Customer journey / customer drop off
-
Hi All,
I would like to understand how visitors navigate through my site and find out where the main drop out areas are (i.e. what pages / sections of the site do users leave on).
I will then be segmenting by mobile, tablet, new visitor, returning etc. to see how the various subsets of users behave.
To do this I generally do the following:
-
Identify main sections of the (ecomm) site: homepage, category pages, product pages, cart, checkout 1, checkout 2, checkout x, payment confirmation.
-
For each section above I either use a segment to isolate that section of the site, either by regex or a simple page selector and apply to the Audience >> Overview report and record the resulting session count.
OR
I filter the Behaviour >> Site Content >> All Pages report to isolate the various site sections and record unique pageviews.
- I then plot these figures horizontally under a heading for each section of the site representing a flow between the pages of the site with a calculation showing the difference between each section of the site which represents user drop off.
Hope that makes sense.
What I am interested to know is, do you have any better suggestions to the process laid about above.
Do you see any issues with this process?
-
-
Hi there
I would take a look at the following opportunities in Google Analytics:
Funnel Visualization
Goal Flow
Behavior Flow
Conversion Funnels Multi-Channel Funnels Attribution ModelingThere are also numerous opportunities in Enhanced eCommerce. There are countless reports you can look into, including Shopping Behavior Analysis, as well as Checkout Behavior Analysis.
You can also take advantage of awesome testing, heatmapping, and visitor recording features in tools like Visual Website Optimizer, Hotjar, or Optimizely.
All of the tools above will not only help you understand how your customers and users are moving through your website, but could also give you more insights in how to structure your website to create the best possible user experience. Here are some more tips.
Hope this helps! Let me know if you have any more questions or comments! Good luck!
-
Hey there,
I think I get what you're saying. Have you set up goals in GA? That could tell you the path users followed to get to a certain place.
Example:
-
Hi Jimmy,
Ah, I get what you mean about the visual element but I'm sorry I don't understand
what you mean about being able to plot the entire journey. If I have 5 slots, how can I
fit 10 site layers in?
Is it possible to view: Home > Cateogry Page > Product Page > Basket > Cart > Confirmation Page
As distinct sections in the flow?
Thanks again.
-
Hi Tori,
Thanks for the reply. I've looked at the MCF reports but what I need is a similar report but once the user is on the site, i.e. a step after the MCF reports.
Does that make sense?
Thanks again.
-
Hey there!
Something that may be helpful to you is Multi-Channel Funnels reports in GA. They're super awesome for ecommerce sites to see when your users leave "the funnel".
Search Engine Land posted a great article on what they do and how to use them.
-
Hi,
It's more visual in that Google creates an interactive image representing the data whereas your first solution sounds very number driven in a spreadsheet format?
But as it is interactive it still offers the data for you to be able to input into a separate spreadsheet if you wished.If you had a ten step process you would be able to see all this on one page (You can specify up to 5 pages as your starting step using regular expression).
If your goals have specific steps then yes it would be similar data, the advantage being you would also see any steps taken before or after your goal also.
Hope this helps.
Kind Regards
Jimmy
-
Hi,
Many thanks for your response.
Can you clarify what you mean by "It's a more visual approach than a reportable one (though the numbers are always there to be extracted)"?
Presumably, using your method, if I had a 10 step process from homepage to payment confirmation I could run visitor flow in two tabs / windows. One with the first half of the process, the other with the second half of the process?
If I compared the visitor flow with the goal flow for the checkout goal, would they match up (more or less)?
Thanks again.
-
Hi,
It's a more visual approach than a reportable one (though the numbers are always there to be extracted) but I prefer:
Audience > Visitor FlowIt defaults to country, but if you set the Criteria to 'Landing page' and use the setting cog, you are able to set up to 5 pages with regex.
As you already have your starting pages (category pages, product pages etc), it is a good way to see not only how people respond, but also how well they are doing in comparison with each other, such as someone landing on a category page could have more interactions that a product page, so it is of best interest to drive people to the category pages.
It also has the option of segmenting the traffic.
Many Kind Regards
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Any good and advanced custom attribution model?
Does anyone of you has some good and advanced custom attribution model for sharing or some advanced use case? I have over 1000 campaigns per month from all sources and I don't know how optimise them? Most of my adwords campaigns have impressions share close to 100%.
Conversion Rate Optimization | | Tormar0 -
Figuring out why sales drop significantly from one day to another
Hi all, We're running an eCommerce site and are using Moz to track our organic results i primarily we are using the Rank tracker and On page analysis tools. One strange issue that we experience on our website is sales dropping from one day to the next unexplainably (to us anyway). For example, one day (could be any day of the week or weekend) we'll make £1,000 of sales, the next £200 - the following might be back up to £1,000. I've tried looking for patterns in traffic, but oddly even on the days when we have poor sales we still tend to have almost as much traffic. We also use adwords, which account for about 50% of sales - on some of the poor days our spend on adwords is down, on others it's not. If the spend is down I could make a fair assumption that our competitors are playing around with their bids. I'm interesting in trying to determine why we have such irregular sales patterns. If they dropped 10/20% I could quite easily put it down to any number of factors - even the weather for example, however drops of 80/90% seem strange. I don't really know where to look for the answers - my first thought was that on the poor days I should check whether our organic rankings had dropped significantly overnight - but the Moz Rank Tracker only updates once per week, so perhaps there is an alternative way someone could suggest? I'd be really interested to hear from any of you that might have been through similar struggles, or, have some ideas that might help us get to the bottom of the fluctuation in sales. Thanks in advance for your time. Kind regards,
Conversion Rate Optimization | | SimplyPlastic
Al0 -
Any Reports on Conversion Rate Drops in 2014?
I'm looking for some reports about conversion rate changes over the past year as well as any trends you may have noticed about ecommerce conversion rates because we are seeing something quite odd. We are seeing a large drop in overall conversion rates on some sites I manage this year despite seeing significant revenue growth. When I looked through the stats I found something interesting. Our conversion rates have actually increased on each of the three device types (desktop, tablet and mobile) but because there is a huge surge in visits from mobile devices (the device with the lowest conversion rates) and a large decline in vistis from our top convertor (desktop) our overall conversion rates are down. This is especially troubling to me because my bonus was based on increasing conversion rates and I could use some help from you to see if others in the industry are facing this issue or not. Thanks
Conversion Rate Optimization | | Damascity0 -
Is "http://whereisthefold.com/" a good tool?
I came across this tool: http://whereisthefold.com/ I would like to add this to my bag of tricks but want to see if anyone has actually taken the time to verify that this tool presents an accurate representation of where things are placed on different screen sizes? I would appreciate any input. Ron
Conversion Rate Optimization | | Ron_McCabe0 -
How Do I Create a Google Analytics Dashboard for My Designer To Monitor Landing Page A/B Testing
Hello All, We recently started doing some "AdWords Experiments" using A/B testing of our search landing pages. My web design team does not have access to our AdWords account, but they do have "user" access to our Google Analytics account. What I need to figure out how to do is setup an easy dashboard (or custom report) that will show them at a quick glance how the two versions of their page are performing in terms of: Goal Completions (Conversions) where the specific page is the entrance/landing page. Bounce Rate Time spent on site where the specific page is the entrance/landing page. Pages viewed where the specific page is the entrance/landing page. Possibly a way to see the most popular page visited 'next' after starting on the specific entrance/landing page Anything else that might be useful The two URLs would be like: http://www.domain.com/search/testa/
Conversion Rate Optimization | | Robert-B
http://www.domain.com/search/testb/ Any insight about the best way to do this is greatly appreciated! Cheers!0 -
Call extension only showing with some keywords/ads?
I've enabled Call Extensions with Call Forwarding on my Adwords Campaign (found out Location Extension must be enabled, so enabled that, but left out phone number in location settings). I thought these extensions should work on a campaign level. However, I can only see the google voice call forwarding extension on some of my keywords/ads. What's up?
Conversion Rate Optimization | | Mozzin0 -
Any providers offering a/b testing using JS callbacks?
Hi all, I am looking to test the impact of buy button wording on conversion rate. The website in question has a few thousand products on non-dynamic URLs. The common a/b testing products on the market restrict tests to a single URL, or you have to enter all the URLs being tested which isn't practical. Ideal Solution What I'd really like to do is: use the provider's web app to configure an experiment with a name and a description of the variations; use some JS code to run the experiment with a callback to carry out the variation. This would allow me to easily put this code on the product details page template. I've written example code below for how this would look. When the experiment is run, the provider's framework would a) tell my code what variation to run, and b) handle the measuring of conversion rate. Questions Are there any providers which work like this? Is there an alternative solution on the market? If there isn't someone already doing this, would it be useful to anyone else? Joel // Loads the provider's framework. // Setting the experiment to run when doc is ready.
Conversion Rate Optimization | | switchplane
// Assumes jQuery environment.0 -
Call-to-action is literally a call/dialing a number...
The call-to-action for this site is not some sort of webform, nor adding an item to a cart; it is a call, that is the action this business wants to elicit. Would there possibly be any advantage to making the number clickable and having a landing page for that, any suggestions on how to make this call-to-action more pronounced/clear? Thanks! =]
Conversion Rate Optimization | | Mozzin0