Suggested readings: Funnel Analytics, Flow Analytics, Retention Cohort, Event Analytics
Below, you can see some use cases for the following concepts. These use cases can help you get better insights about your users on your platforms.
Funnel Analytics
You can leverage funnel analytics for different use cases, such as optimizing your purchase funnel, onboarding new customers, and analyzing product category performances.
Use Case 1: Optimizing Your Purchase Funnel
Analyzing this funnel helps ecommerce businesses identify the stages where users abandon their carts. This insight better explains the potential pain points or barriers that hinder conversions. For example, if a significant number of users drop off after adding items to their carts, businesses can focus on improving the checkout process and provide incentives like discounts or free shipping or address any usability issues that may discourage users from completing their purchases.
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| Required Events |
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| Required Attributes | - |
To create this funnel:
1. Select your funnel events in the following order: Homepage View > Product Detail Page View > Item Added to Cart > Confirmation Page View/Purchase.
2. Select your platform as Web and/or App.
You can also enable the "Show the funnel with the strict order of the selected events" and "Show the transition time between funnel steps" options.
This funnel does not require a specific date range or user filter. You can configure them according to your use case.
Use Case 2: New Customer Onboarding
Analyzing this funnel helps ecommerce businesses identify the steps that new customers typically take before making a purchase. This funnel gives insights about streamlining the onboarding process, personalizing the user experience, and providing relevant recommendations based on customer preferences. For example, if most of the new customers browse through product detail pages before adding items to their carts, businesses can optimize the presentation of product information and highlight key features to facilitate the decision-making process.
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| Required Events |
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| Required Attributes | - |
To create this funnel:
1. Select your funnel events in the following order: Sign Up Confirmation > Product Detail Page View > Item Added to Cart > Confirmation Page View/Purchase.
2. Select your platform as Web and/or app.
You can also enable the "Show the funnel with the strict order of the selected events" and "Show the transition time between funnel steps" options.
This funnel does not require a specific date range or user filter. You can configure them according to your use case.
Use Cases 3: Product Category Performances Analysis
Analyzing the performance of different product categories helps ecommerce businesses make data-driven decisions about inventory management and marketing efforts. They can identify the most popular categories, optimize product placement, and tailor marketing campaigns to target specific customer segments.
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| Required Events |
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| Required Attributes | - |
To create this funnel:
1. Select your funnel events in the following order: Homepage View > Product Detail Page View, and select the Taxonomy event parameter.
2. Select your platform as Web and/or App.
You can also enable the "Show the funnel with the strict order of the selected events" and "Show the transition time between funnel steps" options.
This funnel does not require a specific date range or user filter. You can configure them according to your use case.
Flow Analytics
You can use flow analytics for various use cases, such as identifying purchase journeys, mapping customer journeys, and understanding membership loyalty insights.
Use Case 1: Identify Purchase Journey
Analyzing this flow of events helps ecommerce businesses gain insights into the typical path users take to complete a purchase. This insight helps them identify potential bottlenecks or areas for improvement in the user journey. For example, if users frequently drop off after adding items to their carts, businesses can optimize the cart page, simplify the checkout process, or provide incentives to encourage users to complete their purchases.
| Objectives | Analyze the most common user journey to completing a purchase |
| Required Events |
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| Required Attributes | - |
To create this flow:
1. Select Last Step as your Base Step.
2. Select the Confirmation Page View/Purchase event.
3. The recommended number of steps is 3-5, and the recommended threshold is 20-80%.
This flow does not require a specific platform, user filter, or flow option. You can configure them according to your use case.
Use Case 2: Customer Journey Mapping
Mapping out customer journeys helps ecommerce businesses better understand how users interact with their platforms. This insight helps businesses identify touchpoints where they can deliver personalized messages, recommendations, or promotions to enhance the customer journey. For example, if users often visit the product detail page after viewing the home page, businesses can tailor their marketing efforts to showcase relevant products or provide special offers specific to those product categories.
| Objectives | Understand customer journey maps based on common paths to align marketing strategies and touchpoints more effectively |
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| Required Attributes |
To create this flow:
1. Select Last Step as your Base Step.
2. Select the Mobile App Open event.
3. The recommended number of steps is 3-5, and the recommended threshold is 20-80%.
This flow does not require a specific platform, user filter, or flow option. You can configure them according to your use case.
Use Case 3: Membership Loyalty Insights
By analyzing the user flow of membership customers, ecommerce businesses can identify patterns that contribute to repeat purchases and enhance customer loyalty. This insight helps businesses identify the touchpoints or incentives that successfully retain membership customers and tailor their retention efforts accordingly. For example, if membership customers frequently add items to their carts after viewing product detail pages, businesses can offer exclusive discounts, early access to new products, or personalized recommendations to encourage repeat purchases.
| Objectives | Analyze common paths taken by membership customers to identify patterns that contribute to repeat purchases |
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| Required Attributes | - |
To create this flow:
1. Select Last Step as your Base Step:
2. Select the Mobile App Open event.
3. The recommended number of steps is 3-5, and the recommended threshold is 20-80%.
4. Select Membership Level for the user filter.
No specific platform or flow option is required for this use case. You can configure them as per your use case.
Retention Cohort
You can use the retention cohort for various use cases, such as analyzing seasonal trends and understanding VIP customer retention.
Use Case 1: Seasonal Trends Analysis
Analyzing customer retention rates during peak and off-peak seasons helps ecommerce businesses optimize their marketing campaigns and offers based on customer behavior patterns. This insight helps businesses understand how seasonal factors impact customer loyalty and adjust their strategies accordingly. For example, if customer retention rates drop during off-peak seasons, businesses can create targeted promotions, loyalty rewards, or exclusive deals to incentivize repeat purchases and maintain customer engagement during slower periods.
| Objectives | Study how customer retention rates change during peak and off-peak seasons to fine-tune marketing campaigns and offers. |
| Required Events | Product Page View or Confirmation Page View/Purchase |
| Required Attributes | - |
To create this retention cohort:
1. Select the Confirmation Page View/Purchase event.
2. Select the Web and/or App platform.
3. Select Classical Retention as the retention type.
No specific user filter is required for this use case. You can configure it according to your needs.
Use Case 2: VIP Customer Retention
Tracking the retention rates of VIP or high-spending customers helps ecommerce businesses focus their retention efforts on this valuable customer segment. This insight helps businesses identify the factors that contribute to the loyalty of VIP customers and develop strategies to enhance their experience and incentivize repeat purchases. For example, businesses can offer personalized discounts, exclusive perks, or dedicated customer support to VIP customers to ensure they feel valued and continue to choose the brand over competitors.
| Objectives |
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| Required Events | Confirmation Page View/Purchase |
| Required Attributes | - |
To create this retention cohort:
1. Select the Confirmation Page View/Purchase event.
2. Select Web and/or App as the platform.
3. Select Classical Retention as the retention type.
4. Select Membership Level (VIP) as the user filter.
No specific date range is required for this use case. You can configure it as per your use case.
Event Analytics
You can leverage event analytics for different use cases, such as tracking purchase trends, optimizing voucher category decisions, and analyzing search queries.
Use Case 1: Tracking Purchase Trends in Insider
Analyzing the purchase event through event analytics helps you understand the trends of conversion over time (daily/weekly/monthly) basis. This data can help to make informed decisions to determine if there are anomalies in the frequency of conversion/purchase.
| Objectives | Identify the trends of conversion/purchase |
| Required Events | Confirmation Page View/Purchase |
To view this use case, select the Confirmation Page View/Purchase event.
No specific event parameter, platform, or date range is required for this use case. You can configure them as per your use case.
Use Case 2: Optimizing Voucher Category Decision
Analyzing user actions through Event Analytics helps you understand which product categories lead to the highest conversion rates. This data can help you make informed decisions when generating coupon codes based on user segments. For example, if you notice that a significant number of users are visiting the clothing category, you can prioritize offering discounts in that specific category to increase conversions.
| Objectives | Identify the top 5 product categories driving the most conversions |
| Required Events | Confirmation Page View/Purchase |
| Required Event Parameters | Category/Taxonomy |
To view this use case:
1. Select the Confirmation Page View/Purchase event.
2. Select the Category/Taxonomy event parameter.
No specific platform or date range is required for this use case. You can configure them as per your use case.
Use Case 3: Analyzing Search Queries
Analyzing search queries through Event Analytics helps ecommerce businesses gain insights into the most commonly searched keywords by customers. This data helps businesses improve the relevance of search results, ensuring that customers find what they are looking for quickly and easily.
| Objectives |
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| Required Events | Search Result Page View |
| Required Event Parameters | Keyword |
To view this use case:
1. Select the Search Result Page View event.
2. Select the Keyword event parameter.
No specific platform or date range is required for this use case. You can configure them as per your use case.