What's in it for you
Showpad allows you to go beyond just understanding what content works to close deals. Navigation Analytics gives you detailed and meaningful insight into the narrative flow behind how sales reps maneuver their conversations with prospects. This visual mapping feature and the accompanying data allows a deeper dive into how users move through an experience and discover assets.
You can evaluate the performance of detailed pages as well as general assets. In addition, you can view and compare the most common conversation paths taken by your users. As marketers, this valuable information can aid you in optimizing content and organizing content in a manner that best serves your users.
Landing important deals when interacting with potentials clients may happen faster with the optimal content at the right moment during their sales conversation. In the long run, this type of data will significantly help drive your marketing strategy and increase performance across teams by helping you optimize your experiences.
See how it looks
Key features
- Overview of how sales reps navigate sales conversations on the web app, Android and iOS
- Easily examine the five most common narratives taken by users
- Deeper insights into Mapper and Atom experiences content, including Detail Pages
- Ability to filter the data by users, user groups, dates, and channel
You need this to succeed
- Showpad Plus or Ultimate Plan
- Users with a Content license
- Sharing activity in the Atom or Mapper Experience
- Administrator access to Showpad's Online Platform OR
- Promoted Division access with reporting access to at least one Division
The quick way to awesomeness
- Login to Showpad as an admin or promoted member
- Click the Reports tab and navigate to Navigation Analytics
- Set your available filters: Date Range, Channel, User Group, and Users
- Click User Flow to get detailed conversational insights
- Click Data for quick access to an overview of top conversations
Learn how it's done
To access Navigation Analytics, navigate to the Reports tab in the Online Platform, similar to how you access the other Showpad reporting functions.
In order to view the data you are seeking, you will need to set the filters. Date range and channel are mandatory while user group and users are optional. These filters are the same for both the User Flow and Data tabs.
If you opt to filter by anonymized users, the user drop-down filter will go into a deactivated state. If you are filtering by multiple user groups, including anonymized users, and a certain user is a member of both then they will appear as anonymous. In these situations, the anonymization status will always take priority.
User Flow
The user flow tab is where the mapping of sales conversations reside. Each column within the conversation path represents an interaction. An interaction would be defined as a unique step within a sequence of clicks. For example, an initial click is the first interaction. The second click would equal the second interaction, and so on. Within these interactions are touch points represented by the colored boxes. Touch points represent a unique element that was clicked on in that exact step, such as a node or a detail page.
Because touch points are represented by the unique identifier of that object, there will be situations in the Mapper template where the clickable item do not require a name. You will see this when using hotspots, click zones, text, and images in your experience. In those cases, a default label will be applied to that element which will be reflected in the navigation path. Typically this default label will take on the naming convention of whatever the element points to. In the example below, a click zone was created. The click zone was configured to point to another map in the experience. When you do this, the label is updated to the name of that map it points to. When you view the path later, that touch point will be identified the same way so you can identify what was viewed.
To change this label to something more preferred, go to the channel builder and edit the map configuration. The report label field will be available for all the elements that do not require naming when you click the details for that element on the left-hand side. If the clickable element does not point to anything, the report label will default to indicate what type of element is being clicked plus a number scheme (e.g. Click zone 33569 or Hotspot 43251). This is so you can still identify what was clicked even though it does not have a specific name.
One feature of this conversation path mapping is that the touch points are proportionate to scale with the total conversations. This allows you to easily visualize what percentage of total traffic followed a specific path. When you hover over a touch point it will indicate the number of users to click the node, the total number of clicks, and the drop-off percentage. Drop-off refers to the point at which the conversation ceases and no further clicks occur from the last touch point. You will also be able to glean data on detailed pages themselves. If a node points to an external or asset URL, this will also be indicated in the data when you hover over the touch point. You will also be able to glean data on detailed pages themselves. If a node points to an external or asset URL, this will also be indicated in the data when you hover over the touch point.
Where touch points lead to activity with an asset, it will be indicated by showing as Asset Interaction in the conversation path. Hovering over these specific touch points you will see two available lists: viewed assets and shared assets. These assets will be listed by their filename so you can see exactly which assets are garnering the most interaction in any given conversation.
Note: Interactions are grouped in order to reflect a more accurate picture of what is occurring. For example, if you view an asset, share it with someone, and then view it again, this will all count as one interaction.
The area between progressing touch points in a conversation are referred to as connectors. These represent the movement from one touch point to the next and contain helpful data of their own. Hovering over these connectors will show you the number of users moving to the next touch point, the total number of clicks, and the percentage of converted clicks. This example shows the transition from the first interaction with the experience into the second.
On the flip side, you can also see where a drop-off of a particular touch point occurred. This is represented by a red section on the touch point. Both connectors and drop-offs are illustrated to scale. For example, a drop-off rate of 33% will show a red section that encompasses one-third of the touch point from where it dropped off.
One of the many valuable tools within navigation analytics is the ability to view up to the five most common paths taken by your sales reps. To enable this capability, you should check off the Most Common Path checkbox in the upper left corner of any given user flow.
You can highlight one or more of the common paths to have them revealed in the user flow by clicking and highlighting them in the available key. When you click more than one, they will layer in a staggered orientation. This lets you easily compare the paths to one another. Hovering over them will show the number of conversations, average total time to complete that particular path, and the number of unique users who took that path.
You may want to independently view a specific conversation path within the flow to drill down into the details. You can do so by clicking on the interaction which will freeze that path. This allows you to look into specific aspects of the interactions without highlighting alternative paths within the same filter configuration.
If you're seeking overall numbers for one these paths, simply hover over the key to see the total number of times this particular conversation path was taken, the total average time this conversation took, and the total number of users who followed this path. With this data, please note that these are not unique figures but based on totals only.
In order to retain the full conversation path, Showpad will keep a session active until 30 minutes of inactivity has occurred, at which point the session will end. This means users can click out of a channel and return without losing the context of the sales flow they may have been in the middle of. You can also set a minimum and maximum path length as a means to exclude long paths where reps may have been clicking through many different nodes and assets while reviewing or familiarizing themselves with the content in their account.
Note: If the path length does not meet the minimum set by you in the filter but it still matches the path until it ends, this conversation will funnel up into the main path in order to include the relevant data on that particular flow.
Data
The data tab can be looked at like a heat map of sorts. It allows you a quick and easy means to check out the effectiveness of your experiences as they are currently configured. This data structure may look familiar to you and it is! Similar to when you view data on a specific piece of content, you will have access to comparable information here. This includes a highlights header which gives a summary indicating the total number of conversations, average time per conversation, number of unique users, number of in-app asset views, and the total number of asset shares.
You will also notice a Touchpoint Interactions table listing the top interactions for the channel based on how the information is filtered. You will see total clicks and unique clicks as part of the table. One valuable piece of data is the percent of all clicks column. This way you can easily see which pieces of content are generating the most interest overall and which may need a second look.
Insights into detail pages can also help you design and drive your approach to utilize Showpad experiences. The Top Detail Pages gives you insights into the number of unique users viewing each detail page, along with total visits, total asset views, and total asset shares. Like the top touch points table, you can sort in ascending or descending order by clicking the desired column header.
Being able to get detailed data on these pages will help you find potential gaps in your Experiences' structure and preferred content. With this information, you can continually improve how your sales team closes deals with the most effective conversations.
