Look at behavior in the last 6 months

Data from the last 6 months is the most interesting when looking at behavior.

When looking at customer journeys, these are the months that you should focus on.

There are several reasons for this:

• Users have forgotten: A user that hasn’t visited in several months has probably forgotten how they used your site the last time. Therefore comparing their last use isn’t as relevant.
• Site has changed: If your site is actively being developed, it may have changed in subtle and not so subtle ways that changes user behavior.
• Users have changed: Users of your site will have different needs in 6 months compared to now

These reasons makes it difficult to follow up on the behavior of the user after making changes.

When measuring impact of changes on your site, you shouldn’t compare it to data older than 6 months.

– Samy