Do you leverage Digital Experience Analytics to enable your website Conversion Rate Optimization (CRO) Program? Digital Experience Analytics should play a critical role in your Conversion Rate Optimization efforts. Let’s explore some best practices in driving Conversion Rate Optimization by using Digital Experience Analytics as part of your CRO martech stack.
To drive an optimization program and find ways to make incremental improvements to conversion rates, you need to identify underperforming segments. Segments come in many shapes and sizes, they can be system based, user profile based, product based, geo based, etc. You need to take a comprehensive approach to identify and structure your approach to segmentation and you need the data that support segmenting all aspects of your conversion funnel. Digital Experience Analytics provides a tremendous amount of flexibility to define and create a variety of user segments.
- Struggle based abandonment
Identifying different sources of struggle and corresponding abandonment is critical. It is important to understand where user struggle is occurring, but also if it is contributing to lower conversion rates. This requires identifying the struggle points, measuring the user struggle and then linking to conversion rates. Struggle can come in different forms, including form field issues, site performance issues, confusing process flows or navigation, error conditions, rage or dead clicks, etc. Connecting the dots between the struggle points and abandonment is the key to driving conversion rate improvements. This process needs to be closely associated with the segmentation work. Struggle rarely presents itself when looking at a cross section of all sessions and all users.
Performance is often left to the purview of the Application Performance monitoring team. The problem is that doesn’t connect poor performance to customer struggle or abandonment. With Digital Experience Analytics we can tie performance issues back to impact on customer experience and conversion rates, we can also use Digital Experience Analytics to assist in root cause analysis. Then we need to link the impact of poor performance directly to user abandonment.
- Anomaly Detection and Alerting
These are two distinct but directly related concepts that directly impact conversion rates. When an issue occurs on the website, quick identification and resolution has an immediate impact on conversion rates. By combining predictive analytics with real time alerts we detect issues we did not anticipate with the ability to get notified before a significant negative impact occurs. This proactive approach allows us to make an impact quickly and directly on conversion rates.
- Voice of the Customer surveys
User Survey tools are another critical tool for a conversion rate optimization program. This is one of the few ways to get direct user feedback on user experience and struggle points. By combining Voice of the Customer Survey data with Digital Experience Analytics, we can directly link to sessions with low survey scores and identify the underlying issues causing the poor surveys. It also enables you to link back with customers who provided poor feedback and ensure them you have identified the issues and are working on a resolution.
Digital Experience Analytics is a critical tool in any conversion rate optimization initiative or program, it provides the needed data and insights to drive a process of continuous improvement. By combining Digital Experience Analytics with a set of best practices, you can enable your team for success.
If you would like to learn more about Digital Experience Analytics and a set of best practices for your Conversion Rate Optimization program, please join our webinar, Digital Experience Analytics Best Practices to Drive Conversion Rate Optimization, on June 27, 2023. Click below to sign up for this session.