1 Introduction to Customer Experience Analytics – January 2012 – www.ClickTale.com

What is Customer Experience Analytics?

Customer Experience Analytics (CEA) analyzes visitors’ complete online behavior, providing deep

insights that enable enterprises to improve online customer experiences and increase revenues.

Customer Experience Analytics adds visualization of visitors’ online behavior inside the page to existing

analytics platforms, which focus primarily on statistics and navigation between pages. CEA technology is

the next step in analytics capabilities, analyzing user online behavior at its most intimate level.

Whereas traditional analytics answers “what”, CEA answers “why”.

Why is There a Need for CEA?

Most web analytics solutions capture visitors landing on a web page and monitor their movement from page to page within a site. This is important for collecting quantitative information about your website traffic, including pageviews, number of visitors and time on page. However, this traditional approach to web analytics does not tell you much about what visitors do once inside these pages.

CEA pushes analytics capabilities to go beyond traditional analytics data, visualizing true-to-life customer experience and analyzing the complete online behavior of users.

This data removes the guesswork from campaign creation and ongoing improvements, allowing companies to make better business decisions, faster.

CEA is not a replacement for existing web analytics infrastructure, rather it is a performance enhancement, allowing deeper insights, better customer understanding, and higher Return on Investment.

Differences Between Traditional Web Analytics and CEA

Traditional Web Analytics Customer Experience Analytics

Information Collected page transitions, traffic sources, predefined events

mouse movements, clicks, scrolls, key strokes, attention

Types of Reports spreadsheets, 2-D graphs, charts visitor recordings, site overlays, heatmaps, conversion analysis

Focus site navigation, entry pages, exit pages

online behavior, customer interaction, conversion

Key Performance Indicators pageviews, pages per visitor, time on page, bounce rate

engagement time, scroll reach, page hot-spots, content focus

2 Introduction to Customer Experience Analytics – January 2012 – www.ClickTale.com

Applications of CEA

The test of any technology or capability is its power to deliver bottom-line value in a real world environment. Here are some practical applications for CEA data in different facets of online business.

Customer Experience

usability

design

content analysis

brand loyalty

Conversion Improvement

form optimization

lead generation

shopping cart abandonment

registration

Landing Pages Optimization

calls to action

a/b testing

ongoing improvements

Marketing

SEO

PPC

display advertising

affiliates

More Information

For more information on Customer Experience Analytics or to learn more about ClickTale, the world leader in CEA, please visit www.ClickTale.com or contact us at info@ClickTale.com