product metrics

Role of customer journey analytics in driving conversions

Jul 4, 2024

5 mins read

Role of customer journey analytics in driving conversions

Struggling to convert free trial users into loyal customers? You’re not alone. 

Many SaaS companies face the challenge of keeping users engaged after that initial signup. 

But what if you could see exactly where users are getting lost or frustrated within your platform? 

Customer journey analytics acts like a digital spotlight, illuminating the user experience at every touchpoint. 

Customer journey analytics sheds light on these critical moments, the “ahas” and the “uh-ohs” of the user experience.

Buckle up because, with customer journey analytics, you’re about to witness your conversion rates take flight.

What is customer journey analytics?

Customer journey analytics is all about understanding the path your customers take when interacting with your brand. It’s like meticulously studying their footsteps across every touchpoint, from the moment they become aware of your existence to when they become loyal customers (or abandon ship).

Stages of customer journey analytics

Suppose you run a project management SaaS tool. Here’s how customer journey analytics can help you understand your customer interactions:

  • Awareness stage: A potential customer might first hear about your project management tool through a social media ad, a blog post comparing different tools, or a webinar you host. Customer journey analytics can track these touchpoints and tell you which ones are most effective at driving awareness.
  • Consideration stage: The potential customer visits your website, browses your features page, or downloads a free trial. Analytics can track these interactions and reveal which features are most interesting to potential customers, where they might be getting stuck in the sign-up process, or if they’re abandoning the trial early.
  • Decision stage: The potential customer might contact your sales team with questions, compare your pricing plans, or read customer reviews. Analytics can identify common customer concerns during the decision phase, allowing you to address them proactively.
  • Retention stage: The customer signs up and starts using your tool. Analytics can track their activity, identify any areas where they might be struggling, and suggest helpful resources or in-app tutorials.
  • Advocacy stage: A happy customer renews their subscription, recommends your tool to colleagues, or leaves a positive online review. Customer journey analytics can help you identify your most loyal customers and understand what drives their satisfaction.

The benefits of customer journey analytics

benefits of customer journey analytics

Here are some benefits of analyzing customer journeys that can maximize your return on investment (ROI):

1. Empower your business

By analyzing customer interactions across various touchpoints, customer journey analytics provides deep insights into customer behavior, preferences, and pain points. This holistic view helps businesses understand their customers better, enabling more personalized and effective engagement strategies.

2. Better understanding of customers

Analyzing data helps you see what aspects of the buyer’s journey lead to conversion (or not). For instance, you might discover that customers from a specific social media platform are more likely to buy, or you might identify audience segments with higher conversion rates. 

3. Pinpointing customer drop-off points

Not all prospects convert, and customer journey analytics can help identify where they drop off. This might be during channel transitions (e.g., switching from mobile to desktop) or due to frustrating steps in the buying process (e.g., requiring account creation for guest checkout). By identifying these drop-off points, you can address them directly, such as streamlining the mobile checkout process or offering a guest checkout option.

4. Optimizing customer experience

With a clear understanding of customer pain points, you can personalize the journey and address challenges. For example, if customers struggle to navigate your pricing page, you can implement clear explanations or offer chat support to smoothen the buying process.

5. Improving ROI

By measuring the impact of customer experience initiatives, you can see which strategies are effective and which need improvement. For example, if you invest in a social media campaign targeting a specific audience, customer journey analytics can track this audience’s interactions with your brand. Did they convert at a higher rate? Did they abandon the cart at a specific stage? This data allows you to refine your targeting and messaging for maximum impact.

Customer journey mapping vs. customer journey analytics

While customer journey mapping provides a blueprint, customer journey analytics uses data to measure its effectiveness.

Customer journey mapping

Customer journey mapping is a visual representation of the customer journey, outlining the different stages (awareness, consideration, decision, etc.) and the actions customers take at each stage. It also considers customer emotions, pain points, and potential solutions. 

Customer journey analytics

Customer journey analytics builds upon customer journey mapping by providing data-driven insights into customer behavior at each stage. It helps you understand the “why” behind the “what” depicted in the customer journey map, revealing the data behind each touchpoint and customer interaction.

Related: Everything you need to know about product analytics

Building a solid customer journey analytics strategy

Once you have the data foundation, you can unlock valuable insights by following these analysis steps

1. Craft a customer journey map

Crafting a customer journey map visually plots a customer’s experience with your brand. It tracks their thoughts, feelings, and actions across touchpoints, helping you understand and improve their journey.

2. Identify the right analytics tools

Consider solutions like Usermaven to track user behavior across channels, visualize metrics, and collect data for in-depth analysis. The right tools will depend on how easy it is to create reports with it and your specific needs and budget.

3. Collect customer journey data

After you have decided on the tool, the next step is to gather data to guide the tool in creating a journey, or in other words, creating a pathway for a customer journey. You can gather data on user behavior and interactions from various sources, including website visits, or set up custom journey flow, e.g., events after signing up or events captured before signing up. This holistic view will provide a complete picture of the customer journey.

4. Analyze the data

Look for patterns, trends, and correlations between customer behavior and journey stages. Utilize data visualization tools to represent complex data sets in an easily digestible format. This will help you identify key trends and uncover hidden insights.

Taking action with customer journey analytics

Now that you have these insights, here’s how to leverage customer journey analytics to optimize your customer experience:

1. Update your customer journey map

Based on your findings, refine your customer journey map to reflect the actual customer experience. This may involve adding new touchpoints, revising pain points, or identifying new opportunities to delight customers.

2. Test and refine your strategies

Develop strategies to address pain points and optimize the customer journey. This could involve A/B testing different checkout processes, personalizing website content based on user behavior, or offering targeted support during specific stages of the journey.

3. Cultivate a customer-centric approach

By continuously monitoring and improving the customer journey, you can create a more customer-centric experience, fostering customer loyalty, boosting brand reputation, and ultimately driving business growth.

Related: How to use conversion analysis for business growth

Tips for an effective customer journey analytics

To maximize the value you get from your data, consider these additional tips:

1. Focus on customer lifetime value (CLTV)

Customer journey analytics can help you identify high-value customer segments and tailor your strategies accordingly. Prioritizing CLTV ensures that you are investing in customer relationships that yield long-term benefits.

2. Integrate analytics with marketing initiatives

Combine customer journey data with marketing automation tools to personalize campaigns and deliver targeted messaging at the right touchpoints. This integration enhances the effectiveness of your marketing efforts.

3. Prioritize mobile optimization

With the increasing dominance of mobile browsing, ensure your customer journey is optimized for mobile devices. A seamless mobile experience can significantly impact customer satisfaction and conversion rates.

4. Maintain data privacy

Always comply with data privacy regulations when collecting and analyzing customer data. Protecting customer information is crucial for maintaining trust and avoiding legal issues.

Related: Why online privacy matters?

By following these guidelines and continuously refining your approach based on data insights, you can create a customer journey that not only meets but exceeds customer expectations, leading to sustained business growth and success.

Customer journey analytics software

Several software solutions are available to help you with customer journey analytics. Let’s explore a popular option:


Usermaven’s “User Journey” feature helps answer important questions about user behavior and interactions on your platform, such as:

  • What did the user do immediately after signing up?
  • What actions lead up to a successful subscription?
  • How do users navigate between account creation and sending their first message?

Creating a new user journey

To set up a new user journey in Usermaven, follow these steps:

  1. Click on “New User Journey” in the top right corner.
Creating new user journey in Usermaven

2. Provide a unique name and optional description.

Creating user journey in Usermaven

3. Customize the journey flow based on events you want to track.

4. Choose between session-based and user-based paths.

5. Optionally, group multiple events or URLs under a single alias and exclude specific events or URLs if needed.

6. Click “Create” to set up your user journey.

Analyze the user journey flow

Usermaven’s User Journey Report offers a visual representation of user navigation on your site, showing paths users follow, where they drop off, and conversion rates at each stage. Use the flow chart and “Paths from All Entries” tab to gain valuable insights and make data-driven improvements.

User journay in Usermaven

Most commonly taken paths

The table at the bottom of the User Journey page presents essential data on the most frequently followed paths:

  • Completion rate: Percentage of users who completed the step.
  • Number of users: Total users who initiated the step.
  • Drop-off rate: Attrition rate from one step to the next.

This structured presentation helps identify where users tend to exit your platform, enabling you to address these drop-off points and enhance your product’s performance.


Customer journey analytics is a powerful tool for understanding your customers and optimizing their experience. By leveraging data and insights, you can create a frictionless journey that fosters customer satisfaction, loyalty, and, ultimately, business success.

Try Usermaven Journeys


1. How can customer journey analytics help retain free trial users?

Customer journey analytics pinpoints where users get lost or frustrated, enabling you to address these issues directly. By optimizing the user experience during critical moments, you can increase engagement and convert more free trial users into loyal customers.

2. What is the difference between customer journey mapping and customer journey analytics?

Customer journey mapping provides a visual representation of the customer journey, while customer journey analytics uses data to measure and optimize the effectiveness of each stage. Analytics offers deeper insights into why customers behave a certain way, helping refine the journey based on real data.

3. How can I start implementing customer journey analytics?

Begin by crafting a customer journey map, then select the right analytics tool like Usermaven to track user behavior. Collect data from various touchpoints, analyze the information for patterns, and update your strategies accordingly to optimize the customer experience and improve ROI.

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