Customer Journey Analytics – smooth pathway from acquisition to conversion – How?

By J. Pete on May 18, 2019 | blogs | 0 comments

You don’t start an eCommerce site to show off how interested you are in business, likewise, your visitors don’t visit your site if they aren’t interested to buy your products. It is as simple as that. But not all your visitors make a purchase on your site, so what’s the problem there? For this we’ll need to look into the visitor path and analyze the conversion points. Customer journey analytics is what’ll help you for this. How to undertake this humongous task of customer journey analysis? We’ll cover the basics here!

Where do the visitors come into your site?

Take a look at the visitor acquisition channel. You’ll find it in your Google Analytics. If you’ve been running your site for some time now, you’ll find some traffic come from organic sources, some from the social media, some from the referral sites, paid mediums and others.

All of these visitor acquisition paths will have a different bounce rates and we know what that is – they, at some point got uninterested and left your site.

The main point to optimize here will be relativeness of the message that you’ve left on the social media channels and the messages in your site. The text messages or the messages that an image portrays on the acquisition channels needs to match with the content of your site. Also, an easy way to engage your visitors is by using the Visit Message Plugin.

Which pages do they visit the most?

You need to keep track of the pages that your visitors mostly visit. A bit of segmentation based on some pattern is needed here. Let’s say, a visitor from Canada visits a product page where you’ve listed a leather jacket and bounces off, that’s a lost sales. But, if a visitor from some landlocked country views the Jet-ski, that’s just the information level visitor.

The most common way to segregate your visitors is based on their intent of visiting. Whether they are viewing products to buy or they are just collecting information. Take a look at the most viewed products data provided by WP FootPrint plugin. You’ll be able to identify the patterns and implement necessary measures to increase sales.

How should you work on product page optimization?

You’ll always have a few products that’ll perform better than the other products. And you need to identify them. Analyze those high performing products in order to find the strengths of them. It could be the type of images that you’ve displayed. Or, it could be how you presented the product description.

It is also possible that the product is ranking for the right keyword with buying intent. Analyzing this and trying to replicate the same for your other products will help you create a smoother customer journey towards more conversion.

The next point to analyze in order to make your customer journey smooth is to look at the product variations. Which of the variation is sold most. You can get this data from WP FootPrint  > Orders Dashboard. If you’re able to add variations based on the interest of visitors, you’ll have a higher chances of making more sales.

Are the related products working on your favor?

Obviously, WooCommerce provides you the option to display related products to your visitors. But the main goal is visitor’s movement from product page to add to cart button and then to checkout page. Now, are the related products being added to the cart or are they just distracting your visitors?

Check this data in the Visitor Insights of the WP FootPrint plugin. If your main product and the products displayed as related product are not helping you generate sales, we recommend you to activate the Shopping History plugin.

This will help you remind the visitors about the product they viewed earlier.  As they already have information about the product they viewed earlier, they can make an informed decision to buy your product quickly.

What you’re doing here is – guiding the visitor on your site continue back to the customer journey to complete a conversion rather than just browse through product pages.

These are just the basics and there are a lot of other points that’ll you’ll need to look at like…

  • Returning customer vs new customer and influencing their behavior
  • How to add value to a visitor’s experience in your site with personalization,
  • Identifying and treating your high valued customer correctly, and more.

 

We’ll cover these topics gradually and if you need some advice or have some suggestions for us, we invite you to get in touch with us.

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