Web Analytics: Why a Comprehensive Approach to Data?
Posted: Tue Jan 07, 2025 3:33 am
The different stages of the customer journey along the conversion funnel
The average receipt of this online store is in fact in the order of several hundred euros, as can be seen from the ratio between value and number of transactions, and therefore such as to discourage impulse buying in favor of a more considered purchasing process.
The fact is, our users' journeys are not nearly as linear as we would like.
In our imagination, when we run an AdWords campaign, users who read our ad click on it (in a given percentage), view the details of the offers on our site and - at least in part - buy or carry out the operation we hoped for.
The actual user journeys, however, are very different.
Only a portion - more or less large, depending on afghanistan phone number our business - actually acts according to our hypotheses and expectations. Many others, however, behave like you and me when we have to make an online purchase. They evaluate the offer and advantages, compare the products and prices with those offered by other sites, and return to our pages several times to verify this or that peculiar characteristic.
In short, they behave more or less like this:
The real user paths on a site
In the meantime, they explore your site.
Maybe they download the information brochure for the service they intend to purchase, or view the page with special offers, watch the video illustrating the features of your latest product, or contact you to ask for clarification.
The average receipt of this online store is in fact in the order of several hundred euros, as can be seen from the ratio between value and number of transactions, and therefore such as to discourage impulse buying in favor of a more considered purchasing process.
The fact is, our users' journeys are not nearly as linear as we would like.
In our imagination, when we run an AdWords campaign, users who read our ad click on it (in a given percentage), view the details of the offers on our site and - at least in part - buy or carry out the operation we hoped for.
The actual user journeys, however, are very different.
Only a portion - more or less large, depending on afghanistan phone number our business - actually acts according to our hypotheses and expectations. Many others, however, behave like you and me when we have to make an online purchase. They evaluate the offer and advantages, compare the products and prices with those offered by other sites, and return to our pages several times to verify this or that peculiar characteristic.
In short, they behave more or less like this:
The real user paths on a site
In the meantime, they explore your site.
Maybe they download the information brochure for the service they intend to purchase, or view the page with special offers, watch the video illustrating the features of your latest product, or contact you to ask for clarification.