Build the dash using the Manual and answer questions like:
- What does the prospect journey look like?
- What does the customer journey look like?
- What content resonates at each funnel stage? / what kind of product content is being consumed and at what stage?
- How do our key pages perform in the journey and lead to conversion (or not)?
- What content is missing (gap analysis) or needs to be improved to drive conversions?6. How can I create an optimal customer journey?
- Which product releases performed and which flopped in terms of pipeline?
Key takeaways:
- Combining journey maps and lift can provide a full picture of the effect of different content types and channels throughout the journey. Use stage-based journey breakdowns to better align with your pipeline instead of time ranges, which can fluctuate deal to deal.
- Use lift to understand where along the journey content types are most impactful or detract from conversion. If you see a negative lift rate, it's an immediate red flag!
- Always check your cohort and anti-cohort sizes (anti-cohort equal or greater to 5% of cohort size) before making any snap decisions. Lots of lift reports will give you directionally accurate information but shouldn't be taken as absolutes unless the results are statistically significant.
- Look at the impact of product-focused and product-adjacent pages by URL and by grouping to see how they are contributing to conversions. If you see conversions fluctuating up or down over time, time to dig into what changed and optimized for success.
- If you run specific channels or campaigns for customers, look at the impact of those email campaigns, webinars, events or content on your customer group as well as your prospect group. Run the same analysis to see if there are better journeys required or more sales enablement materials needed, depending on weak conversion points.
- Follow integrated product launch campaigns using Unified Campaign and track their contributions to full funnel performance. Some campaigns might be performing better or worse than you predicted for new business vs your install base!
Dashboard Template
