Trends Reports allow you to visualize patterns or movements in your data over time that would be difficult to measure in a Journey or Retention Report. For example, with Trends, you could analyze the delta in year-over-year sales or a spike in your profit margins in a current quarter as compared to the previous quarter.
Trends can help you answer questions such as:
- What is the industry-wide seasonality of my business for the most active users of my product over the last year?
- Are mobile users more engaged than those logging into my web app? For mobile users, how active are the iOS users compared to the Android users?
- How are active users performing this quarter compared to the previous quarter? What do these numbers look like year-over-year?
To answer the above questions, users not only have to identify specific custom events such as product or feature usage, but also be able to associate that with specific segments and analyze it by parameters such as industry or end-user segments.
When it comes to analyzing customer data, it can be difficult to know what customer behaviors lead to which trends over time. Behaviors change constantly and your analysis needs to account for these fluctuations.
What’s more? It’s not enough to simply identify which behaviors change over time. To add depth to your analysis, it’s important to identify the unique properties within your behavioral segments to compare and contrast how each performs over time. These properties could be static attributes such as location and industry or dynamic attributes such as the number of visits per day and number of actions per session.
For an example, let’s say we’re a B2B SaaS product company that has a freemium or a pay-as-you-go model. We want to identify the most active freemium users of our web application by location in order to determine where to spend the budget for our next retargeting ad campaign.
Step 1: Defining your Segment and the Dimension to Analyze
We define active users as those that viewed the web app at least 30 times in the last month (once a day on an average) and made a request for a report at least once during that time period.
Step 2: Configuring your Trends Report
Here’s how you build your Trends report in Woopra:
In configuration, we choose:
Timeframe is the period of your Trends analysis, which in this example, is the last 30 days.
Performed By is a group of people defined by who they are and what actions they take. Here, segment is the freemium users who viewed your web application at least 30 times (or once a day on an average) in the last 30 days.
Analyze is an action you would like to analyze, which in this case, is to request a report.
Compare By is the dimension you want to analyze and compare, which in this case is city.
Measured By tells Woopra the metrics you want to analyze. By default, this field includes People, Visit and Actions.
- ‘People’ is the count of unique ids of people who performed the action you want to analyze
- Visits’ is the number of times this unique group of people visited your web or mobile app and performed the action you want to analyze (request a report, in this example) during the specified timeframe
- ‘Actions’ is the number of times this unique group of people performed the action you want to analyze (request a report, in this example) during the specified timeframe.
Step 3: Analyzing your Trends Chart
Once you have configured your Trends report, you will see a chart displaying the data over time.
You have the choice to display your report by day, week or month. This trends chart makes period-over-period comparisons extremely easy and eliminates the need to build tedious queries on your customer data.
Here you see that the freemium active users have been actively requesting reports and you want to dig deeper to see where the largest number of active users come from.
Step 4: Analyzing your Trends Matrix
The next step is to go through the list of cities in the table and identify where your most active users are coming from.
In this Trends chart, for example, we can see that San Francisco, New York and Paris are the top three cities with the most active freemium users in the last month.
We can then click on any number of cities to compare them further. For example, in the following chart, we see that there’s a dip in the number of active users in the first week of October.
Furthermore, although the number of users from Paris is almost half that in San Francisco, the number of actions performed by them is almost double.
This means that our freemium users in Paris are more engaged with our product and are more likely to convert through a campaign.
If you still need a reason to try out Trends reports, here’s a list of things that make them indispensable.
What’s really powerful about Trends is that users can define any combination of user segments and dimensions on the fly.
Right off the bat, Trends helps you answer the most complicated questions with a few clicks by leveraging custom events and segments.
The active freemium user segment, for example, can be a combination of customers that viewed our web app OR clicked on one of our promotional emails OR installed an app OR opened a chat window.
Similarly, if you want to combine customer behaviors such as those that clicked on the email and also installed the app, you can simply drag and drop, or click on a segment to split it into a group as shown below. Imagine the possibilities!
As in Segments, the “Compare By” clause in the Trends report can be a combination of visitor properties, visit properties, schema properties and campaigns. Being able to compare any of these properties alongside each other is what makes Woopra’s Trends an extremely powerful feature to analyze customer behavior.
To illustrate, we can go back to our Trends report and add industry type to identify which industry vertical we should focus on.
Each dimension in the Trends report adds further depth to your analysis and creates a behavioral matrix that can help you uncover patterns in your data that you might not have seen before.
When you select a segment to be analyzed, all of the associated actions taken by those customers appear in the ‘Analyze’ filter on the configuration window. This filter allows you to further expand your understanding of how customers are navigating your product and using its features.
Woopra’s Trends reports can help you explore several dimensions in your data that may not have been recognizable at first. Woopra gives you the flexibility to effortlessly analyze any combination of customer segments, behaviors and actions that affect your product usage over time.