Graphics Reference
In-Depth Information
Figure 10-12:
The path of a single visit through the website is shown in a
line with blue arrows.
Rather than looking at paths of individual customers, you can aggregate
path data. Some website analysis software may have visualizations of a
sales funnel
,
which is a view of the number of customers at each step in a
sales process (for example, shopping cart, address entry, credit card entry,
and purchase confirmation). It is called a funnel because the number of
customers at each stage of the process is typically fewer than the previous
step, and when drawn as a bar chart, the successively smaller sizes may
resemble a funnel.
A more holistic view of the customer is the
customer life cycle
. Over
the course of the customer's experience with the company, the customer
may have different objectives, such as learning about products, researching
products, finding a store, getting help, or seeking service for the product.
A customer life cycle can be thought of as a process proceeding through
