Optimizing the Customer Experience to Increase Conversion Rates

Optimizing the Customer Experience to Increase Conversion Rates

by Audelia Boker Posted on May 03, 2017

With any website, the longer the user visits it, the better. The length of time a visitor spends on your site increases the likelihood of a conversion, the end goal of any website visit. A website conversion can come in many forms, such as buying a product, downloading an app, or signing up for a newsletter.

But how do you know what’s convincing a user to make that conversion, or what’s making them want to leave? The best way to do that is to use customer behavior analytics. These are invaluable sources of information that map the customer’s entire journey on your website, from their how they arrived at your site initially, through their first click, all the way to their last log-out.

In order to better understand your users’ behaviors and struggles, you need to see what they see on your website, and that means more than just loading the site on an external computer or using traditional web analytics tools. It means going inside the user experience, understanding which parts of the website are more favorable than others, which links are being clicked on the most, and the most common paths that a user takes when they are on your site. It also means having a real-time understanding of how your website performs, which pages are experiencing availability issues, etc. When you have this information, you can address challenges on your website through redesigning them or redirecting the visitor to different pages or even make sure IT balance server loads and optimize application performance. The more you focus on customer optimization, the more successful your site will be.

The Best Tools at Your Fingertips

The best way to figure out the best path to customer optimization is to use a variety of tools in order to gather a 360-degree perspective.   One way to collect this information is to use session replay tools. These tools come in particularly handy for improving the customer service experience because they allow for immediate replay of a customer’s experience, and can help service representatives and IT staff target where the online process made a wrong turn or encountered a problem. This will speed up the resolution of the issues, and overall improve the customer website experience.

One example of this is Glassbox’s work with Bank Leumi, an Israeli bank that was receiving an exceptional number of calls to their customer support line regarding issues with the website. Before working with Glassbox, Bank Leumi did not have the software to recreate or replay a customer’s digital journey to see exactly what went wrong in the process. This slowed down repair times and had a negative impact on the customer service experience.

Glassbox provides companies like Bank Leumi with a comprehensive view of how a user experiences your web or mobile site. Their software suite offers the following features:

  • Tag-less capture: Record all your digital sessions and address issues as soon as they’re noticed
  • Tamper-proof replay: See customer sessions exactly as they appeared on the user’s screen
  • Customer journey and conversion funnels: Track your digital customer journeys as specifically as you need to in order to get the best data
  • Clickmaps: Understand better how the customer experiences forms on your website
  • Data exporting: Share the reports with all departments so that everyone works with the same data and collaborate on how to make the best improvements
  • A single unified platform for web and mobile apps.

Once Glassbox began to work with Bank Leumi, and implemented tools for digital behavioral analytics and customer support optimization, customer issues were resolved faster, the number of calls to the service centre decreased, and overall digital customer satisfaction went up. By using Glassbox’s innovative set of techniques, Bank Leumi continues to see digital satisfaction at much higher rates.

Rapid Customer Optimization

Now that you know how the user sees your site, your team can work together to map out the best plan going forward, whether it’s marketing, technical updates, or rolling out new products. The fact that everyone in your company has access to the same data at the same time means there are no delays in coordinating these updates or fixing any problems.

When you take on the role of digital customer management, you need to make sure that your customer is having just as good an experience on the website as if they were meeting you face-to-face in a store. When it comes right down to it, the customer makes the same choices for the same reasons, whether they are online or in a store. Think of these questions when working on your website:

  • Can the customer easily find what they are looking for?
  • Is the website well-organized so that the customer does not have to dig through too many pages?
  • Is my site user-friendly and easy to use?
  • Is the site attractive enough that the user will want to use it again?

There are so many opportunities for you to improve the digital customer experience, and you may not even be aware of many of them yet. The best way to learn more is to get in touch with Glassbox and see the many ways that they can help you upgrade your web or mobile application. Fill out the form at the bottom of this page for a free demo and more information.

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