How can businesses track and improve the customer journey through digital channels?

Question

AuroraW · Accepted Answer

​You can track metrics such as click-through rates, conversion rates, bounce rates, and time spent on site.  These metrics provide insights into how effectively your digital content and channels are engaging customers.

Karl Singleton · Answer

Businesses can use different tools like hotjar, mixpanel & google analytics to track and improve their customer journey.

Daniel Esa · Answer

You can invest in omnichannel marketing to ensure a seamless customer journey.

Answer

1. Invest on analytics tools
Invest on tools that support multi channel tracking

2. Make sure you track Conversion
Dont track traffic and engagement only. Track conversion!!
You can have a superb traffic or engagement but dont generate any conversion. Put your eyes on conversion if you want to scale business

3. Make sure your tracking is WORKING 100%
If your tracking is not working 100% right, chances are you are analyzing unreliable data
Test your tracking, try if live tracking work well. And make it works correctly 100% of the time. Time lag is not a problem, but if you do an action and it is not being tracked at all. You should triple check your settings

4. Evaluate the effort or budget you put to each channel
Double down to channel that works and adjust effort or budget to low performing channel.
Use cost/conversion as an indicator. If a channel generate few conversion but has low cost/conversion, consider testing to raise the budget.

5. Evaluate and document
Evaluate your campaign weekly, monthly, quarterly, and yearly. Make sure to document the result on each timeframe so you can compare and see seasonality. Invest on good season and adjust on low season

6. Analyze the data and optimize
Gather insight from your data. Set plan. And execute.
Repeat!!

This is from my experience. Feel free to discuss if you have different POV

How can businesses track and improve the customer journey through digital channels?

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