Advocates Blog

by: Most Valuable Member | Elite Partner
Most Valuable Member | Elite Partner

Improve Customer Experience with HubSpot Customer Journey Analytics

We've all heard the adage that you can't improve what you don't measure.

But how do you measure a journey that isn't exactly linear? What if your customer's journey isn't a straight line? 

This is why I'm loving HubSpot's Customer Journey Analytics. 

It's a great tool to have in your toolkit because it allows you to track the entire customer journey, from the initial touchpoint to the final sale and beyond. 

Here's a quick rundown of how to use HubSpot Customer Journey Analytics to improve your customer experience.



Step 1: Define Your Goals

Before even getting into the tool itself, the first step to improving your customer journey is to define your goals. 

What do you want to achieve? 

Do you want to increase sales, improve customer satisfaction, or do something else? 

Once you have a clear goal in mind, you can use HubSpot Customer Journey Analytics to track progress towards that goal.

Step 2: Set Up Your Content Path

Once you've defined your goals, it's time to set up your content path. This is a series of steps that your customers go through before making a purchase. 

For example, your content path might include steps like visiting your website, filling out a contact form, requesting a demo, and making a purchase.

To do this in HubSpot, go to "Reports" in the navigation and click "Reports." Once there, tap "Create Report" and choose "Customer Journey Reports." 

You'll then be able to set up your path by selecting the stages you want to track.



In this section, set up the lifecycle stages you wish to track. 

Then choose the path you propose is sending customers through their journey— this can include ads, calls-to-action, forms, marketing emails, messaging, and more.

These are called the steps. They're the interactions your contacts have had with your brand, also known as events.

Step 3: Track Your Customer Journey

With your proposed content path set up, it's time to start tracking your customer journey. 

HubSpot Customer Journey Reporting helps you track your customers' various touchpoints with your brand, from the first time they visit your website to the final sale and beyond. 

This will give you a more complete picture of your customer journey and help you identify areas where you can improve.

Step 4: Analyze Your Data

Once you've started tracking your customer journey, it's time to analyze your data.

Customer Journey Reports offer a variety of ways in which your customers interacted with your content. It's up to you to analyze the results to understand better how your marketing impacts your customers. 

For example, you can see how many customers are dropping off at each stage of your path, which can help you identify areas for improvement.

Or, if you notice customers skipping steps, you can decide to keep or ditch certain efforts along the path.

Step 5: Make Improvements

With your data analyzed, it's time to get back to work and make improvements.

Based on your data, you can make changes to your website, improve your lead nurturing process, or adjust your pricing strategy. 

The key is using your data to inform your decisions and make changes to improve your customer journey.

Step 6: Test and Iterate

Finally, it's important to test and iterate. We know we're never done; there's always more testing. 

Once you've made changes to your customer journey, track your data to see if your changes have had a positive impact. If they have, great! If not, feel free to make additional changes and try again. 

The key to improving your customer journey is to be willing to iterate and make changes until you get it right.

Let's Go!

Improving your customer journey is key to building a successful, sustainable business. 

By using HubSpot Customer Journey Reports, you can track every touchpoint your customers have with your brand and identify areas where you can improve. 

After all, no journey to becoming a customer is linear.

Whether you're looking to increase sales, improve customer satisfaction, or something else, HubSpot Customer Journey Reporting is a powerful tool that can help you achieve your goals.