If you’re using Kleo to track how people move through your sales funnel, you’ve probably wondered: “Where exactly are we losing folks, and how do we fix it?” If you’re tired of dashboards filled with vanity metrics and want to actually improve conversion rates, this guide is for you. We’ll break down how to analyze buyer journey stages in Kleo, what’s worth your time, and how to make changes that actually stick.
Why You Should Care About Buyer Journey Stages (But Not Get Obsessed)
It’s easy to get caught up in mapping every possible user action, but most businesses don’t need a 12-stage buyer journey with cutesy names. What matters: Where are people stalling out, what’s making them hesitate, and what are they telling you by their actions? The rest is just noise.
Kleo gives you the tools to track buyer journey stages, but it won’t magically fix your conversions. Think of it as a flashlight—useful, but only if you know what you’re looking for.
Step 1: Set Up Your Stages (Don’t Overthink It)
Before you can analyze anything, you need clear, useful stages. If you’re new to Kleo, start simple. Here’s a basic setup that works for most:
- Awareness (they land on your site)
- Consideration (they view product or pricing pages)
- Intent (they add to cart or start a signup)
- Purchase (they buy or complete signup)
You can tweak these later, but don’t waste hours arguing over names or whether “Engagement” is its own stage. The goal: Make sure each stage marks a real change in how close someone is to buying.
Pro tip: If you’re not sure what counts as “Intent,” look for actions that require effort—like filling in a form or clicking “Start trial.” Idle browsing doesn’t cut it.
Step 2: Map Your Events in Kleo
Now, map these stages to actual events Kleo can track. This is where a lot of teams get lost in the weeds. Here’s how to keep it practical:
- Awareness: Page view events on your homepage or landing pages.
- Consideration: Product page views, pricing page visits, FAQ clicks.
- Intent: Add-to-cart, start signup, request demo.
- Purchase: Successful checkout, signup completion, payment confirmation.
In Kleo, set up event tracking so each of these actions fires a distinct event. Don’t get fancy with dozens of micro-events. If you track everything, you’ll understand nothing.
What to ignore: Tracking every scroll, hover, or “time on page” event. These are rarely useful for figuring out why someone didn’t buy. Stick to actions that show real interest.
Step 3: Visualize Drop-Offs With Kleo’s Funnel Analysis
Kleo’s funnel reports are where you’ll see how many people make it through each stage—and where they bail.
How to Do It:
- Create a funnel report using your mapped events.
- Order the steps: Awareness → Consideration → Intent → Purchase.
- Run the report to see conversion rates at each step.
You’ll probably see steep drops somewhere. That’s normal. What matters is where and how big those drops are.
What works: Focusing on the biggest drop-offs. If you’re losing 60% of people between “Intent” and “Purchase,” that’s your fire alarm.
What doesn’t: Obsessing over small percentage changes between minor steps, or trying to “fix” every stage at once.
Step 4: Dig Into the Why (But Don’t Chase Ghosts)
Finding a drop-off is just step one. Now, dig into why it’s happening. Here’s how to do it without driving yourself nuts:
- Check user recordings or session replays (if you have them). See where people get stuck or bounce.
- Look for technical errors: Broken forms, buggy buttons, slow load times. These kill conversions fast.
- Survey or ask users who abandoned at a key stage. Keep it short and specific (“What stopped you from finishing your purchase?”).
- Segment by traffic source: Sometimes, certain channels (e.g., paid ads) bring in window shoppers who never convert.
Ignore: Over-interpreting “rage clicks” or reading too much into one or two angry emails. Look for patterns, not outliers.
Step 5: Make One Change at a Time (And Measure It)
Improving conversion rates isn’t about launching a dozen fixes at once. You’ll never know what worked. Instead:
- Pick the biggest blocker from your analysis.
- Make one clear change (simpler form, better CTA, fix errors).
- Measure the impact in Kleo using the same funnel report.
Give it a week or two (depending on your traffic) before jumping to conclusions. If you see improvement, keep going. If not, try the next most obvious fix.
Pro tip: Document what you changed and when. Nothing’s more frustrating than seeing conversion jump and not knowing why.
Step 6: Rinse, Repeat, and Don’t Get Distracted
Conversion optimization is an ongoing process, not a one-off project. The most successful teams:
- Review funnel reports regularly (monthly is fine for most).
- Keep a running list of friction points and ideas.
- Don’t chase shiny new tools before fixing the basics.
If someone on your team wants to add three more journey stages or track every pixel movement, push back. More data isn’t always better—actionable data is.
What Actually Moves the Needle (And What Doesn’t)
Let’s cut through the noise:
Things that actually help: - Reducing the number of fields in your forms. - Clear, honest pricing info. - Fast, error-free checkout/signup. - Obvious next steps (“Buy now,” “Start free trial”).
Things that rarely matter: - Fancy animations or micro-interactions. - Personalized pop-ups (unless you really know what you’re doing). - A/B testing button colors (unless your traffic is huge).
Watch out for: Over-complicating your journey map just because a consultant said so. If your team can’t explain each stage in one sentence, it’s probably too complex.
Quick Cheatsheet: Buyer Journey Analysis in Kleo
- Map simple, meaningful stages.
- Use event tracking for real user actions.
- Build funnel reports—spot the biggest drop-offs.
- Investigate the why (but don’t get lost in theories).
- Make one change at a time, measure results.
- Repeat, but don’t overcomplicate.
Keep It Simple, Iterate, Move On
If you remember one thing from this guide, it’s that buyer journey analysis is a tool—not a silver bullet. Kleo can help you spot where things break down, but it’s up to you to fix them. Start simple, focus on the biggest blockers, and don’t let complexity slow you down. Small, steady improvements beat “big bang” overhauls every time.
Now, go look at your funnel and make one real change—then see what happens. That’s how you actually improve conversions.