5 Ways Leading Brands Are Mastering Digital Behavior and Expectation through Interactive

The digital interactions between a brand and its customers have become an instrumental part of their overall customer experience. Consumers now expect a seamless experience from every brand they interact with – across multiple digital and offline properties. Experience leaders like Netflix, Amazon and Uber set the tone for frictionless (maybe even enjoyable) digital brand-to-customer engagement.

5 Ways Leading Brands Are Mastering Digital Behavior and Expectation through Interactive
5 Ways Leading Brands Are Mastering Digital Behavior and Expectation through Interactive

The big challenge for brands is to cut through the complexity. How do they build an understanding of the complicated and unpredictable ways in which customers behave? How do they move from data-to-insight, and then insight-to-action quickly, and at scale, to meet customer expectations?

Content Summary

Using behavioral data to gain a new perspective on customer
Developing richer customer segmentation
Delivering smarter testing and decision making
Optimizing digital experiences in real-time
Stepping into customers’ shoes, at scale

The complexity and scale of modern digital interactions create a vast amount of data. When analyzed and interpreted effectively, this data can yield unique behavioral insights that will help practitioners make better-informed decisions to improve customers’ digital experiences. Yet, many brands are still only analyzing their data to measure conversion alone.

Through their work with some of the world’s leading brands, Clicktale has some inspiring examples of how to experience leaders are looking at their experience data differently. Read on to see how these best-of-breed organizations are utilizing an additional layer of behavioral insight to:

  • Gain a new perspective on their customers
  • Develop richer customer segmentation
  • Deliver smarter testing & decision making
  • Optimize digital experiences in real-time
  • Step into their customers’ shoes, at scale

“Modern digital experiences are extremely complex, and knowing exactly what’s going on everywhere is very tough. To truly understand digital customers, you need to have a holistic understanding of their behavior – and achieve that at scale.” – GILES RICHARDSON, VP Digital Journeys at T-Mobile

Using behavioral data to gain a new perspective on customer

Leading brands are extending the breadth of data they capture to include millisecond-level behaviors and gestures to gain better insight into their customers’ behavior on digital properties.

This additional data layer is helping practitioners to make more informed optimization decisions and introduce new metrics by which to measure digital experience success. Many leading-edge brands are working closely with Clicktale to get a data-rich view of what customers are actually seeing and doing.

TRACI INGLIS, Brand President for JustFab and Shoedazzle at TechStyle Fashion Group
Traci has compared this new perspective on customer behavior to be like a small shop owner with intimate personal knowledge of their customers’ preferences and shopping patterns

We get digital clues from our shoppers. We just need to be able to listen to them and provide them with what it is that they’re asking for.

We can see how people are navigating through the page, what they’re clicking on, what they aren’t clicking on, anything that’s stopping them from purchasing, anything that is confusing. We’re able then to tweak and modify the experience so that we can have the optimal customer experience for our shoppers.

LUKE HORGAN, Director of Digital Experience Delivery at USAA
Luke and his team have used these new behavioral data points to develop a new set of metrics he calls Contributory Performance Indicators (CPI), and use them to help identify how to push KPIs to ever-higher levels

When you’re winning a football game, that may be the only KPI you care about – did you win, or did you lose? But your CPIs would identify that you practiced more hours than anyone else, you’ve looked at more tape than anybody else, and your people spend more hours on the field than anybody else.

So, we stopped asking ourselves questions like ‘How do we get those numbers up 2%?’ Instead, we ask, ‘How to we delight people better?’ And sure enough, once we started working on delighting, then we saw customers saying things like ‘Wow, this is the easiest way ever to buy a car,’ and, sure enough, our results increased massively.

ALEX ALLEN, CMO at Spring Venture Group
Spring Venture Group has used behavioral data from individual customer sessions on its comparison sites to enrich existing data sets and identify, in real-time, the customer’s likelihood to purchase

If a customer fills out a form to request a quote from us and types at between five and seven keystrokes per second in the process, we know from our data that they’re about 15% more likely to purchase from us. We use this information to prioritize which leads get followed up.

But ultimately it’s all about meeting customers with the right information at the right time. So, as we’re segmenting users – not only by the content they consume, but by, say, that level of intent to purchase – we’re able to show them something more relevant and more helpful to achieve their goals.

Developing richer customer segmentation

Being able to build sophisticated customer segments based on customers’ digital behaviors – combining traditional demographics and purchase data with in-page behaviors – is allowing organizations to create unique personalized experiences.

One insurance provider used Clicktale’s behavioral data to identify actions that indicate how profitable a customer is likely to be, and found that non-profitable customers engaged much more with pricing information, payment plans, and “free service” options than profitable customers did.

Using this new insight into customer behavior, the insurer was able to better understand how to drive desired behavior for each segment, making site improvements that resulted in a 3% uplift in conversion. Additionally, the insurer increased its overall profitability, optimizing the experience specifically for visitors who were likely to be profitable by making it easier for them to purchase policies.

It is this type of unique data & insight that is allowing brands to segment based on customer behavior rather than traditional demographics, leading to more personalized digital experiences.

LUKE HORGAN, Director of Digital Experience Delivery at USAA
Luke tells us how USAA uses a two-dimensional matrix of online use cases to determine the right approach to improving specific experiences based on customer behavior

We understand that we have some experiences and some things that you do that might be very complex and very emotional, and we have other things that might be low complexity and low emotion.

If we map our experiences against this, we know how we should be delighting people based on the type of visitor they are, or their demographics, as they enter the site.

RICHARD WILSON, Director of Digital Analytics Optimization and Personalization at Samsung Europe
Richard explains how he and his team have seen success from looking at customer behavior from an individual, segment and crowd level – adapting the experience to what the customer wants to achieve

We are a company that launches lots of technical products; phones, TVs, audio systems. And we launch – and want to sell those products – at certain times of the year. But by looking at customers’ behaviors, we can see that that’s not necessarily what our customers want, if they want a phone and we’re trying to sell them a TV.

It’s always about selling that product at the right time, it’s about what the customer wants, not necessarily about what we want. It will always improve our sales, trying to sell someone a TV instead of trying to sell someone a mobile phone – but that’s not a great experience if all they want is a phone.

ALEX ALLEN, CMO at Spring Venture Group
Alex says it’s difficult to overstate the impact that analyzing customer behavior has had on how he views the customer journey

Using behavioral data, we’ve gained invaluable insights into intent – helping us identify exactly what services or products customers were interested in purchasing. For example, we have been able to segment customers based on whether or not they prefilled or auto-filled a web form.

By gathering this information, we’ve been able to identify new solutions and models to transform our approach and derive greater customer insight across our digital channels.

Delivering smarter testing and decision making

According to our recent research, over half (56%) of digital experience leaders are incorporating A/B testing into their digital experience approach. With dedicated experimentation and testing organizations using advanced visualizations such as heatmaps and session replay, they are able to see actual customer behavior, meaning they can go beyond guesswork and gut feelings.

Prioritization, ideation, analysis and time-consuming design and coding become data-driven. The end result is a more efficient, constantly improving testing engine fueled by behavioral data and powerful visualizations.

ALEX ALLEN, CMO at Spring Venture Group
Alex’s team has managed to take the guesswork out of what affects user behavior by viewing session replays and analyzing heatmaps before initiating a test, as well as running post-test analyses to uncover how the changes impacted visitors’ interactions

We have a stunning amount of data from user experience that helps us prioritize which customers and which prospects to call and when. For instance, if you fill out a form to request a quote from us and you type between five and seven keystrokes per second, you’re about 15% more likely to purchase from us once we get in touch with you, so we prioritize leads that way.

And we’ve been able to show the actual amount of money it costs us and forecast lifetime value from the tests we are doing. For instance, we can measure the financial impact of moving a ‘contact us’ button or a phone number below the first scroll window or web page, down to the dollar.

ROYAL BANK OF SCOTLAND (RBS)
The bank has operationalized A/B testing across the organization, working in conjunction Adobe Target and Clicktale, reducing the number of tests being undertaken and focusing only on those that have the greatest impact on the customer experience

We are working to train everyone at RBS so they can use the tools themselves and make changes to their specific areas or sections in real time.

We are getting better at understanding data and where we can focus our knowledge and our capabilities. The key is to prioritize the right things to go after to really make a difference for our customers.

VAB DWIVEDI, Director of Design Analytics at Dell
Vab leads a 50-person-strong center of excellence driving growth through data, analytics and experimentation – focused on delivering personalized digital experiences – and is working to drive significant change through the smarter, customer-centric decision making

The ideal scenario is that we start by solving customer problems – but we are often hit with business problems first. Our mantra has become ‘Solve your customers’ problems, and they will solve your business problems.’

What we’ve found is that if the data is not visual, people tune out to the results of our tests. That’s where Clicktale comes in. By matching the hard data from our analysis with those same visualizations, we can remove a lot of the guesswork – the ‘what if…?’ and ‘what about…?’ – from the conversations with stakeholders.

Optimizing digital experiences in real time

Those who are mastering approaches to understanding digital behavior are increasingly pushing to do so in real-time.

In critical moments such as peak period activity, sales, promotions, and product launches, maximizing customer demand through providing the best experience is highly lucrative.

OVER THE 2018 BLACK FRIDAY WEEKEND
One global retailer worked with a team of Clicktale analysts to examine customers’ behavior at checkout to identify a series of errors that were directly attributed to recent changes in the purchase path, amplified by the peak period volume of traffic

At the same time, the retailer was experiencing an error with customers purchasing using PayPal. By looking at how customers were behaving in-page, we could identify an increase in “rage clicks” when using this purchasing method – a clear indication of in-page friction, a broken page element or slow loading times.

By identifying and quantifying the impact of issues, the retailer could prioritize and solve these issues in real-time, rescuing sales revenue on one of the busiest trading days of the year. Planning for real-time success began well in advance of the peak period – analyzing and assessing the site’s readiness for the spike in traffic at the beginning of the preceding week.

As a result, Clicktale uncovered and resolved more than 30 areas that were negatively impacting the consumer experience before the peak period had even begun.

GILES RICHARDSON, VP Digital Journeys, T-Mobile
T-Mobile was able to overcome a problem with its pre-registration form for the launch of a highly anticipated new mobile phone in real time

Once the form was launched, they quickly identified that completion rates were below expectations when compared with previous campaigns. The team reviewed abandoned sessions and discovered an incorrect tracking URL that was breaking the site experience. Once identified, the problem was straightforward to fix, and the entire cycle – from go-live, to problem identification, to implementation of a fix – took only an hour and a half.

But this issue would not have been resolved so quickly, and could have had far greater consequences, without the behavioral insight they had at their disposal, as Giles Richardson explained:

As well as not providing a good experience for existing customers, we were bringing in customers who were potentially looking to join T-Mobile and giving them an experience that didn’t work properly. And that’s not what we want to do.

The data enabled us to fix the problem very, very quickly. Otherwise, potentially, this could have gone on running for a little while – because it didn’t zero any conversion figures, it only affected 20% of them, which is always the tough ones to spot.

Stepping into customers’ shoes, at scale

The ability to visualize and surface the insights gained from behavioral analytics to different stakeholders across the business is beginning to bear fruit. Brands are benefitting not just from the new data and insight they are gathering, but the ways in which it can be presented and made consumable for various internal audiences.

These deeper insights are being made available to areas of the organization that have not been exposed to such rich analysis before.

Every department’s ability to make decisions can be enhanced, making it easier to collectively improve digital experiences, employee efficiency, sales team effectiveness, and provide additional context for post-sales support staff.

Leading brands are realizing the value provided by technologies, such as experience analytics, that enable them to scale the delivery of insight and visualizations that uncover what a customers see, and experience what they experience.

RICHARD WILSON, Director of Digital Analytics Optimization and Personalization at Samsung Europe
By sharing results with other departments from across the world, Samsung has seen benefits for all of them, despite having different requirements

Our dot com teams need insight on how customers are interacting with forms or functionality, that’s quite detailed. It’s quite technical.

For more senior brand marketing stakeholders, we use more of a sound bite. Which is the best default device color to show the customer when they come to our website? Is it the black? Is it the pink? Is it the gold one? That insight will then be used outside digital, to inform creative development in future launches and product development.

ALEX ALLEN, CMO at Spring Venture Group
Alex goes one step further and views behavioral analytics as a key part of providing the detailed evidence necessary to help colleagues be better in their roles

We even help the customer service teams understand the story behind the consumer lifecycle, and why they might be frustrated.

We help the Sales Managers with their storytelling to their sales teams to understand how we can better understand the consumer. How can we partner with them? How can we be sensitive to their needs and to their fears? We can create a much more empathetic experience for our customers.

LUKE HORGAN, Director of Digital Experience Delivery at USAA
Luke identifies that the analytics team’s responsibility extends beyond simply communicating findings, to pinpointing the right questions to ask

  • We don’t provide spreadsheets and data and reports, we provide answers. That means that we’re answering the right questions that people need, and not just providing KPIs.
  • Consider data to be the vegetables on the plate. We want the vegetables to be tasty so that everyone eats them up and gets the data vitamins that they need.

Source: Clicktale