Jordy Verbeurgt · Marketing
Wed Oct 20 2021 · 4 min read

How to use insights from your customer’s booking journey to increase conversions.

Even companies that don't sell their products or services online but rely on expert advice, get thousands of online visitors but for some reason they don’t convert into actual qualified leads. But how do we find out where it goes wrong?

Why are my online visitors not converting?

Through which channels and touchpoints do customers convert? Where are the biggest drop-offs during the booking flow and where do we lose the most conversions? What are the reasons behind that? Can customers find the right meeting time slot? Are our meeting subjects clear enough for customers?’

Answers to these questions are vital in a company’s quest to optimise its customer journeys and increase conversions. But how do you find these answers? 

Relying exclusively on experience and intuition would not be the optimal, and definitely not the most accurate way to find these answers. Instead, companies need to rely on factual information, statistics and figures to validate what works and where optimisation is needed. 

With Skedify’s new addition to the platform, Conversion Analytics, it is possible to gain full insights into the customer booking journey and optimise each step of the process to schedule more conversations.

What is ‘Conversion Analytics’ and what value does it deliver? 

Conversion Analytics is a dashboard in the Skedify web application that shows all conversion data during a booking flow. It presents and visualises relevant data that is tracked through the Skedify plug-in. Let’s have a look at what conversion analytics helps and enables us to get more conversions. 

Successfully optimizing your customer journeys starts with having access to factual information, statistics and data.

  • Understand how interest is (not) converted. Therefore, spend your marketing budget where it triggers your customers & prospects to action.
  • Analyse which (customer & marketing) channels work and attract more, and the right, business. 
  • Anticipate your organisation’s available resources for business continuity. Avoid customer frustration and improve customer experience. 

Summary view:

Learn crucial information about the conversion behaviour of your customers. Spot where you are missing out on opportunities by not offering the right meeting types, subjects, or availability. And double down on where you see conversions are optimal. Be able to track: 

  • How many people start a booking session, and how many of those complete the booking?
  • How much time is spent on average per booking session and should you be shortening or lengthening the process?

Digging deep:

After knowing the customer’s behaviour during the booking process, in terms of conversions, we can dig a little deeper to understand where exactly conversions are optimal and where most drop-offs happen precisely. By knowing where customers drop off the most during the booking flow you can consider offering the right fallback options in case someone does not feel ready to speak to an advisor yet. Questions raised by analysing the data: 

  • Where are your customers dropping off? 
  • Is the process too complex and can steps be avoided or automated? 
  • Are you offering the right subjects for scheduling? 
  • Do your customers find enough availability?
  • Are customers worried what will happen with their data?

Availability vs. timing:

How many days prior to the appointment did the booking take place and how many days are there between the appointment and the first available slot shown? 

These insights offer value to spot if you are missing out on opportunities by not offering enough availability. 

Eg. If there are, on average, too many days between the booking and the appointment date, it could mean that there are not enough available slots for customers to book. It’s important to meet customers at the peak of their interest to limit the risk of them canceling the appointment or look into alternatives. 

Knowing this data also gives you an idea of how you can manage the follow-ups in order to keep your customers interested and stay top of mind. 

Devices, browser and operating systems:

Knowing which technology your website visitors use is key information when it comes to offering optimal customer journeys. Conversion analytics allows you to see which OS, browser and devices your visitors are using so you can optimise for increased conversions. 

Acquisition:

Where are your customers coming from when entering the booking flow? This metric is extremely important for optimising conversions of the correct channels during a customer journey. 

If you know where your customers are and where they are coming from it allows you to allocate the right (marketing) resources. Questions raised by analysing the data: 

  • Are your CTAs on your website properly placed?
  • Which direct marketing campaign activated prospects & customers? 
  • Which Skedify channels work? Which ones require attention?

What’s next? 

Conversion analytics makes the ROI of working with Skedify even clearer and allows for continuous optimisation of your customer journeys. With this powerful addition to the Skedify web application, we are giving you even more possibilities to keep delighting your customers with an incredible customer experience. 

Keep an eye on this space as we are continuously developing new features and tools to help you own the complete customer journey from A to Z.