Use Cases for User Analytics

Suggested readings: Funnel Analytics, Flow Analytics, Retention Cohort, Event Analytics

See below for some use cases that can help you get better insights about your users on your platforms.

Funnel Analytics

Use Case 1: Optimizing Your Purchase Funnel

Analyzing this funnel helps ecommerce businesses identify the specific stages where users abandon their carts. This insight offers a better understanding of the potential pain points or barriers that hinder conversions. For example, if a significant number of users drop off after adding items to their carts, businesses can focus on improving the checkout process, and provide incentives like discounts or free shipping, or address any usability issues that may discourage users from completing their purchases.

To create this funnel:

1. Select your funnel events in the following order: Homepage View > Product Detail Page View > Item Added to Cart > Confirmation Page View/Purchase.

2. Select your platform as Web and/or App.

You can also enable the "Show the funnel with the strict order of the selected events" and "Show the transition time between funnel steps" options.

No specific date range or user filter is required for this funnel. You can configure them as per your use case.

Use Case 2: New Customer Onboarding

Analyzing this funnel helps ecommerce businesses identify the steps that new customers typically take before making a purchase. This funnel gives insights about streamlining the onboarding process, personalizing the user experience, and providing relevant recommendations based on customer preferences. For example, if most of new customers browse through product detail pages before adding items to their carts, businesses can optimize the presentation of product information, and highlight key features to facilitate the decision-making process.

To create this funnel:

1. Select your funnel events in the following order: Sign Up Confirmation > Product Detail Page View > Item Added to Cart > Confirmation Page View/Purchase.

2. Select your platform as Web and/or app.

You can also enable the "Show the funnel with the strict order of the selected events" and "Show the transition time between funnel steps" options.

No specific date range or user filter is required for this funnel. You can configure them as per your use case.

Use Cases 3: Product Category Performances Analysis

Analyzing the performance of different product categories helps e-commerce businesses make data-driven decisions about inventory management and marketing efforts. They can identify the most popular categories, optimize product placement, and tailor marketing campaigns to target specific customer segments.

To create this funnel:

1. Select your funnel events in the following order: Homepage View > Product Detail Page View, and select the Taxonomy event parameter.

2. Select your platform as Web and/or App.

You can also enable the "Show the funnel with the strict order of the selected events" and "Show the transition time between funnel steps" options.

No specific date range or user filter is required for this funnel. You can configure them as per your use case.

Flow Analytics

Use Case 1: Identify Purchase Journey

Analyzing this flow of events helps e-commerce businesses gain insights into the typical path users take to complete a purchase. This insight helps them identify potential bottlenecks or areas for improvement in the user journey. For example, if users frequently drop off after adding items to their carts, businesses can optimize the cart page, simplify the checkout process, or provide incentives to encourage users to complete their purchases.

To create this flow:

1. Select Last Step as your Base Step.

2. Select the Confirmation Page View/Purchase event.

3. The recommended number of steps is 3-5, the recommended threshold is 20-80%.

No specific platform, user filter or flow option is required for this flow. You can configure them as per your use case.

Use Case 2: Customer Journey Mapping

Mapping out customer journeys helps e-commerce businesses gain a deeper understanding of how users interact with their platforms. This insight helps businesses identify touchpoints where they can deliver personalized messages, recommendations, or promotions to enhance the customer journey. For example, if users often visit the product detail page after viewing the home page, businesses can tailor their marketing efforts to showcase relevant products or provide special offers specific to those product categories.

To create this flow:

1. Select Last Step as your Base Step.

2. Select the Mobile App Open event.

3. The recommended number of steps is 3-5, the recommended threshold is 20-80%.

No specific platform, user filter or flow option is required for this flow. You can configure them as per your use case.

Use Case 3: Membership Loyalty Insights

By analyzing the user flow of membership customers, e-commerce businesses can identify patterns that contribute to repeat purchases and enhance customer loyalty. This insight helps businesses identify the touchpoints or incentives that successfully retain membership customers and tailor their retention efforts accordingly. For example, if membership customers frequently add items to their carts after viewing product detail pages, businesses can offer exclusive discounts, early access to new products, or personalized recommendations to encourage repeat purchases.

To create this flow:

1. Select Last Step as your Base Step:

2. Select the Mobile App Open event.

3. The recommended number of steps is 3-5, the recommended threshold is 20-80%.

4. Select Membership Level for the user filter.

No specific platform or flow option is required for this use case. You can configure them as per your use case.

Retention Cohort

Use Case 1: Seasonal Trends Analysis

Analyzing customer retention rates during peak and off-peak seasons helps e-commerce businesses optimize their marketing campaigns and offers based on customer behavior patterns. This insight helps businesses understand how seasonal factors impact customer loyalty and adjust their strategies accordingly. For example, if customer retention rates drop during off-peak seasons, businesses can create targeted promotions, loyalty rewards, or exclusive deals to incentivize repeat purchases and maintain customer engagement during slower periods.

To create this retention cohort:

1. Select the Confirmation Page View/Purchase event.

2. Select the Web and/or App platform.

3. Select Classical Retention as the retention type.

No specific user filter is required for this use case. You can configure it as per your use case.

Use Case 2: VIP Customer Retention

Tracking the retention rates of VIP or high-spending customers helps e-commerce businesses focus their retention efforts on this valuable customer segment. This insight helps businesses identify the factors that contribute to the loyalty of VIP customers, and develop strategies to enhance their experience and incentivize repeat purchases. For example, businesses can offer personalized discounts, exclusive perks, or dedicated customer support to VIP customers to ensure they feel valued and continue to choose the brand over competitors.

To create this retention cohort:

1. Select the Confirmation Page View/Purchase event.

2. Select Web and/or App as the platform.

3. Select Classical Retention as the retention type.

4. Select Membership Level (VIP) as the user filter.

No specific date range is required for this use case. You can configure it as per your use case.

Event Analytics

Use Case 1: Tracking Purchase Trends in Insider

Analyzing purchase event through event analytics helps you get an understanding of the trends of conversion over time (daily/weekly/monthly) basis. This data can help to make informed decisions to understand if there are anomalies in the frequency of conversion/purchase.

To view this use case, select the Confirmation Page View/Purchase event.

No specific event parameter, platform or date range is required for this use case. You can configure them as per your use case.

Use Case 2: Optimizing Voucher Category Decision

Analyzing user actions through Event Analytics helps you gain insights into which product categories lead to the highest conversion rates. This data can help you make informed decisions when generating coupon codes based on user segments. For example, if you notice that a significant number of users are visiting the clothing category, you can prioritize offering discounts in that specific category to increase conversions.

To view this use case:

1. Select the Confirmation Page View/Purchase event.

2. Select the Category/Taxonomy event parameter.

No specific platform or date range is required for this use case. You can configure them as per your use case.

Use Case 3: Analyzing Search Queries

Analyzing search queries through Event Analytics helps e-commerce businesses gain insights into the most commonly searched keywords by customers. This data helps businesses improve the relevance of search results, ensuring that customers find what they are looking for quickly and easily.

To view this use case:

1. Select the Search Result Page View event.

2. Select the Keyword event parameter.

No specific platform or date range is required for this use case. You can configure them as per your use case.