User journeys in Usermaven

Understanding how visitors interact with your website is crucial for optimizing user experience and increasing conversions. Usermaven helps you track a user's journey through your site, giving insights into the pages they visit, the actions they take, and the time they spend. This guide will show you how to track and analyze user journeys in Usermaven.

What is a user journey?

A user journey is the series of steps a user takes to complete a goal on your website, such as making a purchase, signing up for a newsletter, or finding information. In Usermaven, you can track these steps to understand how users interact with your platform.

For example, a user journey might start with viewing a product image, then moving to a detailed description, and finally making a purchase. Understanding these steps helps you see what drives users to convert and where they might drop off.

Use cases for user journeys

Usermaven's user journey feature helps answer questions like:

• What do users do right after signing up?
• What actions are most common after opening the app?
• What leads users to subscribe?
• How do users navigate from account creation to sending their first message?
• Which marketing campaigns drive the most engaged users?
• How do different user segments behave after interacting with a specific promotional page?
• What content paths lead users to sign up for a newsletter or download a resource?
• What features do users explore right after signing up for a free trial?
• How do different customer segments (e.g., small businesses vs. enterprises) use the product differently?
• Which actions are most likely to lead users from trial to subscription?

By answering these questions, you can identify areas where users struggle and make targeted improvements to enhance their overall experience.

Creating a New User Journey

To create a new user journey in Usermaven:

1. Click "Create New User Journey": You'll find this button at the top right corner of the screen.

2. Provide a Name: Give your journey a descriptive name that reflects what you're tracking (e.g., "Sign-Up to First Purchase"). Add a brief description if needed.

3. Set Up the Event to Track: Choose whether you want to track actions before or after a specific event. For example, you can see what users do after signing up. You can use either a Page URL or a Custom Event to define these actions in User Journeys.

4. Choose the Path Type:

   • Session-based Path: Tracks all actions a user takes during a single session or visit to your website. This path helps you understand user behavior within a specific timeframe.
   • User-based Path: Tracks user actions across multiple sessions, providing a complete view of the user's interactions over their entire lifecycle with your product. This helps you understand long-term engagement and behavior trends.

5. Group or Exclude Actions (Optional): You can group similar events or page URLs under a single alias to simplify analysis. For example, you might group all product pages together under "Product Views" to track how users engage across different products more easily. Additionally, you can exclude specific events or page URLs that are not relevant to your analysis, such as internal team visits or irrelevant page views, ensuring your data remains focused on user behavior that matters.

6. Click "Create": Once you're done configuring, click "Create" to set up your journey.

Analyze the user journey flow

Usermaven's User Journey Report offers a comprehensive visual representation of how users navigate your website. This report illustrates the paths users follow, starting from a source, progressing through different pages, and pinpointing where they exit. By examining this flow, you gain valuable insights into your users' typical journey.

In the visual representation, the innermost circle signifies the initial step of the user journey. As you move outward on the flow chart, subsequent steps in the user journey become visible. Hovering your cursor over any step reveals essential information, including the total number of users who began their journey at that step, the drop-off rate, and the conversion rate for that specific stage.

Alongside the flow chart, you'll find a list of steps under the "Paths from All Entries" tab, aiding your analysis. Additionally, an “Interactive Depth Level” feature allows you to specify the number of steps to include in the user journey visualization, ranging from 2 to 12 levels, tailored to your preferences. This feature streamlines the view, providing an organized and interactive representation of the user journey.

Most commonly taken paths

The table located at the bottom of the User Journey page offers a convenient and structured representation of the most frequently followed paths taken by users in the specific user journey you've defined. This tabular format presents essential data for each step of the journey, aiding in clear visualization and analysis. For every step in the user journey, the table provides valuable insights:

• Completion rate: This metric indicates the percentage of users who successfully completed the step in the journey.
• Number of users: It displays the total count of users who initiated that particular step.
• Drop-off rate: This rate is calculated by comparing the number of users at the current step with the number of users at the previous step, revealing the attrition or abandonment rate from one step to the next.

This structured presentation of data offers a user-friendly approach to understanding user behavior and identifying where users tend to exit your platform. It serves as a powerful tool for taking informed actions to address these drop-off points and enhance your product's performance.