How to find where buyers drop out
Build a conversion funnel of two to six steps, see where buyers drop out between them, and open the people who stopped. Counted by person or by visit.
Journey map
A journey map is a diagram of how people move through a site, drawn as flows from where they came from to where they ended up.
A journey map, also called a flow or path diagram, draws the routes people take as bands whose width is the number of people on them. A funnel checks a path you chose in advance; a journey map shows the paths people chose, including the ones nobody planned for.
In UX research the term also means a hand-drawn picture of a customer’s experience. In analytics it is drawn from data. It is most useful when it starts where people came from and ends with what they did, so a wide band into leaving and a thin band into buying sit on the same picture.
In MIRA FIVE
The Map in Journeys runs from channel to landing page, second page, third page and outcome, drawn as ribbons. The outcomes are Bought, Reached a goal, Kept browsing and Left. Every row in Journeys opens the people behind it.
Example
For the Acme Shop’s last 30 days, the map ends with Bought 114, Reached a goal 128, Kept browsing 305 and Left 737.