Data and analytics drive your customer experience (CX) and journey designs across all your digital touchpoints to create meaningful engagements with your customers. Experience analytics (sometimes used interchangeably with CX analytics) are the metrics that help you optimize all of your digital experiences.
Experience analytics is the process you use to collect, analyze and utilize customer-specific data for improved journeys and experiences when they are buying your products or using your services.
Instead of just tracking data regarding burn, churn and conversions, experience analytics drills down into the entire customer journey. You collect data at different touchpoints, monitor behavior across your channels and use the information to make intelligent design decisions for each digital interaction.
Experience analytics go beyond simple CX considerations by quantifying the entire Digital Customer Experience (DCX) and generating valuable feedback daily. Experience analytics focuses on different points in the customer journey and optimizes those experiences to drive conversions, reduce friction points and grow revenues.
Today's consumers want uniform journeys that cover all digital touchpoints, making these experiences a key differentiator in the competitive online market. For each visitor to your website or app, you need to provide a seamless experience by anticipating needs and delivering content that creates individual connections.
Customer journey design remains a challenge for many organizations regardless of the industry or sector involved. SaaS and ecommerce companies need to ensure they collect the right data, establish KPIs and monitor the metrics of their digital experiences to remain competitive. Customer experience analytics identify the information required to inform every iteration of your updated customer journey map.
User journey mapping provides a complete overview of the entire user flow for each defined experience available on your website and app. Once you have a framework for each digital touchpoint available in your user journeys, you can define specific metrics to analyze user behavior, identify friction points and find areas where opportunities for optimization may exist.
The types of data you may collect include:
Each journey map will have different data points that further optimize your customer experience across all available touchpoints. Once you have actionable data from your current journeys, you can use multivariate or A/B/n testing to try out new designs and gather customer feedback. Different deployment methods allow you to deliver different experiences to a subset of visitors using segmentation that enables you to first test out any new journeys.
Experience optimization (EXO) is an ongoing process where your digital services continue to evolve with your customer's expectations.
Growing sophistication in consumer preferences and an increasingly competitive online market makes improving digital experiences an essential part of maintaining revenues for today's organizations. Customers are looking for greater convenience from personalized journeys that aren't invasive but remain intuitive.
A greater percentage of consumers are willing to share positive experiences on social media and other platforms than those who complain about a negative one. Brands that compete in saturated markets can use experience analytics as a key differentiator when considerations like price are no longer the primary decision-making factor for consumers.
Customers want experiences that add value to the journey. Analytics help organizations understand the customer's motivations, feelings and overall satisfaction. Experience analytics enable organizations to continuously refine and optimize journeys to maintain growth and increase revenues.
Tracking your customer's journey and monitoring responses to each element is the first step to optimizing your digital services and growing revenues. When designing your analytics and experience framework's metrics, you'll need to:
Journey maps describe each interaction between you and your customers across all your available digital channels. The experience analytics you gather help you redraw journey maps, test different iterations of designs and reduce friction to grow revenues and deliver superior experiences. Following these steps will help you establish an experience analysis framework that optimizes your customer journeys:
Optimizely's Digital Experience Platform (DXP) provides you with all the experience analytics tools needed to redesign your online journeys. By combining all of the tools you need in one platform, you can implement continuous Optimization-as-a-Service for all your digital assets, touchpoints, designs and content delivery processes.
To see what capabilities Optimizely has to offer, or to start implementing experience analytics for your organization, check out Optimizely's DXP