3 Tools that Help Digital Optimizers Quickly Identify Poor User Experiences
Not all digital tools are created equal. And, at the enterprise level, you need tools that glean data you can actually act on.
While customer analytics and voice of customer data (VoC) tell you a baseline story around digital experiences, they just don’t tell you the whole story. In fact, 42% of customer experience (CX) professionals claim their analytics systems don’t even meet their current needs.
Optimizing your website or app becomes much simpler once you take advantage of tools that reveal user experiences issues behind VoC metrics like Customer Satisfaction Score (CSAT) and Net Promoter Score (NPS). And teams driven by more insightful data are 23 times more likely to acquire customers, 6 times as likely to retain those customers, and 19 times as likely to be profitable.
However, you don’t need a never-ending list of analytic tools to drive these results. High-performing enterprise websites and apps are often optimized using a just few key digital tools, which could boost your conversion rates by 400%.
Consider these three industry-trusted tools to investigate and fix any of your site’s poor user experiences (UX):
1. Immediately pinpoint user frustration with behavior detection
How do you read customer moods without even speaking to them? Body language.
In person, simple cues like facial expressions or body posture tell you so much about a customer’s mood and whether a store associate should step in to help. While online you lose may this fact-to-face interaction, behavior detection offers you a way to measure a user’s ‘digital body language.’
Behavior detection tools enable you to track user behaviors across your website or app, which is why 96% of optimizers rate it as quite or highly effective for measuring online experiences. You can immediately pinpoint digital behaviors indicating clear levels of engagement like ‘mouse reading’ versus actions like ‘multi-click’ which demonstrate obvious signs of frustration.
For instance, a user trying to fill out a form on your website who frantically shakes their mouse across the page in a ‘bird’s nest’ pattern represents a clear instance of user frustration. Behavior detection immediately recognizes this event, so optimizers can, for instance, investigate and fix a broken textbox preventing the user from filling out their information – saving future users from abandoning before conversion.
Behavior detection gives digital optimizers and UX designers the advantage of getting into the mind of users and optimizing experiences accordingly.
2. Instantly analyze the most informative user journeys with session replay
Wouldn’t it be incredibly insightful to view your website exactly how your users do? Session replay provides optimizers that ability and then some.
Deemed effective by 95% of practitioners, session replay brings you firsthand insights by allowing you to playback and watch any user session. With session replay in place, you can discover how users actually engage with each page on a case-by-case level and discover page elements causing bottlenecks like road construction on the freeway.
Say your website begins producing unusually high abandonment rates on its homepage. Curious, you dive into session replays of abandoning users, and learn that an explanatory product video repeatedly freezes only seconds into playing. From here you can address this bottleneck without playing any maddening guessing games.
To save yourself from watching back hours of user sessions, you’ll want session replays with automated capabilities. More modern versions can highlight your website’s most informative user sessions and even segment the best and worst quality user journeys, granting you more time to focus on improvement.
3. Visualize aggregated user behaviors with heatmaps
Unlike the more case-by-case nature of session replays, heatmaps provide you highly insightful ways to analyze user data in bulk. With this benefit, 95% of analysts and optimizers rate heatmaps as quite or highly effective for measuring online experiences.
By using heatmaps, optimizers and UX teams can visualize user session data in aggregate with user journey trends and engagement patterns illustrated on a page-by-page basis. These visuals display click data and mouse movement to highlight traffic hotspots versus areas users avoid.
With actionable data presented like this, your team can determine whether a newly implemented call-to-action button has driven more clicks, or if a change to your homepage user interface increases bounce rates. Heatmaps effectively highlight how customers work through the user journey and how you can streamline those processes.
While heatmaps are foundational for reviewing user experiences, some tools lack modern features which just don’t cut it at the enterprise scale. To really get those most out of this tool, you should deploy heatmaps with behavioral data filters and data integrations to make analysis whole lot easier on yourself.
Simplify How You Identify & Fix User Experiences Across Journeys
With the right investigative tools in place, you can make definitive improvements to specific UX issues derailing user journeys. Finding these optimization opportunities is clearly business critical: an overwhelming 88% of online shoppers say they wouldn’t return to a website after having a bad user experience.
However, it takes more than just the right investigative tools to spearhead effective website or app optimization. Deliver near perfect user experiences by following the simple 4-phase process in The Ultimate Guide to Optimizing Digital Experiences for Enterprise, which includes:
- 2 methods for measuring user experience quality
- 3 steps for implementing digital optimizations
- How to measure the ROI of your optimization efforts