How to analyze Quote journeys

Set up 

If you do not have the following mappings, goals, and segments already saved to your Contentsquare platform you will need to create them before getting started. 

Mapping

• Split out each step of the Quote journey, including the pages that could lead to the Quote pages and the final step (e.g., the Confirmation/Quote page).

Zoning

Zone every step of your Quote journey, and  any key CTA that may direct users to the Quote journey from other pages, for example, 'Get a Quote' on the Homepage.

Goals

• Set-up goals for viewing each step of the funnel
• Create the goal 'Get a Quote'

Step-by-Step

Understand how users reach the Quote Journey

Open Journey Analysis and set the Analysis context. Use the 'Page Viewed' condition and select the first step of the Quote journey from the menu that opens (e.g., page group from a mapping = 'Start a quote'). When using 'All journeys from landing pages' look the following:

• Do visitors land on the expected pages? Is the usual path followed to reach Quotes, or do users often take alternative routes?
• If there are multiple ways to access Quote pages, what is the preferred option?

Identify the Underperforming Step

1. Open Journey analysis and navigate to the Funnel tab. Make sure to have your Analysis context set to 'All visitors'.

2. If you don't have your Quote funnel set up already, click on Define steps and start adding the steps of your funnel. After selecting all of the steps, click on Apply changes to save the Funnel and run your funnel analysis.

3. To narrow down the most problematic step look at the following metrics:

• Overall funnel completion rate. Is the funnel easy to go through or people tend to drop off before completing it?
• Step drop off rate and step completion rate.The step drop off rate will help you identify the step where users struggle the most. In the below example highest drop off rate is after the Quote Step 2, with only 62% proceeding to Quote step 3. 

Generate hypothesis on why the page is underperforming

Looking into the funnel you just built: which step is the most problematic in your journey?

• The Product List page: go to Product List page
• Login/Register: check the Form Analysis article
• The shipping page: see the following part “Details Page Analysis”
• The payment page: see the part “Mortgage Comparison Page Analysis”

Details Page Analysis

1. Open Journey analysis, toggle on the Comparison mode in the Analysis context. Use a 'Page Viewed' condition for the next step in the quote journey and compare it with 'Page Not Viewed' for the same step. Select to view the Journeys" After the Details page group and compare the two segments on the following:

• Why aren't users progressing to the next step? Are they leaving the site, returning to a previous step of the Quote journey, or viewing the page multiple times?

The example above shows that 31% of users who do not proceed to the next step of the Quote journey are navigating to the FAQ pages, and over 60% are leaving the site.

2. To narrow down your hypothesis, open the Page comparator, keep the comparison mode on and highlight the Details page group. Compare the segments on the following metrics:

• Look the load times.Are they higher for users dropping from the funnel?
• Check the time spent on the page. Is it longer for users proceeding to the next step? Identify who is spending more time reading information.
• Compare their scroll rates. Determine which segment of users covers more of the page.
• Look at their views/session. Is one segment viewing this page more frequently?

3. To analyze page usage and identify potential usability issues, open the Zoning analysis and choose the 'All visitors' segments in the Analysis context. Look at the following metrics:

• Look at the Click recurrence.Did users face challenges with a specific button?

• Check theTime before first click of the key page elements. Are visitors completing the form in the correct order? Do they click the CTA to proceed before addressing compulsory fields?

• Look at the conversion rate per click with the goal “reached next step of the funnel”. For the detail information form: is there a field that underperforms?

4. While still in Zoning analysis, enable the comparison mode and choose the previously used segments (Page viewed vs Page not viewed, where the page group is the Next step of the Quote journey). Look at the following metrics:

• Compare their click rate, exposure rate and exposure time. Did non-buyers engage with the page, or did they simply 'read & leave'?

(Optional) Check why a zone underperformed in the Session Replay

Did you notice that a particular field underperformed and you have no idea why?

A quick way to check why a zone underperformed is to use the Session Replay module. To do so, define a segment “has clicked on the problematic zone” and check for session replay, or right click on the zone in zoning to view replays of visitors who interacted.

Take action

• If you notice many users taking alternative routes to the Quote pages and minimal use of the main CTA (e.g., 'Start a quote'), consider reordering or giving it more prominence in displaying product options (e.g., adding a scroll bar on product rows).
• If users dropping out from the funnel frequently go back to the previous step or FAQ pages, they may need additional reassurance or visibility on what happens next. Consider clear labeling of CTAs to guide visitors, outlining all the steps, and offering a save progress option in other sections.
• If specific fields underperform or have a high click recurrence, users might struggle with filling them. Try making the form as concise as possible and implement a reactive error feedback system (e.g., displaying the expected format of the input when users enter an invalid postcode).

Morgage Comparison Page Analysis

1. Open Journey Analysis and within the Analysis context use a 'Page Viewed' condition (page viewed - 'Mortgage comparison page') from the menu that opens.  When using 'All journeys from landing pages' consider:

• Identify the main Landing pages. Are users following expected paths or going through unexpected loops?
• Examine the most common routes to the Mortgage Comparison page. Do users generally follow the expected path, or do they reach the page through alternative routes?

2. Optional. If you notice unexpected journeys or users deviating from the intended design route after a specific page, it's recommended to delve deeper into the journeys after this page. In Journey analysis analysis, go to the 'After a page group' tab, select the relevant page (e.g., 'Mortgage homepage'), and consider:

• What are the most common routes from that page to the Mortgage Comparison page? Do these routes constitute the majority of sessions, or do users take various paths with no clear majority route?

The example above shows that the top three routes from the Homepage to the 'Agreement in Principle page start' account for less than 20% of sessions. This suggests that users may take various routes, and there is no clear majority path.

3. To refine your hypothesis, open the Page comparator, maintain the applied segment (page viewed = 'Mortgage comparison page'), and highlight all the key pages identified as leading to the Mortgage comparison page. Compare them on the following metrics:

• Look the load times and bounce rates to identify any overperforming or underperforming pages.
• Look at their views/session to determine if any page is more frequently visited than others.
• Check the conversion rates with the goal set to the desired outcome after viewing the Mortgage calculator (e.g., 'Reach the Agreement in Principle Funnel'). Identify if there is a particular page that significantly contributes to achieving this goal compared to others.

3.To analyze how the page has been used and identify potential usability issues, open the Zoning analysis and choose the 'All visitors' segment in the Analysis context. Look at the following metrics:

• Analyze the click rates of the key page elements. Are users interacting with the page content as intended? Do they click on specific pieces of information, tables, or links?

• Look at the Click recurrence. Did users encounter difficulties with a particular button?

• Check the Exposure rate.Are the key page elements visible enough?

• Look at the conversion rate per click with the goal set to the desired outcome after viewing the Mortgage calculator (e.g., 'Reach the Agreement in Principle Funnel'). Identify if there is an underperforming field or if the calculator has a higher or lower conversion rate compared to other elements on the page.

4. While still in Zoning analysis, enable the comparison mode and choose the segments or users reaching the desired page after the Mortgage calculator vs. not (Page viewed vs. Page not viewed, where the page group is 'Reach the Agreement in Principle Funnel'). Look at the following metrics:

• Compare their click rate, exposure rate and attractiveness rate.  Are there any favored elements for the two user segments? Do specific elements drive users to initiate their application?

• Look at the click recurrence. Are non-converting users expressing frustration with a particular page element?

(Optional) Check why a zone underperformed in the Session Replay

Did you notice that a a high click recurrence on the filters and you have no idea why?

A quick way to check why a zone underperformed is to use the Session Replay module. To do so, right click on the zone in zoning to view replays of visitors who interacted with the problematic zone.

Take action

• If you see a lot of users taking alternative routes to the Mortgage comparison page, consider redesigning the page to enhance navigation. This could involve reducing the number of unused elements, clarifying key CTAs) and swapping key elements like calculators and information blocks to improve visibility. Alternatively, consider increasing the prominence of the highest-performing page in the journey to the Mortgage comparison page.
• If key page features such as product callouts are not effectively utilized (e.g., difficulty in finding CTAs, low visibility of the most converting products), try restructuring the content. Clarify CTAs, for instance, by removing hidden ones within accordion elements and making the entire element clickable.

• If users loop between product and category pages within the same category instead of following the appropriate navigation approach and the comparison table shows poor usage (e.g., low click rate on key information/CTAs or links), consider redesigning the table. Streamline it by removing repetitive information and enhancing product comparison, like grouping more products into a single, clearly designed table instead of using multiple tables.