The quest to understand why your user is doing what they're doing needs you to be willing to study the data at each point in your customer's journey
Do you know what percentage of your customers abandon their cart? if not, you are missing out on a huge
amount of revenue. In the Web Analytics world, this is known as potential revenue. If you are looking for a
number, it’s almost around 75%. That's huge right?
Customer journey optimization relies heavily on data. It helps you in identifying points of friction or points where people stop moving or leave the funnel altogether.
Friction can happen at different points of the funnel. For instance, people may be aware of your product, but it may be hard to get them to become interested.
That could happen if you just don't get your message across or don't explain the benefits of your product very well. That may mean you have to change your advertising message.
You may also find that people who have become interested, but don't bite the bullet and decide to buy your product. That could be because a competitor may have a more attractive offer, or they may have a better message and people may decide to buy their product instead.
In some cases, you may see people who've decided to get your product, but they failed to take action, and that could be because there's traction in the checkout process for instance, like on a website that's hard to navigate or that does not work well on a mobile phone.
By studying the data on the number of people that make it from one stage to the next, or by evaluating the flow of how people navigate your website, these points of conflict come to light and that's what shows you where you should focus your efforts and adjust your marketing strategy, or in some cases, parts of the product or the sales process.