Anayltics Tool That Tracks Customer Flow And Heat Mapping The Importance of Understanding Your Customer’s Journey on Your eCommerce Website

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The Importance of Understanding Your Customer’s Journey on Your eCommerce Website

As an ecommerce retailer, do you know what your customers are doing when they land on your site? Do you know where your site is losing visitors or at what point in the sales funnel prospects are landing on your landing pages? If you answered no to any of these questions, you need to spend some time understanding your customer’s journey through your ecommerce site.

This may seem like a daunting prospect, but it can be approached in a systematic way and simplified using tools like Google Analytics. The time and effort invested in this process can also unlock many benefits – the most notable of which is the possibility of increasing conversions by reducing friction and plugging funnel leaks.

What is your customer looking for?

If you are able to understand what your customer is looking for at each stage of their site visit, you will be able to better deliver relevant information. Are they looking for a product? Looking to compare prices? Do they need help making a decision or are they researching for a future purpose?

Your funnel should filter into customers at each stage of this journey – being able to identify what stage a visitor is at will better position you to provide them with the content they need to progress through the funnel and closer to purchase.

How can you simplify your customer’s journey?

If you’ve set up Google Analytics on your site (and you should), you’ll have access to a wealth of data related to customer behavior. Load the Behavior Flow report under the Behavior tab. It shows a visitor’s progress through your site, the pages they access, the path they take, where they backtrack and where they exit. You can use this to determine what engages users and where potential problems lie.

A heat map is also useful here – it will show where the majority of interest is concentrated on the page. If it shows the intensity of action at the bottom of the page, simply moving that element to the top can smooth your visitor’s path through the site.

Track and monitor visitor behavior

Tracking new versus returning visitors is a useful exercise, but you should also connect to the source of these visits. What type of devices do visitors use to access your site? Knowing this, in conjunction with the other points mentioned above, can help you adapt your offers to better suit your visitors’ behavior. If you have a large proportion of visitors logging in from mobile devices, you can focus on creating a site optimized for mobile conversions with features that make the customer journey easier on smartphones (such as faster page load speeds, larger buttons, click to call, smaller forms and mobile payment options).

Knowing how your visitors behave means you can adapt your site accordingly, helping you retain those customers and get more conversions.

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