Understand the shopping journeys behind sales and returns.
Compare how customers shop across brands, categories and audiences. Explore behavioural differences alongside purchase value, purchased units and return requests, so your team can focus its next improvement.
Two brands. Different paths to purchase.
- Purchase value
- €129.60 / journey
- Potential refund value
- €15.60 / journey
Search is more prominent in this example. Blue shows cart activity involving another brand.
- Purchase value
- €127.80 / journey
- Potential refund value
- €15.90 / journey
Product exploration is more prominent in this example. Blue shows cart activity involving another brand.
Answer the questions behind your next ecommerce decision.
Ecommerce customer journey analytics examines observed shopping behaviour around meaningful events, with product and commercial context. Stormly brings those views together so you can investigate a specific question before choosing what to change.
Do customers discover our brands differently?
Compare shopping paths across brands, categories or audiences. Look at product exploration, navigation and activity involving other brands.
How do journeys with Search compare?
Inspect journeys with and without a tracked activity within each brand, keeping the commercial context beside the behaviour.
Which paths deserve closer attention?
Review purchase value and return-request activity together. Decide which question merits investigation before investing in an experiment.
What happens after a purchase or return?
Explore subsequent behaviour to ask more focused questions about the ongoing customer experience.
Does the same activity tell the same story for every brand?
Purchase value EUR / journey
Potential refund value EUR / journey
Compare brands and see where the shopping experience differs.
Open the brand journey report, choose two brands and select the before-purchase perspective. Enable Show differences, then inspect What is different? to see which activities and paths distinguish the groups.
In this illustration, Search appears more often in Brand A’s journeys, while exploration of other brands is more common for Brand B. That gives the team a concrete discovery question to investigate. It does not tell us why shoppers behaved differently.
What is different?
| Activity | Brand A | Brand B |
|---|---|---|
| Search | ||
| View product: other brand | ||
| Add to cart: other brand |
The brand journey view distinguishes product views and cart additions involving the selected brand from those involving other brands. Keep that catalogue context visible when interpreting a difference.
Look closer at Search, within each brand.
Select Search in the activities view to compare journeys with and without it. The same activity can have a different commercial context for different brands, so an overall average may not answer the merchandising team’s question.
Here, Brand A’s journeys with Search have higher purchase value per journey and more return-request activity. Brand B shows a different pattern. Use these observations to choose where to review discovery and product information, then develop an improvement to test.
With Search / without Search
| Measure | With Search | Without Search |
|---|---|---|
| Journeys | 600 | 400 |
| Purchased units | 2.4 | 1.8 |
| Purchase value (EUR) | 144 | 108 |
| Units requested for return | 0.3 | 0.2 |
| Potential refund value (EUR) | 18 | 12 |
| Measure | With Search | Without Search |
|---|---|---|
| Journeys | 350 | 650 |
| Purchased units | 2.0 | 2.2 |
| Purchase value (EUR) | 120 | 132 |
| Units requested for return | 0.2 | 0.3 |
| Potential refund value (EUR) | 12 | 18 |
Ask the next question without leaving Claude.
Connect Stormly through MCP and explore your shopping journeys in a conversation. Ask for a comparison, dig into a finding, and get a clear explanation grounded in your project’s data.
See how to connect Claude to StormlyCompare Brand A and Brand B. Where should our UX team look first?
Start with Brand A’s Search experience.
Journeys with Search show €144 purchase value per journey, compared with €108 without it. Potential refund value is also higher: €18 versus €12.
Brand B shows the opposite pattern. Review Brand A’s search results and product information, then compare similar audiences before choosing an experiment.
Your Monday morning briefing. Already in your inbox.
Schedule your Stormly report and AI email analysis for every Monday morning. Receive the findings, conclusions and suggested next steps, ready for your team’s weekly review.
Choose the report, recipients and delivery schedule in Stormly. Email automation runs in Stormly; Claude is another way to explore the same data.
Your weekly shopping journey briefing
Good morning. Here are the findings to bring to this week’s review.
- Search matters differently by brand.It appears in 60% of Brand A’s purchase journeys, versus 35% for Brand B.
- Look at purchase value and exposure together.Brand A’s Search journeys show €144 purchase value and €18 potential refund value per journey.
- This week’s focus: Brand A discovery.Review search results and product information; use an audience comparison to refine the hypothesis.
Choose one discovery improvement to test, then evaluate purchase and return outcomes over a suitable period.
Find your next opportunity to improve the shopping experience.
Bring a brand or UX question. We’ll explore journeys before and after purchases or returns, compare the commercial context, and help you identify an improvement worth testing.
We’ll also cover the data integrations relevant to your store.
Focusing on returns? Explore the four returns analysis views.
Book a journey demo