Playground use cases

#8 - Understanding customers navigation to a page

Focus area Customer Journey Analytics

Features Flow Visualization

Difficulty Easy

Use case description

You want to understand how customers navigate through our website to reach the terms and conditions. This insight allows us to enhance site structure and content, ultimately improving customer satisfaction and sales.

Requirements

Understand the navigation flow of a customer to Terms and Conditions page from the Homepage. This can help us understand which terms and conditions is worth showing as a menu item in the homepage itself.

Resources

Name	Type	Description
SecurFinancial > Terms and conditions	Dimension	Web page name for the Terms & Conditions page

Flow Visualization is a powerful tool within CJA that enables analysts to:

Visualize the sequence of customer interactions on a website or application.
Analyze where customers navigate before and after specific points, such as entry pages, particular dimensions, or exit points.
Identify patterns in user behavior, including common paths and drop-off stages.

This visualization provides a clear picture of the customer journey, facilitating data-driven decisions to enhance user experience.

Use a flow visualisation from a new panel to start with.

The "starts with" field is particularly useful when you want to analyze specific entry points or initial interactions in your customer journey. For example, you can set "starts with" to a specific marketing campaign or landing page to see how users who begin their journey there proceed through subsequent touchpoints. This helps you understand the effectiveness of your entry points and how they influence the rest of the customer journey.

The "contains" field allows you to filter the flow to show only paths that include specific touchpoints or interactions anywhere in the journey, regardless of their position. This is valuable when you want to analyze how certain touchpoints influence the overall journey, even if they're not the starting or ending points.

The "ends with" field, on the other hand, helps you analyze the final interactions before a conversion or exit. By setting specific "ends with" criteria, you can identify which touchpoints are most effective at leading to desired outcomes.

Together, these three fields provide a comprehensive way to analyze different aspects of your customer journey, from entry points to exit points, and everything in between.

In the use case, we want to identify how customers ending at Terms & Conditions page, so add the relevant page name dimension to Ends with field.

Segmentation enhances flow analysis by allowing you to:

Focus on Specific User Groups: Analyze behaviors of particular segments, such as new vs. returning visitors or users from different geographic locations.
Compare Journeys: Contrast the navigation paths of different segments to identify unique patterns or commonalities.
Tailor Strategies: Develop personalized strategies based on the distinct behaviors of each segment, improving engagement and conversion rates.

Applying segmentation ensures that your analysis captures the nuances of diverse user behaviors, leading to more effective optimization efforts.

Try applying Has Mortgage > yes in the filter area to understand how many existing mortgage customers are going through this navigation.

Create a new panel.
Add a Flow Visualsation by clicking on Flow.
Search for Terms & Conditions in components.
Add SecureFinancial > Terms & Conditions to ends with fields.
Click on the block to show the entries to the page. Do this until homepage to understand the full flow.

See example analysis

Updated 26 Mar 2025

#7 - Understand pages driving customer care calls

#8 - Understanding customers navigation to a page

Use case description

Requirements

Resources

Tip 1 - Understanding Flow visualisation in CJA

Tip 2 - Configuring Flow visualisation

Tip 3 Bonus - Focusing of specific user groups

Solution