The interesting thing about goals is that unlike the 25,000 potential segments, there is a small number of goals that matter in the sequence of a user journey – so scaling with the above method is naturally a more manageable.
But…let’s face it, you don’t want to click through all your users to uncover nuances submerged in the data that lead to greater personalisation and individual needs.
DETAILS_FILED = YES is an important business goal in this app – the business relationship is established. The Product Team can learn a lot from what attributes distinguish these users from the DETAILS_FILED = NO users. There are also other filters that are pre-cursors, for example, users who have churned will automatically DOCUMENT_UPLOADED = NO.
From the Pointzi data we can learn that these 2 goal based segments can be broken into (we chose) approximately 10 interesting segments.
For example, we know that users who viewed the “Completing the Document” tip tour have a higher success rate of DOCUMENT_UPLOADED = YES.
So one logical conclusion would be to keep re-showing this tour to users until they complete it. Another action could be to trigger a feedback question to these users.
Some other attributes are surprising – for example Android uploads from newer devices is a predictor of success. How the hell could the Product Team manually discovered that? The action is the Product Manager can schedule an investigation by developers to find a root cause.