How Funnels differ from User Journeys, Behavior Tracking, and Behavior Maps
By Sean Needham
Siteimprove offers several features for analyzing visitor behavior. The purpose of this article is to outline the differences between the features offered within Siteimprove Analytics to analyze visitor behavior and how existing features in Analytics can be used in conjunction with Funnels.
When using behavior tracking your focus is on one single page - which is why the data is presented under the Page Inspector.
It is an open-ended exploratory feature, where you can explore how users navigate through your website via the focus page.
Behavior Tracking can be useful as a tool to help you decide which funnel to investigate on your website. For example, in situations where you are responsible for specific pages and want to gain a deeper understanding of what visitors do before and after they visit the focus page.
To access Behavior Tracking go to Analytics > Behavior > Behavior Tracking in the Siteimprove platform and search for the page you want to analyze.
Behavior Maps gives a visual overlay showing where visitors click, scroll, and interact with a specific page on your website.
This feature can be used in combination with Funnels, for example, to help determine why there was a high drop off rate at a step on a user’s path.
You can investigate if there was something distracting on the page preventing funnel completion or simply become wiser on how the page layout is perceived and interacted with by the visitors.
For more on Behavior Maps, have a look at the article ‘What is a Behavior Map?’.
In User Journeys, you explore the paths that visitors take between two specific pages.
For example, User Journeys could be used to see all the different routes users take from the home page to the product descriptions.
It demonstrates the various journeys and can be used in the discovery phase to gain knowledge on popular paths from A to B which can provide inspiration for which Funnels to set up.
For more on User Journeys, have a look at the article ‘What are User Journeys and How do I set them up?’.
Siteimprove Funnels differs from other Analytics features, in that they analyze a very specific path of between 2 to 10 steps. Each step can be an event or a page load/page visited.
With Siteimprove Funnels, you can analyze how visitors follow key steps on your website.
When creating a funnel, you choose the specifics points in the journey that you want to analyze.
A funnel can be used, for example, to analyze and fine tune a website campaign - from Landing Page to Conversion point.
For more on Funnels, have a look at the article ‘What are Funnels in Analytics?’.
How do Funnels fit with Key Metrics?
Key Metrics are visitor actions that are helping your organization reach its overall strategic objectives.
Funnels can be used to optimize the conversion rate by analyzing the user’s behavior along a specific path.
When you define a funnel, you can use the final step of a funnel as the success criteria in a key metric - e.g. a thank-you page.
For more on Key Metrics, have a look at the article 'Getting started with Key Metrics and KPIs'.