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The Value Online Enterprises Get From Experience Analytics

Merav Keren | Jul 28, 2017 56 views No Comments

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Without walking in the shoes of your online customers, how can you understand what they perceive when they engage with your business? And how can you improve their experiences to build customer loyalty?

The answer lies in customer experience analytics.

Experience analytics provides enterprises with insights about customer behavior, so crucial touch points can be identified and improved upon, such as:

-Navigation issues
-Checkout challenges
-Content that is not targeted towards your audience

Pinpointing where customers are experiencing difficulties and optimizing your site accordingly can help you efficiently convert traffic into sales. But even if your website is converting traffic at an acceptable rate, can you be confident that your customers are actually enjoying a positive experience and will return in the future?

Fixing bugs in your UX, such as a broken button or link, is important, but doing so is not likely to have a significant impact on your bottom line. Forward-thinking organizations would be better off leveraging experience analytics software to improve and innovate experiences (which will lead to increased conversions and higher lifetime value for returning customers).

Let’s look at a few examples of how experience analytics can help organizations improve in regards to:

-Mobile conversions
-Inventory management
-Content investment

Mobile conversions

Mobile is the fastest growing segment of digital in regard to volume, but sales revenues have not kept pace with traffic. The decision-makers at JanSport understood this. Thus, they decided to do a mobile redesign in order to provide users with an enhanced experience and to leverage the opportunity for higher conversion rates, given that a high percentage of the company’s traffic was coming from mobile.

The leading producer of backpacks and collegiate apparel wanted to design their new and improved mobile website experience in a streamlined way and with minimal risk. So, the brand adopted an experience analytics solution that could help them measure customer behavior and digital body language, which they expected to help them achieve their KPIs.



Thanks to that, JanSport was able to increase mobile conversion by 21%, improve engagement with their message, and implement the redesign efficiently.

In the case of JanSport, a redesign in conjunction with experience analytics helped achieve its goals. But it is important to note that, while design is a crucial factor to consider, it is not the only one. The disparity between mobile traffic and conversions can also be attributed to other reasons, including:

-Many companies apply desktop website design best practices and usage patterns to their mobile sites
-Consumers use mobile to research products and services, and complete purchases in the store or on a desktop at a later time
-Visitors can get distracted by chat messages and phone calls
-People are literally “mobile”. Being on the move means less time to focus on the phone

Inventory management

If your site and advertisements direct traffic to products that are out of stock, it could result in a lost customer.

A negative experience creates a sense of frustration for the customer, and that has the potential to do real damage to your brand. Companies can prevent this type of underperformance by deploying path identification that will visualize customer journeys and detect elements that inadvertently undermine customer experiences.

An experience analytics solution with path identification can identify the red flags of underperformance and help you formulate suitable response strategies. For example, solutions to turn this negative experience into a positive one could include:

-Offer alternative relevant products
-Offer to put the customer on a waitlist for the out-of-stock product
-Follow up with customers by email, SMS, and/or mobile app messaging

These solutions could help save your business from losing customers and increase conversions and revenues.

Content investment

Experience analytics can also help you identify which content strategies work and which do not. By understanding the digital cues your audience provide you with in their online behavior and usage patterns, you can more effectively provide them with content and experiences that cater to their desires, needs and expectations.

An experience analytics solution can help you understand the way in which your users consume your content and what makes them tick, making it easier for you to decide what content to invest in so that you can provide users with the content they crave.

For example, if you sell products geared towards IT professionals, such as Red Hat, you will find that users are more interested in content with detailed information – not just attractive images.

Takeaways

Smart enterprises are taking advantage of the extensive capabilities that experience analytics provide. But the ability to find the lessons that are hidden within vast volumes of data only matters if your organization can take the lessons and implement changes.

By using experience analytics, you will be able to identify the reasons that underlie the behavior of your customers and be better informed on how to improve their experiences, which will keep them coming back to your site in the future.

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