session replay: discover why customers struggle on your website
Post on 06-Aug-2015
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Continuous Optimisation BriefingSession 1: Discover why customers struggle
Chris Longman, Senior Insight Analyst, Salmon
Russ Harte, Head of Multichannel Development & Delivery, DFS
Beyond AnalyticsAnswering the “why” questions
“The bounce rate on this page is
very high”
“26% of customers drop-out at the delivery step”
Analytics gives us the what, not the why.
Why?A long list of potential reasons…
Browsers Devices Customers Defects
Typically involves multiple stakeholders, using multiple tools
to try and understand why an issue is occurring
UX/UI
What If You Could See The Issue…Through your customers eyes
See exactly what the customer saw
Capture every session and every page
Remove the need to try and replicate the issue
The DFS StoryFrom “what” to “why”
• The Salmon Insight & Analytics team identified
a number of high drop-out checkout pages.
• However, it proved difficult to explain why these
pages had such a high drop-out rate
• Tealeaf was implemented to provide greater
insight and answer the “why” questions
analytics could not
ImplementationUp and running in under 30 days
• DFS Tealeaf was launched in October 2014
• Our Technical Support team oversaw the technical setup
• The Analytics and Insight team oversaw the reporting and replay
setup. They continue to support DFS 2 days a week.
EventsLocating sessions of interest
• Tealeaf captures all sessions, but you won’t have time to review them all
• Events can monitor, track and record customer actions
• Events are an ideal way to locate sessions that contain atypical behaviour
• One of Tealeaf’s best features
EventsExample
DeliveryMy DetailsOrder
Complete
Event: Viewed Details Page
Event:Viewed Delivery Page
Event:Viewed Order
Confirmation Page
Basket
Event: Added to Basket
Event:Viewed Payment
Page
Payment
EventsExample
DeliveryDelivery DeliveryMy Details Exit Site
Event: Viewed Details Page
Event:Viewed Delivery Page
Event:Left without Purchasing
Basket
Event: Added to Basket
Event:Viewed Delivery Page
Event:Viewed Delivery Page
Struggle EventsQuickly identify problem pages
• Struggle Events can detect when a customer has
seen the same page multiple times
• They are used in conjunction with the abandoned
checkout event
• This makes them useful for revealing significant
obstacles in the user journey (i.e. those that
forced the customer to abandon!)
2. Delivery2. Delivery
Delivery
Event: Saw Delivery Page x3 Times
Session ListReplay atypical sessions
• Events can be used to return a list of all sessions that match a criteria
(e.g. saw delivery page x3 times)
Delivery
Event: Saw Delivery Page x3 Times
Custom EventsBuilt for DFS
Event Name Description
Checkout Struggle Saw a checkout page >=3 times, did not see the next page and abandoned
Payment Issue Reached the payment page but did not complete the checkout process
Long Checkout Duration Took >= 15 minutes to complete the checkout
Site Error Saw an error page (e.g. 404)
Text in Request General field used to search for any text in the Request
Text in Response General field used to search for any text in the Response
SarahIssue: Accepting Terms and Conditions
How did we identify this session?
Long Checkout Duration
We searched all sessions using the event:
MattIssue: Employment Details
How did we identify this session?
Checkout Struggle
We searched all sessions using the event:
His employer address does not have a building numberSo he decides to enter the Building Name in the Building Number field
Employed
Blackpool Hospital
Doctor
Full time
BP10 TSR
Blackpool Hospital
Blackpool Hospital
AdamIssue: Store Search
How did we identify this session?
Custom Search (Request)
We searched all sessions using the event:
Quantifying StruggleHow many customers does it impact?
• Tealeaf’s Report Builder allows you to understand how often a
struggle event is occurring
Quantifying StruggleHow much is it costing the business?
• Tealeaf events can record a value (e.g. Basket value)
• This allows you to determine the financial impact a customer
struggle has on revenue
Diagnose The CauseIdentify session commonalities
• Tealeaf will capture information associated with the customer (e.g.
device type, browser)
• This enables you to identify commonalities between sessions that
have encountered the same struggle
DashboardsOngoing Monitoring
• Custom dashboards enable various stakeholders to easily monitor
site performance
The Results4% increase in IFC order completion
• Order completion for Interest Free Credit (IFC) customers
increased by 4%
• Struggle on the Employment Details page was reduced by 12%
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0140.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
Employment Details Page
Delivery Details Page
Delivery Conditions Page
Start increasing your conversion rate
Reduce Customer Struggle
Enhance the Customer
Experience
Tealeaf ChecklistGetting started with Tealeaf…
IBM:
Tealeaf Licence
Salmon:
Minimum 2 servers to capture and store Tealeaf data
Technical Support Team to install and configure the hardware
Analytics & Insight Team to setup reporting and replay
Contact us to arrange a demo
If you’re interested in finding out more or would like to book a complimentary Tealeaf demo, please email us at info@salmon.com.
Salmon Asia Pacific (Pty Limited) Level 1, 299 Elizabeth StreetSydney NSW Australia 2000
Tel: +61 (0)2 8251 0044
Salmon Limited 64 Clarendon Road Watford Hertfordshire WD17 1DAUnited Kingdom
Tel: +44 (0)1923 320 000 www.salmon.com @SalmonLtd
Salmon China Limited Tower A-2808Topland Building ( 第三置业大厦 )SanyuanqiaoChaoyang DistrictBeijing City 100028China Tel: +86 (0)10 5822 0698
Salmon North AmericaThe Chocolate Factory636 11th AvenueNew YorkNY 10036-2010United States
Tel: +1 (646)577 6533
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