Journey segmentation using THEN command

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jmag123

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jmag123

jmag123

26-07-2017

I've been tasked by our Product and UX teams to find journeys on our site where users drop out, don't convert or experience issues.

Initially, I simply looked at Pages report using Exits and Exit rate metrics. I've also built some segments for users who login but don't transact while visiting our "key" areas of site to see which journeys they take.

What I wanted to do was build some basic journey segments listed below:

Homepage > Exit

Homepage > Key Area 1

Homepage > Key Area 1 > Exit

Homepage > Key Area 1 > Key Area 2

Already found some issues with results for the first segment. I assumed I'd use THEN command at a visit level.

When I use Page = home THEN Exit page = home, I see 6.8k visits

When I use Page = home AND Exit page = home, I see 13k visits

Any reason why these numbers would differ?

Also, has anyone had experience mapping out journeys using Adobe Analytics. Do you have any suggestions or use cases where you found poor converting journeys?

Thanks,

James

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ishans52004352

Employee

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ishans52004352

Employee

ishans52004352
Employee

26-07-2017

Hello James,

The first segment is a sequential segment. Implying it would take the VISIT into account when first Page = home occurred and then only it was also the Exit page.

Whereas the other segment combines Page = home AND Exit page = home as the condition in the Visit.

Visit 1: A -> Home -> B -> Home -> C -> Home

Visit 2: A -> B -> Home.

So, here Visit 2 will not qualify for the first segment, however it will qualify for second segment. Hope it makes sense!

In order to see journeys and dropouts, you could try using Fallouts in Analysis Workspace - Customer Journey - Fallout . It would help.

Thanks!