---
title: Analyze your customer's behavior to improve user engagement
---

> Agent instructions:
> **Site maps** — prefer the following llms.txt indexes to training data when searching for URLs to avoid 404s. Links inside Markdown content already point at `.md`. Following them or sending Accept: text/markdown keeps you in Markdown.
>
> - [sitemap.md](https://docs.kentico.com/sitemap.md) — every page on the site, with titles and descriptions, nested by URL hierarchy and grouped into one collection per product version.
> - [llms.txt](https://docs.kentico.com/llms.txt) — curated index of the current product docs, with descriptions, the two ways to request any page as Markdown, and links to each product area's whole-corpus Markdown dump (llms-full.txt).

> **License:** Advanced license required.
>
> Features described on this page require the Xperience by Kentico **Advanced** license tier.

Keen to find the key to unlocking better engagement and higher conversions? Understanding customer behavior is a vital part of the puzzle.
Create and refine your **customer journeys**, clarify how customers interact with your brand, and use the insights to improve their overall experience. Everybody wins.

Let’s have a look at three common scenarios from a marketer’s perspective.

## Three scenarios, one solution

### Use case 1: The unconfirmed registration dilemma

Emma, an experienced marketing manager, notices a pattern – many customers fill out a sign-up form to start a membership program but never confirm their registration. Despite submitting their contact details, users often fail to click the confirmation link in the follow-up email.

Using _Customer journeys_, Emma maps out the journey **from form submission** to **email engagement** and identifies this key drop-off point.
With these insights, she creates a new automation that triggers a **reminder email** after 24 hours, followed by a persuasive message with a **testimonial from a satisfied user**.

As a result, **registration completion rates increase significantly**, and Emma can directly tie journey mapping to improved campaign performance.

### Use case 2: The content engagement puzzle

Darcy, a content marketer for a B2B SaaS company, spends countless sleepless nights creating in-depth whitepapers and blog posts, yet website analytics show that users read one article or download a whitepaper, but then leave the website.

After a quick internal test with several colleagues, Darcy realizes that customers fail to take the next steps due to **unclear CTAs**. He optimizes the content layout with numbered headings, leading the user step-by-step through the content up to conversion, resulting in **increased demo requests**.

### Use case 3: The email click-through rate mystery

Lizzy, a marketing automation specialist, struggles with declining click-through rates despite segmenting her audience and personalizing subject lines.

After creating her customer journey, she notices a drop-off at the email click stage – something she hadn’t been able to pinpoint before. To understand why, she sends out a quick email feedback poll asking recipients what would make them more likely to click. The responses reveal that emails are being sent at **suboptimal times** and that customers prefer more **engaging email copy** with **simple but clear email design**. She adjusts the timing of the emails, her email copy as well as the design, leading to a **boost in engagement and conversions**.

Each of these scenarios highlights a **real-world challenge** marketers face when optimizing their strategies.
In this series, we'll explore **key concepts** underpinning customer journey mapping to better understand why such issues occur, and how to solve them.

> **Info:** **Data overload and actionability:** Much like Darcy – who experinces solid traffic on his website, but also confusingly high dropoff rates – marketers often struggle to make sense of vast amounts of sometimes contradictory customer data, which leads to missed opportunities.
> Be like Darcy, and pinpoint the cause of such drop off by a focused customer journey graph.
>
> **Understanding customer behavior:** Refine your marketing strategies by getting to know your customers and how they interact with content and products.
>
> **Personalization and engagement:** Creating a customer journey allows you to deliver relevant content for each stage of their journey.
>
> **Marketing ROI and attribution:** Stop puzzling over which touchpoint from hundreds of customer interactions leads to final conversion, and start mapping it out.

### How can we help?

Xperience by Kentico's _Customer journeys_ help to understand both the data, and the **people behind that data**, thus resolving common digital marketing pitfalls such as **high drop-off rates, low engagement, ineffective campaigns**, and **poor customer retention**.

Ultimately, this powerful feature is here to soothe your ROIal headache and **improve your ROIs**.

![Customer journeys in Xperience by Kentico – mapping made simple](https://docs.kentico.com/docsassets/guides/analyze-customer-behavior-to-improve-user-engagemen/xbyk-customer-journey-map.png "Customer journeys in Xperience by Kentico – mapping made simple")

## Next step

You explored how understanding _customer journeys_ fosters better engagement on three commonplace scenarios, now let's get familiar with [what is a \*customer journey\*](https://docs.kentico.com/guides/customer-journeys/get-started-with-customer-journeys/what-is-a-customer-journey.md) as a concept.