IBM Watson Customer Experience Analytics
Turn Cart Abandonment into Opportunity
A common mystery marketers face is cart abandonment. With Watson Customer Experience Analytics, you can quickly root out issues that keep your customers from conversion. When you understand not just what’s happening, but why, you’ll:
- Reclaim lost revenue
- Quicken speed to purchase
- Retain customers and maximize lifetime value
- Boost conversion rates 
That's how Watson Customer Experience Analytics customers achieve 196% ROI with payback in just 4 months. 
Before we begin, let's see how Watson makes this all possible.
1, 2 - Forrester Research, Total Economic Impact Report, November 2016
When it comes to struggle, Watson’s always on the lookout – and always learning. After just 3 days of capturing customer traffic data, Watson will begin to understand what defines struggle at your company. He’s constantly learning what's the normal, intended experience vs. what on your site is off (e.g., when something is taking too long or users are doing redundant actions) and will alert you when he detects a point of friction.
Struggle analytics image
Now, let’s look at why customers are abandoning their carts, so we can resolve the issue.
We start with a snapshot of site trends over a specified period of time:
Top-level KPIs video
- To understand how customers are engaging as they move toward purchase, drill into mindsets.
Quickly see where customers seem to be in their journey – Discover, Compare, Acquire, Use or Advocate. You can view customer behaviors across channels. Each action – or event – is associated with a mindset.
Mindset analysis video
Scrolling down to Most common events by mindset, you notice Aggregate Cart Abandonment is a top event under Compare on the list.
To investigate this spike in abandonment rate, you decide to dive into top customer journeys – or paths – leading to that abandonment.
Your report is ready to view, so you select it to dive into the top five paths leading to cart abandonment.
- Discover - Customer is in the market for a new product that fits their needs.
- Compare - Customer is comparing this product to other market offerings.
- Acquire - Customer has decided to purchase the product.
- Use - Customer is seeking tips and tutorials – to get value from the product.
- Advocate - Customer loves the product (e.g., posts glowing review on social media).
The channel summary shows the top 5 combinations of interaction types that led to cart abandonment, ranking them by most traveled paths.
Channel summary video
Each of these icons – email, web, mobile – represents a high-level overview of channelinteractions, rather than single email, webpage or mobile interaction.
Because of the number of unique visitors and the fact it’s the path most traveled, it’s clear that a marketing email which sent customers to the website is the culprit. So you drill further into this particular customer journey to learn more about these email campaigns.
In the expanded view, you can drill further into events from this particular customer journey.
Channel analysis video
You notice the vast majority of these clicks are from the Living Room Sale email.
To see what happened in web sessions after the customer clicked this email, you go to the web portion of the journey.
All the struggles in this journey were related to the Coupon Code field. Let’s see what went wrong.
In the sessions view, you can see all sessions from your users associated with the form field validation struggle.
To get a better picture of where they’re struggling, you need to see exactly what the customer experienced. So, let’s pivot from this macro view and zoom into one customer’s actual experience…
For this, you perform a session replay to live the experience from the customer's perspective.
Session replays put you in your customer’s shoes, letting you relive their experience firsthand. Get a play-by-play of their every action and response. And even know the device they were using.
Session replay video
Selecting the different steps in the left sidebar, you see the exact steps your customer took. In this case, there were many repetitive steps. No wonder the customer bailed!
Here’s the aha moment! The promo code is causing an error. Your customer is using the code from the email, but it’s not working on the checkout screen.
Congrats! You’ve uncovered the root cause of customer struggle and solved the mystery of the abandoned cart! Since you have a list of affected session and user details, you can now reach back out to the affected customers with an apology and special offer using a customer engagement solution like Watson Campaign Automation.
Talk to us about customer struggle or journey optimiziation – we’re here to help.