Here’s a conundrum for you: How do you figure the exact reason why a customer is struggling with your website? How do you improve conversions, while at the same defining where customers are running into problems? And, how can you do all of this with the idea that if you don’t, millions of dollars may be on the line?
Enter digital customer experience. Digital customer experience
is a target rich environment, one where even the most customer-centric companies can find areas to improve their website. In my seven years as a customer experience consultant, I have yet to find a company that couldn’t drive positive ROI from their investment in customer experience, particularly when it comes to session replay. Here’s why…
Replaying problematic sessions
I have always described digital customer experience
as an exercise in Attention Deficit Disorder (ADD), as I find myself constantly being distracted with other things to investigate. Recently, while setting up reports
for a leading cell phone company, I noticed something out of place with the search functionality on their site and decided to dive in deeper and investigate by replaying a few problematic sessions.
Session replay is one of the amazingly powerful features of a good customer experience tool. Being able to replay sessions allows you, the analyst, to experience the site exactly as the customer did. After replaying a few of these problematic sessions, I was able to confirm a problem with the site search for one of their newly released products. Customers were searching for the latest and greatest cell phones, while site search was returning a list of older, bargain phones – that’s not a good thing.
Session replay picks up where analytics leaves off
A simple solution fixed the search issue and recovered an estimated $3-5 million in revenue. Thanks to session replay, I was able to identify a problem that would have been difficult, if not impossible, to discover using other analytics
tools. Being able to see exactly what is happening when, where, and why removes the guesswork inherent to other analytics tools.
In this case, traditional click-stream analytics tools may have only indicated an increase in certain search terms, but the deep insights
provided by session replay revealed the true problem. In less than 30 minutes, session replay allowed me to discover and identify a major issue, and then create reports to measure the impact of the issue. After collecting data for a couple days, I was able to quantify the impact of the issue and recommend a solution. Problem solved!
One of the reasons why a customer experience tool is so beneficial is in its ability to replay problematic sessions, allowing analysts to use key data to solve client challenges. Within a few days, I was able to identify a previously unknown issue and recommend a solution, thanks to digital customer experience. For the client in question, remedying this allowed them to give consumers what they wanted, which in the end, is a great customer experience.
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