Digital customer experience (DCX) professionals rely on web analytics data to optimize the user experience. The profile information of users, the keywords they searched and the landing pages they visited is valuable information that helps hone marketing methods to increase traffic to assets. It does little to help optimize conversions on assets, however.
Cross-Referencing Web-Analytics Data
To improve digital customer experience is to understand these classic web-analytics segments, and then cross-reference them with more advanced user behavior and psychological-profile data. Only when these distinct data points are synergized is it possible to truly serve users a better experience: one that increases conversions, sales and profits.
Behavioral Data That Builds Psychological Profiles
Web psychologist Dr. Liraz Margalit has defined six patterns of online behavior. By tracking web visitors’ online patterns, it is possible to add a behavioral element to the profile information gathered with standard web analytics.
For example, one of our B2B technology clients had determined that their audience was overwhelmingly female, 35–39 years old, college-educated marketing professionals from large U.S. metropolitan areas. Although the persona seemed quite targeted, the behavior the client was tracking on the landing page was perplexing. The targeting was right, but the behavior seemed erratic.
When they monitored mouse movements of actual visitors, they found that visitors with the same profile information behaved quite differently on the site. Analyzing it further, they noticed two patterns emerged. One pattern was that some visitors were definitely interested in more information about the product. They were monitored downloading data sheets and searching for product comparisons, but they rarely completed a conversion.
Another behavioral patterns that repeated quite often was that some visitors (a distinctly different group from those who yearned for data), started filling out the registration form for a product trial but never clicked the “Start My Trial” button.
Applying Dr. Margalit’s patterns of online behavior, the client realized they were dealing with “rational visitors” and “hesitators.”
Turning Data Into Action
Web-analytics data may be straightforward to turn into action. When the target audience comprises thirty-something-year-old professional women, it is easier to determine the hero image that should be used and which testimonials to include on the site as social proof.
Behavioral data can also be analyzed to determine the right course of action. Though it may not seem as straightforward, once DCX professionals get accustomed to analyzing behaviors like they read profiles, these decisions will become second nature.
For our client, realizing their target was a mix of “rational visitors” and “hesitators” meant a couple of optimizations were needed:
1. They needed to create more factual content.
Their content strategy had been focused on thought leadership in the past. By shifting from conceptual pieces to assets rich in statistics, facts and comparisons, “rational visitors” found the information they needed.
They continued to track the online behavior of this group of “rational visitors.” They monitored them searching for, finding and consuming data-focused content, and then returning to the site to convert.
On the specific campaign’s landing page, bounce rate decreased and conversions increased significantly.
2. They needed reassuring wording.
Knowing they were dealing with a persona of powerful, professional businesswomen never equated to affirmational messaging for our client. But when the profile information was cross-referenced with the behavioral element of the “hesitators,” they realized they needed to reassess their choice of words.
They made seemingly simple changes like changing the title of the registration form from “Download the marketing professional’s handbook” to “Get the handbook that will improve your career” and adding a testimonial from a member of the target audience who said that downloading the handbook was the smartest career move she had made. Conversions increased when hesitators were given the encouragement they needed.
When behavioral data is used to understand the motivations and obstacles of users, it is possible to create actions that align with their needs and create positive experiences.
Improving the Digital Customer Experience Through Data
In big data, tracking activity, analyzing user behavior and optimizing digital assets is becoming very mathematical and scientific. Monitoring everything, assigning values to actions and predicting behavior allows for the development of graphs, charts, trends and analyses from multiple data points.
But in the quest to digitize, “data-tize” and mathematically prove this hypotheses, it is important to remember that DCX is part science and part art. The artistic, creative side is the one that takes the insights gleamed from the data and turns them into a user experience that improves conversions.
In a sense, it is important to find a balance between analyzing and innovating and between counting and optimizing. Data has certainly provided a trajectory, but the designs created for that path must be works of art.
About the Author
Efrat Ravid is the Chief Marketing Officer at Clicktale. She is responsible for leading worldwide marketing initiatives targeting global Fortune 500 companies, as well as creating and publishing digital customer experience thought leadership content for the industry.