[MUSIC PLAYING] In this lesson, we'll look at how to use analytics to inform your theme design. By digging into data, you can use real experiences instead of assumptions to map out your customer journey. Your Shopify admin will have an analytics dashboard. How much data you have access to will depend on your Shopify plan. But no matter what, you'll be able to find up-to-date data about customer behavior to help you with your decision making.
Here's a sample of reports from the Shopify admin to represent the customer journey. If you're unsure where to find this in your own store, it's located in the Analytics tab on the left hand side. Understanding what this data indicates can help you improve your customer journey and your store's conversion rate. Conversion rate is a helpful metric to understand how your purchase base is performing.
You can see the drop off from add to cart to checkout and use this data to flag issues in the consideration phase. Returning customer rate is a great data indicator for the health of your retention phase. If you see any changes or drop offs, take a close look at your storefront and follow the customer journey to see what's going on. Here's an example of a store that gets a lot of traffic on mobile devices.
The same store, though, has a disproportionately low number of sales made on mobile devices. Why is this? Typically, this means that customers are seeing the products on their phones and tablets but they are not committing to buy them this way. If you test the customer journey on a mobile device, you may be able to find the road block that is preventing customers from converting on mobile.
In the last worksheet when you started going through your customer journey, it was from the point of view of your customer. We also recommend sharing the worksheet with some customers or friends if possible. Feedback like this is also data. Analytics will give you some abstract areas to work on but listening to customers will give you more specifics to work with. A balance between the two is a healthy way to make changes and updates.
If customers keep reaching out with the same question or if you receive a complaint, you can use that to your advantage. You can address those concerns upfront and help set expectations throughout your store, both of which will help you build trust in your brand and improve the customer experience. The first step is to include customer feedback and data in your evaluation of the customer experience.
But the next step is creating a powerful first impression. Find out how to do that in the next lesson.