Analytics data

Analytics data reveals what customers actually do versus what they say they do.^[1] This behavioral data shows real paths through your product, time spent on tasks, and where customers drop off. Web analytics, product usage data, and conversion funnels provide objective insights into customer journeys.

Focus on metrics that map to journey stages. Track entry points, navigation patterns, task completion rates, and exit behaviors. Look for unexpected paths that differ from your assumed journey. Pay attention to segments with notably different behaviors, as these may represent distinct journey types. It’s also important to track metrics at all moments that matter, the high-impact steps that influence whether a customer continues or drops out.

Raw analytics need interpretation to become journey insights. High bounce rates might indicate confusion or success, depending on context. Combine analytics with qualitative data to understand the why behind the numbers. Use analytics to validate interview findings and identify areas needing deeper investigation.