Acoustic Experience Analytics (Tealeaf) is an analytics solution that provides the ability to capture and manage each visitor interaction on your website or mobile application. You can replay sessions in an Acoustic-managed cloud environment that uses the high-performing Acoustic infrastructure.
Know your customers
Back when every store had 4 walls and a door, the manager and staff were the eyes and ears of the business.
Through visibility and observation, store employees can see what works and what doesn’t, and they adjust accordingly. For example, the manager and staff might see a growing number of fidgety customers and longer checkout lines since installing the new cash registers. They might observe customers gravitating to areas of the store that has more natural light. Perhaps they notice fewer customers heading to the cafe since switching the cafe’s TV station to the news channel.
Based on these observations, the store manager opens additional checkout lanes until her employees became more comfortable with the new registers. Perhaps an employee suggests moving the higher profit margin merchandise to where customers gravitate naturally. Then, to try to boost sales in the café, maybe the boss sets the TV station to Animal Planet (because who doesn’t love pandas?).
Poof … now your customers are invisible
When business shifts from commerce to e-commerce, and brick and mortar transforms into bits and bytes, a visibility gap is created.
When observable flesh-and-bone customers morph into faceless keystrokes and mouse clicks on your company’s website, the e-business owner becomes somewhat blind to the customer’s experience.
How do you understand your customer's experience when you can't watch your customers?
What if you could?
Welcome to Experience Analytics
Experience Analytics lends visibility to the online customer experience by enabling you to capture and record customer sessions, analyze and replay those sessions, and then share insights and recommendations across the organization.
With Session Replay, you can watch the interaction a customer has with your e-business applications. You can see where they click, pinch, and swipe. You can track their mouse movements and see what caused them to struggle. You can view visitor activity page by page, or you can watch a movie-like replay of a visitor's session from start to finish.
The visibility that Session Replay provides to the online customer experience, can lead to a better understanding of that experience. A better understanding of that experience can lead to improved customer care and deeper customer loyalty:
- When your customer service department can view a customer’s session in its entirety (from login to cart abandonment) they can identify problems quickly and accurately and provide higher levels of service.
- When your marketing department understands why a customer abandoned their cart, they can create an email campaign around cart abandonment that is personalized to the customer’s experience
- When your application developers can see where and how customers are struggling to complete a form, they know more directly what needs to be fixed.
How it works
Experience Analytics uses events to monitor critical metrics that relate to your website or mobile app performance, including software errors, failures to complete transactions, customer struggles, and more.
In Experience Analytics, an event is a set of rules and conditions centered around customer behavior (or a system behavior) for which you want to gather data.
For example, let’s say you want to understand why customers are walking away from their shopping carts. You create an event that states, “when a customer adds an item to their cart and does not click proceed to checkout”, capture the data.
In your event definition, you can also indicate that you want to capture specific details related to the customer. For example, you can state that when the behavior defined in the event occurs, be sure to capture information about the browser that the customer was using, or what type of device (tablet, phone, or laptop) they were using.
Once you’ve created your event, every time the behavior described in the event comes to fruition (i.e., a customer adds an item to their cart, but does not proceed to checkout), the data for that event is captured and written to the database. That event data is now available to application developers, marketers, analysts, and product managers for reporting and analysis, which can lead to a deeper understanding of the customer’s experience.
Using events to detect fraud
Concerned about fraud on your website? You can create an event that typifies fraudulent behavior. For example, if a customer enters incorrect personal information multiple times on your website’s payment information page, that might be an indicator of attempted identity theft or fraud. You can create an event to monitor sessions and capture data when such behavior occurs. You can even export the sessions to your fraud department for further analysis.
Experience Analytics provides a search feature for querying sessions. Session search enables you to find and isolate a group of customers that have a shared experience. For example, you can use Session search to query all sessions where the customer abandoned their cart. You can apply filters to the list of sessions returned to view cart abandonment by a customer segment:
- Show me a list of customers who were using a tablet when they abandoned
- Show me only sessions where customers who abandoned were using the Chrome browser.
Then you can replay the sessions from those segments to observe and compare the behaviors.
What if I want usability metrics for a specific page?
Experience Analytics can capture usability metrics for specific pages on your website. With the Snapshot Gallery, you can create a snapshot of a page on your website, and then apply an “overlay” to the snapshot.
Overlays generate graphical visualizations, statistics, and reports about the interaction that customers have with various elements on the page.
Through visualizations, Snapshot Gallery provides valuable page-level insights and usability metrics, which can be used to fix poorly designed pages or ineffective forms.
Are you ready to get started?
Experience Analytics: Capture the customer's experience, watch it carefully, and analyze and learn from what you see!