Journey Analysis
Flow Visualisation
The Flow visualisation is very powerful for understanding customer journeys through your website or app. Now with CJA you can leverage the same visualisation to discover the journey your customers are taking across all of your channels. How many customers are starting their journeys in the app but switching quickly to desktop, what are customers doing directly before and after they call the call centre?
In the analysis we covered previously, our user call the call centre during the purchase process. Let's try to understand how many people are doing the same, and why they're calling. That will help us to understand if we need to optimize the purchase process.
1. Scroll down to Lab 2: Call-Center Deflection panel.
2. Click the + icon at the bottom of our panel and then select Flow visualisation from the options presented.
Notes on Dimension configuration:
- Dropping a dimension as the Entry point will show the top first values seen in that dimension either at a Session or Person level
- Dropping a dimension as the Exit point will show the top last values seen for a dimension at a Session or Person level
- Dropping a dimension or a dimensional element in the middle will show you how often that element is the entry or exit, as well as the top elements a person saw prior or after from a pathing perspective. This can also be configured at the Session or Person level.
3. Drag the Retail_CallReason dimension and drop it in the Exit drop zone. Then click Build.
This shows us the top Call Reasons for customer calls into the call center.
5. One very powerful capability the Flow visualization supports is the ability to mix and match the dimensions being used. Drag the pageName dimension and drop it to replace the left most column of the flow visualisation. The result is a view into the top pages customers interact with prior to a call, broken out by call type:
6. Drill into any of the pages to see what customers interact with prior to that on their path to a call. We can see many customers are visiting the help forums before calling with an order issue. There could be value in running some optimisation tests on those pages.
7. Finally hit Ctrl/Command S to save your project.
This can be very powerful in understanding customer journeys across channels.
Congratulations, this completes the flow visualisation exercise.
Fallout Visualisation
The Fallout visualisation is great for understanding customer paths when there are specific points or events you want to account for. For example, measuring which customers are starting a journey such as a purchase and understand where they drop off.
- Add a new visualisation to your dashboard by clicking the + icon inside the panel at the bottom. Select the icon that looks like a Funnel
The fallout will start with all people. It then requires you to add the touch points in the process that you want to measure fall-through on as well as fall-out for.
2. From the Components menu, drill into the values for pageNames and search for purchase.
- Drag purchase: step 1 into the Add Touchpoint drop zone, just under all people
3. Repeat the process for purchase: step 2 and purchase: thank you
4. Rename your fallout to Purchase Abandonment
5. Finally hit Ctrl/Command S to Save your project.
This is a great way to understand if your application process is too complex and need to be optimized.
Congratulations, this completes the fall out exercise