Оптимизация пути клиента для продукта по информационной безопасности

In modern times, cybersecurity is a trend in the business world. However, such an influx of demand created uncontrolled scaling within companies that provide cybersecurity solutions, as companies were not ready for a simultaneous increase in demand. The significant gap in understanding concern is in the complex and fragmented customer journey experienced by users when adopting cybersecurity products. This journey often involves multiple touchpoints, from initial awareness to post-purchase support, and encompasses various stages such as research, evaluation, procurement, implementation, and ongoing management. Thus, the overall aim of this research is based on the theoretical body of knowledge and recommendations from cybersecurity experts, identifying critical aspects of the Customer Journey in cybersecurity products that affect revenue and conversion rates within the product. The research strategy is divided into two parts: preliminary research based on 17 expert interviews with CEOs, Product Owners, and COOs of the companies and the analysis of historical data with AI & ML to design models and the application of 3 simulated customer journey options as part of the ABC test in a real company to study the effectiveness of a key developed option. The results are likely to reflect the effectiveness of the historical data-based approach, machine learning, and gradual integration into the product against the background of standard user path modeling. At the last stage of the study, a 15% increase in KPIs for product conversions and a 36.3% increase in revenue over the selected period were revealed. The outcomes obtained might likely help IT company management in successful product development. Moreover, the study results may become the basis for further, more explicit studies of KPIs optimization and modern product management. In addition, based on the study's findings, researchers can build their long-term strategies and create a pull of the best tools for product adoption.