3 Ways Web Analysts Can Easily Identify Issues Impacting Customer Experience Metrics like NPS

Liam Burns
Written by Liam Burns
June 03, 2020

If you’re a data-driven web analyst, you’re likely using popular customer experience metrics to tackle issues related to your website or app. But do you actually find the specific issues you need to fix from this data? Or are you left endlessly guessing and testing?

Standard metrics like Net Promoter Score (NPS) and Customer Satisfaction Score (CSAT) or voice of customer (VoC) data are unfortunately flawed if used on their own. These provide you with the necessary scope into the quality of your customer experiences, but they fall short when pinpointing which experiences need to be addressed.

An over reliance on this category of data alone explains why only 3% of CX analysts and practitioners say they can act on all the customer data they collect, while 21% can only act on very little of it.

As a web analyst, you need granular insights on the specific issues plaguing your website or app experiences that ultimately cause a drop-off in your NPS, CSAT or any of your other key metrics.

For instance, say your average NPS has dipped by 25% in 2 months. This prompts a frustrating guessing game without additional data. Is this result due to confusing website navigation your team just implemented or because your product pages don’t load properly due to a backend development issue? After rounds of user experience (UX) testing you might finally find and resolve the issue, but not before it derailed plenty of user journeys along the way.

While industry-standard metrics and VoC data indicate flaws in your customer experience, they don’t provide you the necessary contextual information to definitively identify issues and optimize them immediately.

With 42% of CX professionals feeling that their analytics don’t meet current needs, web analysts need to understand that being data-driven only works if you’re driven by the right data.

3 ways digital experience analytics fills critical gaps in popular customer experience data

If you don’t create a comprehensive view of customer experiences with supplementary data, your organization may quickly become an industry laggard. Research shows that brands taking full advantage of analytic insights are proven to be 23 times more likely to acquire customers, 6 times as likely to retain customers, and 19 times as likely to be profitable as a result.

To plug-in the underlying gaps of customer experience metrics and VoC data, you’ll need to deploy modern analytics.

AI-powered digital experience analytics solutions like Decibel provide unparalleled insights, with investigative tools and automated analysis over millions of user sessions. This enables web analysts to easily identify experiences undermining metrics like NPS and optimize them with precision.

By deploying digital experience analytics, you’ll fill the missing intelligence gaps of your current customer experience data through three ways:

1. Investigative tools

Digital tools like session replays, heatmaps, and user journey segmentation are the cornerstone of thorough user experience investigation. Session replays enable you to playback user sessions to identify key friction points interrupting the user journey.

Heatmaps allow you to view user session data in aggregate to determine broader user trends and patterns. And journey segmentation illustrates all your digital properties’ user journeys, which allows you to find key pages causing consistent abandonment within each journey. Each of these tools enables you to uncover the issues behind your customer experience metrics and resolve them without thinking twice.

2. Behavior detection analysis

Behavior detection has emerged as the most effective tool for optimizing user experiences according to the results of our survey report with Econsultancy. Just like body language cues you pick up in a conversation with your friends, behavioral data enables you to track and measure the ‘digital body language’ of every user that visits your site. These behaviors range from ‘multi-clicks’ which signify user frustration or ‘scroll engagement’ indicating a positive engagement, along with many others. These behavioral insights demonstrate a user’s state of mind and allow you to determine the experiences hurting or boosting your metrics.

3. Digital experience scoring

At the enterprise level, web analysts have millions of monthly sessions they need to evaluate which presents a scalability issue for many digital tools. With advanced AI-powered metrics like Decibel’s Digital Experience Score (DXS), you have a holistic measure rating experience quality on a scale of 1-10. Crunching data points behind millions of your user sessions, DXS accounts for experience pillars like frustration, engagement, navigation, and more. With this level of intelligence, you can immediately quantify experiences and correlate them with your customer experience metrics.

By supplementing customer experience data with digital experience data, you can easily identify why customer experience metrics rise or fall and finally address them without rounds and rounds of testing.

With extensive insights, you can make better recommendations for optimization efforts, ultimately driving better CX results. This brings your organization a major advantage given that businesses with superior customer experiences bring in 5.7 times more revenue than competitors with lagging programs.

But it takes more than end-to-end analytics data to deliver seamless website or app experiences.

The best practices for digital optimization remain in flux given the evolving expectations and behaviors of online customers. To ensure your digital team is fully prepared, download the 9 New Rules of App and Website Optimization e-guide.

Topics: Analytics, Behavior, Customer Experience, Customer Journey, DXS, Heatmaps, Session Replay
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