User journey mapping for conversion optimization

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

Scenario

We’re part of the marketing team at TNG Lawyers, and we’re trying to increase sign-ups for our law conference. I’m going to show you the user journey we want to track so we can understand how users are engaging and identify any significant drop-off points that we need to optimise.

The User Journey

The journey starts with an email invitation. Once the user clicks on the call-to-action (CTA), they arrive on the landing page for the law conference, where they can see information about the conference and the speakers. From there, they can click “Register now” to go to the registration page, where they can fill out their details and register. Finally, after registering, they will see a confirmation page where they can choose to download the information pack.

Tracking the Journey with User Journey Mapping

Let’s use user journey mapping in Squiz DXP to track how many people move from the email through to registration. From the DXP, I’ll go into the Optimisation capability to access user journey mapping. Here’s where I’ll start building the path I want to track. First, I’ll give it a name and a description. I also want to track user interactions across all devices, including desktop and mobile.

Adding Steps

Step 1: Landing page – track the number of users viewing the page and add the URL. Step 2: Registration page – track page views. Step 3: Form submission – track completed registrations and add the URL. We want to track how many users are dropping off at each stage of this path.

Analysing the Results

A couple of weeks later, we review the data. We can see that 5.4% of users completed the form, and the biggest drop-off occurred on the landing page. Within these analytics, you can view detailed metrics including drop-offs, users reached, average time on page, and device performance. You can also see which browsers users are using, their locations, and which marketing campaigns they came from. Additionally, you can download this report to easily share insights with stakeholders.

Identifying the Problem

Now that we know the biggest drop-off point is the landing page, the question becomes: how do we improve the conversion rate?

Running an A/B Test

I’ll go back to the Optimisation capability, and this time I’ll open A/B Testing to create an experiment. For this experiment, I’m going to test the content in the CTA banner. I’ll add a test name and description, the domain, and define the variants. Variant A is the current banner, and Variant B is a more urgent, time-sensitive version to see if that increases conversions. I’ll measure success based on the number of clicks and choose to start and end the test manually.

Applying the Test

Now I’ll open the landing page in the Visual Page Builder. From here, I can apply the A/B test I’ve just created by selecting the banner component and connecting it. You can now see that the A/B test is connected, and I’m viewing Variant B. To include this variant, I duplicate the existing banner and edit the content to make it more urgent and time-sensitive. The icon indicates that the banner has been included in the test. Now I just need to update the content for Variant B to reflect the urgency.

Reviewing Results

Once the changes are published and the A/B test is live, we wait a couple of weeks and review the results. We can see that Variant B achieved a higher conversion rate, so we decide to implement it permanently on the landing page.

Impact on the User Journey

Looking back at the user journey mapping, we can clearly see the impact: the conversion rate increased from 5.4% to 7.3%.

Final Takeaway

With real-time insights into how users interact with your most important journeys, you have the information you need to streamline user journeys, boost conversions, and ensure your website helps users achieve what they came to do.