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
-
Channel grouping path / assisted conversion benchmarks by industry
Hi Mozzers, I'm trying to find benchmark channel grouping paths to conversion, or assisted conversion trends, by industry... is anybody aware of any benchmark data out there? Thanks!
Conversion Rate Optimization | | Zoope0 -
UX and/or Conversion Help for Ecommerce
Good Morning, We recently revamped and relaunched our ecommerce website and we believe we have built a great site that is easy to navigate, find what you're looking for, get all details, and purchase. We were hoping to get some of the Moz community to take a look at the site and let us know if you have any suggestions on usability or conversion techniques that we could implement to improve user experience and amount of orders placed. You can view our site here Looking forward to your feedback. Thanks in advance
Conversion Rate Optimization | | Prime850 -
Google Adwords Offered to Redesign My Website & A/B Test... Thoughts?
I received a call from the Google Adwords team today offering to redesign major pages of my website & A/B test their design against mine. The rep said that this is not a standard service they offer and that we had been "selected". Despite it's overt marketing overtones, I would hate to pass by the opportunity to apply Google's conversion insight to my site. Has anyone experienced this before? Good experience? Bad experience?
Conversion Rate Optimization | | Glathrop1 -
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 -
Any SEO tips for optimizing / driving traffic to category pages?
Hello! I listened to Adam Audette at Linklove in Boston this month and he spoke a little on creatively linking product pages back to their respective category pages - as it had an effect on the SEO... However, I don't know much about "internal" linking... Any other SEO tips for optimizing / driving traffic to category pages? Thanks!
Conversion Rate Optimization | | BGroup0 -
What company/person do you recommend for improving conversion rates on landing pages?
Hello! I'm looking for specific recommendations of companies with whom you have been "Tickled pink at fantastic conversion improvement results!" I'm the customer for this service. 🙂 I seek a page-level review of a specific area of my site. I'm looking for output of specific recommendations for improving conversion rates. I want to avoid paying for a "generic best practices report" with one or two ideas for my site sprinkled in. I realize that I will be called to complete proper input into the process. I am ready to do my share with the level of detail required. So, if you have an enthusiastic recommendation, please share. Details are appreciated. Most important, please tell me why this company made you very happy. I sincerely look forward to SEOMozzer input. Thank you kindly, Loren
Conversion Rate Optimization | | groovykarma0 -
Can I track user journeys from a particular source?
We want to track users from a particular campaign to see what they do when they get to the site. The site generates revenue from clicks out so we want to be able to see whether visitors from a particular source click on multiple deals. i.e. enters from the source and then clicks on 3 different deals that take the user to other sites. Using GA, can I track this by implementing UTM on both the campaign links and outgoing links? Can I see exactly how many deals the average user is clicking on? As far as I know I can: Track visitors from the campaign Track overall clicks on deals Divide click outs by visitors But I can't track how many deals the visitors from campaign A clicked on... or can I?
Conversion Rate Optimization | | Red_Mud_Rookie0