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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. [si_monthly_campaign_blog_cta_banner id=156432]

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…

A working marketing funnel ensures a steady influx of leads which forms the basis for business growth.

Have you ever been in a situation when you’ve done everything you could to sell your product, but people didn’t buy it? You may have a fantastic product, a lot of great ideas and motivation to run your business, but unfortunately, that is not always enough to succeed. This blog will review how optimizing your marketing funnel can help you overcome this dilemma! According to Forbes, eight out of ten entrepreneurs who start businesses fail within 18 months. If you don’t want to repeat their fate as a businessman, you need to understand how to sell your product or service. To do that, you need to be able to build an effective marketing funnel. [si_guide_block id="59581" title="Download our Individual Member Resource – Inbound marketing Quick Wins template" description="Our…

“Buyers are becoming more discerning and selective in the content they decide to consume”

As B2B purchases become more complex, it’s important to take a look at some of the latest B2B buyer trends in the market. Buyers are becoming more selective in terms of the content they consume, to make their buying decision. While B2B buyers continue to rely on trustworthy and credible sources, expert opinions and their peers to inform and educate themselves, their content preferences keep fluctuating over time, with various new content formats being introduced into the market. According to Demand Gen Report’s annual survey on content preferences, B2B buyers are “becoming more discerning and selective in the content they decide to consume”. Majority of the respondents (88%) said that content producers need to focus less on content around product specifics and more on…

Chart of the Day: Average Product Page View, Add-to-cart and conversion to sale rates for eretailers

In our compilation of average ecommerce conversion rates we compare different sources, showing the challenge of converting retail site visitors to add-to-basket sessions and sale. I'm sharing this funnel-based view of the conversion process since it also shows the conversion rates to product page views which aren't published so often: As would be expected, the number of sessions with product page views is much higher than the other micro-conversions, approaching 50 percent. This provides a useful benchmark and prompts retailers that it's useful to track conversion to product page views when making site design improvements. It also reminds us of the value of following up on interest in specific products and categories via sending personalized browse abandon emails which is the focus of the post where I…

Avoid these 7 mistakes at all costs when building and managing your sales funnel

Your sales funnel is the core of your marketing plan. It's the map of a customer's journey, right from the first interaction with your brand all the way to the final sale. Every piece of content you create and every marketing strategy you implement is built around your sales funnel. In short, your funnel is a critical component that decides your online success. And unfortunately, you could be screwing it up. In this post, we'll explore 7 of the most common mistakes that plague sales funnels, plus strategies you can apply to overcome each error.

1. You're not tracking enough data

A lot of marketers focus only on the big-picture metrics like page views, visitor-to-customer conversion rate, and bounce rate. Whereas, metrics with smaller scopes—like return visitors, exit pages, and scroll patterns—remain totally ignored. This is a fatal mistake. Even though big-picture…