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3.3 Analyze paths to user conversion

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To better understand your customers, you can analyze the steps they take leading up to a major conversion, such as signing up for a service, creating a profile, or making a purchase.

Analyzing actions that lead to user conversion

This section demonstrates how to construct a query that allows you to review the paths users take leading up to a conversion. In our example, we construct a query that shows the steps customers took leading up to purchasing a movie from an online movie site.

To accomplish this, we first construct a flow to show the path discovery of all users who make a purchase. Then, for a more granular view of the data, we go back to the Explore view for a deep-dive into the events prior to a purchase.  

To create a flow for path discovery of users who make a conversion, do the following:
  1. Open Explorer and click Flows in the left menu bar, then in the upper left corner of the window, click New Flow and enter a Name for the flow at the top of the window.
  2. For Step 1, enter a name, select an actor, and filter on events. In our example we entered Anything as the name, accepted user as the default Actor, and accepted the default all events.
  3. For Step 2, enter a name and select a filter. In our example we entered Purchase movie as the name, and then selected action for our filter.

3.3_Flow_Step2_action.png

  1. Select an option for the filter. We selected purchase_movie from the action dictionary drop-down menu, as that is the conversion point we are interested in.

3.3_Flow_Action-Purchase_movie.png

  1. Click the minus () sign to delete Step 3, then click inside Flow ends after inactivity and enter 30 minutes and leave the default of no timeout.
  2. Select End flow when condition in last step occurs and First step is optional.
  3. Click GO. We received the following results.

3.3_Initial-Flow-results.png

  1. For a granular view of events leading up to the conversion, click Explore in the left menu bar, choose the flow from the drop-down menu (in the first line of the query), then click the Sankey view icon at the top of the page. 
  2. Select the final step in the flow diagram and choose See events leading up to this state from the drop-down list.

3.3_See-events-leading-up-to-this-state.png

A granular view of events appears. In our example, we wanted more detailed information on the events leading up to a movie purchase.

3.3_Granular-flow-diagram.png

  1. Hover the cursor over a particular area of the diagram to view specific details for that event.

3.3_Granular-view-hover-selection.png

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