As web and mobile technologies have advanced and customer behavior has evolved in response, traditional companies have had to pivot to keep up with new digital disruptors. Whether in banking, retail or even healthcare, digitally-native companies cater to customer preferences—online and mobile app engagements.
They’ve founded their approach in consistently driving better digital CX—a goal that’s critical for many enterprise stakeholders but holds special priority for digital product owners. Through the use of voice-of-the-customer tools, A/B testing and web and mobile app analytics, digital product owners elevate and advocate for the customer internally. But the insights they are able to generate often fall short of what they want and need to know about customer sentiment.
Most product owners today can distinguish how some, but not all, users feel about a digital product or campaign. However, to drive competitive advantage and consistently identify opportunities to improve revenue, they must take insights a step further and focus on answering two questions that shine a light on the most powerful digital CX improvements.
CX question 1: What’s causing user abandonment, and in which digital customer journeys does it occur?
Users abandon websites and mobile apps for a wide variety of reasons:
- a page doesn’t provide the right information,
- the next step isn’t intuitive,
- elements aren’t loading correctly,
- error messages occur when entering information, or
- a button doesn’t respond.
Often, it’s easy to pinpoint which pages users are abandoning but not the specific reason they’re leaving a journey at that stage. This can lead product owners to spend days or weeks on guesswork and research into the causes of desertion.
To optimize digital experiences, product owners must be able to see exactly which events and elements in each journey (e.g., forms, call-to-action buttons and interactive features) drive conversion and which lead to abandonment. Doing so requires capturing 100% of events in a digital customer journey for every session so that every facet can be analyzed and acted upon to deliver better CX and drive engagement.
Modern solutions can do this automatically, without tagging, allowing product owners to see the entire landscape their users are traveling through and prioritize the digital journeys most in need of optimization. Tagless capture makes continuous analysis easy, as updates, changes and even A/B tests on websites and mobile apps are automatically incorporated—no additional work to tag events is needed.
CX question 2: Where are users struggling, and how is it affecting revenue?
Improving key metrics, like the number of log-ins, daily and monthly active users, retention rates and sales, requires a deep understanding of where users are struggling with a website or mobile app. In other words, where is a digital product causing challenges for users—and which struggles have the biggest impact on revenue? Once this information is in hand, product owners can rapidly prioritize which fixes to focus on and can easily communicate and collaborate with engineering on new features and improvements.
To answer this question, product owners need digital customer journey visualization and the ability to quickly create and analyze funnels. Intelligent solutions provide intuitive dashboards with a bird’s eye view of journeys and the pages on which customers are experiencing struggles in real time. These solutions enable rapid drill-down into pages and screens with high struggle rates and exactly what’s causing user challenges.
Product owners can then generate funnels to evaluate the cost of a particular struggle. Consider a mobile app journey in which users with a specific device experience a checkout screen error. By focusing in on those users, examining the percentage of users facing that problem and pinpointing what their average cart value was before abandoning, product owners can understand the monetary impact of the struggle. When combined with intelligent digital customer journey visualization, the cost of every struggle becomes clear.
Unlocking the greatest opportunities to drive engagement and sales with websites and mobile apps requires product owners to turn the unknown elements in their users’ journeys into known factors. Only with the right data and insights can product owners answer these two key questions and deliver the digital CX customers demand.
To learn more about how digital customer journey mapping can impact your organization, read our whitepaper, Digital Customer Journey Mapping in Today’s World.