After months of hard work and dedication, our Product team is ready to unveil our new Zoning Analysis with a more complete experience than ever.
So how did Zoning Analysis become Contentsquare’s most-loved feature? The answer is simple. In essence, you get intuitive and flexible visualizations that tell you why visitors engage, hesitate or get frustrated by overlaying key UX metrics directly onto your website.
With these clear business and engagement metrics, it has never been easier to understand and explain differences in customer behavior. With a clear view of what site visitors find engaging and helpful, versus what might be considered obstacles along the user journey, teams can quantify their content decisions at a glance, and easily get rid of friction. This granular read of visitor behavior also grants brands a way to attribute revenue to their content and UX investments.
What makes all this so practical is that Contentsquare’s single tag captures every single customer interaction, including every click, scroll, hover and swipe. The platform automatically captures behaviors on dynamic content and historical versions of your site, enabling you to jump straight to your analysis.
In a world where every business is striving to exceed the latest standards of speed, ease-of-use and seamlessness, we believe digital CX stakeholders should also enjoy an optimized user experience. That’s why we’ve now made your favorite power tool for in-page analytics even smarter and easier to use.
Say Hi to Our New Zoning
Having worked closely with our customers on a solution that provides answers to real-life use cases, we’ve completely revamped our Zoning Analysis so teams can answer questions faster and even more efficiently.
The new Zoning Analysis is even more tailored to our operational goals: fast and easy to use.
Agathe Orsoni, Digital Marketing Manager at Petit Bateau
We made Zoning Analysis inside the platform as quick and easy to use as CS Live, our nifty browser extension. With our Live Zoning, your website becomes your dashboard. Simply browse your site including dynamic content and drop-down menus, overlay metrics in one click and answer questions on the spot.
Need to dig deeper into the data? Take snapshots to save them into Contentsquare, analyze any element of interest or track its progress regularly.
Comparison Made Easy
Let’s say you recently launched a new campaign and want to analyze the performance of your hero banner before and after adding a new promotional offer. Or, you just performed an A/B test and want to compare different A/B test elements side by side. By comparing the two, you immediately see why one version performs better and can take actions based on your visitors’ preferences.
Spot a win or a decision you want to celebrate? Simply export your analysis as a PDF to share with key collaborators, whenever you need.
“The intuitive new Zoning allows us to make more detailed analyses especially on CRO / AB Testing subjects where all test variations have to be studied. The new side-by-side functionality allows us to compare the data of each test variation more easily and to learn the best lessons.”
Hazel Dinler, CRO Analyst at Sephora
Ease of use and speed to insights are the key pillars of our new Zoning Analysis. At Contentsquare, we believe in making decisions based on data, not opinion. And we think this level of customer intelligence should be accessible to all. Zoning Analysis was designed to be used by everyone — its highly visual metrics can be leveraged by anyone, not just analysts, and allows everyone on the team to pursue shared goals autonomously.
If you want to learn more about our new, improved Zoning Analysis or if you’d like to see it in action, we’ll be happy to give you a tour!Driving Innovation: How Brooks Bell is Helping Brands Achieve Experimentation Excellence
Can you tell us a bit more about Brooks Bell?
Founded in 2003, Brooks Bell is a consulting firm focused on building world-class experimentation programs for enterprise brands.
Working out of our headquarters in Raleigh, NC, we’ve spent the last 16 years helping companies better leverage their data, technology, and workforce to learn about their customers and deliver a smarter and more profitable online experience.
Our team is 43-strong and made up of creative thinkers, data scientists, developers and strategists. Everyone—from our operations team to our senior leadership—has a genuine appreciation for the art and science of optimization and a deep understanding of the challenges of experimentation at top-tier companies.
Our client roster consists of many large enterprises and recognizable brands that have trusted our team to assess their experimentation maturity and consult on multi-year “test and learn” roadmaps to achieve true customer-centricity.
What are some of the different ways you work with businesses?
Most of our engagements begin with a maturity assessment to benchmark and measure the growth of an experimentation program. This comprehensive, data-driven review scores your program against our proprietary framework consisting of six main categories: culture, team, technology, process, strategy and performance. The results of this assessment are used to create an actionable roadmap to get your program to the next level. What that roadmap looks like and the scope of our services depends on where your program lies on the maturity spectrum.
For clients that are very early in their experimentation journey, we offer a “we do, they watch” type of partnership. In this, our team comes in and fully manages a client’s experimentation program: learning their business and customers, organizing data, building a strategy, launching tests and analyzing and reporting the results. This partnership model is most effective for programs that need to prove the value of testing before going all in.
For clients that are a little further along, we take a more collaborative approach focused on educating what is needed to build a high-functioning program In this type of partnership, our team works alongside theirs. As we run end-to-end tests, we teach the team our methodologies, practices and frameworks. Through this model, we’re able to build the foundational knowledge and practices to set the experimentation program up for scale.
Finally, as the experimentation practice becomes more mature, we transition our services to be less tactical and more strategic. We’ve helped many clients bring their experimentation efforts fully in-house through building training and on-boarding programs, aligning the experimentation process across teams, establishing an Experimentation Center of Excellence, and offering strategic advice in response to new trends, technologies and business challenges.
How critical is experimentation for driving innovation today?
Critical is putting it lightly.
In order to compete in today’s market, companies need to have a scientifically sound method in place to learn about customers, to change and to innovate—all while limiting risk, streamlining operations and reducing costs. Experimentation offers the best way to accomplish all of that.
That means, for us, our value is not simply in running tests and helping our clients make more money—though that is definitely a major outcome of our efforts (and one that we’re very proud of). Rather, our work is about empowering our clients with the data, skills, processes and technology to use testing to glean powerful customer insights AND operationalize those insights across your entire organization.
How do you help brands elevate their experimentation/personalization strategy?
Our Maturity Assessment is really only the tip of the iceberg here. Over the last 16 years, we’ve built and honed many frameworks, training programs, practices and even proprietary technology to help our clients elevate their testing and personalization strategies.
For instance, after witnessing some very messy brainstorming sessions, we developed our ideation methodology, which provides a guided approach to developing and prioritizing test ideas in a large, cross-functional group.
Our Insights framework offers a method for connecting your experiment results to bigger picture customer theories and insights.
And finally, we built Illuminate™, our testing and insight management software, to help program managers store, share and learn from their A/B test results. Fun fact: Illuminate was originally built as an internal tool to help us keep track of our client’s tests. In 2018, after many years of tweaking, testing, gathering feedback (and some rave reviews from our clients), we decided to make it available to the public.
These are just a few examples of how we provide value to clients. I should also add that we host Click Summit, an annual conference where digital leaders gather to swap ideas and share tips on testing, personalization, analytics, and digital transformation.
Click Summit trades in all the typical things you’d find at a tech conference: sales pitches, powerpoint presentations and fireside “chats” held in giant auditoriums. Instead, the agenda is built around a series of small-group (15 people) conversations, each focused on a specific topic.
With attendance is limited to just 100 digital leaders, it’s a unique opportunity to tackle your biggest challenges by talking it out with people who have been there before.
What constitutes a good partnership for you?
We love partnering with companies and tech providers (like Contentsquare!) who share our vision of helping our clients find the people within their data and seek to make every day better through optimization.
There are tons of ways in which we can translate Contentsquare’s excellent user experience analytics into optimization opportunities.
Here are a few off the top of my head:
- Defining and prioritizing your customer segments, uncovering answers to complex questions about your customers and their journeys to and through your website
- Uncovering and optimizing the most profitable areas of your website, as well as solving complex UX issues
- Building a testing or personalization roadmap using data from Contentsquare as well as other sources
What are your plans for the future?
When Brooks Bell was founded back in 2003, testing was in its infancy. Now, it’s rare that we come across a client that hasn’t run at least a few tests. This is exciting! It means we get to focus on working even closer with our clients and making a bigger impact.
I’m talking more than just conversion increases and revenue lift. The task before us no longer ends at proving the value of experimentation. We’re now in the business of generating insights. By helping companies learn about their customers and fostering experimentation at a cultural level, our clients will be equipped to deliver the best digital experience for their customers.
Investing in experimentation requires taking both a short and long-term view. We look forward to celebrating the day-to-day wins with our community, while also staying focused on the vision of building customer-centric, digitally-forward and insights-driven organizations.
Salesforce World Tour New York 2019: Lessons on Digital Engagement & More
I was chartering unknown territory when I set foot in the venue for Salesforce World Tour 2019 in New York City.
The tour — which voyages multiple cities across the US and the globe — is the flagship event from Salesforce, covering everything from the multitude of Salesforce products, their integrations, and of course, user and customer experience (CX).
The event was branded as “a day of innovation and inspiration” on its website, and upon entry to the vast expanse that is the Javits Center, I was able to sense these ideas in the ambiance.
Let me set the scene: the ground in the reception and main halls was coated in green carpet, with large sculptures of the characters found in Salesforce products, particularly those of its Trailhead characters, decking the convention. They too were surrounded by greenery: shrubs, trees and fireplaces kept them snug.
Modern-day carollers were warbling Christmas tunes with a dose of beatboxing. Further along in the Trailhead-themed area, a wide array of brands set up shop to tout their latest products and innovations. Makeshift theaters (with no enclosures) were set up for some of the sessions; much in line with the Trailhead world, the seats here were little tree trunks.
Further down, the sessions were a bit more sophisticated, with larger volumes, larger screens and headphones provided for all attendees. I was excited to have a listen and imbue as much CX knowledge as possible.
Here are some of the key learnings I acquired:
Creating 1:1 Opportunities with Conversational Commerce
One of the first sessions I attended stressed that the best shopping experiences are personal. This means taking the catered in-store (or bank, etc.) experiences into the digital world. As such, websites and UX take the role of digital salespeople. Like a real sales associate, they must act as someone who helps customers find the products they want.
This, in turn, creates increased engagement with your brand, which encourages loyalty. A personalized CX is a kind of 1:1 experience customers have with brands, but since there are no sales associates online, digital players must employ conversational commerce into their strategy.
Conversational commerce refers to an e-commerce method that employs various means of inciting conversations. This includes using chatbots on sites and apps, artificial intelligence (AI) and the newer advent of voice technology which includes speech recognition.
Salesforce relayed the importance of using VIP chatbots, which ask site visitors what they’re looking for upfront and in a casual way. These bots can then help set up customers with a real associate, who gives recommendations based on the info shoppers gave to the bot, removing an annoying layer of repetition with the associate.
This closes a loop and shows that you’re paying attention to customer needs. It also helps personalize the shopping process by digitizing its best assets. The key is to make these chatbots mimic human conversations as closely as possible.
Brands can leverage chatbots and other conversational commerce techniques (messaging apps, Siri, etc) as a means of helping customers solve hurdles, particularly those that they can take offline and implement it into the digital space.
All in all, conversational commerce has the prowess to streamline the shopping process to make it more scalable. It enables you to put your customers at the center of your business.
Improving VoC with Interactive Emails
Naturally, one of the lessons from the World Tour came from one of Salesforce’s own and relatively new innovations: interactive emails.
Implemented into the Einstein marketing cloud, along with other email capabilities this fall, interactive emails allow customers to provide their feedback in their own inboxes, as opposed to clicking on a link and being sent to a website or app.
This form of email extends the personalization factor that emails already can provide, so brands ought to tap into this trend. It also enhances email UX, as it augments emails with a web-like function.
Essentially, it’s a new form of VoC, providing customers with the convenient option of staying within the comfort and privacy of their own email.
Brands can capitalize on interactive emails by attaching a survey or poll at the end of their message to collect vital customer opinions and attitudes. These can be towards a number of digital or customer experiences. Alternatively, brands can dedicate entire emails for this purpose.
For example, a fruitful interactive email strategy is to simply add an open text box so that a customer can type in any concern, effectuating a service case to be created — all without the need to create a new email or search for an answer elsewhere on the net.
Interactive emails provide a great brand experience and can be used across industries.
Undergoing a Customer Revolution for All Sectors
Brands are competing on experiences — whether they know it or not. As Parker Harris, the Salesforce Co-founder and EVP remarked in the keynote session, “customers may love your products and services, but do they trust you? if not, they will move on to someone else.”
This rings true even for niche brands and those in more “serious” sectors, ie, B2B and other non-retail fields. Consider this scenario: there are two banking services that offer the same kind of accounts, with limited restrictions and fees. However, one offers a customer-centric UX in which customer service and website sessions are quick and hassle-free.
Clearly, customers will gravitate towards the bank with the better experience. Given that the financial services vertical is known as being less tailored for experiences, competing on experience may seem like a forbidding challenge.
However, even basic financial tasks like checking a debit card charge and disputing it can be leveraged and turned into a personalized, well-serviced experience. To achieve this, the UX should be made frictionless and require the least amount of steps to do something, ie report a fraudulent card charge.
For example, if customers report a fraudulent charge via a chatbot or by phone, they’ll often get redirected to another representative or department most suited to handle their case. A common UX source of annoyance is being asked a second (or third time) to repeat an issue already reported. Thus, when rerouting customers, or getting back to them after a break, associates should be fully aware of their issue to tackle it head-on, instead of wasting time asking for specifics.
No one wants to waste time, so if your customer services are optimized for speed and their issues/preferences recorded, your customers will notice. Dovetailing to this idea is the general approach chatbots take in conversing with customers: the chat shouldn’t start with “how can I help you?” but rather by asking something more concrete, showing that you understand your customers.
This can be gathered from their previous purchases or VoC feedback or even past chats if it’s a returning or logged in customer.
Putting Customers First Digitally
Although it lasted for roughly a workday, Salesforce World Tour 2019 has fired up my neurons. The main takeaway from this convention is that digital experiences need to require minimal effort from users to either complete an action or traverse your site in general.
Aside from seamlessness, the event accentuated the need for personalizing and customizing experiences. The reasoning for this is that if you don’t, you will lose quality customers. The impact you as a business should aim to create is that of making your customers feel understood and listened to.
Per the recommendation of Parker Harris et al. in the event, you should also incorporate artificial intelligence (AI) into your digital strategy, whether it’s through live support, standard chat boxes, or even in your customer data collection.
When you do, you can bet on their return to your site — and not just for browsing purposes.
How to Identify and Fix a Broken UX with User Behavior Analytics
Some website users undergo a bad UX, which leads them to exit — or worse — bounce from a website, possibly to never again return. Understanding what causes premature site exits is key to improving the customer experience (CX), and delivering journeys that help customers meet their wide-ranging digital expectations.
Making use of data for a UX analysis is the most practical approach to scrutinizing customer journeys, including high-level views that locate friction points and counter-intuitive navigation patterns. Once you’ve identified your problematic pages through a high-level view of user behavior, you can make more fine-tuned changes by assessing individual pages and elements.
Achieving a fulfilling digital experience is attainable, but you have to identify what constitutes a broken UX in the first place, and establish the visitor segments that come across one. Once you have this insight on hand, you can prioritize optimization efforts to improve your digital experience and make your visitors crave more.
Identifying What’s Amiss in the Customer Journey
We quizzed Ying Yang, our Lead Product Experience Manager, to get her thoughts on where to start. “The first thing you must look at when identifying a poor UX is the customer journey,” she said. “You should be able to break it apart page by page to see exactly how users traverse your site during each session.”
A well-built customer journey analysis tool will show you each step a customer takes during their time spent on a site, help uncover what they are trying to do, and how they went about doing it. You ought to be able to detect where the first UX friction lies on a high level; to find this, you have to pinpoint where users are bouncing or leaving the site, and what led to this outcome.
“You need to identify the last page that a segment of users stayed on during their journey before leaving your site. It is this page in which their UX was disrupted,” explained Ying.
“However, in longer customer journeys, note that a page from which a user has left the site may not signify a bad experience. Instead, the user may simply feel that their stay on the site is complete, and requires no further browsing.”
As such, observe the pages that contain bounces initially, as there is some shortage of retaining the visitors’ interest. Furthermore, since a bounce is more caustic than a regular site leave, it requires immediate attention. (Bounces reveal a non-existent journey, or one of one step/page visit).
Now that you’ve found the page with the UX culprit of bouncing or exiting, let’s delve further.
A Further Analysis of a Crippled UX
Entering step two of making corrections, you will need to work out the cause behind particular site exits or other behaviors indicative of frustration or unmet needs. In order to spot individual obstacles in the customer journey, you’ll need to analyze specific elements within a page.
Through this approach, you’ll be able to catch the exact cause of friction (whether it’s a CTA, image, product description, form field, etc), as opposed to guessing what regions and elements of a page led users to leave.
So what do you do when analyzing a particular page element? You take a hyper-focused turn in your UX analysis. “This is a more granular step,” says Ying. “As such, you’ll want to look at a robust batch of behavior and revenue metrics. These present a deeper dive of your UX to follow up the customer journey analysis.”
Here are just a few of the metrics you can appraise for a granular UX performance check:
Hover Rate: The percentage of pageviews in which visitors hovered over the zone at least once, determining which zones are consumed the most. This helps you rank zones and assess if they are consulted properly, by weighing in factors like averages of other zones and the page length.
Click Recurrence: represents the average number of times a zone was clicked when engaged with during a pageview. This exposes either engagement or frustration. For example, a high click recurrence on a carousel is good news, as it shows a high engagement with an element offering many clickable areas.
It can also point to frustration. For example, if users click on the same element multiple times — such as an image or link, it means the element is drawing up errors; it’s either unclickable or not performing its function correctly.
Conversion Rate Per Click: Applying only to clickable zone, this metric relays if clicking on a zone impacts the user’s behavior or conversion goal.This helps you determine which elements contribute to or deter from conversions. A conversion can be any behavior you set.
Exposure Rate: identifies how far down a page a user scrolls; it’s accounted for when at least half of a zone is viewed. This helps you understand how much users scroll, allowing you to make empirical sizing adjustments.
Attractiveness Rate: Relays the percentage of visitors who clicked on a zone after having been exposed to it. This informs you on optimizing the placement of content on your page. For example, if more users click below the fold, you should move that content further up for more of them to see it quicker. A high rate proves the high performing attractiveness of an element.
Segmenting Your Users for UX Comparisons
After you analyzed the elements of your page with granular behavior metrics, you’ll need to analyze further, by conducting comparisons. This will help you determine what comprises an underperforming UX more clearly. To do this, you would need to compare a good behavior with a bad behavior.
Comparing the experience of visitors who accomplished the goal of a page with those who didn’t, will further confirm what needs fixing. You can carry out a zoning analysis on these two segments as well as make comparisons on each metric.
This allows you to catch where non-converting visitors tend to hover and where they are more inactive. But most importantly, it allows you to weigh this data against the users who did convert/ achieve what they came to your site to do.
“For example, you can build a segment for the users who saw a 404 error page and compare it with the ones who had the same issue across different journeys or those who didn’t run into it,” explained Ying. “Additionally, you can create a segment around users who clicked on a CTA, deepening their journey against a segment of users who didn’t, or worse, ended their journey on that page.”
Main Examples of UX That Cuts the Customer Journey
One of the attributes of a broken UX is content that doesn’t engage users or is not seen, thus prompting visitors to exit the site. Pages that require too much scrolling, for example, may yield low engagement or little to no views.
For example, a particularly wide banner that takes up much of the screen may be obscuring other content that’s crucial to generating revenue. Some users may not even be aware of the content below the fold.
“Most high-performing content should have real estate above the fold,” Ying advises. “Does your business have a major campaign or sub campaign running? Post more than one type of content about it above the fold. These can exist as tiles, a carousel or both.”
This source of friction is especially damaging to mobile UX, which has a much smaller screen size than desktop. As such, some functionalities aren’t well suited to be crammed in. “Big banners, images and accordions (vertical menus) push everything down below the fold, so don’t overuse them. You will probably need to scale back on some of these elements to avoid a UX that has turned sour.”
Another example of poor content occurs when banner usage is slight and/or doesn’t achieve the goal of a page. For example, a banner can send users to a PDP (product details page) that cuts off their browsing journey.
“PDPs, in general, have high bounce rates, as in the case of our retail clients, so you need to be careful what products you send users to, should your banner send them to a PDP (or even a product landing page). Landing on a PDP is especially detrimental to the user experience when the real goal was to send users to a PLP (product landing page), which shows several product options as opposed to a PDP.”
Fixing Customer Journeys
Now you know how to move the needle from a high-level UX analysis to a granular level to spot what caused your customers to struggle or give up with your site. After you identify what leads to bad digital experiences, you are all set to start optimizing. Customer experience analytics are your best friend when it comes to augmenting your content ideation strategy.
Since it allows you to meticulously identify digital experience issues, it fastracks you to brainstorming sessions to rectify the issues in a data-backed way. Some things will be clearer than others. For example, if you find 404 errors and other dead-end pages, the quick fix is the get rid of them, or replace them with the proper pages.
“For example, if an item is no longer in stock, or no longer being digitally offered, make sure it doesn’t yield the 404 error. But if it’s a product users can purchase, or if a page offers any other type of conversion (signing up for content, etc.), make sure your page is functional and devoid of any confusing elements,” said Ying.”
Hero image via Adobe Stock, by Marvi74 Tips for Maximizing Engagement & ROI on 2019 Holiday Gift Guides
Wondering how best to set up your digital gift guides in time for the holidays? Follow these four tips to make sure your website is making the most out of its “featured gift” products, and is helping users navigate through the 2019 holiday season chaos with much-needed ease.
1. Avoid using content blocks that take up the entire length of a screen.
Steer clear of what we in UI call the “false bottom” — the illusion that a page has ended when it hasn’t. This UX misstep could stop your visitors from scrolling further down the page, and may restrict their exposure to content. Instead, let your visitors know there is more to see — the more categories they see, the more likely they are to find the one that is relevant to them.
Check which categories have the highest purchase conversion or conversion rate per click and prioritize these. It is possible that some categories drive higher engagement, but record lower conversions. This points to frustration and confusion, intel you can use to optimize a particular site element.
2. Be specific with gift guide categories.
Your gift guide categories should be as specific as possible. It is harder for users to narrow down a large product catalog on a product landing page (PLP), than to click into a category that already has a narrower scope.
It should be clear before users choose a gift guide that they will find on the gift guide list page. Is the category based on price, interests, demographic information..? Find out what’s most important to your visitors, and wherever you can, personalize suggestions based on these needs.
Also keep in mind that in gift guides, users are likely to be shopping for somebody else, so recommending repeat purchases based on past sales isn’t always relevant.
3. Ensure that your filter and sort function on your gift guide PLPs are optimized and easy to use.
The more difficult your filter and sort function are to use, the more frustrated users will become when trying to find the most appropriate product on a gift guide list page. Avoid adding frustration to the already overwhelming task of sifting through hundreds or thousands of products.
4. Provide a seamless way to access various categories from the gift list page.
Displaying shortcuts to other gift categories on the list page can help reduce navigation friction. Visitors shouldn’t have to go back to the homepage, main gift guide page, or use the global navigation to quickly access other gift options.
Examples of Online Gift Guides with Great UX
Here are some great examples of online gift guides:
On the homepage, the gift guide category features an eye-catching GIF that plays automatically. On the gift guide list page, there is a category dropdown that helps users jump to different gift categories. Users can also easily narrow down listings using categorization buttons like “Best Selling” and “Gifts under $25
In this example, at least 3 categories are visible on the homepage without the need for scrolling. Once the user clicks to the gift guide list page, they can also use a category dropdown to jump to more specific gift guide categories.
Gift guide categories are specific and speak to users’ personalities. Above these categories, there are also categories based on price.
Hero Image via Adobe Slack, by NnudooDigital CX We’re Thankful for: UX Lessons for Thanksgiving & Beyond
Thanksgiving is right around the corner, and as we near this precious time of family reunions, hearty meals and giving thanks for all of life’s blessings, we thought it would be fitting to call out another source of our gratitude: good digital customer experience (CX).
While gathering data is crucial to building a good UX — and we’re chock full of it — we thought it would be pertinent to get direct feedback from our lovely cadre of UX-perts through a VoC approach.
As such, we surveyed our own team members on some of the best digital experiences they’ve had and they responded with the websites and site features that they’re thankful for.
Let’s read about the kind of user experience that completes our Thanksgiving, and our daily lives.
What sites do you like to visit and are thankful for?
“I go to TechCrunch a lot. The way the site is designed and presented is easy to digest and view, as opposed to a regular news site. TheAwesomer is also a great site, not great-looking, but it curates cool stuff from across the internet, like news articles, product finds, Kickstarter projects, videos and more. Unlike Reddit, it’s not user submitted, so the quality is better. It’s filled with thumbnails.”
Greg Tessitore, Director of Digital Experience in Marketing
“Target, it’s super convenient and there are two stores that are in my path when heading home from work. ASOS has affordable clothes that are pretty diverse in the section. From beachwear to wedding attire, you can find it on ASOS.Nordstrom Rack has great sales on designer clothes. And when you order online or via the app, they often give you an additional 15% off already discounted items.”
Ebony Hester, Director of Demand Generation
“I’m thankful for Zara, Nordstrom Rack and Amazon, as they make shopping online rather easy, and I don’t feel the necessity to have to go in person to any store if I’m feeling lazy. I know what will fit me the majority of the time and the return policy/process isn’t an inconvenience.”
Ashley Ygarza, Sales Development Representative
“YouTube – I’m thankful for the beauty bloggers’ recommendations!”
Emily Cawse, Strategic Consultant in Global Services
“ESPN, Foot Locker, CNN. For content sites, I like to be able to understand headlines quickly and dive in quick. For retail sites, I want to be able to either locate what I want asap or have appropriate browsing options.”
Joseph Schaefer, SDR Manager
“Twitter. It’s easy to navigate and I love the content.”
Tito Javier, Sales Development Representative
What subscription sites do you like and why?
“Freshly.com — used the service and the ability to select meals, edit cart and pause the subscription, which was very intuitive and executable in a click or two.”
Marc Blum, Sales Director
“Birchbox + Careof. Prior to committing to either box, you have to fill out a questionnaire about your concerns and what you would like to implement in your self-care regimen that I truly like. The questions are well thought out and it makes you feel that the items you are getting are truly crafted for you. The packaging as well is very personable and I look forward to receiving them, let it be monthly (Birchbox) or when I finish my current supply (Care/of).”
“Curology; it’s easy to get around.”
“Spotify, because of its seamless experience across all my devices and more music than I could ever listen to!”
What brands do you think have mastered good CX and why?
“It seems like Amazon already has an idea of my preferences based on the product suggestions I get recommended to me on the homepage. Sometimes I end up adding unnecessary items simply because it’s within the category that I’m already purchasing and looks kind of cool /have not thought about buying it before. <span
I also enjoy how easy it is to get to their review section and depend on those heavily if I’m buying an unfamiliar product. Sometimes I go on and buy stuff just bc I’m in the mood to shop and they have everything – they make shopping kind of addicting.”
“Lush — I like the easy navigation and the ability to search box spend. Casper is just a clean layout. I like the social media UGC feed and that the pop up for additional offers is delayed just the right amount that you don’t feel bombarded.”
“Apple — you get what you pay for!”
“Foot Locker. I like the blend of lifestyle content and product pushes/CTAs.”
“Godaddy, because of the incredible customer support.”
Can you give us an example of a UX function or individual site element that provided a great experience for you? One that helped you or left you in awe?
“The Digital Panda, a DX agency. They built out cool animated bits on their “what they do” section of their homepage. Instead of having the title of each service and a small paragraph alone, they’re topped with an animation of pandas doing what the services offer — they’re animated descriptions. So I don’t even have to read what they do if I don’t have time; looking at these animations lets me know in a unique way.”
“Wayfair’s app lets you see their furniture in your own space with a 3D camera. It really helped when I redecorated my apartment last year, I had a graph paper floor plan with proper measurements but seeing how the furniture spacing would work in real life was awesome.”
Meredith Golden, Sales Director
“The filtering capability. Being able to drill down into exactly what I’m looking for without having to filter and then do an exhaustive manual search on top of it.”
“When Google populated my calendar appointments on to Maps.”
“Rio2rome.com. I like the functionality and predictability of being able to connect my travel journeys through a variety of transportation options.”
“I didn’t know what size bag to get, but the site offered a great comparison guide.”
“The Delta app is really clean and easy to use.”
“Paypal and Apple Pay, because of their rapid loads and mobile checkout capabilities.”
Harold Padilla Villa, Product Experience Manager
Do you know what you want to buy on Black Friday? What sites will you go to?
“I don’t really buy on Black Friday, it’s more of taking advantage of any sale. I’ll be on Wayfair, seeing if any of the couches go down in price. The couch I want is saved in my cart; it would be nice if they sent an email about this if there is a price drop, to show they’re paying attention.”
“Electronics from Best Buy, because of the name recognition and comfort with the brand.”
“Yes, luggage. Have been on Monos.com a lot and will buy from them. I really like their UX.”
“Definitely cleaning supplies or certain types of tech gadgets. Most likely Target and Amazon.”
“A Lumie sunrise alarm clock — I’ll be checking Amazon of course.”
“Yes, for Black Friday, looking to purchase a TV and possibly an instapot. I start my Black Friday shopping with a direct mail piece. Target is now taking over as the big gift guide book since the end of Toy R Us. After that I view the website to gather more details about the Black Friday Preview sales. I’m more looking forward to Cyber Monday for flight deals.”
What We Learned from 110 Million Visitor Sessions During Black Friday & Cyber Monday
“I’ll probably buy some flights.”
We’re entering the most hectic time of the year again — and it’s not even (officially) the holiday season. That’s because the holiday season doesn’t formally start until the holy grail of retail events. We’re of course alluding to Black Friday, the crème de la crème for boosting revenue.
Our globally-extracted data attests to the weight this pre-holiday season event holds. (Have you seen the stampedes and clashes over commonplace items on this day?) With strong expectations of drawing in higher volumes of customers who purchase, now is the time to make sure your digital CX is spot on.
We analyzed 110 million visitor sessions and inspected the performance of 600 million pages during the 2018 Black Friday season, stretching from November 11th to November 27th.
Our data validates the expectations of higher sales and shopping carts surrounding these retail affairs (in most cases). There was also less site abandonment — in some countries. Let’s look at some of the key insights we gleaned from those numbers.
Big Wins in the USA — Cyber Monday Rules
Black Friday — historically a brick-and-mortar affair — is today a major digital sales event. In 2018, Black Friday digital sales reached record highs, generating $6.22 billion in revenue. Cyber Monday, as its name suggests, has always been about promotions in the digital space, i.e, eCommerce.
The United States followed this rationale, as its largest sales were chalked up to Cyber Monday last year. Black Friday sales saw a 17% hike in conversions, but Cyber Monday sales trounced these, with conversion increases of 60%.
And conversions weren’t the only thing on the rise — in the US, average carts increased during Black Friday by 12%.
These heightened conversions were made possible owing to the checkout in particular. This was the case for not solely the US, but also in the UK. Let’s look at the stats we crunched on the checkout portion of the customer journey.
The Checkout: Higher Conversions, Lower Bounce Rates & Less Logins
The conversion rate among visitors who reached the checkout funnel was 25% higher during both Black Friday and Cyber Monday. Pre-holiday shoppers who reached the checkout appeared to be more inclined to go through all the steps necessary to complete their purchase, from selecting a product to entering their shipping address.
The checkout page spurred lower bounce rates in both the US and UK. In the US, the checkout bounce rate went down by 28.3%, and in the UK, it decreased by 32%.
In the US, the checkout bounce rate went slightly up again on Cyber Monday, but was still lower than the bounce rate in the lead-up to the holiday shopping weekend.
Despite the good performance of the checkout page, it also incurred some engagement issues. Retailers in the UK saw half the checkout logins during Black Friday, and in the US, the logging in rate was 61% lower.
It could be that Black Friday and Cyber Monday shoppers are in a rush to complete their purchase, or that they are already logged into their account.
In any case, optimizing the checkout step with a quick and easy login process (think one-click, social login, etc) will only encourage more sign-ins. Encouraging guest users to create an account after they convert is another long term marketing opportunity.
The Search Bar & Category Pages: Higher Global Usage, Yet Higher Frustration
In all the countries we analyzed, search bar usage saw a stark increase on both Black Friday and Cyber Monday. US shoppers browsing retail tech sites drove a 31% increase to the click rate on the search bar.
In the UK, specifically in the retail apparel sector, the search bar garnered a 3.16% click rate increase on Black Friday alone. The click rate rose to 10.01% on Cyber Monday.
Visitors also browsed fewer category pages in general — 5% fewer in the US and 27% fewer in the UK — confirming the theory that, by the time Black Friday rolls around, shoppers have a good idea of what they’re looking for.
The kickoff to holiday shopping season isn’t a time for idle window shopping, so brands should put their best offers on display well in advance of the big day.
Despite the seemingly good engagement coming from the click rate of the search bar, it can also be a source of frustration, as it drew in higher click recurrences across the board.
With an average of 2 clicks on the homepage search bar during Black Friday, the US felt the most acute wrath in high click recurrence. The UK followed suit, particularly in the fashion sector, where the search bar sustained a monumental 2,000% rise in click recurrence, from 0.08 to 1.78 clicks.
So while the search bar is a necessary element for possible conversions, it may not be very intuitive. It could be drawing up the wrong results or not pulling in products close to what users are typing in automatically.
Bad UX on the Add to Cart Button Globally
The search bar wasn’t the only element to incur a high click recurrence, as the add to cart button was racked by a similar fate.
In France, particularly in the apparel sector, the add to cart button suffered a click recurrence increase of 5.85%.
It was slightly bigger in the UK apparel sector, having risen by 8%. Most notably, in the UK tech sector, it shot up by 62%.
The US was dealt the biggest blow on add to cart buttons, as they racked up a heaping 50% in click recurrence increases.
The root of this international UX trouble-maker could be error messages springing up when users clicked on the button, either due to a technical error or issues with inventory.
The lessons to glean from this is to optimize the add to cart button and make sure you don’t run out of products. Pay special attention to best sellers and other popular items.
An Eclectic Set of Acquisition Sources
Traffic from emails was higher by a hulking 79% during Black Friday and Cyber Monday, compared with the prior period.
Contrary to the US, UK brands received a higher-than-average visitor flow during this season. On Black Friday, organic traffic, or traffic from SEO, was 33% higher, and direct traffic also increased by 24%.
Cyber Monday did not follow suit in the UK. Instead, brands piqued the interest of incoming visitors through paid sources and CRM. Email-based traffic was 160% higher, while social media garnered a king-size 310% increase in traffic.
Whether your brand uses paid sources or goes the organic route, make sure your copy is compelling. Add your best deals to captivate more interest.
And when creating SEA or paid social ads, make sure your landing pages are consistent with the messaging and offers mentioned in your ads.
Capitalizing on Black Friday & Cyber Monday in 2019 & Beyond
As the drivers of major retail events, it is incumbent upon brands to create good experiences — digital and otherwise — to attract customers’ attention and most importantly, retain them. As our data shows, Black Friday and Cyber Monday are key forces for higher revenue streams and fewer bounces. However, there is plenty brands can do to improve the UX, reduce frustration, and engage higher add to carts.
For example, product and CTA findability carries a great deal of weight in user experience. As do elements that appear to be clickable, but turn out not to be.
Read more about how The North Face leveraged granular customer data to optimize their gift guide.
Luckily, you can refer to a slew of hard data, including industry benchmarks and see how to improve your digital experience for this year’s Black Friday and Cyber Monday. But it doesn’t end here.
You’ll need a continuous stream of data to refer to — and we’re not only referencing industry criteria. You’ll need to have a sturdy set of data on your customers’ behavior. That way, you can determine where customers are struggling and where they’re having a good UX. Once you’re equipped with this data, you can proactively make optimizations so that for your customers, Black Friday and the holiday season will truly be times of giving, i.e., buying.3 Travel UX Must-Dos for Your Travel Booking Website
Travel UI design can be a hard nut to crack, especially when it comes to conversions. Our recent analysis of 2,100 Million visitor sessions across several verticals found that travel and tourism has one of the lowest mobile conversion rates of all sectors (0.90% average).
Desktop reigns over mobile within this sector on every performance metric, touting higher conversion rates: 2.90% vs 0.90% on mobile, and average cart values $1,860 vs. $1,790 on mobile.
Visitors spend almost double the amount of time on desktop as they do on mobile sites — 6 minutes 4 seconds on average, suggesting a less than optimized experience. The bounce rate appears to confirm this story, with a considerably higher rate of bounces on mobile than on desktop visitors bounce less, bearing a bounce rate of 39.80% (45.70% versus 39.80%).
It is clear that even in this mobile-first age, booking an international flight or a train ticket on your smartphone phone may still be far from being user-friendly, let alone instinctive. Since travelers are largely defined by their mobility, developing headache-free solutions is paramount. Take advantage of the following tips to optimize your site for mobile users.
Make it Easy to Navigate Your Site
Whether you provide a multitude of transportation options or accommodation around the world, it’s imperative to optimize your website or app for booking on-the-go.
The best way to achieve this end is by ensuring your users can easily find what they are looking for on your site or app.
That’s where the navigation menu comes in handy. By providing a clear navigation menu, visitors can quickly navigate the myriad of information and deals you have on offer. The more frustrated visitors become trying to navigate your site, the more likely they will bounce or exit without having converted.
Make sure that the most important parent categories are visible upon reaching the site. Avoid using ambiguous wording for navigation links so that hesitation times remain low, especially for featured content, offers, or features. Don’t leave users guessing what kind of content they’ll be directed to before clicking on something.
In addition to a clean navigation, use category or product pushes throughout the site in relevant areas so users don’t always have to rely on the global navigation (especially if it isn’t sticky to the page.) This can help keep your users engaged even after they’ve found what they’ve been looking for.
An example of good travel UI design: On JetBlue’s homepage, the focus is solely on searching for flights, vacations, hotels, or cars. However, upon opening the menu, users are presented with key categories and CTAs dedicated to booking, managing, or exploring travel options. Categories and subcategories are written in large text and use helpful icons. The contrast in the background of the sub-categories makes it easier to read.
Create Seamless Experiences between Mobile, Web and Mobile Apps.
Many travel apps, especially those for booking transportation and accommodation, require specific functions and features that use the native capabilities of mobile phones.
For example, users are able to add their boarding passes, pull up their tickets or even track their baggage through mobile apps. Are travel brands replicating these essential features for their mobile websites? If not, they’re missing out on key mobile UX improvements. That’s because equipping users with access to the same types of features across platforms is key to providing a seamless travel UX.
Surface Upsells and Cross-Sells When it’s Relevant
Users are easily overwhelmed when presented with too many options to choose from or multiple tasks to complete. Focusing the user on the most important task, such as booking a flight, is much harder when users are bombarded with a variety of extras or promotions they are encouraged to take advantage of.
You wouldn’t put every checkout step on one page; the booking process should take a similar approach. It should be spread out across several steps to make it more easily digestible.
The same goes for any upsells or cross-sells. Options should be progressively surfaced during different stages of the journey and in places where they are most relevant.
When a flight is selected, the users are immediately provided an option to upgrade their seat. It clearly lists the benefits and price to upgrade. Bold colors that pop from the screen are used to indicate these special options.
That Does it for Travel UX
Overall, your travel website should make any booking or research process as easy as possible. With mobile users increasingly on the move, any process should be made simple and easy to understand. That includes reimagining and optimizing crucial features so they take into account the context and goals of distinct audience segments. Learn what works best by studying your users’ behaviors and putting customer intelligence at the heart of your experience decisions.The Digital Happiness Index: Quantifying Your Customer Experience
Although conversions are the desired outcome of a good customer experience, they are not the end-all be-all for brands. A happy customer may make a purchase, but more importantly, a happy customer will return.
But how exactly do you define customer happiness? How do you understand the nuances of customer frustration and pinpoint what exactly fosters engagement? And how do you turn all this intelligence into an effective retention strategy and greater customer lifetime value?
There are plenty of systems designed to measure user experience; these primarily and, for the most part, deal with the locations users visit on your site, conversions and the oft-cited biggest UX failure: bounces.
But a basic set of analyses on user experience won’t cut it, and certainly won’t glean any discernment on the nuances of users’ digital happiness. The good news is that, for brands interested in quantifying the user experience as a whole, there’s a metric that does exactly that.
Calculated from several other behavioral metrics and consolidated into one mega metric, the Digital Happiness Index (DHI) is a unique measure of visitor satisfaction, providing an objective view of whether or not your overall experience is hitting the right notes.
What Is Digital Happiness And How Can You Achieve It?
Before we delve into the DHI, let’s focus on digital happiness. A rather simple concept, it denotes the convenience, satisfaction and even the pleasure of interacting with a website or online interface such as a search engine results page (SERP).
As a feeling, it is incidentally difficult to pin down, even in the digital realm. But with the new, futuristic metric that is the DHI, you can determine how happy your site visitors are, based on their experience with your site or app.
The first of its kind, the DHI combines KPIs from the 5 key strands that contribute to overall customer satisfaction:
Is navigation seamless and friction-free? Is your content proving effective to helping visitors reach their goals? Are visitors coming back to your site? Are they exiting early or completing their journeys? And finally, are they finding what they’re looking for — be that information or products?
By quantifying these various strands of experience, and combining metrics into one score, the DHI provides brands with an objective grasp of whether or not visitors are enjoying a positive experience.
Calculating the DHI: the 5 Dimensions of Digital Experience
Here is a look at what comprises the Digital Happiness Index and what makes it tick.
Using behavioral data from our tool, the DHI separates the data into 5 dimensions to filter the numbers into intelligible concepts behind visitors’ digital happiness. Our clients get a comparison to industry standards, and every score represents an aggregate of every session on the website.
As we mentioned earlier, the DHI has 5 components, aka the 5 dimensions that make up its final score, a number out of 100, which is the average of the 5 scores of each dimension. To come up with this rating, we consider the following five dimensions:
- Flawless: Are customers enjoying a smooth experience free of technical performance issues?
- Engaged: Are customers engaging with and satisfied with the content?
- Sticky: Are visitors loyal, returning to the site frequently?
- Intuitive: Does the navigation make it easy for visitors to enjoy a complete experience?
- Empowered: How easy is it for customers to find the products and services right for them?
Each of these 5 individual scores is determined by its own calculations, based on metrics like time spent on site, time spent engaging with pages/elements, bounce rates, and more.
It also takes into account if users have reached their destinations and the way they’ve done so. It captures whether users ran into UX issues like non-intuitive navigation — clicks on non-clickable content, misleading clicks, et al.
Making Sense of the Digital Happiness Index
Innovations in SaaS and marketing have led to more avant-garde methods of measuring digital customer experience and benchmarking customer satisfaction.
Although the complex, 5-tier system of our mega metric is supplemental, it is very much in line with our granular approach to behavioral analytics.
The fact that the 5 dimensions deal with different occurrences in the UX means the DHI is casting as wide a net as possible to capture your customer’s mindset. Based on this score, you can shine light on areas of friction and other obstacles in the customer decision journey.
Customers today will not hesitate to review a poor UX or give one star for a session that doesn’t meet their expectations. But they are also giving you continuous feedback on your site or app through their interactions — with every tap, click, scroll or hover, they are voicing their feelings about your CX.
Here at Contentsquare, we’ve got a horde of people dedicated to helping you hear and understand what your customers feel and want — in fact, we’ve got 170 people in R&D and innovation alone.
Happiness of any kind is difficult to pin down to a numerical format. With a consolidation of 5 distinct aspects of the UX, you will come as close as possible to determining how digitally happy your visitors are with your content.
Boo! 5 Examples of Scary UX to Avoid on Halloween — and Always
Halloween is creeping in on us as the October days tail off. But that doesn’t mean your user experience (UX) should be frightening. While frights are fun for haunted houses and other ghoulish festivities, they shouldn’t trickle into your customer experience.
Alas, as our clients can attest, bad UX has reared its head like a zombie rearing out of a tomb many a time.
Scary. We know. That’s why we’ve compiled a horrifying list of poor UX design examples and ghastly digital experiences, right before Halloween, so you don’t scare off your potential customers.
Even your most loyal customers will be put off by a bad digital experience. Sometimes, this bad UX arises out of something seemingly minor — a missing image, unclear text, an element located a little further down the fold… That’s what makes bad design particularly scary, in that what seems trivial and inconsequential gives rise to dire consequences.
But fear not! Our 5 scary examples of poor user experiences include very specific cases of how simple elements can go awry. Let’s see what scariness our clients underwent. (SPOILER ALERT: although these real-life UX horror stories seem grim, they all have a happy, data-driven ending).
Unclear Filters Dampening Sales
Clicks are great, right? So naturally, a hearty dosage of clicks should be a good thing, shouldn’t it? At face value, it may seem so, as when a zone or an element on a webpage receives a lot of clicks, it signifies ample interaction.
But as our client learned the hard way, click activity, or the study thereof, is not enough when UX is concerned. Studying clicks is crucial, don’t get us wrong. But it offers only a faint glimpse of the overall portrait of your UX.
Our client, a purveyor of men’s fashions, had recently developed a new mega menu. So when it recorded high click activity on the menu, this appeared to be nothing but positive. But it was bearing something sinister; the client noticed a major discrepancy on their site regarding attitudes towards clicks: when clicks increased, sales slumped.
How was this possible? A UX analysis of in-page behavior presented some incongruity between the mega menu and search/category filters. While menu interactions were high, filter usage was stagnant. With unused filters, shoppers weren’t seeing all the products relevant to them, so sales took a tumble. It’s the stuff of nightmares.
Frightening Sliders Causing High Homepage Bounce Rate
Every mega menu — filled with panels, categories and text — ought to be complemented by visual elements. It would thereby seem natural to include sliders to accompany a mega menu, especially on the homepage, where such elements typically exist.
In the case of our beauty client, this placement wound up being a design fright, much to the detriment of their customers’ user experience, as the customers bounced.
Featuring a wealth of merchandise pushes, the homepage is the gateway to pique product awareness and interest for our client. But it was beset with high bounce rates. With a seemingly healthy swath of products on the homepage, the client was bewildered by what the UX culprit could be.
When analyzing the homepage, with special attention to the mega menu and sliders, the client found that the sliders were generating little to no engagement. Instead, these sliders overwhelmed the mega menu, leading many to bounce before engaging with either of these elements. Spooky.
Confusing Label on the Store Locator Causing Fewer Web-to-Store Visits
A store locator is a handy UI feature for click-and-mortar brands, especially those seeking to uplift web-to-store visits. After all, netizens won’t visit a physical store if they don’t know where it is.
Instead of looking to Google, visitors ought to trust your brand enough to know that any useful location info exists on your own website. So when our client, a luxury click-and-mortar brand discovered high exits on their store locator, they were beside themselves.
Through granular analytics, they learned that for many site users, the store locator was the main reason behind their visit. Its button, however, had a ghastly label, one with even ghastlier results. It read “product search,” which befuddled users.
To the client, it appeared to be a nifty feature, an add-on to a traditional locator functionality. But it produced high hovers and low clicks, turning users away from the store locator, and as such, from completing their objective of a store visit. This worsened sales for items only available in-store. Creepers.
Disappearing Checkouts Angering Customers and Reducing Revenue
Conversions. Every brand wants them, but few products or even brands at large can trigger them. As such, users who reach the checkout — the final phase of both the customer journey and the sales funnel — signify a UX victory in itself.
Unfortunately, our retail apparel client was racked by bad UX on this holy grail of pages. Our VoC integration had gotten word of users’ ghostly experience when they reached the client’s checkout page. In fact, a whopping 1,500 customers were afflicted by the ghostly checkout, leading them to complain via the call center, and as our UX analysis showed, leave the site.
When we say ghostly, we mean it. Behavioral analysis caught wind of the sudden onslaught of blank screens when users reached the checkout page. This, in turn, led users on the cusp of converting to abandon the checkout and the site, which reduced revenue for the clients. Yikes!
Simple Missing Image Impairing Conversion Rates
The above examples elucidated how site content led to a bad UX, with scary repercussions ensuing from each such case. But sometimes it’s the missing content that creates scary UX chaos.
In the case of our hospitality client, a missing image made all the difference for the conversion rates on their property pages.
During a granular UX analysis, the client discovered high click rates on the links to property pages, i.e., pages with hotel offerings. The problem was, despite the clear interest in these hotel pages, users would abandon the site after landing on them.
This caused conversion rates to plummet and an addled brand, as it was unsure of the culprit behind the bad UX, since the images were crystal clear and the deals were showing.
A deeper UX analysis — one on journey analysis, revealed a major gap in the UX of these product pages. Visitors were looking for rooms that included a complimentary breakfast, commonplace in European hospitality, but were struggling to find this information. A simple image notifying free breakfast, even an icon of food would have prevented the loss of this conversion stream. The horror!
UX Analytics: The Bad UX Buster
Any brand can fall prey to scary bad UX. But bad UX need not uphold its reign of terror on your website; there is a solution.
This mighty antidote is granular user experience analytics, the kind of data that can back up the hidden trappings of customer frustration and its digital origins. Whether on its own or paired with VoC, granular data gives you indispensable knowledge on your UX.
The metrics and other capabilities (heatmaps with metric overlays, customer journey analysis) of these analytics do not merely point out the scary monsters causing a bad UX. They also deduce the changes and additions your website needs to rectify the issues caused by the poor UX and improve your sales figures.
In short, a unique set of UX analytics combat these UX monsters so they can never rear their ugly heads again. Not even on Halloween.
How We’re Empowering Brands to Improve Lives Through Digital Experiences
By Lucie Buisson, VP of Product, Contentsquare
At Contentsquare, we envision a world where every digital interaction improves lives. As we spend more and more time online these days, it’s important to us that the experience is meaningful.
But today, the digital world is plagued by poor experiences. Brands have traditionally been unable to deliver the experiences customers want online because they haven’t been able to easily understand what their customers really want. It’s not just about making sure your customers can find the right product pages or the contact us page — it’s much more nuanced than that. Your customer’s changeable mindset and intent can completely change their behavior online, and most brands can’t tailor the experience needed on demand.
But we do believe that brands have the ability to improve people’s lives. Making the time you spend online more meaningful doesn’t have to be impossible — and so our strategy for achieving our vision has always been to empower brands with unique behavioral insights to create better experiences.
To that end, we took the strategic decision to acquire experience analytics company Clicktale in July 2019. While both Contentsquare and Clicktale are rooted in customer behavioral data and insights, Clicktale’s session replay and heatmaps complement Contentsquare’s page zoning and customer journeys capabilities. Today, just 90 days after that acquisition, we are releasing major new capabilities of the Contentsquare platform, which includes innovation driven by the combined R&D and product team of more than 170 innovators strong.
9 trillion reasons to use Contentsquare
Now, we can confidently offer the most complete experience analytics platform on the market. None of our competitors can give you the level of insight into your customer behavior we can thanks in part to the fact that our solution analyses 9 trillion digital interactions every day for each of our customers.
Now, the combined product is the only complete system of insight that offers brands the ability to do all of the following:
- Surface customer behavior insights easily through intuitive visualizations and behavioral anomaly detection, so you never miss an opportunity to improve the experience
- Identify and prioritize innovations to accelerate growth by better analyzing the performance and revenue potential of experiments, content, marketing and merchandising
- Troubleshoot user experience issues, connecting to voice-of-the-customer technology and alerting on abnormal changes in online behavior
- Quantify and predict the financial impact of potential actions you can take to improve experience
- Activate contextual personalization with third-party systems by aligning experiences with actual customer behavior rather than less meaningful attributes like demographics or gender
No other solution can give you a better level of insight to help you understand and create insight-driven innovation.
Into the future — where our product will sit within the customer touchpoints ecosystem
Improving any kind of digital experience, whether it’s on desktop, mobile or any other channel, starts with collecting the right kind of behavioral data. Customers behave differently depending on the touchpoint you interact with them on, and so it’s important to measure precisely how those customers are using your channels so you can tailor the experience accordingly.
And behaviors won’t necessarily stay the same over time, either, so simply analyzing behavior just once won’t be enough. You need to continuously measure behavior over time so you can tailor your experience to whatever nuanced behavioral changes your customers portray.
But the touchpoints themselves are starting to evolve. In the next three years or so, we’re going to see a shift in the types of interactions between brands and customers. By 2021, experiences will be more conversational, mobile, personalized, social and immersive. All these trends are going to transform the customer touchpoints ecosystem, whether it’s the brand’s own digital channels, physical channels, third-party channels or marketplaces.
If you want to create a great overall experience for your customers, you can’t solely focus on your own digital channels like your desktop and mobile sites. You have to provide a consistent experience across all touchpoints, and do the marketing basics (like providing the right product at the right price) well. That’s why our vision for our product is to help you with a significant proportion of those touchpoints — beyond just digital.
Once you’re measuring all your channels though, the key, of course, is to unify all that data and product intuitive visualizations so even the non-digital business units in your organization can understand it and draw insights from it. Only then can we start to realize a vision where digital interactions improve lives — when the whole organization is on board.
Those organizations that lead on digital experience tend to see benefits of 3–5x on measures such as lead generation, conversion, price premiums and loyalty as a result of offering a great experience across the board. And customers are more likely to pay a premium price when they have a great experience versus a poor one.
At Contentsquare, we can help you to compete with the digital leaders, and help you gain an insight into your customers like never before. Request a demo to find out how.NEWS: Contentsquare launches most complete experience analytics platform in industry
NEW YORK, Oct. 21, 2019 /PRNewswire/ — Experience analytics leader Contentsquare today launches a major release of the most complete experience analytics platform on the market, helping brands to innovate based on customer behavior across digital channels.
Contentsquare now gives brands the ability to surface and quantify revenue-generating recommendations for experience improvements using artificial intelligence. Contentsquare customers can use these recommendations to immediately troubleshoot issues or innovate new ways to improve the experience. For example, teams can quickly understand the impact of changes to a web site or mobile app by comparing side-by-side the visitor experience over time or across split test versions.
This update to the platform is the work of a combined team of 170 innovators in R&D and product development who came together through the combination of Contentsquare and Clicktale, which was announced in July 2019. The teams have been working closely with customers to prioritize the use cases that drive the most return and upside for digital leaders across industries such as retail, travel, automotive, financial services and telecommunications.
The benefits to Contentsquare’s customers are huge. Armed with quantified alerts, the tool gives resource-stretched digital teams the ability to discover new growth opportunities to increase revenue, (worth up to nine times the revenue opportunity of fixing bugs). It also aligns the whole business around a single version of the truth with regards to digital customer behavior, with intuitive visualizations of macro behavior, and session replays for seeing behavior at the individual session level. As a result, teams can more quickly and confidently prioritize and execute on the experience changes that will mean the most for their business.
Feliz Papich, director of product management at Crocs, said: “Contentsquare aids our ability to innovate, giving us more room to do insight-driven experimentation with less risk. With the visualizations, we don’t have to make assumptions about the visitor experience, we can make enhancements based on tangible behavior. Contentsquare makes it easier for us to have the hard discussions about what to prioritize and implement to meet our big growth goals.”
Contentsquare’s new platform, available later this quarter, helps brands capitalize on the fact that consumers who receive a better customer experience spend up to 140% more than when they receive a poor experience (Harvard Business Review). It also helps brands operate more like best-in-class digital businesses, which can have 2-3x the lead generation and sales conversions versus the average according to Contentsquare insights.
Jonathan Cherki, founder and CEO, Contentsquare said: “At Contentsquare, we envision a world where every digital interaction is used to create better experiences and improve the quality of people’s lives. Traditionally, the barrier to turning that vision into a reality is that brands have been in the dark when it comes to understanding specifically how to design the experiences their customers will love and want to use again and again.
“With our technology, though, we are empowering brands with unique behavioral insights to create better experiences — and connecting those improvements more directly to the upside they drive for their business and for their customers.”