When should you mark steps as optional in your customer journey analytics reports?

As soon as you build your customer journey analytics reports

In a customer journey analytics report, only after you’ve implemented a conversion rate optimization strategy at your organization

In a customer journey analytics report, only after you have a working hypothesis about your conversion path

You should never mark steps as optional in customer journey analytics reports.


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Explanation: The correct answer is In a customer journey analytics report, only after you have a working hypothesis about your conversion path. Marking steps as optional in customer journey analytics reports should be done strategically, typically after formulating a hypothesis about the conversion path. This approach ensures that the analytics accurately reflect the user journey while allowing for flexibility in analyzing different pathways. By marking steps as optional based on a hypothesis, organizations can focus on specific segments of their audience or particular actions, providing deeper insights into user behavior and potential areas for optimization. Additionally, this method enables iterative refinement of the customer journey analysis over time as new data is collected and hypotheses are tested, ultimately leading to more informed decision-making and more effective optimization strategies. Therefore, it’s essential to approach the marking of steps as optional in customer journey analytics reports with a thoughtful and hypothesis-driven mindset to derive meaningful insights and drive improvements in the conversion path.

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