Understand user journeys. Test experiences. Increase conversion.

In this demo, I’ll show you how non-technical teams can streamline important user journeys and boost conversions using user journey mapping and A/B testing in Squiz DXP.

The scenario

We’re part of the marketing team at TNG Lawyers, and we’re trying to increase signups for a law conference.

First, let’s look at the user journey we want to track. This helps us understand how users are engaging and identify any drop-off points that need optimization.

The journey starts with an email invitation. When users click the call to action, they arrive on the conference landing page, where they can view event details and speaker information.

From there, they click “Register now” to go to the registration page, where they complete the form. After submitting, they reach a confirmation page, where they can download an information pack.

Tracking the journey

Now let’s use user journey mapping in Squiz DXP to track how users move through this process—from the email through to registration.

Within the DXP, I navigate to the Optimization capability and open user journey mapping. Here, I can build the journey step by step.

I start by naming the journey and adding a description. I also choose to track interactions across all devices, including desktop and mobile.

Next, I define each step:

• Step one: the landing page, tracking page views
• Step two: the registration page, also tracking page views
• Step three: form submissions, using the relevant URL

This allows us to track how many users progress through each stage—and where they drop off.

Analyzing performance

A couple of weeks later, we review the data.

We can see that only 5.4% of users completed the form, with the biggest drop-off occurring on the landing page.

Within the analytics, we can explore detailed metrics such as drop-off rates, users reached, and average time on page across different devices. We can also see which browsers, locations, and marketing campaigns users are coming from.

These reports can be downloaded and shared with stakeholders for further analysis.

Improving conversions with A/B testing

Now that we’ve identified the landing page as the biggest drop-off point, the next step is to improve its conversion rate.

Back in the Optimization capability, I open A/B testing to create a new experiment.

For this test, I focus on the call-to-action banner. I add a test name and description, define the domain, and set up two variants:

• The original banner
• A more urgent, time-sensitive version

Success will be measured based on the number of clicks. I choose to start and end the test manually.

Running the experiment

Next, I open the landing page in the visual page builder and apply the A/B test.

I connect the test to the banner component and duplicate the existing content to create the second variant. Then, I update the messaging to make it more urgent.

An icon indicates that the component is part of the test. Once the changes are published and the test is live, we let it run for a couple of weeks.

Results and impact

After reviewing the results, we can see that the urgent version—variant B—achieved a higher conversion rate.

We implement variant B on the landing page and return to user journey mapping to measure the impact.

The completion rate increases from 5.4% to 7.3%.

Summary

With real-time insights into how users interact with your most important journeys, you can identify drop-off points, test improvements, and continuously optimize performance.

This allows you to streamline user journeys, boost conversions, and ensure your website helps users achieve what they came to do.