Date post: | 13-Jan-2017 |
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Data & Analytics |
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Understanding The Customer
Journey
Dmitry KlymenkoEnterprise Analytics Manager
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...