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The importance of exceptional customer experience (otherwise known as CX) continues to rise proportionately alongside usability standards and the surfeit of consumer options in the ecommerce world. Today, any given site must contend with more viable rivals than ever before, and provide a level of functionality that would have been top-end just a few years ago.
To adapt to this hotly-competitive marketplace, retailers must consistently identify and implement improvements, whether to their content, their technical configuration, or their operational procedures — and improvement wouldn’t be possible without digital analytics.
It is rich digital analytics that can tell you not only how your business is performing but also how each segment of your setup is contributing to the whole, and if you’re planning to bolster your CX, you should start by delving into your analytics. Here’s how they can help:
For ecommerce, product value is obvious and easy to follow. The price is on the page, and an order logs a set value on the system — simple. But what about the value of everything that goes into yielding that order? What is a lead worth, or a form submission? What kind of traffic matters the most?
Using your analytics platform, you can create custom goals with values of their own to make the distribution of value through the sales funnel infinitely more understandable. For instance, if you can see from the stats that 1 out of every 100 Twitter visits results in an order, and that the average value of an order from a Twitter referral is $100, you can attribute the value of $1 to each Twitter visit.
Why is this important for customer experience? Because it allows you to direct your attention where it matters. While customer experience should surpass a certain baseline of quality across the board, it’s perfectly rational to work harder to keep the most valuable customers happy, and being able to see a clear value split that takes your whole funnel into account will equip you to allocate your people-pleasing work accordingly.
Highlighting weak points
Since everyone likes and dislikes different website elements, personal tastes gets involved in websites assessments far too commonly. Perhaps a developer personally feels that a particular piece of content is underwhelming, and concludes that it needs to be removed or reworked — but the system isn’t there for the staff, it’s there for the users.
Assuming correct configuration, analytics will make it abundantly clear which parts of the site are working effectively and which are driving people away. Simply looking at a page funnel will quickly and unambiguously indicate which pages are losing customer interest and which are performing excellently.
Armed with that awareness, you can then commit time and resources to shoring up the overall chain by rehabilitating the worst performers, knowing that the investment is fully justified (as opposed to making improvements on a whim and hoping that they’ll prove significant). Since there’s no such thing as a perfect digital design, working efficiently is essential.
Revealing demographic information
If you’ve previously glossed over your analytics, then you’ll have a very unclear notion of the people using your website. You might even have extrapolated wildly-inaccurate notions of your user base from occasional support tickets, direct enquiries, or social media mentions. And if you don’t know who’s using your website, how you can provide them with an optimized experience? Beyond the basics, difference demographics have markedly different preferences.
By installing Google Analytics (or using an existing installation, as is more likely given the ubiquity of the software), you can take a deep dive into your metrics and find out more information about the people who spend time on your site. You can then glean insight from the commonalities about what you need to do (you may be best served using an integration-rich webstore package to start from scratch, or you may need only minor adjustments).
Here’s an example: the older your user base skews, the more important it will be to provide accessibility features (such as adjustable font sizes and robust support sections) and legacy compatibility (ensuring that your site is functional in old versions of Internet Explorer, etc.). However you achieve it, you must attune your system to those who’ll ultimately use it.
Analytics grant tremendous insight into user searches, pulling data from on-site search systems and external search engines (albeit to a lesser extent in the case of the latter), and that insight is invaluable for plotting your future content and feature updates. Every case of a user searching on your site for something that isn’t there is an opportunity for growth.
And the prospective expansion might not even require all-new content. Suppose that your analytics showed that many of the visitors to your site were searching for a non-existent guide to using one of your products. Since product pages often feature basic instructional information as it is, there’s a good chance that you’d be able to quickly throw together a decent guide using existing copy and images, and plug that search gap with minimal effort.
In some cases, you may not have a clear idea of what your users are looking for with particular searches, but then your analytics data can serve as a jumping-off point for some community consultation. Reach out to your customers through social media, your website, and/or email surveying and ask them what improvements they’d make, then align the feedback with the analytics for confirmation.
Trying to create a great customer experience without taking full advantage of analytics is like trying to complete a puzzle in the dark. It’s technically possible, but extraordinarily unlikely, and you won’t even know if you achieve it. Only through keeping a close eye on the data can you achieve the consistent improvements that deliver consistent results.
Kayleigh Alexandra is a content writer for Micro Startups — a site dedicated to keeping people informed about everything relating to entrepreneurial ambition and online startups. Check it out for the latest insights and stories, and follow us on Twitter @getmicrostarted.