¿Cómo se establecen objetivos y puntos de referencia para las métricas del recorrido del usuario?

In customer journey mapping, stages or phases are the high-level categories that capture the different steps or milestones in a customer's experience with your product or brand. These stages offer a top-level view of the customer journey and provide a framework for identifying areas of improvement. While it is essential to optimize the customer experience at various stages, we should remember to optimize the initial Awareness Phase. This stage presents a unique opportunity to create a lasting impression on potential customers by establishing a solid brand identity, building trust, and communicating key features and benefits.

Ensure that your metrics are measurable. I often see "engagement" as a metric but without further definition it cannot be measured. Examples of engagement metrics which are measurable include: "percentage of site visitors who share content" or "average time on site".

Set goals for your metrics. What do you want to achieve with each metric? For example, you might want to increase your acquisition rate by 10% or reduce your churn rate by 5%.

Define what success looks like for your user and for your business, regarding this journey or feature. Next, pinpoint the key user behaviour(s) that indicate that success has been achieved. Make sure to start with leading (not lagging) metrics. For example, Netflix looks at "items added to watchlist" as an early engagement indicator, leading towards the more lagging retention metrics.

And add the decisions or actions you'll make at different points of the metrics. When is it considered a success? And at what level do you decide to improve a journey? Or even sunset a feature?

Tip: Involve your team in setting goals and benchmarks. This will help to ensure that everyone is on the same page and working towards the same goals.

Monitoring and analyzing metrics can be time consuming. This is why it's important that you select only the most salient metrics to measure.

Be patient. It takes time to see results. Don't get discouraged if you don't see immediate improvement. Just keep track of your metrics and make changes as needed.

User Journey analysis is most often and sometimes exclusively done for digital products or online phases of a user journey. For even greater benefit, take an omnichannel approach. If there are analog or offline phases or opportunities to interact or engage with a user / client (e.g. an in-store or drive through pick-up or going into a lab for a blood test or a pharmacy visit), include those elements in the journey analysis.

If and when push comes to shove, consider falling back to basics - count only the number of phases reduced from a user journey. This will save time and still help you gain good insight when there is no time to breathe.