Wish You Could Read Your Customers’ Minds? Here’s the Next Best Thing

Lauren Burgess
Written by Lauren Burgess
June 05, 2018

Wouldn’t business be easy if you had mind reading powers? It wouldn’t matter who was across the table — a prospective client, a high-profile partner, or an unhappy colleague — you could tell them exactly what they wanted to hear in the way they wanted to hear it. It would be the ultimate way of delivering personalized, high-value experiences and delighting anyone you interact with.

When it comes to sales, creating these kinds of experiences is essential for winning new customers and generating the sort of brand loyalty and customer lifetime value that allows an enterprise to thrive in an ultra-competitive digital space. Unfortunately, as far as we’re aware, humanity has yet to discover the key to telepathy (and doing it over the internet is probably even further off).

“Loyal customers are 5x as likely to repurchase, 5x as likely to forgive, 7x as likely to try a new offering, and 4x as likely to refer” – Temkin Group

Once a potential customer arrives on a website, businesses must present the most eye-catching, informative content they can and make the path to purchase as easy as possible. Then it’s just a case of crossing our fingers and hoping the sales come rolling in.

But there must be a better way, right? A more scientific approach that can tell us if our customers are truly happy and if our digital experience optimization efforts are generating the results we are dreaming of? Or even better, one that can tell us exactly where the greatest opportunities lie when things aren’t going the way we anticipated.

Read on to find out.

Customers are Already Telling You How They Feel — Just Not with Words

Wow! That’s a big-ticket item that your most recent customer just purchased. They must have been pretty happy with their digital experience. Best double-check they’re satisfied with a quick feedback survey.

Stop right there.

Surveys still have their place when it comes to assessing the quality of digital experiences, but in this instance they’re far from the ideal choice. You don’t need someone to actively give you feedback because they’ve already “told” you if they had an enjoyable, frictionless journey with their digital body language.

What is Digital Body Language and What Does it Tell Us About Customers?

Digital body language refers to the physical actions that a person makes on a digital property.

Are they clicking a dozen times on unresponsive buttons? Are they erratically waving their cursor around? Are they slowly scrolling through a chunk of text? We analyzed 2.2 billion user sessions over the course of a year to uncover these behavioral patterns and understand the impact they have on digital customer experiences. We found that, broadly, each action will either be a demonstration of engagement or frustration.

Digital behaviors that indicate engagement include:

  • Scroll engagement
  • Mouse reading
  • Selecting and copying text
  • Clicking interactive elements
  • Filling out forms

Those that indicate frustration include:

  • Multi-clicking/tapping
  • Erratic use of the scroll bar
  • Bird’s nest behavior
  • Device rotation
  • Rapidly clicking through pages

Frustration occurs when an experience does not live up to expectations. In the last decade of web design, a basic “blueprint” has emerged for websites, and when a website doesn’t follow this blueprint, it instantly becomes more challenging to use. For example, we instinctively look for a navigation bar at the top of a site and look for collapsed menus in the top corners. Anything that deviates from this expectation is a source of confusion and frustration.

How Can We Monitor and Analyze These Behaviors?

Until recently it simply wasn’t possible to gather a significant amount of deep user data and make sense of what it meant for customer experiences. Thankfully, digital experience intelligence platforms like Decibel are now available for enterprises around the globe who want unprecedented insight into what customers are thinking and feeling as they navigate digital properties.

With Decibel, businesses can measure every digital interaction from the speed of a mouse movement to mobile device rotation and then use intelligent machine algorithms to analyze and categorize the nature of every experience.

A recent update to the platform involved the development of a brand-new metric called the Digital Experience Score (DXS®) which rates online experiences as a whole. This metric is an amalgamation of your website’s scores in engagement, frustration, navigation, form quality, and technical accuracy. It provides an instant benchmark for digital experience optimization efforts and is the first truly accurate way of quantitatively measuring qualitative experiences.

The platform alerts your team whenever an anomalous session has been identified and flags opportunities for optimization. It’s an intelligent solution that is always learning from the way your customers behave.

The algorithms that produce DXS® aren’t mind reading, but they’re as close as we can get right now!

If you want to take a closer look at what DXS® is all about, click on the image below for a free eBook. Alternatively, get in touch with the Decibel team for a demo by completing this form.

Topics: Customer Experience, Digital Body Language, Digital Experience, DXS
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