2 New Approaches to Digital Experience Intelligence
In today’s digitally-driven world, users expect a flawless online experience. Organizations’ brand loyalty suffers if any aspect of an online transaction is less than perfect — from broken links and frustrating navigation, to lack of information and long load times. In fact, poor digital experiences cost U.S. businesses $62 billion in 2016, according to NewVoiceMedia.
These high stakes for satisfaction are difficult to manage when user experiences are so subjective and qualitative — and when it comes to online experiences, transactional in nature. To garner intelligence on users’ digital experiences, brands traditionally rely on web analytics that provide information on user actions, like clicks — a quantitative measurement that lacks the complete picture when it comes to measuring experience. Brands also look to voice of customer tools and Net Promoter scores, which rely on survey responses for qualitative insight into experiences, but results are often polarized and can skew metrics. Without the right means, most companies don’t have the capabilities to quantify the successes or pitfalls of customers’ digital experiences.
Marketers need to be able to measure digital experiences to manage and improve them. Investing in creating top-notch websites without having the right metrics to measure the nature and quality of experiences is a short-sighted strategy. Are your customers engaged, confused or frustrated? Organizations need this intelligence to gain a competitive edge through better experiences online.
Gaining this level of intelligence is easy if marketers are willing to embrace a new perspective:
A Change in Mindset
Marketers must take what has long been done on offline channels and apply the same practices online: measure, manage and improve customer experience. As the digital means to engage with a customer becomes more pervasive every day, marketers must take the same principals for optimizing in-person customer experiences and extend them digitally.
But measuring and managing online experiences isn’t that simple. It’s no longer enough for marketers to rely on piecing together and testing what is working (and not working) on their digital properties.
Marketers need to start thinking about consumer interactions online not merely as clicks and hovers, but instead as insights into their customers’ state of mind and the experiences they are having with the brand. While, yes, there are tools that can collect and synthesize that data, which is a necessary part of the equation, marketers will only get value out of that data if they’re approaching the findings and building experiences with an eye toward improving satisfaction and engagement. Marketers must change their mindset so that they’re accessing users’ state of mind.
With a shift in mindset, marketers can prioritize collecting accurate behavioral data and metrics that provide a more precise analysis and understanding to set benchmarks and improve digital customer experience. This intelligence should be shared across the entire technology stack, including CRM, personalization and Voice of Customer tools, to help inform strategy and optimize for experiences.
A Measure of Digital Body Language
Once marketers embrace the importance of experience data and are ready to measure it, a good starting point is understanding their users’ digital body language.
- Measuring digital body language — every interaction and gesture a consumer makes on a website or app — is essential for gaining insight into and benchmarking how users are feeling throughout every experience. Multi-click, for example, is indicative of user frustration. Whether a link is broken, or a confirmation button is slow or unresponsive, online shoppers will click repeatedly until the page responds. By tapping into these insights and behaviors, marketers can locate frustrations around the user journey that might lead to shopping cart abandonment or other missed KPIs and eliminate them from their websites and apps.
- Other body language such as Copying and Pasting can raise red flags around fraud activity. Alerts around this behavior can point to competitors taking content from an organization’s web page or identify unfriendly activity around sensitive information, such as financial data. By gaining tools to measure digital body language, brands can develop a digital experience optimization model that improves experiences and enriches the entire marketing stack to drive brand loyalty and conversions, as well as gain the upper hand over competitors.
Taking a proactive approach to digital experience intelligence first and foremost requires a change in mindset. Organizations must measure and manage digital experiences so that they don’t fall prey to losing potential new or returning customers.
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