Integrating KPIs into the digital customer journey to improve the customer experience and conversion rates
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Abstract
This study analyzes the integration of key performance indicators in the digital customer journey and their relationship with customer experience and conversion in digital marketing environments. The research addresses the need to understand how performance metrics are aligned across customer journey stages to improve decision making. A systematic literature review was conducted, selecting fifty scientific articles from indexed databases through a structured process. The results revealed a concentration of indicators in the awareness and conversion stages, while interaction and retention phases showed lower development and standardization. A fragmented application of metrics was also identified, limiting their strategic potential. The discussion indicated that customer experience acts as a connecting element between performance indicators and organizational outcomes. It is concluded that integrating indicators across the customer journey enhances the understanding of consumer behavior and strengthens conversion from a strategic perspective.
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