How does session replay contribute to website behavior analysis?
By: Greg Dowling
May 21, 2020 | Product performance
Quantitative analytics solutions like Google Analytics provide many valuable insights. They tell you the number of page views, unique visits, conversion rates and bounce rates. However, they don’t tell you how much bounce rate is good for a website nor do they provide all the information needed for website behavior analysis.
Once we have multiple users and multiple visitors the picture gets confusing. Web analytics data can get messed up if:
The last scenario is becoming commonplace as people continually switch from smartphone to laptop to tablet to TV. An Innerscope research study found that users switch between their devices up to 27 times per hour! The problem that businesses are facing today is how to manage this complicated digital customer experience. Digital customer management is the primary focus for all B2C and B2B leaders. An unpleasant digital customer experience can turn a customer away for life.
Customer experience optimization needs to offer a 360-degree profile of the customer. You need to record user interaction on your website and mobile app. What is needed is a second layer of analytics, on top of your Google Analytics, to add more of the website customer experience to the bare numbers. A full session replay would help build a visual picture of the customer for customer support, marketing and IT. Think of session replay like an airplane’s black box that records everything that happens on a digital journey. This could include data on:
Let’s take the example of a credit card company. They already had Google Analytics, logfiles of the website and app, and business intelligence. But they felt that they weren’t getting the full picture when it came to credit card ordering. Customers were complaining that their online orders were being rejected at the end of the process when they clicked ‘next’ which resulted in a high customer churn rate.
They called in Glassbox to digitally capture and record user interaction on their website where real customers were trying to order a card. Using their session replay tools as well as journey mapping and click maps, Glassbox was able to see problems in entering data into fields and pinpoint where the website was not user-friendly.
Specifically, the credit card company was able to remove unnecessary fields, offer free text options, give clearer error messages, and simplify the page structure and design, all of which led to greater customer experience optimization. With session replay, the credit card company was able to fine-tune the online ordering process. After only 3 weeks they saw conversions more than triple, going from 19% to 60%.
The benefits of session replay were well summed up by the Head of Digital Services at the credit card company, “Thanks to Glassbox, we are now able to record user interaction on our website for each and every customer action. Using website behavior analysis, funnels, and associated data, we are able to reach intelligent conclusions on customer behavior and have a continuous improvement action plan in place to ensure this continues to evolve and meets the needs of our customers”.
By overlapping with digital analytics, Glassbox provides the business with unique insights into customer behavior root causes as well as independence from IT. Glassbox can also help them figure out answers to questions like, “what’s a good bounce rate for my website?”
This article was originally published on March 14, 2017. It was updated on May 21, 2020.
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