Analytics Recipe Cookbook - Summaries

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  • 1.  Customer Journey Analysis

    Posted 02-20-2017 08:07 PM

    Introduction: 

    Many organizations use customer journey analysis to understand the behavior of a segment of website users over a defined time period.

    Customer journey analysis can include cross-platform data from the web, mobile, and <g class="gr_ gr_198 gr-alert gr_spell gr_run_anim ContextualSpelling" id="198" data-gr-id="198">off-line</g>.  For example, do customers who first arrive at the website using a desktop browser have a higher lifetime value to date when compared to customers who use a mobile browser? What did the first session/visit look like for people who converted vs those who did not convert? What input factors lead to that purchase or conversion?

    Analysis Overview:

    Customer journey analysis requires time and careful preparation. The analysis is done in 3 steps:

    1. Analytics tracking review and improvement (if necessary).
    2. Creation of user segments.
    3. <g class="gr_ gr_255 gr-alert gr_gramm gr_run_anim Grammar multiReplace" id="255" data-gr-id="255">Path</g> to conversion analysis using funnels.

    It is important to have access to analytics tracking and raw analytics data to look beyond summary reports; and familiarity with analytics techniques such as segmentation and conversion funnel analysis.

    Analysis Benefits: 

    Customer journey analysis may look like a very large undertaking, but it can bring enormous insight.

    1.  You will be able to identify the customer journey steps where people struggle: Is the login process too complicated? Is the View Shopping Cart button hard to find on mobile devices? Are customers dropping out at the fill-out-your-address step?

    2. You will identify the specific pain points of clearly defined user segments: Don't have a Chinese version of the website, but get a lot of users whose device is set to Chinese? Don't deliver to Portugal, so Portuguese customers are trying to order from the UK website – that doesn’t actually provide shipment to Portugal either?

    3. You will discover ways to improve user experience: Do users with Android devices on average explore fewer product categories than other user segments? Is it because the category listings on Android show up at the very bottom of the page? Return customers are likely to abandon their shopping carts at the input address page – is it because you require them to input their address again, even though they have already done so in the past?

    Carefully looking through the data with the lowest level of detail and the highest granularity possible will surface a lot of insights and action points. You just need to find them!

    DAA members, go here to view full recipe.



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    Olga Tsubiks
    nModal Solutions
    Toronto
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