In today’s technologically advanced world, data is the biggest driving force that determines the success of an organization. More and more companies are trying to portray themselves as “data-driven” and it’s clear that the information derived through various factors such as customer experience plays a huge role. So let’s briefly look at customer experience before we jump into digital experience analytics.
Customer experience or CX refers to a customer’s impression of their interaction with your company or brand. It covers the entire experience from browsing your app or website and making a purchase to receiving and interacting with customer support. In order to grow and achieve optimal CX, firms need to tailor their efforts to the specific needs of each client, having a comprehensive overview of all of their contacts with customers.
This is how a new subfield of analytics has emerged: Digital Experience (DX) analytics. These analytics provide detailed information about how your app's users engage with its various parts through different data-gathering techniques. Organizations can analyze how customers engage with their UI with the help of analytics and make improvements to their apps accordingly to enhance customer experience.
In this blog, we’re discussing digital experience analytics in detail and letting you know why your organization needs it.
What is digital experience analytics?
Digital experience analytics help businesses monitor and enhance their customer experiences. It studies how users interact with digital products including websites, applications, and more. Digital experience can be measured through surveys, session replay, funnels, conversion metrics, heatmaps, click maps, user journeys, and other engagement data which help find issues with the overall customer experience.
With online traffic expected to climb by 31% by the year 2022, virtually every industry, from retail to financial services, is interacting with customers in virtual spaces. Analyzing the quality of the digital experience as a whole, rather than just the data that is easily accessible on an app or website, is the focus of digital experience analytics.
Users' interactions, complaints, feedback and so on may all be quantified using digital experience analytics, lending credibility to the whole of your user experience. It is for this reason that incorporating it into your marketing strategies should be a high priority.
Benefits of Digital Experience Analytics
- Increase conversions: The majority of customers will not complete a transaction or use the service again if they have a negative experience with the app or website. By learning from your customers’ feedback and engagement data, you can quickly make adjustments to your digital platforms before an issue creates a big impact. With the information you gather through digital experience analytics, you can create user journeys that lead to lower drop-offs and better customer engagement. Your clients will have less of a desire to forsake your goods and services.
- User Segmentation: Your app’s performance will suffer if you don't know your target audience, resulting in higher bounce rates, less engagement, and fewer conversions. With the use of digital experience analytics, you can divide your target audience into several groups, each with its own unique set of needs and expectations, such as demographic segmentation, network-based segmentation, OS-based segmentation, etc. Digital experience analytics eliminates bottlenecks by filtering and segmenting data, letting your team make fine-grained enhancements to your website or mobile app with ease.
- Understand customer journeys: Brands may have a more elaborate understanding of everything that happens along the customer journey due to analytics, from the goals and desired paths of visitors to the sources of their discontent. It gives a clear understanding of each step within the sales funnel and lets you know if there are any bottlenecks and whether a user is getting the job done as per the expectations. With the help of behavioral analytics, you can see exactly how your site's users are behaving, from the places they spend the most time to the links they click and how often they hover over specific elements.
- Better Customer Experience: Web and app design should take into account insights from digital experience analytics because they shape how users interact with a site. If it doesn't, your analytics platform is probably not very advanced and provides little more than a basic traffic analysis. Both customer acquisition and retention rely on customer experience, but retention is especially vital for ensuring a consistent flow of income.
- Rapid optimizations: Digital experience analytics provides you with data through different reference points allowing you to creatively and quickly optimize your content. When you optimize your digital platforms efficiently, you simplify your customers’ experiences and get rid of any obstacles along the way that may be stopping your customers from converting. It can also help you determine if there are any issues with tools that generate conversions such as CTA’s, CTA buttons or forms. Not only conversions, but a detailed experience analysis can also discover a plethora of other site features which lead your site users to leave your digital platform.
Who can benefit from Digital Experience Analytics?
The work of every department in your company impacts customers' interactions with your digital products. The following groups can benefit from using digital experience analytics:
- Using digital experience analytics, product managers can identify discrepancies that make a customer drop off, evaluate performance and functional issues and work with the teams to create a better product roadmap.
- Experience analytics can be used by development teams to identify slowdowns or other technical problems on your site or app.
- Using data gathered from past interactions, web and app designers can create a more user-friendly interface.
- A customer support team may use user analytics to learn where users are experiencing the most frustration on your platform and to put user feedback into context.
- Experience analytics and qualitative data from session replays can be used by marketing teams to bring the right visitors to a site or app through their efforts to set appropriate expectations.
How can organizations integrate digital experience analytics?
In order to integrate digital experience analytics, organizations can make use of the following:
- DEM tools - Digital Experience Monitoring or DEM tools allow organizations to quickly resolve user issues without those issues disrupting the network. DEM identifies and isolates key issues that can affect performance and prioritize them according to their importance.
- Surveys & NPS - The Net Promoter Score (NPS) is a popular tool for businesses to use in evaluating customer satisfaction and loyalty. It's a metric for determining how strongly satisfied buyers will recommend your products to others. With the use of surveys, organizations can get both qualitative and quantitative data about the digital experience.
- UX Research - User experience or UX research is the study of the ease with which customers may accomplish their objectives while interacting with your business’s digital products. It's the method of learning about your customers' actions, objectives, and requirements by analyzing their activity and other kinds of feedback from users.
Your ultimate goal in using experience analytics should be to collect data in order to provide your visitors and customers with a smooth and consistent experience. To accomplish this, you must improve your ability to foresee your customers' wants and requirements by familiarizing yourself with their unique situations through analyzing digital experience data.
Digital experience analytics, when paired with web analytics and other tools, not only gives you a complete picture of the digital experience but also makes it easy to identify and fix problems on your website or app, which boosts your bottom line and keeps customers coming back for more. Reach out to us to know more.