Journeys allow you to gain insights into how people shop for products and services online. Use them to discover new ways to better understand what's behind decision making.
So much attention is paid to creating good experiences on websites and apps. It's natural since these are experiences we can control. But before a customer or prospect has arrived on your site, chances are they have started somewhere else, like a search engine, and visited a handful of other sites first. Understanding what people do before they visit your site can be key to crafting your message once people land on your website.
The basics of a journey
Journeys, like other SoundingBox tests, involve providing people with an activity (called a task) and asking them questions about their experience after they finish the activity. A journey, like all tests, can contain multiple tasks and questions.
What is different about a journey is that we present the user with a browser address bar inside our app. This allows them to type whatever URL they like in the bar just like they would normally. (Regular non-journey tests disable this.) The intent is to encourage people to explore as they would normally on their own.
Examples of journeys
Here are some recent examples of journey tests that have been conducted on our platform.
- Shopping for a high-ticket consumer product starting at Google and manufacturer sites
- Booking a trip across a range of travel booking sites
- Shopping for supplemental prescription drug coverage
Strategies for crafting your journey study
Generally journeys get more interesting the more open-ended they are, although you can give people narrow tasks as well. It's important to give people a relatable scenario like: "Imagine you're in the market for a new car. Please show us how you would shop for it starting on Google, thinking out loud as you work."
One of the most interesting things Journeys produce is the stream of their experience as they work. We record it all, no matter what site they are on. If you ask them to think aloud, that's also included in the replay.
Analyzing journey data
Analyzing your journey data can seem daunting at first, considering the quantity of data generated. The data you collect can help you jump to insights more quickly. Let's say you asked a question about the likelihood to buy. To get insights into the thought process and behavior of this segment, click on the tile for that measure. The responses will immediately sort to who is least likely to buy first. Click on it again, and it will sort to who is most likely to buy. Reviewing responses this way can help you get to insights faster.
Other forms of segmentation can also help with journeys. Perhaps as part of your screening you've put participants into separate groups. To filter responses by a group, you can use a filter, as well as click on a given segment in a Summary view chart.
What will you create?
These are just a few ideas about how to conduct journey tests and what you can do with them. Researchers have been quite creative in thinking up ways to learn about their customers with journeys. We're excited to see what you create.