The Customer Journey Analysis Handbook

The Customer Journey Analysis Handbook

Do you care about the interactions your brand has with customers?

If not, you are missing out on a significant opportunity to win your customers’ hearts and keep them coming back for more.

This brings us to the next question – how to win customers’ hearts so that they choose your brand repeatedly.

The answer is simple – a smooth customer experience by carving a personalized journey for them.

This is where customer journey analysis comes into the picture.

Let’s dive into the blog to understand how you can uplift the customer experience by analyzing customer behaviour across touchpoints and over time. 

What is a customer journey?

Customer journey maps every interaction between customers and a brand, starting from brand discovery to post-purchase experience. 

Mapping the customer journey is more than just transactions – it is delivering value to customers at each step of their journey with the brand.

Customer journey analysis is crucial for brands to understand the various steps in discovering, researching, driving and purchasing. Analyzing customer behaviour at each point of their journey provides an overview of how they perceive your brand and their overall experience with you. 

Sketching out consumer flows from discovery to making a purchase and beyond is an effective way to determine customer experience performance. 

Not limited to just that, it helps you know the high points in their journey that could successfully garner more conversions for your brand and the loopholes that prevented customers from buying from you. Customer behaviour analysis lets you uncover deep customer insights and optimises and improves the customer journey to boost loyalty and make the most out of each sale.

Without analyzing journeys to understand what works and what doesn’t, orchestrating actions within specific journeys is a spray and pray approach. Taking action to optimize customer journeys is most successful when based on each customer’s overall experience with your organization.

Customer Journey Analytics Reports 

Following are the types of customer journey reports that you can create to understand the path customers take and reach their end goal.

Journey Reports

The journey report gives an overview of customers’ interactions with your brand. From brand discovery to post-purchase communication with the customers, Journey Reports capture all that the customers perceive about the brand and their actions. It gives you a visual representation of customer touchpoints across multiple channels. Following are the benefits of creating a customer journey report:

  • Identify areas of friction where users bounce off.
  • Analyze campaigns that lead to conversions.
  • Marking the path that users take for conversions.

Attribution Reports

The attribution report lets you track your successful customers who contribute the most to your brand’s growth. With these reports, you can figure out and measure specific touchpoints’ attributing to their success. The attribution reports let you uncover features that compelled customers to upgrade. Brands can align their product roadmap accordingly, boost conversions and minimize the churn rate. 

Cohort Reports

If you want to analyze growth period wise, Cohort Reports let you do that. You can break down the overall growth by the periods when a user performed a task. If you want an overview of the product usage growth, you can do this by making cohorts based on the time users signed up with you or used your feature. Cohort Reports are beneficial in such circumstances. 

Retention Reports

The retention report lets you analyze your brand’s retention rate. You can know how long customers continue to engage with you by using retention reports. Brands run retention campaigns to win back lost or dormant customers. Retention reports let you capture such users who subscribe to an email or push notifications and then come back to start making purchases from you. 

5 Benefits of Customer Journey Analysis

Customers are your brand’s most important asset. By analyzing their journeys, your brand can amend all the friction points and let you make better decisions. Following are the benefits of customer journey analysis.

Providing Smooth Onboarding

A smooth onboarding procedure is necessary to increase the number of subscribers. Sometimes, a cumbersome and complicated onboarding might lead to users uninstalling your app or bouncing off your e-commerce website. Customer Journey Analysis helps you discover such roadblocks and figure out ways to overcome them. Brands must deeply study the journey of high retention and high LTV users. This would allow them to get the wrinkles out from the onboarding path and set up workflow automation that works best for their customers. 

Fixing Conversion Funnel Leaks

Conversions refer to any desirable action taken by the user, such as link-click, downloading an app, making a purchase, etc. A user drifting away from reaching the conversion goal suggests the presence of leakages in the conversion funnel. Some of the possible reasons could be problems with CTA, lead generation, hurdles in the onboarding process, etc. Customer journey analysis helps you detect the cause of midway drop-offs and fix them as soon as possible. 

Frictionless User Experience

A smooth customer experience is crucial to make your customers happy and keep them coming back for more. A bad website, complicated checkout procedure, and inadequate customer support are enough to lose customers to your competitors. Brands should make the user experience as frictionless as possible. Customer journey analysis lets you fix slow-loading pages, clunky design, excess promotions, unwanted drop-downs, or irritating pop-ups that are an interruption to smooth browsing. Take user feedback, test and experiment to build an optimal experience.

No more Broken Pages

A ‘404 error’ page appears when your website cannot be found on the server. This kind of error reflects a lot on your services and decreases the credibility of your e-commerce business. A 404 error page on your website can reduce the interest of potential customers in buying from your brand. With the help of customer journey analysis, you can spot the broken links and solve the problem in no time without losing customers. 

Minimized Customer Churn

Customer churn refers to when a customer stops doing business with you. It is challenging to earn customers’ trust, but so easy to break it. A slight hurdle in customer onboarding, rough customer experience, conversion leakages, etc., can lead to a high customer churn rate. In addition to this, a complicated checkout process or apps with premium versions obstruct the customers to enter in any transaction with your brand. Customers love a smooth, user-friendly, feasible website or app experience to trust your brand. Analyzing customer journeys can help you tackle obstacles and minimize the churn rate. 


Taking crucial business decisions based on guesses is a thing of the past. Brands need to shift their tactics and use data to pivot successfully and grow to reap outstanding results. Customer journey analysis is one of the most impactful ways companies can leverage customer data and understand their journeys to understand all the points where customers converted and left. 


Anshika Singh

Anshika Singh

An economist by degree and content writer by choice, she is currently working as a content marketing writer at Wigzo Technologies. In her spare time, she loves to binge-watch and spend time with her dogs. Linkedin

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