Ecommerce analytics – fixing customer journey problems [in real time]

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How do you know when customers are encountering problems on your website?

The chances are you don’t- at least not until someone rings your call centre and explains to an agent that an online form isn’t responding or a link is broken. And, of course, once you know that customers are being stopped in their tracks, you can take remedial action. 

But here’s the problem. For every customer ringing your call centre to report an issue, there might be 1,000 others who suffer in silence and simply take their business elsewhere. And it’s important to remember that not all problems are equal. A fault that stops a percentage of customers from completing a payment will generate calls and probably very rapidly. In contrast, a poorly designed navigation system that makes it slightly harder for visitors to find what they want may not generate any calls at all. However, that doesn’t mean your customers aren’t frustrated. Many may persevere and a percentage will convert but others will give up. The result is lost sales that you don’t even know about.

For the truth is that any usability, functionality or performance issue that makes it harder for customers to find and buy products or service is a tangible barrier to conversion. Sometimes the barriers are so high as to be insurmountable, at other times they present a minor difficulty but one that has negative impact – albeit marginal – on sales.  And if you want to see your website fulfilling its potential you need to identify and fix customer journey problems as quickly as possible

UserReplay enables you to fix these customer journey problems in real time.

A customer’s eye view

UserReplay enables businesses to record every single customer journey.  Once that has been done, individual journeys can be played back. Effectively this provides the website’s managers, marketers, customer support staff and technicians with an opportunity to see the journey through the eyes of the customer on a page-by-page, click-by-click basis. And when the customer encounters a problem – say a form that doesn’t load properly – the point at which the issue occurred and the impact on the customer journey can be clearly identified.

This can be done in response to a customer call or complaint, but crucially UserReplay’s dashboard provides users of the system with an overview of what is happening on their websites in real time.

Real time monitoring can be done in two ways. If a manager suspects – perhaps because of a high dropout rate on a particular page or an unusually large number of shopping cart abandonments – that a problem is disrupting customer journeys at a particular stage, UserReplay can be programmed to notify managers when a specified issue arises. At that point, selected customer journeys are replayed to identify what the problem actually is. Then the problem is fixed.

Mapping frustration 

UserReplay’s analytics also map and monitor customer frustration levels throughout the site. Rising frustration at a given point suggests that customers are having difficulty. And again, by playing back selected customer journeys the site team can identify the issue.

Real time responsiveness

In other words, the website team can be responsive to the difficulties faced by customers within a real time framework.  Issues can be identified, quantified – in terms of impact on behaviour – and rectified as they occur. Essentially with UserReplay deployed your customers are testing the site for you. Their experience provides the hard information you need to make improvements.

And what you don’t have are unreported problems that undermine site performance over a period of time.

Photo: GotCredit/flickr cc