Objective: Analyze the performance of Loyalty programs
Features used: Dashboards, Journey Analysis, Zoning
Time: 20 min.
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.
- Create a high-level mapping that includes key pages, with the Loyalty page and all the pages leading to it (e.g., a dedicated Landing page or an account page with links to it) clearly separated.
- Page view goals
Create goals for users having seen the Loyalty page (e.g, View "Loyalty page") -
Click goals
Create goals for users clicking on any links that may lead to the Loyalty page (e.g., Click on “Reward” CTA, Click on "My Rewards” etc.)
Step-by-Step
Analyze the impact of the Loyalty program
Does the Loyalty program affect online sales? Do users who participate in the Loyalty program experience improved conversion rates, increased time spent, and average cart value?
A quick way to view your key metrics is through Dashboards, which provides a personalized interface for tracking KPIs all in one place.
1. If you haven't created a dashboard, easily set one up using built-in templates. Navigate to Dashboards and begin with the 'Site overview' template for automatic population of your key metrics.
Learn how to create your first Dashboard and analyze your data using the Site Overview dashboard template.
2. Update the line chart that shows the Number of sessions/Conversion rate by incorporating Conversion rate by goal as a metric. Look at the following:
- % of users who were exposed to the Loyalty program(Segment “All visitors”, Goal “View "Loyalty page")
- % of buyers who were exposed to the Loyalty program (Segment "visits with transactions",
- Goal “View "Loyalty page") OR
- % of users who were exposed to the Loyalty program who transacted (Segment “View Loyalty program” page, Goal “Ecommerce”)
3. Activate comparison mode and compare the segment of users who viewed the Loyalty page versus those who haven't viewed it. Compare them based on the following:
- Check Revenue, Average cart, and Conversion rate (Goal "Ecommerce goal"). Determine which segment drives more sales.
- Look at the Views per session and Session time. Identify which segment has deeper journeys and spends more time on the site.
Analyze the journeys to the Loyalty page
1. Open Journey analysis and update the mapping to include the pages leading to the Loyalty page, along with the pages reflecting the flow towards it. Apply the segment of users who viewed the Loyalty page in the Analysis context. Look at the following:
- Identify the primary pages from which users navigate to the Loyalty page. Is there a standout entry point, such as content or landing pages? Are users following the expected flow, or are there any unexpected journeys (e.g., Help section or Search results) that might indicate insufficient visibility on dedicated pages?
- Analyze navigation journeys after users visit the page. Are these journeys smooth, or do users encounter errors or quickly loop back to a previous page? Identify any stumbling blocks that may indicate confusion with specific steps. The next step involves a deeper analysis of the problematic page in Zoning.
Generate hypothesis on why the flow to Loyalty program is underperforming
Looking at journey analysis: which step is the most problematic in your journey?
- Account page: Go to Account Analysis make sure to zone out and analyze the interactions with CTAs or content that direct users to the Loyalty program (e.g., 'My Loyalty points' in the menu, information about perks and benefits, etc.).
- Landing page: Review the Landing page analysis and pay close attention to the links/CTAs leading to the Loyalty program and how users engage with them.
Analyze the performance of the Loyalty page
1. Open the Zoning analysis with the Loyalty page and look at the following metrics:
- Check which functions or information need more attention by looking at the exposure rate, click rate, engagement rate, and exposure time. Identify the most important content information for users. Is there a highly engaging content with low exposure? Is there a difference in engagement between segments (e.g., when comparing new vs returning users or users maing a transaction vs not).
- Evaluate the importance of the key CTAs and functions by looking at the click rate, attractiveness rate, and time before first click. Assess how frequently they are clicked, their level of attractiveness, and how quickly users engage with them, both at the top and bottom of the page. Compare these metrics to those of other functions/content blocks.
- Look at the click recurrence and hesitation time (for Desktop only) to determine if any elements are generation frustration or confusion. Is there a high click recurrence on elements which should only require one click, indicating an error? Is any unclickable content generating clicks that might suggest a need for more information (e.g., specific details about the Perks and Rewards)?
Take action
- For CTAs with high hesitation times, you may want to try making the wording clearer.
- For unclickable elements with high click rates and frequent click recurrences, consider why visitors are attempting to click on them. Make non-clickable text clickable or highlight the most relevant information for the users.
- If a section on a page yields a higher ineterst than another, potentially reorganize sections based on interest / need. Reduce the visibility of less-used areas. Make sure to evaluate section CTAs as well.
- If you notice a high drop-off rate or repetitive looping behavior after a particular page leading to the Loyalty program, consider simplifying the provided information or value proposition, or rerouting users through other pages. For example, you could direct traffic from a dedicated Landing page to the account section and emphasize the most attractive perks.