e.g. incorrect Captcha) Count Clicks on Count clicks on

Count Clicks on

Click here (Guest User) Link Submit button (Guest User Form) submit button (store value) Click here (Guest User) Link Submit button (Guest User Form) submit button (store value) Click here (Guest User) Link Submit button (Guest User Form) Guest User Activation Confirmation Page

Identify User Sessions in which a Trade was placed: Se Page Login 2F Login Pages / Portlets which lead to Order Placement: Count users who follow these Page My Page

Trading Page

Research and Ideas Page

Markets Page

Tools Page

Attributes to Report on (Count the number of times a Stock was traded, the order volume an Company Name selected for Trading

Product

Identify User Sessions in which a Trade was placed: Sessions in which click was registerd on the 'Place Order' or ' Action Submit Submit ges / Portlets which lead to Order Placement: Count users who follow these paths, the Response Times for these clicks, System Errors e Portlet / Tab / Sub Tab Research and Ideas Portlet Events to Watch For Portlet Movers and Shakers Portlet

Trading Platform Tab Normal Market Watch Sub Tab Axis Direct Swift Trade Sub Tab Download AxisDirect 2.0 Sub Tab Buy / Sell Tab Buy Sell Sub Tab Multiple Order Entry SubTab Equity SIP Sub Tab Equity Tab

Mutual Fund Tab Research and Ideas Portlet Movers and Shakers Portlet

IPO Portlet Events to Watch For Portlet Trade Passport Link

port on (Count the number of times a Stock was traded, the order volume and the Total Rs. Value Transacted, Total Rs. Value = Order Q Symbol Quantity Price at which order was placed Cash Margin Intraday Cover

Sessions in which click was registerd on the 'Place Order' or 'Place Order Basket' button

se paths, the Response Times for these clicks, System Errors encountered and User Messages (Functional Errors) Sub Tab within Portlet Sub Tab T button T button T button Actives Gainers Losers Click on Symbol (i.e. Line Item) Message if not authorized to use this functionality T button T button T button Buy / Sell Place order Place Basket Order Place order Latest Call Tab Overview Tab Reuters theScreeners Recognia T button T button T button T button T button T button T button T button T button T button T button T button T button Place Order

Reports Tab Axis Recommendations Portlet Equity/ Debt / Hybrid / ETFs Actives Gainers Losers Best Performers Corporate Actions Corporate Results

e and the Total Rs. Value Transacted, Total Rs. Value = Order Qty * Order Price

nctional Errors) Count clicks on: Place Order button

Count clicks on Confirmation Screen Page (It's a small screen similar to the screen for placing a trade)

Count clicks on Confirm order button

Count clicks on Messages possible 1. Online Fund Hold Shortfall (if Cash product is selected), and then 'SUBMIT' button 2. Transaction successful message and a order reference number. Then click on the 'OK' button 3. If 'Sell' and after clicking 'Confirm Order', share is not in Demat account, message is: 'Share is not in Demat account' 4. If Product = 'Intraday' or 'E-margin' instead of 'Cash' then possible message is: 'Violated margin'

Count clicks on (by Symbol): Instrument = Equity The pop up screen post T button OR clicking on 'Buy/Sell' tab under the Trading Page OR Line item under 'Normal Market Watch' tab under the 'Trading Platform' tab

1. Count total number of hits on: T button, Place Order Button, C 2. Count different possible user messages E.g.: Online Fund Hold, Share not in dem Count clicks on Radio button Buy Buy Sell Count on drop down Cash Intraday or E Margin Cash / Intraday / Emargin Sum Quantity Quantty Quantity

Objective nt total number of hits on: T button, Place Order Button, Confirm Order button and final "ok" button after a trade was successfully plac ble user messages E.g.: Online Fund Hold, Share not in demat account (for Radio Button = Buy or Sell), Violated Margin (for Product = In Count clicks on (Optional) Market is now closed' pop up box Market is now closed' pop up box Market is now closed' pop up box Count clicks on Confirm order button Message Violated Margin Message Share not in demat account

n and final "ok" button after a trade was successfully placed io Button = Buy or Sell), Violated Margin (for Product = Intraday or E-Margin) Count clicks on (optional) Online fund hold shortfall pop up box Count clicks on (optional) Submit button of pop up box

count message Transaction successful

Filter user Sessions containing clicks on the 'Research and Idea' Page Tab Equity Tab

Count the User Clicks on the Following Pages: F

Mid Cap

Pick of th

Model Po

Intraday

BNST / SN

BNST / SN

Positiona

Basket St

Mutual Fund Tab

Debt Tab

Hybrid Tab

ETF's Tab

Count the User Clicks on the Following Pages: For logged in users only?? Sub Tab Sub Tab (2) Latest Call Sub Tab -

Latest Call More Sub Tab

Overview Sub Tab

Large Cap Mid Cap Pick of the Week Model Portfolio Intraday BNST / SNBT Positional Basket Strategy Large Cap

Mid Cap

Pick of the Week

Model Portfolio

Intraday

BNST / SNBT

BNST / SNBT

Positional

Basket Strategy

Reports Sub Tab

Daily Update Report portlet Weekly Update Report Portlet Monthly Update Report Portlet Axis Recommendations portlet

Sector, Economy and Other Reports Portlet IPO Recommendations Portlet Equity Large Cap Sub Tab

Equity Tab

Equity Diversified Sub Tab

Equity Mid Cap Sub Tab

Equity Small Cap Sub Tab

Equity Tax Planning Sub Tab

Debt Tab

Debt Liquid Sub Tab

Debt Floating Rate Sub Tab

Debt Ultra St Sub tab

Debt Floting Rate Lt Sub Tab

Debt MT & LT

Hybrid Tab

Hybrid Balanced Sub tab

Hybrid MIP Sub Tab

ETF's Tab

ETF Equity Sub Tab ETF's gold

Sub Tab (3)

Reuters Sub Tab theScreeners Sub Tab Recognia Sub Tab Most Frequently searched Company name

Reuters Sub Tab theScreeners Sub Tab Recognia Sub Tab Most Frequently searched Company name

Reuters Sub Tab theScreeners Sub Tab Recognia Sub Tab Most Frequently searched Company name

Reuters Sub Tab theScreeners Sub Tab Recognia Sub Tab

Most Frequently searched Company name

Reuters Sub Tab theScreeners Sub Tab Recognia Sub Tab Most Frequently searched Company name

Reuters Sub Tab theScreeners Sub Tab Recognia Sub Tab Most Frequently searched Company name

Reuters Sub Tab theScreeners Sub Tab Recognia Sub Tab Most Frequently searched Company name

Reuters Sub Tab theScreeners Sub Tab Recognia Sub Tab Most Frequently searched Company name

Reuters Sub Tab theScreeners Sub Tab Recognia Sub Tab Most Frequently searched Company name

Final Action Click to see details T button Company Snapshot More button Click to see details / T button / Company Snapshot Click to see details / T button / Company Snapshot Click to see details / T button / Company Snapshot Click to see details / T button / Company Snapshot Click to see details / T button / Company Snapshot Click to see details / T button / Company Snapshot Click to see details / T button / Company Snapshot Click to see details / T button / Company Snapshot T button Company Snapshot T button Company Snapshot T button Company Snapshot is this Product for me? View Now T button Company Snapshot T button Company Snapshot T button Company Snapshot is this Product for me? View Now T button Company Snapshot T button Company Snapshot T button Company Snapshot is this Product for me? View Now T button Company Snapshot T button Company Snapshot T button

Company Snapshot is this Product for me? View Now T button Company Snapshot T button Company Snapshot T button Company Snapshot is this Product for me? View Now T button Company Snapshot T button Company Snapshot T button Company Snapshot is this Product for me? View Now T button Company Snapshot T button Company Snapshot T button Company Snapshot is this Product for me? View Now T button Company Snapshot T button Company Snapshot T button Company Snapshot is this Product for me? View Now T button Company Snapshot T button Company Snapshot T button Company Snapshot

is this Product for me? View Now Click on View Report Save PDF Click on View Report Save PDF Click on View Report Save PDF View details (magnnifying glass) T button View Company Snapshot Click on View Report Save PDF Red Hearing Prospects Add to Watch list Save PDF T button Add to Watch list Save PDF T button Add to Watch list Save PDF T button Add to Watch list Save PDF T button Add to Watch list Save PDF T button Add to Watch list Save PDF T button Add to Watch list Save PDF T button Add to Watch list Save PDF T button Add to Watch list Save PDF T button Add to Watch list Save PDF T button Add to Watch list Save PDF T button

Add to Watch list Save PDF T button Add to Watch list Add to Watch list

Filtering users for Company Snapsho Company Snapshot Page Count the Referer URL's Most frequently searched Company Page Company Snapshot Page

Fundamentals Tab

Charting Tab Filings Tab

Reuters Con Est Tab theScreener Ratings Tab

Filtering users for Company Snapshot Page Filter user sessions which have 'csnoverview' in the URL Page which refered the csnoverview' URL. i.e. URL above the csnoverview' URL Value obtained from cocode = Count Clicks on NSE / BSE Tab

Overview Tab

Fundamentals Tab

Charting Tab Filings Tab

Reuters Con Est Tab theScreener Ratings Tab

shot Page

Count Clicks on Link within Page Add to Watchlist Trade Now Button Set Alert Potfolio Weight Model Portfolio Weight Click here to see details (magnifying glass) T button Click on pdf report Save pdf report Click on Strategy uncer 'Derivative action' Download pdf report under 'Strategy' - Derivative Action Annual Profit and Loss Balance Sheet Cash Flow Statement Quaterly Profit and Loss Statement Key Ratios This is a Flash Application - Possible to report on Aggregate Clicks? Filings Shareholding Dividends and Bonus Insider Trading and SAST Management Company Description

Requirement (1) What is the peak number of visits How many orders per day does the site take? How many page views per visit does each visitor make on average? What is the average response time of the home page and typical detail pages? Most used Navigation paths to place order Paths which lead to abandonment. Eg lead page Is monitoring restricted to a single Web visit, or does it span multiple sessions? If it does can we tag entity IDs as frequent visitors and monitor their activity seperately What automatic actions can I take once I recognize a desired behavior?

Multiple clicks on a single link may denote frustration

Closing order page Checking limits page and then going to order page but not executing order Customers who are viewing swift trader but not placing orders Customers who place trades but do not read research report send in email Frequent customers who have not logged in on a particular day Customers who visit the help section

Customers who visit research section and do not place trades

Identify customers who received errors while placing orders and call them back

forgot password / locked and we call him

added a scrip in the watchlist on which I have a research call. What insights can I get from customers searches?

Clients who open marketing emails and land on to website. Clients who abandon any lead capture form on the website (Duplicate of row 35: open an account metrics) what is the Guest user doing on the website Clients who are unable to complete account activation process Clients who click on demo section Old clients who retake the risk profiler? Get list of entity ids. Example people who used sip calculator send them an email on equity / mf sip

Completion rate Top exit pages Task time: Click for a single action is catured. Will evaluate aggregating RT across clicks

Top errors encountered by clients Pages where time is spent the least Pages where time is spent the most

open an account metrics

guest user account metrics pages per visit average time on website customers who click on marketing banners banner click thru rates

Requirement (2)

Historical with today: How many users have been able to complete their order placement

Historical with today: How many users have been able to complete their order placement Historical with today: How many users have been able to complete their order placement number of views, partial data entry, abandonments, leads number of views, partial data entry, abandonments, leads

Every key press is considered a page action.

Flash is not captured, but request may be captured Flash is not captured, but request may be captured

Comments from Meeting Count the number of clicks getting registered on the Order Placement page by time of day. Count the number of orders placed (i.e. Clicks on the 'Place Order' button by time of day (Number of (Unique?)Pages visited) / (Number of (unique?) Sessions) - does pages include T button, add to watchlist, "more" and other portlets? Or are we looking at mapping average of frequently visited pages? What are Typical Details pages? We need to define these pages so that they can be mapped appropriately R.T. of Homepage and classification of users by Satisfied, toleratig and Frustrated BTM - Evaluate Feasibility Sub BTM of above - Evaluate Feasibility. Last URL can be captured. Path flow goes back to referer code.

Path Flow followed by Most Frequent Users. Identify most frequent users by username or other unique attribute. Evaluate Feasibility Userwise, if user clicked on the same link say 3 times within 5 seconds. No need to develop separate logic as the inbuilt tool capability classifies users into Satisfied, Tolerating and Frustrated. False Positives may be triggered if users have a habit of clicking repeatedly. It system response is really slow versus users repeatedly clicking, tool will classify as Frustrated or Tolerating Accessig the Order Page but not placing order - Sub BTM of Trading Page, where the 'Place order' button was not clicked, though the T button was clicked. Should we report on the Name, email and phone number of all these customers who clicked on the T button but did not click on the 'Place order page'? N/A Evaluate Feasibility: Since Swift Trader is a Java Applet. Perhaps only see if the "Swift Trader" link was clicked and may not be able to report on orders placed via Swift Trader. Handle outside tool Evaulate feasibility. Since clicks and logged in users are captured, the users not logged in is a calculated field Count the total number of clicks on the 'Help Center' link on the Home Page and other pages BTM Step 1: Identify sessions which have URL for 'R&I' page. Step 2:Amongst these, identify sessions which have click on 'T button' Step 3: Amognst there, identify sesisons which have click on 'Place order' Step 4: Desired Output = (Step 1) - (Step 2) - (Step 3) Evaluate feasibility of call back. BTM By entity ID, look @ purepath and report on any errors received when the 'Place Order' button was clicked either from: 1. T button OR 2. Trading Page

BTM Identify sessions which have error message for 'Your account has been locked' Since user has clicked 'Submit' button on the 'Login' page, is his username captured? - If so, relate to phone number. Evaluate Feasibility. Since the error message displayed is: "Incorrecct username / password", What if there is an incorrect username and not incorrect password? Capture only those sessions where the username is correct, but password is incorrect. BTM Clicks on 'Add to Watchlist' button can be captured. Correlating back to the Axis Direct recommendation, May require additional development work. The Axis Recommendation are stored in Backend table - Evaluate Feasibility. Do we need to report Email Id's of people or the Stocks added aggregated over all customers? Evaluate Feasibility. Realted to 'Referer' from other website. These are searches outside of Axis Direct. E.g. on Google.com Need to tag and make the email link unique. Check feasibility as this goes back to Referer code. Presently the link only shows axisdirect.co.in Technical feasibility if it is been done elsewhere. There is no referer code in Email presently, but there may be a tag in the link which will identify BTM Identify sessions which have clicks on the 'Open An Account' but don't have clicks on the 'Submit' button on the 'Open An Account' Evaulate Feasibility of path flow for users logged in as guest. How do you separate Guest Users from actual system users? What criteria will you use? Does this pertain to email link? Or something else? Count the number of sessions which have a click on 'Demo Center' page N/A BTM Identify sessions which have clicks on the 'Equity SIP Calcuation' link on the 'Tools' page. Obtain email address of users from their entity ID, who click on this link Identify sesssions which have either: 1. A click on the T button OR 2. Click on the Buy/Sell lnk on the 'Trading' Page. Amongst these sessions, identify sessions which have a click on the 'Place Order' button. Compute difference between the sessions - Evaluate feasibility For each session, what was the last URL @ which the user closed the browser - Evaluate feasibility R.T. for BTM: Place order via the different T button options. R.T. for View Potfolio BTM Count by Error Type the various user error messages displyed, irrespective of page user time - evaluate feasibility user time - evaluate feasibility Evaualte feasibility of obtanining partial forms filled but not clicked on 'submit' button on the 'New Account' or 'Guest User' page Primarily interested in attibutes: 'Phone Number' or 'Email address for partially filled forms

Evaualte feasibility of obtanining partial forms filled but not clicked on 'submit' button on the 'New Account' or 'Guest User' page Primarily interested in attibutes: 'Phone Number' or 'Email address for partially filled forms Total (Unique?) pages visited by users / Total (unique?) users on website - Repeat, same as row #: 4 Total Session Time / Total Number of user sessions for a given day Banner pages are dynamic and Flash based - Evaluate Feasibility Banner pages are dynamic and Flash based - Evaluate Feasibility

. E.g. on Google.com

What is the peak number of visits (Clicks on either the "T" button or "Buy/Sell" link on the "Trading" Pa

Time 9:00 10:00 11:00 150,000.00 12:00 100,000.00 13:00 50,000.00 14:00 15:00 16:00

9:00

Clicks on 'T button' irrespective of Page 30,589.00 Total Clicks which open up the ability to buy/sell stocks 14,595.00 14,522.00 10,646.00 44,934.00 16,132.00 15,416.00 10:00 11:00 12:00 13:00 5,372.00

How many orders per day does the site take? Time Clicks on 'Place Order Button' 9:00 30,589 10:00 14,595 11:00 14,522 12:00 10,646 13:00 44,934 14:00 16,132 15:00 15,416 16:00 5,372

Time 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00

How many page views per visit does each visitor make on aver Number of Clicks on Predefined URL's 309,678 189,294 328,096 224,685 315,882 137,807 34,960 20,240

What is the average response time of the home page and typical detail pages? Time R.T. of the Home Page (sec) (LHS) 9:00 3.4 10:00 2.7 11:00 3.4 12:00 2.9 13:00 3.1 14:00 5.4 15:00 2.3 16:00 1.7

Multiple clicks on a single link may denote frustration

Inbuilt Dashboard which shows by Time of Day: Frustrated, Tolerating and Satisfied Users

Time 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00

Customers who visit the help section Clicks on the "Help Center" link @ Top of Page 700.00 1,023.00 400.00 234.00 156.00 165.00 203.00 232.00 average time on website Total RT of ALL active sessions (minutes) 139,678 189,294 328,096 224,685 95,882 137,807 34,960 20,240 Clients who click on demo section Clicks on the "Demo" link @ Top of Page 700.00 1,023.00 400.00 234.00 156.00 165.00 203.00 232.00

Time 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00

Time 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00

tton or "Buy/Sell" link on the "Trading" Page or on any line item in the "Normal Market Watchlist"

Clicks on "Buy/Sell" link within 24,935.00 he ability to buy/sell stocks 8,941.00 8,868.00 4,992.00 39,280.00 10,478.00 9,762.00 14:00 15:00 16:00 1,000.00

Clicks on line item within "Normal Market Watch" 18,503.00 2,509.00 2,436.00 1,440.00 32,848.00 Total Clicks 4,046.00 3,330.00 232.00

Total Clicks 74,027.00 26,045.00 25,826.00 17,078.00 117,062.00 30,656.00 28,508.00 6,604.00

Clicks on 'Place Order Button'

60,000 40,000 20,000 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00

Clicks on 'Place Order Butto

per visit does each visitor make on average? Number of Sessions active in the time range 8,765 12,564 21,452 6,732 5,034 7,645 1,209 1,500

Avg. Views per visit 35.33 15.07 15.29 33.38 62.75 18.03 28.92 13.49

80 60 40 20 0 9:00 10:00

typical detail pages? Number of Active Sessions in this time period (RHS) 8,765 6 12,564 21,452 4 6,732 2 5,034 7,645 0 1,209 9:00 1,500

RT of Homepage vs. Number of Active Sessions

10:00

11:00

12:00

13:00

14:00

15:00

16:00

Top of Page
1,500.00 1,000.00 500.00 9:00 10:00 11:00 12:00

Clicks on the "Help Center" link

Clicks on the "Help Ce Page

13:00

14:00

15:00

16:00

Number of Sessions active in the time range 8,765 12,564 21,452 6,732 5,034 7,645 1,209 1,500

Avg. Time Spent on Website 15.94 15.07 40 15.29 30 33.38 20 19.05 10 18.03 28.920 9:00 13.49

10:00

11:00

12:00

Clicks on the "Demo" link 1,500.00 1,000.00 500.00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00

Clicks on 'Place Order Button'

Avg. Views per visit

Avg. Views per visit

11:00

12:00

13:00

14:00

15:00

16:00

Number of Active Sessions 30,000 20,000 10,000 R.T. of the Home Page (sec) (LHS) Number of Active Sessions in this time period (RHS)

Clicks on the "Help Center" link @ Top of Page

Avg. Time spent on Website

Avg. Time Spent on Website

12:00

13:00

14:00

15:00

16:00

e "Demo" link

Clicks on the "Demo" link @ Top of Page

16:00

EVAL 1. The Top Path(s) followed by New Users who end up opening an Account Work backwards to the Page Legend Top Conversion Path Capture: Count Number of Clicks by Page on which the user landed before he finally ended up Count Clicks on / Report Error if any Count Clicks on / Report Error if any

Why Axis Direct Page (1/30)

Homepage (6/6)

Research & Ideas page (1/10) Markets Page (3/10) Max Conversion = 30% Tools Page (0/30) Trading Page (0/40) My Portfolio Page (0/20) My Page (1/10)

EVALUATE FEASIBILITY: Report on by New Users who end up opening an Account. Identify ONLY those sessions which have click on 'Submit' button on the 'Open an Account Work backwards to the Pages which 'Most Referred' the Account Opening Page

ch the user landed before he finally ended up clicking the 'Submit' button on the 'Open An Account' page. Note numbers in Brackets ill Count clicks on (Referer Page) Count Clicks on (Referer Page) Homepage (1/20) Homepage (10/40) Why Axis Direct Page (1/30) Our Product Offerings Page (6/15) Max Conversion = 40% Why Axis Direct Page (2/10)

Our Product Offerings Page (10/20) Research & Ideas Page (18/20) Max Conversion = 90%

Markets Page (2/10) Tools Page (1/30) Trading Page (5/40) My Portfolio Page (2/20) My Page (1/10)

Markets Page (10/30) Tools Page (10/30) Trading Page (10/40) My Portfolio Page (15/100) My Page (15/100)

e click on 'Submit' button on the 'Open an Account' page. ening Page

en An Account' page. Note numbers in Brackets illustrates: Number of Users Count clicks on Count Clicks on

Open An Account Page (100)

Submit Button (On Open An Account Page) (100)

Identify User Sessions in which a cl Find out email ID's of custom The email sent to cutomer will relate to the MF scheme they selected. To captu Count Clicks on "Go" button under "Single Fund" and "Multiple Fund" under Tools-->SIP Calculator-->Mutual Fund

Relate these clicks back to the email address of the customer

Attributes to Capture to feed Email system User Attributes Email address First Name Last Name Fund Attributes Single Fund Select AMC Select Asset Select Category Select Scheme

Identify User Sessions in which a click was registered on the "Go" button under 'SIP Calculator', "Mutual Fund" under the Tools Pa Find out email ID's of customers clicking on this link and feed these email ID's to a system which will email these customers o the MF scheme they selected. To capture scheme details, feed the following attributes in addtion to email address: "Select AMC", "Se

In addtion to email address, feed certain attributes to the Email System in order to select the Appropriate MF Report

re to feed Email system Attributes

Attributes Multiple Funds Select AMC Select Asset Select Category Select Schemes (Multiple Selections allowed)

IP Calculator', "Mutual Fund" under the Tools Page. to a system which will email these customers s in addtion to email address: "Select AMC", "Select Asset", "Select Category", "Select Scheme"

Identify User Sessions in which 1. Either the "Add" or "Submit" button after clicking on the "Add to Watchlist" Star B 2. "Submit" button after clicking on the "Tools" tab -->"Equity Get the Attribute of the Stock Add 1. Quote entered under "Search" quotes on the Com 2. Under "Select Company" under the "Tools" tab -->"Equity"

Cross reference the Stocks added to the Watchlist with The Axis Direct Recommendations Do we need to also capture customer name and other personal detail Count Clicks on Submit button either from: 1. Add to Watchlist 'Star' button on company snapshot page OR 2. Under the "Equity Watchlist" --> "Add Stock" button

Attributes to Capture Company Attributes Company Stock Name (cocode) for Cross Reference Customer Personal Details First Name Last Name Email address Phone number

dentify User Sessions in which a click was registered on: n the "Add to Watchlist" Star Button (This button shows up on several pages including Company Snapshot) OR g on the "Tools" tab -->"Equity" sub tab -->"Equity Watchlist" link-->"Add Stock" button t the Attribute of the Stock Added to Watchlist from either: er "Search" quotes on the Company Snapshot page (e.g. "cocode" in the URL) der the "Tools" tab -->"Equity" sub tab -->"Equity Watchlist" link-->"Add Stock" button

ks added to the Watchlist with Axis Direct Recommendations for the day (hour?). Axis Direct Recommendations are stored in a backend table. name and other personal details if they add stocks to watchlist based on Axis Recommendations

mpany Snapshot) OR

ons

Problem: E.g.

Date 15-May 16-May 17-May 18-May 19-May 20-May 21-May Date 15-May 16-May 17-May 18-May 19-May 20-May 21-May

1. URL for gu 2. Submit 3 4. In this case, check how many p In other words, work backwards fr 5. Lastly, count the unique number of Guest Account Conversion: Work backwrods from the 'Successful Successful Registration Page = A 10 12 14 2 4 6 8 Actual Conversion = (Su Count (Total hits on Guest User page) = D 100 50 75 200 67 76 53

Users click on 'Submit' button multiple times 1. URL for guest user is accessed in 10 different pure paths (i.e. by 10 different users) 2. Submit button is clicked 5 times. However, only 1 user clicks the Submit button 3. Hence conversion needs to be reported as 10% and not 50% . In this case, check how many pure paths (sessions) have the 'Successful Registration' page, post clicking on the submit button other words, work backwards from the 'Successful Registration' page --> 'Submit' button --> 'Open a Guest User Account' page. stly, count the unique number of User Sessions which have the 'Guest User page'. This will be used in computing Actual conversion k backwrods from the 'Successful Registration Page' to the last click on the 'Submit' button and finally on the last occurance of the 'Guest Sumit button (Last hit on this page in the Pure path) = B 15 13 16 6 8 6 9 Actual Conversion = (Successful Registration Page) / (Uniue sessions having the 'Guest User Page') Number of Unique Sessions with Guest User Page = E 45 20 37 120 22 67 20

on multiple times pure paths (i.e. by 10 different users) only 1 user clicks the Submit button ported as 10% and not 50% essful Registration' page, post clicking on the submit button ge --> 'Submit' button --> 'Open a Guest User Account' page. est User page'. This will be used in computing Actual conversion on the 'Submit' button and finally on the last occurance of the 'Guest User' page Guest User Page (Last hit on this page before submit button click, if any) = C 17 21 18 10 12 14 15 sessions having the 'Guest User Page') Avg. Hits on Guest User Page / Session = A/B 2.22 2.5 2.03 1.67 3.05 1.13 2.65

Step 1 conversion = A/B 67% 92% 88% 33% 50% 100% 89% Final Conversion = A/E 22% 60% 38% 2% 18% 9% 40%