Unravel your customer journeys with Google Analytics clickstream analysis on forward and reverse paths
I don't know whether you have heard of the forward and reverse path clickstream analysis technique? It's a shame path analysis isn't so well known as say funnel analysis, since it's a strong analysis technique to help understand customer journeys on a site to identify inefficiencies.
Clickstream analysis can be used to review the quality and value of your REACH marketing activities, as well as informing crucial decision-making in the ACT and CONVERT stage of your customer conversion strategy.
What is clickstream analysis?
Clickstream analysis is the strategic analytical activity of reviewing the order of URLs visited and the actions taken during your customers' journeys on your site. By analyzing their forward and reverse 'path' you can track patterns and trends in your conversion funnel, towards your goals.
In Google Analytics, use the "Navigation Summary" for paths…
Marketers can use qualitative analytics to investigate the real reasons for falling conversion rates
The problem with the analytics methods we use today is that they show you WHAT is happening on your website/ in your app, but not WHY it’s happening. That’s where qualitative analytics comes in.
In addition to data that show trends in user acquisition and retention, qualitative allows you to delve deeper into the “why” of your conversion rates, giving you a front-row seat to see how your users behave by showing you video recordings of real user sessions.
Why more marketers are turning to qualitative analytics
Qualitative analytics is an analytics method that records users’ actions on your site/ in your app, providing a deeper look at user experiences and behaviors. This means that in addition to graphs and numerical data such as MAU/DAU, new sessions, and purchases.
Qualitative analytics are the next frontier for cutting edge marketers
It is 2016, and things are not what they used to be. Taylor Swift and Tom Hiddleston broke up, Cristiano Ronaldo actually won something with his national team, and growth hacking has become something of an oxymoron.
Growth hacking, specifically app growth hacking, a term that used to describe doing things differently in order to give your app extra momentum for growth, has been chewed up, washed out and clichéd into oblivion. All the tactics, strategies and methods developers have been using have been thoroughly analyzed and reported, and nowadays – everyone’s using it.
Well, if everyone’s using it, it’s not really ‘hacking’ any more, is it? As if time stopped when we learned how to use social media, word of mouth, or paid-to-free campaigns all with the goal of increasing downloads for our apps. And that really is what the focus of…