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User journey analysis

July 2, 2018

One of the general goals of Piwik PRO Marketing Suite is to provide tools for user journey analysis. Let’s evaluate the exact stages (or elements) of User-journey that you would like to understand better. If you would like to analyze your Users journey on different levels, gather more data about Users in order to improve usability and conversions or just look for potentially problematic areas – we will explain all of these below.

Stages of user-journey

Awareness stage

– (the consumer becomes familiar with your brand or product through various channels.) You would like to find out:

  • How your customers learn about your company?
  • Where they have come from?
  • Solutions:

  • Reports on traffic sources (Action ReportsPages, Entry Pages, Exit Pages) – where your customers began their journey with your brand and how did they learn about it.
  • Online campaigns reports (Action Reports → Campaigns) – showing the effectiveness of your marketing department in building brand awareness among potential customers.
  • Aggregated reports (Action Reports → Entry Pages, Exit Pages, Transitions) – showing where new visitors enter your bank’s website
  • User-level reports (Visitor Reports → Users, Visitor Log) – capturing new visitors’ first touchpoints with your brand
  • Consideration stage

    – (the consumer actively considers if they want to buy the product or service.)

  • Segmenting out the first-time visitors from the recurring visitors.
  • Measure which parts of your website or application have driven customers’ attention.
  • At this point, you also need to improve or personalize the content on your website to be able to appeal to the users.
  • Solutions:

  • User-centric reporting (Visitor Reports → Visitor Log) – serves to analyze the returning visitors segment on a more individual basis and to uncover more touch-points through which the customers research your brand
  • Reports on file downloads & outbound links clicks (Action Reports → Outlinks, Downloads) – show which types of content are most popular among the visitors to your bank’s website
  • Content & event reporting (Action Reports → Contents, Events, Tag Manager) – to track your bank’s customer touchpoints and the way the users interact with the content on your website or m-banking application
  • Conversion stage

    – the Consumer makes the purchase or takes specific action)

  • Capture the final touch points before the conversion. This way you’ll be able to assess which channels contributed the most to the overall success.
  • Solutions:

  • ClickPath reports (and funnels) (Goals → Goals, Funnels) – to uncover unexpected paths your users take to convert
  • Advanced segmentation (Segmentation) – to filter out converting users
  • Conversion attribution – to answer the most important questions about the effectiveness of your multichannel marketing efforts
  • Retention stage

    – (the customer uses the product and sometimes needs guidance from provider)

  • The retention stage deals with the visitors who have become your customers and sometimes need your guidance.
  • Solutions:

  • Custom variables & dimensions (Action and Visitor Reports, Tag Manager) – these will help you in further segmentation of your clients (they provide you with additional information on your customers to enrich your visitor-level reports)