Introducing A New Breed of UX Analytics: Here’s Why Traditional UX Falls Short

Introducing A New Breed of UX Analytics: Here’s Why Traditional UX Falls Short
Design

Jonathan Cherki, founder and CEO of ContentSquare,  introduces us to a new wave of analytics, which will equip brands with the tools to better understand customer interaction

PSFK Op-Eds
  • 30 may 2017

The e-commerce space is drastically changing, and so are user’s expectations. No longer can marketers rely on traditional analytics when it comes user experience (UX), which is especially true for the online retail space.  Over the years, technology has given us the ability to see how users interact online  (page visits, click rate, drop off, etc.) but it hasn’t been able to answer why users behave the way they do e.g. why they didn’t purchase an item or why they left a page. 

Until now, that is. With the many advancements in Artificial Intelligence (AI) and Big Data, as well as the numerous channels (desktop, mobile, and tablet) marketers have at their disposal to connect with users, it’s never been a better time to revamp your UX design to attract prospective customers and retain current customers.

Before introducing this new wave of analytics, let’s address the importance of great UX and how it has risen in the last couple of years. In order to remain competitive, digital platforms need to think of UX as their new salesperson, and focus on how they can offer a seamless user experience that gives shoppers the same confidence and readiness to buy that an in-store exposure to a product would.

So, how can marketers take advantage of these new technologies? This is where I would like to introduce a new wave of analytics, which will equip brands with the tools to better understand how customers interact with their site and help answer the “why” factor.

The Need for Next Generation Key Performance Indicators (KPIs)

If you want your brand to succeed, you need to know your customers and be able to measure the impact their browsing has on revenue. Good content is a critical component to a successful marketing strategy.

Traditional KPIs have been essential to identify basic metrics like conversion rate, page views, and bounce rates. However, what if what if a company could prove that if someone viewed a particular video, they would buy a product; or that the ratio of people viewing another piece of content who then quit is X or Y?

This is where next generation KPIs come in. Brands need to be looking at hesitation (the time between hover and click), scroll depth (how far down a page a user scrolls), the ROI of content (the impact an asset has on conversion), and content contribution (how much engagement on a particular page leads to that product being purchased).

The Rise of ‘Journey Managers’ 

The best way to increase revenue is to increase the efficiency of your workers. Empowering them with data and insights personalized to their specific role will lead to an increase in personal and company-wide productivity. Silos and dependency on teams like IT and data scientists must be eradicated in order to achieve this change.  

What should you be doing? Today’s successful ecommerce businesses are building out entire teams that solely focus on digital customer journeys, or what we call, “journey managers.” The main purpose of this team is to oversee particular segments, analyze their UX and convert their actions into data. Digital teams that focus on a customer’s journey as a holistic practice will ultimately allow brands to optimize user journeys across any device or user segment, and reach the ultimate goals of engagement, conversion and loyalty.  

AI and Data are the Future of UX 

The biggest opportunity for ecommerce businesses and UX is closer than we think. Everyday we’re capturing and learning more about data – and with this, more people are gaining access to this data, which in turn gives us a greater understanding of who our customers are.

Over the next few years, we’ll see several mini-revolutions. Currently, AI is already starting to vastly improve both our personal and professional lives. With the guidance of AI, journey managers know what to focus on, how to start their days and how to prioritize their work. AI can even give them the ability to predict how their actions, and the subsequent customer journeys, will impact the businesses KPIs.

Now is the time to elevate your brand, increase conversion rates and improve your site’s UX.  

Jonathan Cherki, founder and CEO of ContentSquare, is passionate about numbers and statistics. He founded ContentSquare in 2012 and has since served as the CEO, growing the company exponentially and promoting the importance of UX to optimize the customer journey. He believes knowledge is power and is committed to change the way companies work by creating a data-driven culture for everyone.

The e-commerce space is drastically changing, and so are user’s expectations. No longer can marketers rely on traditional analytics when it comes user experience (UX), which is especially true for the online retail space.  Over the years, technology has given us the ability to see how users interact online  (page visits, click rate, drop off, etc.) but it hasn’t been able to answer why users behave the way they do e.g. why they didn’t purchase an item or why they left a page. 

+AI
+AI
+analytics
+artificial intelligence
+Big Data
+Brand Development
+Brand Development
+content
+data
+Design
+e-commerce
+UX

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