Quantifying the business impact of improved customer experience

Today I’m going to focus on a few of the coolest new capabilities in Clicktale Experience Cloud – and one that’s been sorely missing in the market – namely, a way to QUANTIFY the impact of customer experience on your digital revenues.

How often have you had a hypothesis about visitor behavior and wanted to see how often the issue is actually occurring? Or you’ve seen a very peculiar behavior on a PDP (product details page), but you have no idea how to quantify the impact of all visitors behaving in the same way.

Clicktale’s session replays are a great way to step into your visitors’ shoes and see how they’re actually experiencing your website, but extrapolating major insights from one recording would be a tactical mistake. You’d need to watch several recordings, maybe hundreds, to spot a trend or a problem that’s affecting a sizable percentage of your visitors. Path Quantification, within our Path Analytics suite, solves this issue by surfacing for you all the recordings that show visitors exhibiting the same behavior.

Let’s take a concrete example: you see a visitor continuously trying to fill in or playing with a field on the shipping page, and ultimately the visitor abandons the page. You have no idea if there is an inherent UX problem or error on the page, or if the visitor was one in a million.

Path Quantification enables you to identify and mark any problematic or interesting behaviors or interaction sequences in the recordings. You can mark the entire recording or just a snippet of it, and label the behavior – for example, “problem with address field” – and then the system will instantly scan other recordings to see how frequently this behavior is occurring. Soon you’ll also have the ability to track the financial implications of this behavior. Perhaps the problem with sizes is happening with a whopping 28% of visitors, and you know that the average order value from this page is $129. From there, it’s a simple calculation to understand the extent to which this issue having a negative effect on your top-line results.

All of this is possible without any IT. It’s quite simple for the user to create the behavior as an ad-hoc segment, and this can then be marked as a new KPI and tracked in your Experience Center. You can then use this as a basis to monitor future interactions on the page to see if the issue has been resolved.

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Here are just a few of the sample business questions you can answer with Path Quantification:

  • “Why are visitors scrolling up and down to find information on the page? How many people are behaving in the same way, and is this an issue I should prioritize?”
  • “I have a hunch that visitors don’t understand our pricing chart. How can I test/measure my hypothesis?”
  • “I received negative feedback about the site via our VoC tool. How many others are having the same issue but not submitting their feedback?"
  • “Is the use of filters on our product pages impacting conversions positively or negatively? Which filter is most important to my visitors?”

What are the pressing customer experience questions you’d love to be able to quantify? Tweet your answers to me at: @jzuckermanCT

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