Process mining for web analytics
How a leading health-tech company turned website clicks into a process, and moved marketing budget towards the journeys that actually convert.
A customer journey you can actually see.
By using process mining, the customer journey can be visualised: the steps customers go through while interacting with the website are tracked, so the client can keep track of what visitors actually do and act accordingly.
For this leading health-tech company the online offering is a showcase of its innovative vision — not only a reflection of its products, but part of a digital transformation.
Understanding behaviour well enough to act on it.
In collaboration with the client we implemented process mining to keep track of their online user journey. The intent was to fully understand customer behaviour and adapt marketing strategies to real demand.
On top of that, the self-service experience of users on the websites had to improve — all of it aimed at an increased conversion rate.
Start small, then add events.
The events that happened online needed to be transformed into an event log. That was demanding: the type of clicks varies on every website and they are made across the world.
Selecting meaningful events was crucial in order to draw the right conclusions from the data. So we started small and increasingly added more and more business events.
- Client
- Leading health-tech company
- Process
- Online customer journey
- Data
- Website click events, worldwide
- Goal
- A higher conversion rate
What made it hard to fix
- Click types vary on every website
- Visitors arriving from all over the world
- Only meaningful events lead to sound conclusions
What it delivered — and what made it stick.
Business value
- Visitors could be distinguished by how they arrived: organically, via paid search or by referral.
- The combinations of marketing funnels used in a journey became visible, and could be related to the final conversion rate.
- Marketing campaigns could be benchmarked against each other for effectiveness.
- Marketing budget shifted towards what actually persuades customers to make their next purchase.
Adoption
- Started with a handful of events and grew, so the team kept trust in the data.
- One event log across the websites, rather than a separate report per site.
- Campaign benchmarking sits with the marketing team, next to the conversion analysis.
- New business events can be added as the websites change.
Recognise this in your own process?
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