A vast majority of business professionals found the digital experience replay tool to be an effective method in understanding the customer journey, according to a new IBM Tealeaf whitepaper.
According to the IBM Tealeaf whitepaper, while just over a quarter (28%) of respondents use digital experience replay, the vast majority (94%) found it to be very (60%) or quite (34%) effective.
Digital experience replay enables a business to replay a website visitor's journey including interactions such as clicks, form entry, mouse movements and page scrolling. A replay may also show consumer interaction at 'real-life' speed, to further highlight any sticking points.
The whitepaper – Addressing Changing Consumer Behavior – is based on an international online survey of more than 500 business professionals. The whitepaper focuses on how well businesses believe they understand the overall customer experience.
“With competitors just a click away, understanding customer behavior and improving customer experience has never been more critical,” according to the whitepaper. “Reducing customer struggle is no easy feat, especially as each individual customer faces a deluge of different struggles in a multitude of different platforms. But understanding customers is half the battle.”
Customer satisfaction and providing a superior customer experience are vital to any brand’s success today, yet nearly three-quarters (73%) of these companies do not know the reasons why visitors to their website leave without converting.
Almost half of businesses view bad navigation as the most common website issue faced by their customers, according to the whitepaper.
Here are a few more statistics to consider from the IBM Tealeaf whitepaper:
Just under half (48%) of the respondents believe they have a good handle on the types of content that prompt consumers to make a purchase.
What’s more, 43% indicated that they have a good understanding of a consumer's reason for making a purchase
Nearly half (48%) appreciate the value of visitors from different traffic sources
And 61% of respondents said they are aware of how people discover their website or brand