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:
- 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.
- 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.
- 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.
- 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.
- 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.
- Select End flow when condition in last step occurs and First step is optional.
- Click GO. We received the following results.
- 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.
- Select the final step in the flow diagram and choose See events leading up to this state from the drop-down list.
A granular view of events appears. In our example, we wanted more detailed information on the events leading up to a movie purchase.
- Hover the cursor over a particular area of the diagram to view specific details for that event.