Skip to main content

Customer Insights – Key use cases to get started

Customer Insights helps you understand how users interact with your discovery experiences — what they click, where they drop off, and which answers lead to conversions. This guide walks you through common use cases and shows you where to find the data.

Before you start:​

Use the filters in the top bar to focus your analysis on the most relevant data. You can adjust:

  • Date range (e.g. last month)
  • Experience
  • Locale
  • Browser (leave unselected to include all browsers)
  • Device (leave unselected to include all devices)

After selecting your filters, click Apply to update the report with your chosen criteria.

1. Analyze customer behavior​

1.1. Understand what drives conversions​​

Use the Flow Insights tab to see how users navigate through the experience. Click the filter icon to focus on specific questions or answers. The panel on the right displays the number of clickthroughs and the revenue those journeys generated.

For more detailed analysis, switch to the Insights Explorer tab:

  • In the Questions table, sort by clickthroughs to see which questions are most often likely to lead to product clicks.
  • In the Answers table, you can see which answer selections often result in users clicking on products.
  • In the Products table, you can see which products are most frequently clicked and which generate the highest revenue.

1.2. See how each step influences revenue​

In the Flow insights tab, select revenue view using the view selector to see how different parts of your discovery experience contribute to purchases.

When revenue view is active:

  • Lines between questions represent revenue, not traffic. Thicker lines indicate paths that led to higher revenue.
  • Each answer shows the total influenced revenue from users who selected it and later clicked a product.

Influenced revenue is the total influenced revenue from sessions where the selected actions — like viewing a question or selecting an answer — were part of the customer’s path before clicking on a product. It doesn’t mean the action directly caused the purchase, but that it played a role in the journey that led to product engagement.

1.3. Identify which questions are drop-off points​

  • Click any question in the Flow Insights tab.
  • Look for the red Dropped-off label to see how many users exited at that step.

To compare drop-off across questions:

  • Go to Insights Explorer > Questions > Drop-off.
  • Use the color-coded view to spot which questions have the highest drop-off rates.

1.4. See which answers drive product clicks​​

  • Go to Insights Explorer > Answers > Overview.
  • Sort the influenced clickthroughs column from highest to lowest.

Check how often users clicked a product after giving a specific answer. It’s a quick way to find high-impact answers that lead to engagement.

1.5. Identify where users may struggle or backtrack​

In the Flow Insights view, click any question to view its performance details:

  • Average time spent shows how long users stay on that step
  • The Went backwards badge highlights steps where users frequently go back or restart

To identify broader patterns:

  • Go to Insights Explorer > Questions > Overview.
  • Compare the Average time spent and Went backwards columns.

Focus on optimizing questions with longer average time spent or frequent backtracking - they may be unclear or create friction in the journey.

2. Analyze product performance​

2.1. See which products perform best​

  • Go to Insights Explorer > Related Products.
  • Sort the Revenue referred column from highest to lowest to identify top-performing products.

Revenue referred is the total value of all clicked products, counted once per product per visit.

You can also review:

  • Total clickthroughs – total number of times a product was clicked across all sessions.
  • Unique visit clickthroughs – number of unique user sessions in which the products was clicked.
  • Use the date range filter in the top-right corner.
  • In Insights Explorer > Products, compare revenue and clickthroughs across different time periods.

Use this to identify seasonal trends, detect drops in interest, or evaluate the impact of recent changes to your experience.

2.3. See what’s driving interest in specific products​​

To see which parts of the experience led users to a specific product:

  • Go to Insights Explorer > Related Products.
  • Click on any product name. The related Questions and Answers tables will update to show which answers influenced clicks on that product.

3.1. Track changes in user behavior over time​

  • Use the date range picker in the top-right corner.
  • Flow Insights graph will update to reflect user behavior during the selected timeframe.

3.2. Compare question engagement over time​

  • Apply the date filter in the top bar.
  • Go to Insights Explorer > Questions to see how question visibility and interaction rates change across time periods.