KPIs con las diferentes etapas del journey del usuario

Understanding the customer journey is fundamental to optimize the user experience in e-commerce applications. Identifying critical points and establishing appropriate KPIs for each stage enables the development of effective strategies that improve retention and increase conversions. In the specific case of a delivery application such as SaborApp, analyzing each stage of the purchase process in detail reveals valuable opportunities to increase the average ticket and reduce the abandonment rate.

What is the customer journey and why is it important for KPIs?

The customer journey is a map that captures all user interactions within an application. This map is divided into sequential phases that represent the complete process a customer follows from initiation to completion of a desired action.

In the case analyzed, the checkout journey includes the following stages:

1. Shopping cart
2. Review and proceed to checkout
3. Login, registration or guest access
4. Shipping information
5. Payment method
6. Payment
7. Confirmation of purchase

Each of these stages should have specific KPIs that allow us to measure their effectiveness and detect opportunities for improvement. By analyzing each stage separately, we can identify precisely where abandonment or problems occur that affect the overall experience.

How to analyze each stage of the journey in detail?

To perform a complete analysis of each stage, it is necessary to consider multiple dimensions:

• Relevant KPIs: Specific metrics that indicate the performance of that stage.
• Touchpoints: Interfaces or people with whom the user interacts.
• Emotions: Emotional state of the user during that stage
• User actions: Expected behaviors at that stage
• Front stage: Elements visible to the user
• Backstage: Technical processes occurring behind the scenes
• Support processes: Auxiliary systems that support the experience.
• Pains: Problems or frustrations experienced by the user.
• Opportunities: Identified opportunities for improvement

What are the right KPIs for the shopping cart?

In the shopping cart phase, the most relevant KPIs are:

• Abandonment rate: Percentage of users who abandon the process at this stage.
• Error rate: Frequency with which users experience technical failures.

These operational KPIs are critical because the main objective at this stage is to prevent the user from abandoning and to advance to the next stage of the process. A well-functioning cart that offers a smooth experience directly contributes to reducing abandonment.

What elements make up the shopping cart experience?

When analyzing this stage in depth, we find:

• Touchpoints: The application and customer support.
• Emotions: Expectation (the user anticipates receiving their meal).
• User Actions: Review products and modify quantities
• Front stage: Products, quantity selector, support icon and continue button.
• Backstage: Interaction with database to record selected products
• Support processes: Automated chat that can lead to personalized attention.

How to turn user pain into business opportunities?

The analysis revealed a specific pain at the cart stage: the difficulty in accessing complementary products. Users find it complicated to return to the store to add additional products once they are in the cart.

This pain has a direct impact on the abandonment rate, as friction in the process can lead users to abandon the purchase. However, it also represents a significant opportunity:

• Identified Opportunity: Offer complementary products directly in the cart interface.
• Potential benefit: Increase average ticket by facilitating the purchase of additional products.
• Indirect impact: Improved user retention by providing a more seamless experience.

Implementing this improvement would not only address user pain, but could also generate a positive impact on application revenue by increasing the value of each transaction.

Detailed analysis of each stage of the journey, as has been done with the shopping cart, allows specific and effective strategies to be developed to optimize the overall user experience. This methodical approach is essential to continuously improve KPIs and overall application performance.

Have you identified similar pains in your shopping processes? Share your experience and how you have managed to turn these challenges into opportunities for your business.