Understanding The Customer

Journey

Dmitry KlymenkoEnterprise Analytics Manager

dmitry.klymenko@internetrix.com.au

Keynotes & additional detailshttps://goo.gl/jbbJw9

What isCustomer Journey ?

We need our customers to be satisfied We need them to come back

We need them to be loyal

We need customers to spread the word about our business

“On average, loyal customers are worth up to 10 times as much as

their first purchase”

Analysing Navigation Paths and User Behaviour

path is a journey

Navigational Questions› Are visitors landing on my home

page or designated landing pages ?

› Where do visitors go once they land?

› Are users exiting after they completed the form or continuing browsing ?

Navigation Path Finding The Top Path Through Your Website

If your website was a city - there would be roads running through it

Navigation Path Path insights: User Flow

Some paths are popular just like highways. Some not - backstreets

Users Flow Report Highlight / Explore Traffic through here

Users Flow Report What exactly am I looking at ?

Users Flow Report What exactly am I looking at ?

Dimension

Users Flow Report Dimensions

Use Dimensions to filter your report input traffic

For example: analyse specific campaign to understand if visitors are doing what you expect them to do. Or analyse Non-paid Search Traffic

Use Custom Dimensions !

Users Flow Report What exactly am I looking at ?

Or by Operating System

What exactly is this report telling us?

Do you see the pattern?

Users Flow, dimensions Stay Alert at all times

Constantly ask yourself: do these dimensions, metrics and segment combinations make sense?

Users Flow, dimensions Stay Alert at all times

Constantly ask yourself: do these dimensions, metrics and segment combinations make sense?

I never read this. Do you? :)

Users Flow Report What exactly am I looking at ?

Interaction nodes cluster groups of pages based on intelligence algorithm

Users Flow Report What exactly am I looking at ?

Visitor flow and website departure

Users Flow Report What exactly am I looking at ?

Report can be messy.Decreasing level of detail makes it clearer, removes the noise

Users Flow Report When to use it

You need to understand how your website visitors (aggregated by commonalities) behave on the website

You need to see behaviour pattern changes for two periods (not change trend)

You wish to understand the reason behind the behaviour difference for visitors acquired through different channels. Answering the WHY question

Users Flow Report How to find it

Navigate to Audience group &

click on Users Flow

Users Flow Report When NOT to use it

Individual page insights

To kill time !

Navigation Summary Report Questions & Insights

› What content drives visitors to this particular page?› Does this page encourage visitors to continue their journey?

› Which internal links get the most clicks?› Is there clicking back and forth (visitors are struggling)?› Are visitors continuing their journey after filling in lead generation form?

Navigation Summary Report

Navigation Summary Report

Important thing to do: change currently selected page!

Navigation Summary Report

% of traffic that started or ended journey on this page

Navigation Summary Report

Most interesting part of the report is deep down

Navigation Summary ReportMost interesting part of the report is deep down

Use Content Grouping for much clearer data

Navigation Summary Report Why use the Navigation Summary Report?

› I find in-page analytics reports often to be broken

› If you don’t code website in accordance with Enhanced Link Attribution requirements, you might be missing data

Navigation Summary Tips & Tricks

› First thing to do: change page

› Use Content Grouping for clearer insights

› Search for pages where people are NOT following your designated path

Navigation Summary How to find

Navigate to Behaviour group

expand Site Content

click on All Pages

switch tab to Navigation Summary

Next Page Path - misunderstood Dimension

Next Page Path dimension All Pages Report, adding Next Page Path as secondary dimension

Some are popular just like highways. Some not - backstreets

They are the same. What is happening?!

Next Page Path dimension

Previous Page Path

Current Page

Next Page Path

Previous Page Path

Next Page Path

Next Page Path - deprecated Still available for use

Yes, it’s deprecated !

Flow Visualisationtechniques, best practices

“Visualizations act as a campfire around which we

gather to tell stories”Al Shalloway

Flow reports in Google Analytics

› Users Flow› Social / Users Flow› Behaviour Flow› Events Flow› Goal Flow

› Funnel Visualisation

Behaviour Flow Similar to the Users Flow, but...

Concentrates on content

Includes events

Behaviour Flow Report - Content Grouping

This is actually your Content Grouping, different for each View !

Behaviour Flow Report - Automatically Grouped Pages

GA Intelligence algorithm provides a different view

Behaviour Flow Report - Events

Events Flow

Behaviour Flow Report - Events

Useful customisation

Behaviour Flow Report - Pages and Events

Events Flow per page. How cool is that!

Behaviour Flow How to find it

Navigate to Behaviour group

click on Behaviour Flow

Events Flow Similar to the Behaviour Flow, but ...

only shows Events

not created to be page specific

correct tagging is required for correct insights

Events Flow Report - Level of Detail

Manage Level of Detail forclearer picture

Events Flow How to find it

Navigate to Behaviour group

click on Events

click on Events Flow

Goal Flow Goals funnel is not Funnel Visualisation

Goal Report displays connections between goal funnel nodes

Look for loopbacks

Use dimension filtering

Goal Flow Report

Select Goal with Funnel

Adjust Level of Detail

Apply Advanced Segment

Goal Flow How to find it

Navigate to Conversions group

click on Goals

click on Goal Flow

Goal Flow Report Questions & Insights

› Where do users enter my funnel — at the first step, or are they jumping in somewhere in the middle?

› Are there a lot of unexpected exits from a step in the middle of the funnel?

› Is there a place where traffic loops back?

› Is there one segment of traffic that acts differently than other segments? Is it converting more or less often?

Goal Flow vs Funnel VisualisationGoal FlowShows loopbackDoes not backfill steps (true journey)Reflects an actual order of the stepsShows data retroactivelySupports GA SegmentsDate Comparison for stepsIgnores Required 1st StepSampling: up to 100k

Funnel VisualisationIdentifies loopback as exitBackfills any skipped stepsSteps order is guaranteedOnly going forwardDoes not support GA SegmentsNo date comparison for stepsHonours Required 1st StepSampling: up to 50k

Flow Reports Tips & Tricks

› Use Level of Detail and Zoom slider for granular insights

› Applying Advanced Segments and filtering by Dimension is key

› Make decision on how you track micro-goals as goals or events

› Closely investigate loops

Finding insights with the new User Explorer

report

A GIRL HAS NO NAME

Especially in Google Analytics

User Explorer Report Do not save PII in GA

Individual, non-personalised interactions per each user GA1.2.66746494

3.140000782834

PII in Google Analytics, explainedhttps://goo.gl/gzXAaI

New dimension exposed

Not a PII

Client ID vs User IDClient ID

Represents an anonymous deviceA random number generated by GAAlways requiredDisappears when cookies are gone

User ID

Represents a single userGenerated by your website backend and passed to GAOptionalAffects data collection, requires filtered View

User ID enabled View

Not a PII

User Explorer Report Questions & Insights

› Exactly what did the visitor do prior to the purchase?

› Where has the visitor struggled before the purchase?

› Why did the visitor abandon the funnel?

Click to access User Report

User “lifetime value”

How cool is that!

Concentrate on things you care about

User Explorer Report - Customer Day

1st touchpoint

2nd touchpoint

User Explorer Report

Tips & Tricks

› Conversion Path is important› Save Client ID (or GA cookie value) as Custom Dimension

Save your User ID as a Custom Dimension› Extremely powerful report if you have a lot of time› If you can’t find required user, move performance slider towards Greater

precision

User Explorer Report How to find it

Navigate to Audience group

click on User Explorer

Know if your current View has User ID feature enabled

Scienceindividual page / event importance

Removal Effect Will conversion rate go up if ?..

GA provides us with the importance (or influence) of the acquisition dimensions & metrics

But what about the conversion path? Will the conversion rate change if we remove a specific page (or even Event) from it?

Navigation Removal EffectWe use the Markov model to calculatethe effect of page / event removalfrom the customer journey

Science tells us that we will lose 23% (18..26) of

conversions if we remove P3

Tips & Tricks › Insights are a matter of interpretation

› Put a money feature on each of the insights

› Perform reproducible research

› Stop using Google Analytics to kill time

It is up to you, what analytics is...

Thank you!Any questions?

You can find me at: @dmitry.klymenko1dmitry.klymenko@internetrix.com.au