Analyses
Customer insights as the cornerstone of modern marketing and business development.
Understanding customer behavior and actions across digital channels can also support development efforts in other channels. To create the best results and insights, it is often necessary to combine multiple data sources and analysis methods—such as web analytics, social media analytics, search behavior data, online visitor surveys, heuristic usability evaluations, and/or clickmap and heatmap tools.
Website visitor data also provides a valuable foundation for customer segmentation, understanding different customer journeys, and improving content marketing. Visitor data from digital channels can also be enriched by integrating CRM data, brick-and-mortar sales data, or other third-party data, creating a more comprehensive understanding of your customers.
We can help you with questions such as:
- What are the most common visitor paths that lead to conversions?
- What types of customer segments can we identify on our website?
- How do different customer segments behave on the website?
- Why do e-commerce customers abandon their purchase?
- Why do visitors browse product pages but don't proceed to checkout?
- What do visitors do on the website of a brick-and-mortar store?
- Why do visitors leave the campaign landing page immediately?
Current State Analysis
In a Current State Analysis, different data sources and perspectives are used to assess how the website performs from the user's or a specific user persona's viewpoint. It examines where the website serves well and where it falls short.
A Current State Analysis is often used as the foundation for conversion optimization and A/B testing development plans.
Bottleneck Analysis
Bottleneck Analysis focuses specifically on examining the effectiveness of different stages in a website's main conversion funnel or sales funnel. It looks at what works well within the funnel and identifies where visitors drop off and leave the website. The goal is to understand why this happens and pinpoint areas that need improvement to reduce friction and optimize conversion rates.
In Bottleneck Analysis, tools like heatmaps and clickmaps are commonly used alongside web analytics. Additionally, visitor surveys targeting users who abandon the funnel are sometimes utilized to gather insights into why they leave at specific stages.
Customer Segmentation
Customer segmentation helps identify different customer groups, allowing their needs and behaviors to be considered in communication, content creation, and service development.
- Who are the visitors to your website and what are the typical segments?
- What content do casual versus loyal visitors consume?
- Do visitor segments align with your business and marketing segmentation?
Cart Analysis
Cart Analysis helps understand which products or services— or product categories— are most commonly purchased together. Cart analysis can first be conducted per transaction, meaning it examines what is typically bought in a single purchase.
Carts can also be analyzed per customer, focusing on the types of products or service combinations different customer groups have purchased over a specific period across multiple transactions. The results of cart analysis can be used to improve targeting and marketing strategies for e-commerce.
Customer Journey Analysis
Customer Journey Analysis helps deepen the understanding of different paths that lead to conversion or purchase, as well as the roles of traffic sources, marketing activities, or content within the journey. This understanding is crucial for marketing development and optimization.
Customer Journey Analysis helps you determine:
- Which pages and content on the site are most frequently involved in visits that result in conversion?
- What role do product pages, blog content, or product reviews play in the conversion process?
- What role do different traffic sources play in the conversion journey?
- What are the most typical conversion paths in general?
Online Brand Analysis
Your customers have a lot to say about your brand. Often, important stories and messages go unheard, and valuable insights are left untapped. We help you listen to what your customers have to say!
With our brand analysis tool, we can collect a vast amount of open-text data, and by utilizing language processing algorithms, we extract the 3-5 key topics people discuss regarding your company, services, or brand. By combining customer feedback with marketing analytics and CRM data, we can determine the impact of customer opinions on your business.
Online Customer Surveys
Online customer surveys enhance understanding of who the visitors are, why they came to the site, and whether they found what they were looking for. The survey often gathers general feedback on the website's user experience and users' suggestions for improvement.
However, online surveys can also be targeted, for example, at users who abandoned the purchase funnel or those who completed a specific action or purchase, in order to gather insights into the reasons for abandonment or the factors influencing their purchasing decisions.
Attribution Modeling
Attribution modeling is used to identify and evaluate the role of different channels in the purchase journey as part of a completed purchase or conversion.
In practice, attribution modeling aims to determine which ads or content the user has seen or clicked during the purchase journey and how different marketing activities have influenced the purchasing decision.