How to understand how customers move through your online store
If your PPC campaign is getting plenty of clicks but that’s not translating to completed check outs, it could be time to assess the customer journey. Identifying where you’re losing customers in the process of navigating your site helps you to optimise each step and cut that number
The great news is that by operating an online store you have access to a plethora of data. Right at your fingertips, you have the information to recognise where the problem lies and optimise each step to improve your chances of converting each customer. The customer journey is often depicted as a funnel, with gradually less people entering each stage for various reasons. It’s an accurate metaphor for many digital businesses but if you’re suddenly losing a large portion at one step, it signals that something is wrong.
It could be that your delivery charges aren’t clear until customers come to purchase or that you require potential leads to sign up before filling their basket. Whatever your issue, getting to grips with how your customers move through and interact with your store, particularly when they chose to leave, is critical.
There are three core metrics to look at when you’re mapping out the customer journey to understand their path (or detour) to purchase.