Improve your website with user journey segmentation analysis

Hello, today I'm going to introduce you to user journey segmentation analysis in Pluszero.

Segmenting your website's user journey is an important task, as it can help you improve your users' experience and improve your website's performance. Below is a step-by-step guide to segmenting your website's user journey:

1. Setting goals: First, you need to set the purpose of your analysis - clearly define what kind of information or insights you want to gain.
2. Map the user journey: In this step, you need to consider all the steps a user takes from when they arrive on your website to when they achieve their goal. For example, they arrive on your website from a search engine, visit a landing page, and search for or purchase a product.
3. Analyze each stage: Analyze the user's behavior and interactions at each user journey stage in detail. Understand the user's needs, interests, pain points, and satisfaction at this stage.
4. Evaluate and identify opportunities for improvement: Based on your analysis, evaluate the user experience and identify opportunities for improvement. This process considers where users have difficulty getting the information they want, where users are dropping off, and ideas for improving the experience.
5. Create an improvement plan: Based on your improvement ideas, create a plan to improve the user experience. Consider design changes, content improvements, and feature additions to improve the user experience.
6. Execute and test: Execute your improvement plan and test the changes to your website. Use techniques like A/B testing to see which changes are effective.
7. Continuous monitoring: Continue to monitor and evaluate the user journey even after you've implemented improvements. Collect user feedback and continue to optimize your website.

Segmenting and analyzing your website's user journey can help you improve your website's efficiency and user satisfaction. These analytics are a key part of the user-centered design and improvement process.

Improve product inquiries

A. The Problem

Company L hosted a semi-annual offline event that resulted in a significant increase in website traffic and product detail page views, but they were experiencing the following key issues

1. Unanalyzed post-influx user behavior: The company was unable to determine what content users were consuming after the event or at what stage they were dropping off.
2. Declining conversion rate: The number of completed product inquiries did not increase as much as the inflow, resulting in a declining conversion rate.

B. Approach

To address these issues, we adopted the following approach.

1. Set up event tracking

We set up GA4 events to track user behavior during the event. Events were utilized to track step-by-step actions such as product detail page consumption path, online showroom content consumption, menu clicks, and contact us button clicks.

2. Diagramming user behavior

With the defined events, we schematized the user's behavior step by step. GA4 and Looker Studio dashboards were utilized to identify the behaviors required to achieve the final KPI.

3. Analyze the most abandoned contact steps

When we analyzed the step-by-step event data to see where users were dropping off the most, we found that there was a lack of paths to the contact page on the site.

4. Improve with additional CTAs and AB testing

Based on our analysis, we added CTAs to the contact us page on multiple pages on the site so that it could be accessed from multiple paths.

We also changed the type and placement of the buttons on the CTAs to make them more attractive through AB testing. As a result, we saw an increase in the percentage of users who went to the contact page after visiting other pages, including the detail page, which led to a significant increase in the final conversion rate of product inquiries.

C. Conclusion

Company L's experience illustrates the importance of user behavior segmentation analysis. Segmenting and understanding your users' behavior on your website can go a long way in improving your business performance.

1. First, it is important to track and analyze what users do on your website through proper event tracking.
2. Visualizing this data to chart the user's behavior step-by-step can help you quickly identify problems and make improvements.
3. You can see where your users are dropping off the most and run experiments to fix those issues to improve conversion rates.

This approach is a useful strategy for improving user experience and boosting business performance in a variety of industries and situations.