Demystifying New User Journey

A customer journey is a user’s interaction with the product while looking for a service. It considers the entire interaction roadmap starting from brand discovery to buying and beyond. It can be used as a strategy to gain insights into customer experience throughout their buying process. The real questions to measure these interactions are as follows:

• Where did a user interact with your business?
• How did they get to know about products/services like yours?
• How long did it take to move between sales stages or, for B2C, from first engagement to a final conversion/sale?

For a gaming business like ours, understanding each part of the journey becomes even more important as there are multiple user touch points.

Customer journey mapping

Given the above circumstances, marketers are building customer journeys to better streamline marketing efforts with revenue outcomes. By aggregating structured and unstructured data from every touch point, customer journey analytics provides an end-to-end view of the journey your customers make from primary introduction to post-purchase experiences.

Challenges for the skill games industry

• The?Google Play Store?policies?do not allow applications/games?that fall in the skill games category, which also constituted more than 95% of the market share in 2021. Link- https://bit.ly/39zUK3I
• Web to app gap? Analyzing the user identity from the browser is always tougher than dealing with a direct app install campaign where attribution is much simpler than using a Mobile Measurement Partner (MMP).
• Dealing with iOS tracking killer updates and now Android 12 AAID updates.
• MMP is not a complete solution – it only supports app events. In our applications, we have implemented custom APIs to deal with that.

A customer’s user journey map is useful since the actual customer experience is intangible and difficult to visualize. This helps everyone involved, from UX to marketing to product, to see the product from the user's point of view. When we understand the user experience from their perspective, we understand customers’ pain points.?

Optimizing the customer journey

Customer journey analytics is a process of analyzing customer experience across every touch point within the customer journey. One can apply customer journey mapping to plan and visualize individual experiences on the site or app.

Essentials for data-driven funnel analysis

Funnel analysis gives an understanding of what percent of users stay or churn at the given step. Follow these steps to uncover findings of the marketing funnel:

1. Funnel analysis tools

Funnel analysis is a powerful analytics method that shows visually the conversion between the foremost important steps of the user journey. While you can manually aggregate your data to build funnel analysis using SQL and Python, there are many known tools to get you started. For an RMG business, we strive to map journeys from the web to app. Mentioned below are some of the tools that we use for our games:

● MMP (Mobile Measurement Partner) - Collects, organizes, and standardizes app data to deliver a uniform assessment of campaign performance metrics.

● S2S APIs - Conversion APIs, offline conversions, Google conversion API.

● Data visualization tool Tableau and Google data studio.

2. Outline your marketing funnel

It’s an important step that will help you figure out the various communications required at every stage of the customer journey. Make sure each step is correctly set up in the funnel analysis tool with gathered data. The funnel for one of our key products is highlighted below, covering the major KPIs.

3. Create a funnel visualization

Funnel visualization is used to analyze the interactions of users leading to a goal. Generate a funnel visualization in your analysis tool using the step 2 metrics showing the user movement in each step. From the various views available, choose the one which gives the best outcome.

For example, in our key products, we have set up alerts at many points of our funnel like tracking daily alerts for registration to deposit numbers.?

4. Identify major conversion bottlenecks

With your visualization in hand, it’s time to look at each stage to identify conversion drop-offs. Below are some of the key bottlenecks:

After successful installation, users do not play any game.

● Free players do not convert to cash players as they don’t make a successful deposit.

● Even after a successful deposit/conversion, users abandon the platform and do not play further.

● The drop-in conversion rate represents what percentage of customers complete a goal on your site, out of all the consumers who visit your site.

● Cost per acquisition (CPA) measures the cost to acquire one customer. This metric is the most important as it helps us to identify the campaigns where more investment is required.?

● Cost per lead (CPL) measures the cost of bringing in a new lead according to specific campaigns and channels. Higher CPL can affect the growth.

Altering your data to display the time between actions and analyzing spaces where the user takes time to manoeuvre is called time bottleneck. The key is to eliminate or reduce these to improve user experience.

5. Segmentation and bucketing customers to generate insights

Customer segmentation is a practice of dividing customers into discrete groups or segments based on common characteristics, like gender, age, common interests, or spending habits. For example, segmenting funnel visualization by type of user device. If you notice that web users’ conversion is higher than mobile app users’, it is a sign that the mobile app needs optimizing to make it more accessible and smoother. Below are some ways to help segment your audience:

● Demographic Segmentation – Groups based on shared characteristics, like age, gender, identity, and income.

● Geographic Segmentation – Groups based on what region they live in, ranging from what town to which country they live in.

● Technographic Segmentation – Groups based on their relationship with and attitude to technology, for example, whether they prefer the mobile or desktop, apps they use, and so on.

● Behavioural Segmentation – Groups based on behavioural patterns, such as how they interact with your brand, how they tend to use products or features, and their other frequent actions.

● Psychographic Segmentation – Groups based on shared psychological attributes, like personality, attitude, beliefs, values, priorities, and motivation.

Be open to having unusual customer segmentation/cohort based on a set of behaviour. At Junglee, we have segmented users mostly on the basis of geography and their deposit behaviour on the platform, and we have different KPIs for different segments.

6. Analyze and solve conversion problems

Pick one of your conversion bottlenecks to research. Look at the particular action causing the bottleneck and list out each moving piece of that action.?

Let’s take the example of a paid campaign of a creative on Facebook. Let’s say, as per FB data, we get a good CTR and low CPC but the campaign CPL is still high, indicating customers are coming to the landing page but either not clicking on the install button or not registering after the installation. Below we discuss the two problems we need to solve.

1. User interaction with LP – Time spent on the landing page followed by the user action will give us insights into the user drop-off/bounce rates.

2. Focusing on people clicking to install rather than registering – Check the registration page interaction and identify drop-offs. Maybe users coming from Facebook want to register via FB and that is missing on the registration page.

Closing thoughts – The Marketing Analytics team at Junglee Games takes pride in recognizing each stage of the new user journey and keeps developing strategic solutions for each drop-off stage.