user-journey-analysis

Vocabulary Word

Definition

In user journey analysis, we study users' steps when they're interacting with an app or website. We try to understand their experience better, what they do, what problems they face, etc.

Examples in Different Contexts

In customer experience, user journey analysis involves mapping out and analyzing every interaction a customer has with a brand, from initial awareness to post-purchase. A customer experience manager might say, 'Through user journey analysis, we identify pain points and moments of delight, allowing us to optimize the overall customer journey.'

Practice Scenarios

Business

Scenario:

The bounce rate on our product pages is worryingly high. We need to understand why customers aren’t staying on the page.

Response:

A user journey analysis can give us insight into the areas of the site where users are leaving.

Marketing

Scenario:

Our website isn’t achieving the conversion rates projected. We need to examine what's causing visitors to leave so early.

Response:

Perhaps conducting a user journey analysis can help us identify the stages where they're deciding to abandon the funnel.