Data Visualization
How to Monitor Customer’s journey in Ecommerce
Customer Journey Visualization
Wouldn’t it be nice to know from which marketing channels your customers came from, combined with other attributes like devices, demographics and then have a deeper understanding, how your customers navigated from that point? For example, what was the percentage of your returning customers from mobile devices that successfully completed a purchase. Moreover, what are the steps on your checkout funnel that these customers dropped down.
A Customer Journey Map enables you to navigate among the main attributes of your customers and see real-time how is their behavior through the different steps of your website. Using the power of your Google Analytics along with a BI tool such as Data Studio, you can create a dashboard displaying the customer journey for specific audiences.
With the appropriate filters, you can start with the big picture and see the percentage of total sessions that these attributes hold, so you can prioritize on the most important ones.
Based on the selected data attributes (channel, user type, gender — age and country) you can have an understanding of your performance from the point of entry (Visit) until the final step (Transaction). Identify where the biggest drop rate is and dive deeper. If the drop rate in Product View is significantly higher from “Mobile Organic New users” for example, a popup offering a discount or a remind-me element on this step, could help you decrease this rate, thus the user experience for the specific audience. Maybe your Email Campaign is performing amazingly well for Desktop female users but poorly for Desktop male users (always keep in mind the Demographics is available only for a subset of total users).
But even for non Ecommerce websites, this Dashboard could help you to improve the user experience from Visit to Product / Service Page and from Product / Service Page to Goal Completion (business objectives such as contact or form submission). This is an easy way to identify pain points on your customers’ paths and focus on how to optimize them.
