In many analyses, users are segmented into two categories: those who are engaged with a specific aspect of your digital property and those who are not. The goal is to discover how or why those users convert. However, by doing this narrow analysis, you will only be able to gain a small piece of the depth of insights you truly need to optimize the user experience of your digital property.
As mentioned in one of our recent posts, no matter what your role is in an organization, doing a user journey analysis of your digital properties is critical. Every company wants the best app or website in their industry because that means more conversions, increased customer retention, and of course, money in their pockets. But to get there, each company requires insights to help them how to improve the user journey.
User journey analysis leads to both depth and quantity of insights, which then blossom into A/B testing opportunities and further deep-dive analysis. The insights themselves are things you haven’t uncovered before or wouldn’t have been able to discover.
In this post, I’ll cover a few key insights you can gain by doing an in-depth user journey analysis. To go even deeper, download our eBook: A Guide to User Journey Analysis.
- Gain a holistic view of your users through user segmentation. By segmenting your users in a more broad manner, you’ll get a better idea of who your customers are and where they find value in your digital experience. This will help steer your company in the right direction by focusing on building a product based around the likes and dislikes of your customers. Some basic segments you can get started with include device being used (desktop vs. mobile vs. tablet), acquisition channel (email vs. social media vs. paid search vs. organic search), tenure, and frequency. Often times, segmenting users with a combination of dimensions will give you the deepest insights. Here, it’s important to keep the user’s end goal in mind and help them achieve what they came to accomplish or what you want them to accomplish.
- Discover user-specific tendencies to improve your digital property. By diving deep into discovering who your users are, you’ll begin to gain the insights you need to make vast improvements to your digital property and the user experience as a whole. One example could be learning your users acquired through organic search prefer to order their food from a drop-down menu in the corner of the screen, whereas users acquired through email campaigns prefer to click on images of menu items displayed on the landing screen. You can use this insight to fit your images and call-to-actions to the types of users who tend to engage with them. As a result, with an improved user experience, you’ll have customers coming back for more.
- Learn how to optimize your campaign or incentive strategy. By analyzing how different users engage with your various campaigns and incentives, you can begin to understand the best approach in personalizing each user journey. For example, through user journey analysis, you may find that some users take advantage of your campaigns during later periods of the day, while other users prefer engaging with your campaigns in the morning. It is likely that creating campaigns geared toward these specific segments at the right time will increase engagement and conversion attributed to the campaign. If you have a more customized campaign or incentive strategy, you will likely begin to see an increase in customer loyalty and a lift to your bottom line.
A normal analysis typically has you focused on one specific goal, and you aren’t allowed to wander outside of those constraints put in place. By using a more exploratory approach, especially by doing user journey analysis, you’ll discover amazing new insights that’ll help improve the user journey of your digital property.
The depth of insights you get from user journey analysis is a result of the connected learnings about your traffic, your UX, and your goals. They all work in sync with each other to drive discovery and help make your digital property successful.
Ready for Insights?
If you’re ready to gain the insights you need from doing user journey analysis, you’re in luck. We just released an eBook: A Guide to User Journey Analysis. This comprehensive guide follows a user-centric approach that eliminates isolated analyses so you can gain a better understanding of your digital properties. Get started today by downloading the eBook here.
If you find this eBook valuable, don’t forget to spread the wealth and share with others who will find it eye-opening.