Marketing

Building an Actionable Approach to Customer Experience Analytics

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As a digital marketer, you amass a multitude of data to help create visibility into your customers and better understand their wants, needs and motivations. In today’s competitive world, it isn’t enough to simply know your customers – you must convert your customer data into meaningful and actionable insights that you can use to deliver extraordinary experiences and transform your business. But, how do you approach this challenge?

Employing a comprehensive customer experience methodology can help you move beyond the scope of traditional digital analytics and assist you with building the digital intelligence needed to optimize customer experiences and accelerate your business performance. Here are some tips to get started.

#1. Identify the customer journeys

Customers can embark on many paths when engaging with your business. The ability to realize the complete omnichannel customer journey and analyze particular paths is an important first step in gleaning customer insight you can use to enrich your customer relationships and boost conversions. By identifying and analyzing customer journeys, you can understand how activity in one channel impacts performance in another, and discover what motivates a user to convert or abandon. Drilling deeper with path analysis, you can evaluate the paths most relevant to your business, including the:

  • Most traveled paths
  • Shortest paths
  • Paths that generate the most revenue

This will help you determine whether your marketing programs or site design are influencing customer behavior in the ways that you expect and want. By observing your customers’ paths and recognizing what influences their behaviors, you can make more informed decisions about your business and deliver a personalized and optimized cross-channel experience for your customers.

#2. Understand your customer experiences and struggles

Visibility into your multipath customer journeys provides an essential foundation to understand your customer experiences and gain insight into their struggles. Segmentation of your customer data is key. It allows you to isolate and examine your various customer segments and determine how each is behaving and performing. Segmenting your data, for example, can help you understand if your mobile customers struggle more than your desktop users – or if a specific browser may be causing issues for your customers. Enhance your customer segmentation by applying geospatial analysis to help you understand where geographically your customers are engaging or struggling and reveal geographic trends in your business.

Struggle analytics can offer you actionable insight by identifying particular actions or events on your site that could signal struggle, allowing you to drill deeper with session analysis to view individual customer experiences and pinpoint the cause of customer friction. Does a poor page design confuse customers on your site? Are users trying to enter an invalid coupon code? Empowered with the digital intelligence from customer struggles and experiences, you can proactively enrich your customer relationships and ensure each customer progresses across their journey with minimal struggle and optimized experiences.

#3. Optimize customer experiences with data-driven success

Applying the actionable insight you gain from analyzing your customer journeys and understanding your customer experiences is an important step in your data-driven success to optimize your site and maximize opportunities. Where you integrate targeted improvements will depend on the insight you acquire, but optimizing the critical areas on your site that most influence customer conversions, such as product pages and search functions, are good places to start.

Tracking search terms and understanding where users navigate before and after searching on your site can help you recognize if your search functions are optimized, as well as identify new products or services you could consider offering to better meet your customers’ needs. Similarly, evaluating page engagements can offer additional digital intelligence that you can apply to optimize the calls to action (CTAs) and content on your pages and improve customer engagements. With an understanding of your customer journeys and experiences, you gain actionable insight that empowers you to improve your site’s usability and provide relevant and engaging content that boosts conversions and optimizes your customer experiences.

Create actionable customer insights – start today!

Analyzing relevant customer data can set the stage for the discovery of actionable insights that can help you drive extraordinary customer experiences. Explore the ebook, “Watson, can you help improve digital customer experience?” to learn how clients are implementing effective digital analysis to help them identify their customer journeys and better understand their customer struggles.

Learn more and read our ebook “A 3-point strategy for boosting conversions” to discover how to solve customer struggle and optimize journeys using AI.

President, Pereion Solutions

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