Have you ever wondered where your customers most often drop off in the buyer's journey? It's a common question, and the answer lies in having the right tools at your disposal. HubSpot recently introduced one of the most exciting tools to keep track of the customer journey.
Customer journey analytics is a powerful tool for optimising every part of the buyer's journey. By measuring the pathway between the start and end points, you can identify pain points and areas for improvement.
How it works
You can add up to seven stages that lead up to a goal or conversion point. By adding branches, a contact can complete either path and be included in the stage. Also, you can make stages optional so that a contact doesn't have to go through that particular stage in order to continue along the journey. This is great for those steps where you find that your funnel isn't working as you planned and expected, because you can see what actions are being performed instead of the mapped ones.
It's also possible to include anonymous users, giving you even more insight into where you can improve the pipeline.
Most common property filters you can use in your customer journey analytics report:
- Ads
- CTAs (Call to Actions)
- Forms
- Marketing emails
- Marketing events
- Media
- Meetings
- Sales emails
- Sequences
- Web pages
There are also advanced properties you can use, but you need to manually input the values for the interactions that rely on the HubSpot tracking code.
Who can use it?
Customer journey analytics tool is available in the Marketing Enterprise plan.
Do you have any questions?
Send an email to hubspot@actuado.com.
