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* TLDR;
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* Who can benefit from digital experience analytics?
* What are the main digital experience analytics methods?
* Best digital experience analytics tools
* Conclusion
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WHAT IS DIGITAL EXPERIENCE ANALYTICS AND HOW TO DO IT?
Aazar Ali
December 31, 2022
7 min read
CONTENTS
* TLDR;
* What is digital customer experience?
* What is digital experience analytics?
* Benefits of using digital customer experience analytics
* Who can benefit from digital experience analytics?
* What are the main digital experience analytics methods?
* Best digital experience analytics tools
* Conclusion
How does tracking your digital experience analytics help you retain users,
remain competitive, and grow your business?
In this article, we cover:
* What digital experience analytics is and why tracking these data points is
important?
* Who benefits from measuring your digital experience?
* The main method for tracking your customer experience is data analytics.
* How to choose the right digital experience analytics solution for your team.
Let's get started.
TLDR;
* Digital customer experience is the digital touchpoints that your customers
engage with when interacting with your business.
* Digital analytics measures and tracks the experience that customers have on
every digital channel. It includes both web analytics and product analytics.
* Digital experience analytics is beneficial because it helps you make
data-driven decisions, identify friction points in customer journeys, and
improve retention and loyalty.
* The first step to tracking digital experience analytics is to create journey
maps. User journey mapping involves identifying the milestones in the user
journey so that you can set and track goals easily.
* Another way to track digital analytics is to tag UI elements and track how
users engage with them. This helps to identify bugs or other usability
issues.
* Analytics tools, like heatmaps and session replays, help you visualize
on-page behavior, giving you relevant data on the user experience.
* NPS surveys are an excellent tool to collect customer feedback and give your
digital teams more data on the customer experience.
* The top digital analytics tools on the market are Userpilot, Mixpanel, and
Google Analytics.
* Userpilot is a product adoption tool with valuable features like
segmentation, A/B testing, and real-time data tracking that help you meet
customer needs.
* Mixpanel is another product analytics software that helps you track customer
sessions with interactive reports and segmentation.
* Google Analytics is a free web analytics tool that helps your marketing team
track how visitors interact with your website.
WHAT IS DIGITAL CUSTOMER EXPERIENCE?
Digital customer experience covers the interactions that customers have with
your brand online across the entire customer journey.
That can include interactions on mobile apps, your website, social media, or
your product dashboard.
WHAT IS DIGITAL EXPERIENCE ANALYTICS?
Digital experience analytics refers to the process of monitoring user behavior
across your digital channels, collecting product usage data at multiple
touchpoints, and analyzing the results.
The purpose of customer experience analytics is to improve the customer journey
at various points along the way in order to drive conversions, reduce friction
points, and increase revenue.
BENEFITS OF USING DIGITAL CUSTOMER EXPERIENCE ANALYTICS
There are three main benefits to tracking digital experience analytics:
UNDERSTANDING THE UNDERLYING DATA AND MAKING DATA-DRIVEN DECISIONS
Digital analytics eliminates guesswork and helps you understand what works or
what doesn't from data.
You can analyze how customers engage with your UI. Or see how product placement,
content, and pricing are affecting your conversion rates. With those customer
insights, you can double down on what works and do less of what doesn't.
It also helps to prioritize bug fixing, feature updates, and big product tweaks,
considering potential revenue growth from each improvement.
IDENTIFY AND REMOVE ROADBLOCKS FROM CUSTOMER JOURNEYS
Analytics platforms also help you understand where customers are experiencing
frustrations and why.
Your goal is to provide a seamless experience for customers that naturally leads
them through conversion points. But, it doesn't always go so smoothly. With the
right tools, you can track where things are going wrong and optimize journeys to
maintain growth.
IMPROVE CUSTOMER RETENTION AND LOYALTY
The behavioral customer data you collect during experience analytics can help
you understand customer needs better and improve personalization.
By creating experiences that are tailored to each user segment's needs, you will
increase customer satisfaction and ultimately retention and loyalty.
WHO CAN BENEFIT FROM DIGITAL EXPERIENCE ANALYTICS?
Digital experience analytics helps your entire team inform decisions:
* Product managers: Using digital experience analytics, they can evaluate
product performance, identify functional issues, and create a better product
roadmap.
* Development teams: To identify technical problems on your site or app, like
bugs that need fixing.
* UI/UX designers: Create more user-friendly experiences by using data gathered
from past interactions.
* Marketing teams: Understand your target audience better and connect with them
through marketing campaigns.
When everyone on your team can monitor the digital CX analytics, customer
understanding improves. You can all work together to build a better product for
your customers.
WHAT ARE THE MAIN DIGITAL EXPERIENCE ANALYTICS METHODS?
There are five main methods you can use to gather digital customer experience
data:
SET MILESTONES IN THE CUSTOMER JOURNEY AND TRACK PROGRESS
Build a user funnel by establishing milestones in the user journey. Then track
how users are completing them.
Understand which percentage of customers successfully move forward through the
funnel and how many don't. Then segment those users who drop off after each
stage – have a closer look into their behavior to understand what went wrong.
Goal tracking in Userpilot.
TRACK IN-APP FEATURE USAGE AND OTHER CUSTOMER INTERACTIONS
Tag UI elements and track how different segments of users engage with them. This
helps to identify your killer features so you can prioritize them in the next
development cycles.
On the other hand, low engagement can indicate bugs or other usability issues.
Keep in mind that you should pair this with usability testing since the
engagement rate alone doesn't tell you the whole picture.
Feature tagging in Userpilot.
USE HEATMAPS TO VISUALIZE USER ENGAGEMENT
Heatmaps help you to visualize on-page user behavior and understand how users
are interacting with every element on your product and web pages.
You can track interactions like button clicks, hovers, purchases, and more.
Creating feature heatmaps in Userpilot.
It uses a color-coded system to showcase engagement levels – red indicates high
engagement, and blue means low engagement.
UNDERSTAND USER BEHAVIOR WITH SESSION REPLAYS
Session replay is a technology that allows you to watch an end user's session as
they experienced it, similar to how you watch a video.
Hotjar’s session replay feature.
LAUNCH USER SURVEYS TO COLLECT DIRECT FEEDBACK FROM USERS
Direct feedback from customers provides you with a better understanding of the
parts of the journey that cause frustration or resonates with different
visitors.
Use in-app surveys after different interactions. For example, you can use CSAT
(customer satisfaction) surveys after a customer uses a new feature for the
first time. Or you can trigger cancellation surveys when someone requests to
cancel their account.
You can also effectively collect qualitative and quantitative data with NPS
surveys. These surveys measure customer loyalty by tracking how likely they are
to recommend the product to a friend or colleague.
Creating NPS surveys in Userpilot.
Specialized NPS software tools, like Userpilot, allow you to tag answers by
theme or keyword. This makes it easier to analyze the responses and prioritize
solutions.
In this example, you can see the color-coded tagging system, where green shows a
high average NPS score and red shows a low NPS score.
Tagging NPS responses in Userpilot.
BEST DIGITAL EXPERIENCE ANALYTICS TOOLS
Here are the best-specialized analytics tools to help you track your customer's
digital experiences:
USERPILOT
Userpilot is a product growth platform with tons of valuable solutions that help
you increase product adoption.
Here are some of the key features that help you improve customer satisfaction:
SEGMENT CUSTOMERS BASED ON PRODUCT USAGE DATA
To make data more meaningful, you can segment users with similar goals and
characteristics and see how they perform in your app.
This will help identify patterns in different segments. For example, you can
identify different issues experienced by new users compared to repeat users.
Advanced segmentation in Userpilot.
In other words, segmentation helps you identify the best and worst elements of
your app for different segments of your user base. Then, you can tailor
solutions for those groups individually to excellent effect.
TRIGGER REAL-TIME ACTIONS BASED ON USER BEHAVIOR
It also has real-time customer journey analytics that helps you understand the
impact of your decisions live, enabling you to take quick actions using digital
CX data.
Tracking real-time analytics in Userpilot.
RUN IN-APP EXPERIMENTS
Userpilot allows you to test all new hypotheses with A/B testing.
A/B testing lets you find the most effective areas that your users respond to so
you can deploy the best-performing elements everywhere.
Creating an A/B test in Userpilot.
For example, you can build a tooltip and see if that increases feature discovery
of a new feature vs. without with A/B tests. You start by identifying a lack of
engagement with a feature using heatmaps and then experiment with solutions to
improve feature adoption.
MIXPANEL
Mixpanel is one of the leading product analytics tools with custom interactive
reports, segmentation, and data management features. It gives you actionable
insights into customer behavior, user journeys, and friction points.
Mixpanel’s dashboard demo.
With Mixpanel, you can also analyze conversion funnels, retention, user
segments, experiment results, and more.
GOOGLE ANALYTICS
Google Analytics is a free web analytics tool that gives you insight into how
your web pages are performing, with helpful data on user sessions.
Google Analytics dashboard demo.
While it doesn't give you product analytics data, it sheds light on the
customer's journey pre-acquisition. It shows where traffic to your site is
coming from, behavioral analytics from website sessions, and the path users take
to converting.
CONCLUSION
Tracking your digital experience analytics is incredibly important to reach your
company's goals and ensure you're meeting customer needs.
It helps you to:
* Spot areas for improvement (friction points or low engagement).
* See what power users are doing (so you can replicate their process for all
users).
* Keep your entire team aligned on priorities and strategies.
Want to get started with tracking your digital experience analytics? Get a
Userpilot Demo and see how you can track your product analytics, code-free.
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