Challenge

The client needed to better understand how users navigated their site, what behavior indicated purchase intent, and what role loyalty and returning visits played in the final decision. Without these behavioral insights, campaign targeting remained broad and resource-heavy.

Goals:

• Understand customer behavior across the conversion journey The client aimed to go beyond standard analytics to visualize how users interacted with the site, especially during repeat visits, and uncover the key behaviors that led to purchase decisions.
• Improve return on ad spend with more precise targeting By identifying behavioral signals such as internal search usage and multiple return visits, the goal was to adjust remarketing strategies to reach users more likely to convert and align campaign content with real user intent.
• Support sales through better-timed customer engagement With insights showing that users often treated the cart as a wishlist and purchased later in the journey, the team sought to optimize the timing and messaging of engagement strategies to better reflect this behavior.

Our approach

Visualizing the full customer journey

With the implementation of CUX, our client’s approach to analyzing customer behavior underwent a transformative shift. Through a combination of visit recordings and heatmaps, they were able to visually dissect and comprehend the entire customer journey.

Identifying key conversion patterns

Key insights emerged from this analysis:

• On average, users embarked on a journey of three visits before sealing the deal - a discovery that became central to the optimization strategy.
• Purchase intent matured late in the customer journey, just as users reached for their virtual wallets.
• The source of this behavior was traced to customer loyalty. The cart served as a wishlist, with users adding items for future consideration before returning to complete the purchase.

Mapping search-driven buying behavior

A notable finding was that a significant 8% of customers who completed purchases initially engaged with the internal site search.

Impact

Remarketing strategy based on user behavior

Armed with behavioral insights gleaned from CUX, our client’s marketing team devised a precise remarketing strategy. Leveraging the power of data, they crafted targeted campaigns directed at users who had visited the website at least thrice. The advertising content was aligned with the search terms these potential customers had used, creating a seamless and personalized experience.

Customer engagement increased

Customer engagement and interaction with the brand surged, as the tailored approach resonated with users.

ROAS increased 5×

ROAS witnessed a remarkable 5× increase, as advertising efforts were concentrated on prospects more likely to convert.

Wasted ad spend reduced

Wasted ad spend was significantly reduced, contributing to a more efficient allocation of resources.