Your Quick and Easy Guide to the Digital Experience Score (DXS)

Lauren Burgess
Written by Lauren Burgess
April 10, 2018

First impressions are a funny thing. Experience tells us that they’re often entirely wrong, but there’s no denying the power they hold over us. An awkward or uncomfortable first encounter lingers on and colors every interaction that comes after it. When it’s a person, extreme situations excepted, there’s often enough time and empathy to allow them to correct it. Unfortunately, we’re far less forgiving in a digital space, and this is a fact that businesses should ignore at their peril.

89% of people will stop doing business with a brand after a negative experience. With a wealth of options for every possible product or service available at their fingertips, a potential customer has no reason to struggle through an unintuitive navigation, confusing layout and unresponsive design. They simply move on. Without the right tools to capture and analyse the experience they had, this customer isn’t just lost revenue, it’s a lost opportunity to improve and win countless more customers in the future.

Discovering the “Why” Behind Website Performance and Customer Behavior

Basic metrics like bounce rates, conversion rates and NPS can offer a glimpse into what’s happening on your digital properties, but it’s just barely scraping the surface of the complete experience. It’s understanding the “why” behind the “what” that provides the insight required to create the seamless experience your customers demand.

The sad truth is that while good digital experiences are rarely of note, the bad ones stick out like a sore thumb. If you want to remain in the hearts and minds of your customers, you need to go above and beyond to provide a truly exceptional interaction. Utilizing the Decibel platform can help you achieve this.

What is DXS? Quantifying Customer Experience

Decibel has always been about turning subjective experiences into a science. With the launch of the Digital Experience Score (DXS) we’ve taken this further than ever before. Now, we’re distilling every aspect of your customers’ digital experience down to a single figure, providing an objective measurement of every customer experience on your websites, web applications and native apps.

DXS was created out of a need for a clear, simple measurement that eliminates the task of regularly sifting through dozens of reports on a wide variety of metrics. With it, you’ll have more time to concentrate on the actions that improve digital experience and an immediate measure of their efficacy.

How is DXS Calculated?

The simplicity of DXS belies the complex nature of the underlying processes that work to produce it. During each customer interaction, we collect every data point including mouse movements, hovers and touches, scrolling, device rotations and more. As this data is collected, we associate it with the context of the content being viewed and determine the individual’s intention and state of mind during the experience. This intelligence provides a score for each of the five experience pillars that we use to determine your overall DXS.

The diagram below demonstrates this.

What are the five pillars of digital experience?

During each digital interaction, there are five distinct areas that determine the quality of a customer’s experience. These are Navigation, Frustration, Engagement, Technical and Forms.

The Navigation Score refers to how easy it is to move around your website or application and access the required information.

The Frustration Score is calculated by observing behaviors such as multi-clicking, and erratic scrolling. It typically indicates that something is not working the way a customer would expect.

The Engagement Score tells you how captivated the customer is by your content. We use focus time, mouse reading, scroll engagement and more to determine engagement.

The Technical Score indicates the number of technical errors on your website that are affecting your customers’ experience. These commonly include slow page loads, JavaScript errors and issues with responsiveness.

The Form Score calculates a rating for each form on your website app. Forms are typically the primary way a business gathers information about customers (including payment details when it comes to a final purchase) so it’s essential that they function properly. The lower your score, the harder it is to complete and submit your forms.

Discover Your DXS

It’s time to stop agonizing over dozens of shallow metrics that only provide insight into a fraction of your customers’ complete experience. The DXS is the first universal, comprehensive and objective measurement of digital experience and it allows you to get to the heart of any issues across your digital properties faster than ever before.

With Decibel’s platform, you receive access to a suite of forensic analysis tools including session replaysheatmaps, and page discovery that can provide even more visibility into the performance of your digital properties. You can put a magnifying glass up to any aspect of your DXS and see exactly how you’ve arrived at your score.

Are you ready to discover your DXS and begin providing a truly exceptional customer experience? Book a demo with Decibel today. Want to know more about the DXS? Download the full brochure by clicking the image below.

Topics: Digital Experience, DXS
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