Journey Visualisation
IMPORTANT: numbers shown in this guide, including screenshots, may differ from your reports due to different underlying datasets.
Goals
- Understand where customers are falling out of your conversion funnels and which offers are having a meaningful impact .
- Identify customers who are researching on digital channels before converting in store.
Offer Impact on Purchase Funnel
Scenario: The marketing manager wants to understand which offers are not having a meaningful impact on conversions
Task: Build a fallout analysis to understand where customers are dropping off after being presented with an offer.
The Fallout visualisation is great for understanding customer paths when there are specific points or events you want to account for.
- Add a Fallout diagram into your panel by clicking the
icon at the bottom of the panel, and then 
.
- Label it Purchase Funnel.
The Fallout visualisation requires touch points in the process you want to measure fall-through as well as fall-out for.
- From the Components menu, search for Event Type.
- Click on the arrow to the right of the dimension.
- Select offer.presented from the list of values and drag it onto the first step of the Fallout.
- Next, drag commerce.productViews onto the next step of the Fallout, below offer presented.
- Drag commerce.orders below this.
- Rename the steps of the Fallout with more descriptive names. (for example: Has been presented an offer, Has viewed a product, Has made a purchase...)
Your Fallout should now look like:
Dig into this further to help us answer the business questions - of those customers who were presented an offer, but didn't make a purchase what offer did they see?
- Breakdown the Fallout, by right-clicking on touchpoint "Has made a purchase"
- Select Breakdown by Fallout at this touchpoint from the list of options, a new freeform table will be generated with this segment.
- Replace the Event Type dimension with Offer Name.
Notice the top offers that did not result in conversions during the reporting period: perhaps Luma should reconsider the priority and/or targeting of these offers.
To keep your changes, save your project by going to Project > Save (or press Ctrl+S on Windows, or Command + S on Mac).
Digital to Offline Journey Mapping
Scenario: The e-commerce team want to understand how many customers are researching online before buying in store, they want to target these customers with online only promotions to encourage online orders.
Task: Create a Journey Canvas to visualise alternative paths customers might follow after viewing a product on the website or app, like making a purchase in store or adding the product to a wish list.
The Journey Canvas is a great way to get a complete picture of the journey your customers are taking regardless of complexity.
Steps:
- Add a Journey canvas into your panel by clicking the icon at the bottom of the panel, and then
.
- Select People as Primary metric.
- Click Build.
Now you need to add in the canvas the nodes of the customer journey you want to analyse.
- From the left menue, drag the Page View metric into the canvas — this is the entry point of the journey.
- Drag the Product Views dimension item into the canvas and connect it to Page View - to filter only customers who viewed a specific product after landing on the site.
- Drag the Add to Wishlist metric into the canvas and connect it to Product Views - to track customers who saved the product instead of purchasing immediately.
- Drag the Product Add to Cart metric into the canvas and connect it to Product Views - to track customers who moved toward an online purchase.
- Drag the POS Orders metric into the canvas and connect it to Product Views - to see how many customers, after browsing online, chose to buy in store.
- Breakdown POS Orders by Product Category (drag and drop the Product Category dimension over the POS Orders node) - to identify which product types are most likely to be purchased in store after online research.
- Drag the Online Orders metric into the canvas and connect it to Product Add to Cart - to see how many completed the purchase online.
- Add secondary metric Total Revenue: click
at the top of the report and select Total Revenue as Secondary metric and then click Build.
To keep your changes, save your project by going to Project > Save (or press Ctrl+S on Windows, or Command + S on Mac).
Congratulations, this completes the Journey Visualisation exercise!