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- Web Analytics Wednesday in London – the future of web analytics
- Digital cream: revealing debating at econsultancy’s marketing event
- Google Analytics Tip: Ecommerce tracking set up, screenshots and why it’s useful
- Reliving my customer’s experience and some nice screenshots
- Internal site search part 2
- The best charts ever and food for thought for us web analysts
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My Blogger Friends
This Thursday 8th Nov I’ll be presenting at the London Stock Exchange and next wednesday 14th Nov at Web Analytics Wednesday in London’s covent garden. As we move beyond pure web analytics, to trying to get into our customer’s head to understand their experience on our website, how can customer experience management tools help us.
There are tools available now such as tealeaf and speedtrap that allow us to replay exactly what our customers did on our site, a bit like a video player of exactly what they did on your website. Very cool. I also had the pleasure of spending a couple of hours with Robert Wenig, CTO and founder of tealeaf yesterday.
What customers actually need compared to what they actually get
Sometimes an image says more than a thousand words… Have you come across this scenarion before?
Click on the image to make it bigger / readable
Why do we need to understand our customer’s experience and how can tools help us?
1. The unique session replay functionality would allow the company to hone in on live technical and customer orientated issues to achieve a fix with a quick turnaround on their website.
2. Help customer services teams work with customers where they were having a problem on the website doing what they wanted to do – so the customer services team can replay the customer’s session and tell them where they missed a step or alternatively where the website didn’t deliver.
3. Identify poor customer experience in our customer journey on the website e.g look up sessions where a page or image had a problem loading, 404 errors etc, couldn’t find address, couldn’t find product etc.
4. Identify fraud or unexpected activity on financial services websites and look at the fraudster’s activity.
5. Weekly meetings to go through problem sessions, come up with ideas and identify solutions.
6. Compare click activity on a page to mouse movements on a page to eg identify elements on a page that are encouraging a high number of mouse movements but that are non-clickable (and hence should be clickable).
7. Real time data.
8. With a snippet of javascript, the ability to see which fields in a form were filled out even though the form was never sent.
Are there others that I haven’t thought of? Are you getting inside your customer’s heads with pure web analytics tools so don’t use these customer experience management tools?
But there are alot of challenges associated with these tools:
1. The cost – they are extremely expensive.
2. Actually getting people internally within the company to use them, for example creating a culture where tech support and or customer services actively use these tools in their daily role.
3. Lots of training and learning and time on how to use the product and to configure the events required from scratch.
4. Set up and configuration of the product across all hosting sites and servers, tealeaf uses http requests for example.
5. Getting to grips with the “customer experience method of thinking” in terms of the perceived traditional web analytics definitions of items such as visits and page impressions versus “sessions”.
Have you found challenges delivering value using customer experience management tools?
This web analytics wednesday is a discussion on how we all think that these tools could or should drive or delivervalue to drive commercial benefit and of course better customer experience.
How do you get inside the head of your customers?
I will also be drawing on my experience at Rightmove (26 million visits a month and tenth most popular website in the UK) where we have started using tealeaf to help.
Any thoughts, ideas – do you use customer experience tools, do you wish you did, do you think that we don’t need them and we can get into our customer’s heads with traditional Voice of customer, surveys, polls, web analytics solutions, engagement metrics etc?
Thanks so much for reading and if you are coming to either of the upcoming events, see you soon
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recent posts
- 7 Ways to make web analytics work better in companies
- Measuring social media, influence, debate, buzz monitoring
- Web analytics winners and losers? It’s the people that make the difference.
- Simple segmentation for your website and better web analytics understanding
- Web Analytics Wednesday in London – the future of web analytics
- Digital cream: revealing debating at econsultancy’s marketing event
- Google Analytics Tip: Ecommerce tracking set up, screenshots and why it’s useful
- Reliving my customer’s experience and some nice screenshots
- Internal site search part 2
- The best charts ever and food for thought for us web analysts
recent comments
- Perry Williams: Hello Dear, I am strongly agree with your point that the web analytics is associated with the social...
- Philip Sheldrake: Nice overview Marianina. I wanted to post a link to an article in Business Week from June about the...
- Luisa Woods: Hi Marianina, I think you make a very good point about the importance of segmentation. I like to carry...
- Eric T. Peterson: Marianina, Nice to have seen you Monday in London! I just got this post so perhaps something odd is...
- Marianina Manning: Hi Luisa, Thanks for your thought-provoking comment! I agree that new ways of looking at web...
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Web Analytics Princess by Marianina Chaplin
November 7 2007
Hi Marianina,
Unfortunately I won’t be able to attend the WAW this month but this kind of close look at customer behaviour is very interesting. I’m sure it is quite easy for a small site where each page has a specific call to action such as a marketing site. However, like Rightmove, how would you do this level of analysis for such a large dynamic site?
The reason I ask is that I now look after the SEO and Analytics for a price comparison site and there are over 2 milion pages.
Thanks
Matt
November 7 2007
Hi M,
I totally agree with you re absolute necessity for qualitative insight: spot on.
As you well know, as an SME owner who is really hands on with wa and seo for her sites, I would love to be able to afford tealeaf…but I would have to sell my grandmother to do so.
I can’t help but think it is ironic that such potentially fantastic tools are in the domain of large corporates who have the $$$, whereas the opportunity to use this falls way beyond the reach of smaller, more nimble – ?less politically ridden ? – entities who would jump at the chance to use it, despite all the potential practical challenges that might be involved.
It is definitely something I would pay for…alas, not at the current price.
Matt: there was a presentation from a guy from hotels.com at emetrics washington using tealeaf. There’s also the argument of cost: you could hardly justify the price on a small site
Looking forward to hearing you next Wednesday at WAW, Marianina !
Lucie
November 9 2007
Hi Marianina:
I beleive you are rigth on the point about WA is mainly improvement on customers experience; and to develop better understanding on their user experience is a key factor.
However, unless you have in off time and money in order to buy this tools and more important to analyze all the data, you have great chances of information miss-using.
I think that using survey tools (many of them are for free) is a great way for achieving customer experience feed-back, and for my point of view more easy to analyse and transformed into usefull insights.
Probably this is because I’m a Sociologist (putting aside discussions about qualitative vs. quantitative methodologies) but for regular web analysts survey tools are more easy to use and understand.
I hope maybe you speak spanish so “saludos cordiales”.
Regards from Argentina.
Justo.
November 9 2007
Hi Matt
On an aggregrage level, you do a search for all sessions where a particular type of good conversion or bad problem (image not loaded, product not found, 404 etc) is found – to see eg the scale of the problem, e.g 567 visits where product was not found and then drill down by replaying individual sessions. A product not found could be occurring on lots of different pages on your site but in tealeaf you would set it up as an event that occurred within a session on the site – so even if you have 5 million pages, you see how many instances when this particular type of problem occured. Does that make sense?
Hope you are well and thanks for your comment,
Marianaina
Hi Lucie
As usual, spot on the money and very much looking forward to seeing you on wednesday.
Hola Justo,
Qualitative/customer experience is a wonderful area beyond it is going beyond trends and aggregrate reporting to really interpreting and understanding what is going on in your head. With a smaller budget, I think that most things about your consumers you could understand from polls, survey, usability testing. But for large companies with the budgets, being to replay exactly what your consumers actually did and saw can be extremely helpful, the reason they didn’t see the form field is because it hadn’t loaded properly – all that kind of stuff, fraud, helping customer services etc.
Muchas gracias for tu commentario!!
Marianina
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