4 Digital Tools that Help Optimizers Quickly Identify Poor Website Experiences

Liam Burns
Written by Liam Burns
January 21, 2021

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 experiences on your website, 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 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 are often optimized using a just few key digital tools, which could boost your conversion rates by 400%.

Consider these four 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 and experience data offer 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 text-box 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.

4. Use form analytics to zero-in on crucial form errors costing conversions

Forms are the gateways to conversion on websites. From product landing pages to demo requests or account registrations and checkout forms, just one minor bump in the road can frustrate users into last second abandonment.

And unfortunately, just 49% of users add details to an online form after viewing it, and only 16.5% actually complete it. Whether the form is simply too long and confusing, or maybe there’s a backend error causing failed submissions, user tolerance is short-lived on these crucial web pages.

Taking advantage of form analytics can help you reverse those costly mistakes by measuring data like abandonment rate, error rate, completion rate, completion time, along with areas causing frustrated behaviors.

These page-specific insights enable you to fine-tune forms into true conversion gateways instead of user journey bottlenecks. But to take form analysis a step further, teams can take advantage of digital experience analytics with form experience data baked in – like Decibel’s Form Experience Score – to instantly quantify the quality of experiences across any and all of your forms.

Moving forward, consider form analytics as your go-to tool for investigating and fixing UX issues across all your submission-based pages that are the bridge to conversion.

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 web 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
Topics: Behavior, Form Analytics, Heatmaps, Session Replay
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