Customer experience has become a brand’s most critical competitive differentiator. For example, a recent Adobe survey found that 64% of Generation Z shoppers and 72% of Millennial shoppers think brands should provide a personalized experience.
For brick-and-mortar retail associates, an unhappy shopper can be addressed in real time. If a customer appears frustrated, the retailer can offer in-the-moment assistance, such as providing a different shoe size, setting up a fitting room, or giving directions to the proper aisle for the product being sought.
But how can marketers address similar frustrations online to provide a better experience? Because in today’s digitally driven world, users expect the same treatment online as they would receive in-store.
Marketers must put their feet in a customer’s shoes to understand buying preferences and motivations. But doing so is more difficult when the experience is online. For example, if a consumer, who has been targeted with a pair of sneakers for a period of time, finally decides to buy them, he’s then looking forward to the purchase. But if the website has a malfunction–perhaps the product page is down or the checkout link causes an error page–he will be nothing short of aggravated. But online retailers can’t visually see that a customer is upset. All the marketer can see is that the person ultimately didn’t make the purchase, without knowing why.
In this day and age, it’s critical that marketers have insight into why a shopper had a bad experience and be able to show empathy when an issue arises, particularly when the brand is at fault. Marketers must be able to understand and measure customer experience, which requires not only knowing how shoppers are behaving on their sites, but how they are feeling when they do it–and why.
Engaging with a consumer online is becoming more critical each day. To get the level of intelligence required to best understand and connect with those consumers, marketers need to take what has long been done on offline channels and apply the same practices online: measure, manage, and improve.
Understanding Motivations And Intentions
Measuring and managing online experiences to understand the “why” behind behavior goes far beyond clicks and hovers. It’s no longer enough to solely rely on piecing together and testing what is working (and not working) on your properties. To understand a customer’s state of mind, marketers must be able to read online digital behavior the same way they would in a physical store. Fortunately, similar to in-store shoppers, online consumers provide warning signs of an issue through digital body language.
Digital body language accounts for every interaction and gesture a consumer makes on a website or app–including what happens between the clicks. It is essential for gaining insight into and benchmarking how users are feeling throughout every online session. Multiclicks, for example, are indicative of user frustration. If a link is broken or a confirmation button is slow or unresponsive, online shoppers might click repeatedly until the page responds.
Multiclicks can be broken down into “unresponsive multiclicks,” where the behavior falls on an unresponsive element, such as a paragraph of text or an image, and “responsive multiclicks,” where the behavior falls on a responsive element, such as a link or a slide show arrow. Another indication of frustration is bird’s nest behavior, or when a user rapidly shakes the mouse around, leaving a jumbled mouse trail that, in session replays, resembles a bird’s nest. This often occurs when a page won’t load or consumers are not able to find what they’ve come to the site for.
Through the analysis of 3 million user sessions with its website’s “Get a Quote” form, a major financial services company found that the average completion rate of the form was 77%. For sessions that contained a responsive multiclick behavior, the completion rate was just 17%. For unresponsive multiclick behavior, the completion rate was even lower, at 14%. Reading and understanding the variations of digital body language allowed marketers to understand where users became frustrated or confused on its website. This is critical for marketers to not only ensure individual customers have their issues addressed immediately, but also to benchmark and improve experiences over time.
Marketers need the right data in order to understand and address the pain points that customers experience. Without the ability to read digital body language or understand when and why a customer is frustrated or confused, it is impossible for marketers to create a positive, meaningful experience for each individual shopper.
By acquiring this level of intelligence and creating better experiences, customer loyalty will ultimately increase as does potential revenue. The cost of acquiring customers is high, so it’s critical to maintain and please existing customers via engaging and empathetic digital experiences.