We've created some specific use cases to show you the full potential of this new feature, and show the benefits of sending events and properties to UXCam.
With this purpose, we will use an app for booking movie tickets as an example. You can send Events to track movie ticket purchases, but also send events for users that buy snacks or drinks to further analyze users’ buying patterns:
Now, you can create a variety of hypotheses about your users’ buying preferences. Do horror movie-goers usually buy more snacks? Are romantic movie tickets usually bought in pairs? Are there simply more snacks sold during the night shifts?
Compare this data with User Properties to understand, for example, if membership cardholders tend to buy more tickets or whether women prefer certain categories, etc.
Dig deeper to analyze each of the segments and understand why and how those events were triggered in your app by simply clicking on each of the graph sections to view the session replays for that segment.
Understand your users' buying preferences
→ Are certain movie categories usually added to the cart but not purchased?
Select the Events Add_to_cart and Purchase_completed and group them by Event name and Event property: Movie_category
While users booking tickets for Action movies usually complete the purchase, there are many cart abandonments for Thriller movies. By clicking on that chart section you can jump to the session list to analyze your users’ behavior and understand the reasons behind the drop-offs.
→ What’s the preferred payment method based on my user's age?
Filter by event Purchase_completed and group it by User property: age_range
The most used payment method is Credit Card. This makes sense because the credit card is the default payment method in our app during the checkout process.
Filter by event Purchase_completed and group it by Device property: device_platform
Based on the initial graph, one could infer that it is simply a demographic preference. But we wanted to dig further into this preference so we compared the payment choices by platform to see if there were any apparent differences. To our surprise, we found out that all the credit card payments were with Android phones. By analyzing some of the iOS sessions, we uncovered the problem. Although iOS users selected the credit card payment method, they could not complete the card detail confirmation because the ‘confirm’ button was hidden. Users were forced to select another payment method because the ‘next’ button was the only CTA visible. This led to frustrated users that would either have to select another method, but most of the times, they would abandon the app.
We were able to fix two problems on our iOS app. One, the button was not shown to complete payment; and two, we learned that the button copy was confusing - leading users to believe that ‘next’ was completing the step, while it wasn’t. By analyzing this data, we discovered both a UI and a UX issue that helped us increase conversions moving forward.
Follow your users' journey and improve the process based on their behavior
→ Why are some users dropping off during the seats selection process?
While analyzing the purchase process we discovered that a large part of the older users 55+ were abandoning the app after selecting the movie, but without selecting the seats. After watching those users’ sessions, we discovered that they struggled to select the seats when there were only a few options available because the buttons were too small.
We decided to make the seat buttons bigger, display a message to suggest they tilt the phone when selecting the seats and to occlude unnecessary screen elements in landscape mode.