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Customer Journey

Summary:

In this article, you’ll learn about using the Customer Journey page to view and analyze your customers’ journey on your website.



Customer Journey overview:

Among the visitors that view your site, a small percentage may subscribe as users, and among those, a small percentage may make a purchase and be converted to a customer. In the marketing world, this concept is known as a “conversion funnel”. 

In order to improve customer experience and increase visitor engagement, it’s crucial for a site owner to discover the “paths” in which visitors are most likely to subscribe and convert.

The Customer Journey section allows you to find the criteria of these popular conversion paths. Growmatik provides you with the dimensions to look through your website and figure out what happens in the funnels starting, containing or ending with those dimensions.  

For example, you can see the list of the countries that generate the most traffic to your website and see the most popular landing pages for the visitors of that country. Or you can select a product and see the most popular sources that lead to the sales of that product. It’s also possible to combine different filters and gain valuable insights. 

By using Growmatik’s Customer Journey, you will be able to review different funnels and decide which step to take to potentially amplify the working funnel or fix a broken funnel. To access the Customer Journey page, click on the icon in the sidebar. You’ll be presented with the main layout of Customer Journey.

Note: Opening the Customer Journey for the first time may take a few seconds due to the heavy data processing in the background. Please be patient while the data loads.

customer journey overview

Adjusting the date range:

By default, the statistics are shown starting from the date the website was integrated with Growmatik until the present time (the entire “lifetime”). If the aim is to analyze only the recent user behavior, you can select a different date range by clicking on the icon in the date range picker. The options are:

  • Today
  • Yesterday
  • Last week
  • Last month
  • Lifetime
customer journey - date range

You can also specify an exact date range by clicking on the date range instead of the arrow icon to open a calendar in which you can select the starting and ending dates. Use the  « ,  ‹ ,  › ,  »  buttons to navigate through the calendar and select your desired dates.

Note: Selecting the dates before integration with Growmatik and future dates are not possible.

customer journey- exact date range

Specifying a sorting order:

By default, all data in Customer Journey are sorted in descending order (highest first) to help you find the most popular items. This is marked by the sort button being initially active. However, you can discover your least popular and least visited content by switching to ascending sort and using the sort button.

customer journey - sorting

Journey columns:

The main section of Customer Journey is dedicated to displaying five columns (five dimensions), representing the main criteria of your visitors. The five dimensions are:

  • Location
  • Source
  • Landing Page
  • Subscription
  • Purchase

Each column shows the five most popular items for that particular category. In addition, you can see all items in a specific category by clicking the dropdown menu above the column list.

Location:

Location indicates the country from which someone is visiting. If you hover your mouse over the number displayed, you’ll see the percentage of sessions from that specific country relative to all sessions. As an example, in the screenshot below, visitors from the United Kingdom visited the site in 33,941 sessions in the selected timeframe, making up 64.7% of all visits.

customer journey - columns - location

Source:

Source is the origin of the visit; it is expressed in the number of sessions. Hovering over the numbers will display the units and percentage of the specified item versus all the sessions. The example here shows 10,481 visitors typed the site URL directly into the browser’s address bar, equivalent to 20.9% of all visits. In addition to that, it shows the majority of people found your site from Google, and many people came from two other sites: “Artbees.net” and “Example.com”.

Note: All possible sources and their meaning are discussed in detail in a future section.

customer journey - columns - source

Landing Page:

Landing Page is the first page the user sees upon entering your site. The unit indicates the number of sessions that started from that particular page. The example in the screenshot below signifies that the majority of the people first landed on the home page (the slash “/”). Hovering over the number reveals that this is equivalent to 4.8% of visits.

Note: If a URL is cropped by ellipsis signs (), you can move your cursor over it to see the full text.

customer journey - columns - landing page

Subscription:

Growmatik records and differentiates between three types of user subscription:

  • Default WP Sign-up: A user registered through the default sign-up form that is provided by WordPress or other plugins (e.g WooCommerce).
  • Guest Purchase: Guests that did a successful checkout from your site without having an account. These people are not listed as users in the WordPress admin area, but Growmatik considers them as customers.
  • Popup Registration Form: Users that subscribed using the “Form” element placed in a Growmatik Popup. Please refer to the Popup Builder article to learn more.

Note: Unlike other columns, Subscription is expressed as the number of People (not sessions).

Purchase:

The Purchase column displays the most popular purchased products and sorted by the total quantity.

Note: The numbers here denote the cumulative quantity of each sold product, so the numbers are not the number of orders in which the product was present, nor the number of visits or sessions.


Discovering the most popular conversion paths:

In the default view, each Customer Journey column shows the most popular items for each dimension and does not represent any “order of actions” or “steps taken”. However, you can extract such information by filtering the columns.

In each column, you can click an item either in the list or in the drop-down menu to filter the other columns according to that specific criteria. For example, by default, the Source column lists the most popular referrers for all locations. If you need to know the most popular referrers for a specific location, simply click on one of the top locations listed on the Location card or search for your desired location from the drop-down filter.

Selecting Australia will update all the other filters according to this location. So, in the screenshot below, the Source filter is updated to show the most popular sources for Australia. The same applies for the other filters as well.

Note: The numbers next to the labels indicate the number of sessions, people or sold items depending on the selected filter. For example, in the screenshot below, 538 out of the 840 total sessions  from Australia in the selected timeframe were sourced from Google.

Note: The filter can be removed by clicking on the Clear Filter on top of the column


Selecting multiple dimensions:

By selecting subsequent filters, you can narrow down the results and explore a more detailed conversion path. 

As an example, in the screenshot below, you can see the most popular Landing Pages and Subscription method for “the people who came from Australia” and “entered our site by clicking on our website link on ‘forum.artbees.net’”.

Note: The numbers for the unselected filters will update every time you select a new filter.

Note: You can filter by any arbitrary column and with more than two columns as well.

Note: The order of selecting multiple filters does not affect the resulting data displayed on the unselected filters.


Variations in the Source filter:

The Source column has a drop-down menu which gives you complete control over the types of available Sources, also known as Origins or Referrals/referrers.

Basically, when a visitor reaches a page on your site, he/she must have gotten there three ways: 

  • Direct: Entering the site by typing the website’s URL directly in the browser’s address bar.
  • Internal: When navigating between pages without leaving your site
  • External: Entering your site by clicking on your website link on another site.

Growmatik enhances the source statistics by detecting and categorizing different sources and provides detailed filtering options for each category. The options are:

  • Direct: Session started by typing the URL in the browser’s address bar.
  • External: Sent to this site from an external site.
  • Email: From an email campaign. Growmatik email campaigns are also listed here.
  • Search: Clicked a link in the search results of a search engine.
  • Social: Visited via a link in common social networks such as Instagram, Facebook, Twitter, etc…
  • UTMs: A link to your site containing a UTM parameter was clicked. These links must have been previously generated and put on the web by you beforehand.

Note: Some well-known classes of external websites are included in the Email, Search and Social categories rather than the External category, even though they are technically External sources.

Note: Only the five standard UTM parameters are detected: utm_source, utm_medium, utm_campaign, utm_content, and utm_term.

Note: Internal navigation statistics are not included in the Source column because the Source column shows the number of sessions, each consisting of multiple page views. Internal navigation statistics are usually represented in the form of metrics such as Bounce Rate elsewhere in the app in order to be useful.


Filtering by Subscription or Purchase:

As mentioned before, for each individual column, when no column filtering is applied:

  • The Location, Source, and Landing Page columns display their statistics based on the number of sessions.
  • The Subscription column displays its data in terms of number of users.
  • The Purchase column numbers represent the total quantity of a product sold.

If you select a specific Subscription method to filter the other columns by it, the units will change:

  • The Location, Source, and Landing Page columns will switch to show the number of users. To elaborate, they would show, respectively the users last seen in a specific country, the source that sent a user for the first time to your site and the first page a user ever saw on your site.
  • The Subscription column that is being used as a filter still shows the number of users, the same as the above three columns.
  • The Purchase column also does not change and still represents the total quantity of a product.

If you select a product from the Purchase column:

  • The Purchase column that is being used as a filter would still show the total sold quantity of each product.
  • The other four columns will switch to show the number of individual users, exactly like when a Subscription method is being filtered.

Note: If both Subscription and Purchase columns are selected for filtering, the behavior will be the same as having selected only the Purchase column, described in the paragraph above.

Note: You do not need to worry about mixing up the units. The units are always mentioned in the tooltips and appear when you hover over any number, so it’s a good idea to check the tooltips to avoid any confusion when interpreting the Customer Journey data.