You have the results of the digital customer journey! Now what?
When you install customer experience analytics software on your website or mobile app, you don’t know what you will find out. Maybe there will be positive results, maybe some negative. The next step is what you do with that data: how you process it and how you transfer it into an actionable solution. Here are some ways you can use that data to improve your company’s digital success in the future.
There are two parts of data you receive back from this software: digital customer analytics and experience performance. The difference between the two is that experience performance data tells you how your website is performing, while customer analytics provide information on how your visitors and customers react to your website. By working on both sides of this equation, you can optimize your website to make sure it works best for both your employees and your users.
The two sides of analytical software
Let’s start by looking at the digital performance side and what customer experience analytics software can show you. There are certain elements of a website that become more of a hindrance than a help. For example, a graphics-heavy page may look good but takes too long to load, making users leave before they have seen all the information about the product. There may also be an issue when it comes to filling out registration forms where users are misdirected or the form times out before they can finish filling in all the information. These may be elements that you think work fine for your site, but are actually holding you back in the long run.
The digital customer journey: Seeing your site from the customer’s perspective
In terms of the digital customer journey, while certain digital points may stop users from making the desired conversion, this is the element that can help your company get inside the mind of the potential customer. Seeing the point where they stopped the conversion process may not be the only thing stopping the process. The digital customer journeys are the bird’s eye view that companies need to see what is really happening on their website. To act like a user, you need to think like a user.
With Glassbox’s session replay tools, you can recall a user’s session within 3 seconds, and there’s no need for any special tagging. The software lets you watch every click and every entry that was made by the user, as well as whether they completed the transaction or stopped midway. By watching these patterns, you can see what is holding your website back, determine whether it is an individual, platform-based or website-based problem, correct the problem immediately, and improve that element of the digital customer journey.
How to turn these tools into success: A case study
In 2015, a UK high-street bank was seeing issues with processing of new customer applications, as well as getting a number of calls about technical issues. Despite using analytical software, the root causes were still a mystery and these issues were holding this bank back from keeping up with its competitors.
When Glassbox came to work with the UK bank, they could work with the tools that already existed and also draw on their previous experience with the banking industry. This included understanding the issues that come with long registration forms, performance issues with an overloading of content, and customer support centers that are not able to automatically recall scenarios or solve problems while the customer is on the phone.
Glassbox can help you not just improve your relationships with your potential clients by improving the effectiveness of your website, but it improves the response time of your team to make your site better. In addition, the information that Glassbox provides is available at all times to all necessary employees of your company, making it easier for them to work together and brainstorm new, better solutions for future site development.
Since implementing Glassbox’s technology, the UK bank in question has been able to solve technical problems quicker, identify areas for improvement, and most importantly, have a quicker return on investment and increased revenues from users now succeeding to complete transactions. With the right technology, anything is possible, and Glassbox proves that improving the online experience performance is the key to increased online success in the future.
