Frictionless digital experience is key to driving business results
Customer experience is the new currency for online businesses. Companies need to learn how to interpret digital body language and revolutionize the way they deliver and measure experience, or risk losing revenue. This is the summary of a new guide by Clicktale, which states that digital body language is the must-have standard for the next wave of digital commerce.
Despite companies spending millions driving people to their websites, conversion rate has remained static at 3% or under for 20 years. Clicktale’s guide highlights that interpreting a customer’s subconscious online behavior, or Digital Body Language, is critical for understanding customer intent and for building extraordinary experiences that inspire loyalty and drive revenue.
Digital body language is a combination of all the digital gestures and micro-signals made by customers, from which we can identify patterns and anomalies to infer behavior, mindset and intent, in the same way as a good sales person might do in a physical store. By capturing millisecond-level data of a customer’s digital experience and analyzing that using cognitive intelligence and data science, Clicktale has uniquely simplified visitor behavior into five mindsets to help its customers create innovative experiences that best speak to the customer’s intent.
Alex Allen, CMO at Spring Venture Group an insurance broker specializing in the sale of health and life insurance saw a huge opportunity to marry the company’s data science and marketing departments to make the most of every digital interaction to positively impact the customer experience and drive tangible business results. Allen commented: “Our biggest metric is response time - if we don’t respond to a potential lead within 60 seconds the chance of converting that customer falls dramatically. Our marketing activity is already sophisticated, but Clicktale has taken this to the next level by matching our precision timing, so that we can utilize digital interaction data. Clicktale makes it possible for us to measure digital gestures to reveal the customer intent behind every lead, so that we can prioritize, plan and make decisions in real time.”
Tuval Chomut, CEO of Clicktale commented: “There is a clear and powerful relationship between experience and revenue, but online businesses are currently missing a huge opportunity because they don’t really understand what customers want. They don’t understand how to create exceptional experiences for their customers, because they are focused on the wrong measurement. Clicktale collects thousands of interactions per second to build a picture of each and every digital customer. We call this digital body language. Our approach takes a giant leap forward by allowing us to understand the intention of those visitors and tell us not what they just did, but what they hope to do.”