There could be many reasons for decreasing conversions and low click-through rates. In this blog, we’ll concentrate on three common scenarios that might be causing issues, regardless of your industry.

i. Form flow woes: You have a multi-field form to generate leads, but it’s not performing well and falling short of achieving the business objective of lead generation.

ii. Engagement deficit: Your content isn’t engaging and converting visitors to leads.

iii. Navigation flaws: Users struggle to find products from your navigation menu that has multiple categories.

Before making alterations to the current user experience or launching A/B tests to address these issues, it’s crucial to have a precise understanding of what’s going wrong. The figures derived from a web analytics tool merely serve as symptoms; uncovering the root cause of the problem involves delving into the user experience when they decide not to convert. This is precisely where a behavior analytics tool proves to be invaluable.

So, how can a comprehensive tool like VWO Insights-Web with vast application assist in tackling these three challenges? Let’s delve into it with the help of three case studies featuring high-growth businesses that successfully overcame these issues using the tool.

Note: Here’s a guide for you to refer to when you come across various features of VWO Insights-Web in this blog. It provides details of how these VWO features work cohesively for behavior analysis.

Success stories: How brands harness VWO Insights-Web to transform challenges into triumphs

Qualicorp discovered a form-filling conundrum: Indistinct field names

Qualicorp, a healthcare organization based in Brazil, aimed to enhance lead generation and boost conversions on their health insurance plans page. However, the page was underperforming. Enter VWO Form Analytics from VWO Insights-Web, which proved instrumental in analyzing the user experience.

The form analytics features provided valuable insights into user pain points, tracking metrics such as hesitation rate, ragged clicks, dead clicks, completion time, completion rate, and more. Upon analysis, it became evident that one of the factors contributing to the low form-fill rate was the need for discernible field names during the form-filling process. This, in turn, resulted in fewer users making it to the health insurance plans page.

In response to this insight, Qualicorp implemented an A/B test featuring a new design. The results were impressive, with the new design boosting the conversion rate by a substantial 16.93% in the primary goal.

Read the full case study.

Encyclopedia Britannica Group found blue to be the most engaging link color

The Encyclopedia Britannica Group, a venerable institution with over 250 years of global knowledge leadership, strives to ignite curiosity and enhance engagement with its content to cultivate a robust user base and drive subscriptions.

To optimize their approach, the marketing team at the group employed A/B testing through VWO Testing, experimenting with three colors—red, orange, and blue (control)—for in-line article links, coupled with calls to action, to determine the most effective option. Subsequently, the team utilized VWO Session Recordings to delve into click behavior, and mouse flow in order to see how users perceived these different colors. 

During this analysis, a noteworthy observation emerged: many users attempted to click on words highlighted in blue, even though these words weren’t actual links. Recognizing this user behavior, the team decided to keep the blue color for the actual links, resulting in a remarkable 10% improvement in their click-through rate. 

Additionally, the team harnessed VWO On-Page Survey capability to uncover the most pressing inquiries users had about the topic. Armed with this valuable insight, the company took proactive steps by designing an accordion feature on its website, showcasing the top Q&As derived from the survey for each article. The outcome was impressive, with over 23% of users engaging with the accordion to access answers to their questions.

Read the full case study.

Shopclues improved the product searching process on the navigation bar by focusing on user feedback

Shopclues, a prominent e-commerce player in India catering to 42 million visitors, took a strategic approach to enhance its Conversion Rate Optimization (CRO) initiatives. In a meticulous analysis of each element, the focus was on tracking conversion signals. The tool of choice for this endeavor was VWO Insights -Web, utilized to delve into user behavior on the category page.

Through VWO Heatmap analysis, it became evident that filters such as “new arrivals,” “best selling,” and “price sorting” were capturing the majority of user attention. Users had to navigate by clicking on these filters and then sifting through products to find what they were looking for.

To streamline this process, Shopclues’ CRO team leveraged VWO On-Page Surveys to directly gather feedback from visitors regarding these filters. Armed with valuable insights, a variation was crafted that eliminated the extra step for users. This new approach presented visitors with products matching their chosen filters right away in a horizontal display in the navigation.

The new top navigation bar delivered 50% more CTR. Not only did the improvement in visits-to-order (48% from the category page) translate to higher revenue, but it also improved the quality of visits.

Read the full case study.

These three case studies serve as compelling illustrations of how VWO Insights-Web proves to be a valuable tool in addressing common challenges across diverse industries. It excels in pinpointing the root causes behind low conversion rates, showcasing the versatility and effectiveness of this solution.

And does VWO Insights-Web stop here? Not at all; there’s more to explore and leverage.

Beyond optimization: VWO keeps a watchful eye on your user experience

Imagine you’ve honed your user experience using data from VWO Insights-Web or another tool, implementing a series of optimization campaigns over a quarter. As the quarter concludes, assessing the performance of these optimizations becomes crucial. How do you go about it? Well, VWO provides a solution – the Insights Dashboard. 

This tool empowers you to effortlessly track and analyze the effectiveness of your optimizations. The dashboard offers a comprehensive view, shedding light on friction points and experience scores derived from user satisfaction, delivering valuable insights into the performance of your enhancements.

Notably, you can easily identify pages with low scores and validate the reasons using heatmaps and scrollmaps. Furthermore, pinpointing visitor segments with low experience scores allows you to tailor customized plans for these segments.

This is just one application 

The dashboard is also invaluable in the early phases of behavior research, providing insights into friction points contributing to low conversion rates. 

Thus VWO Insights-Web provides comprehensive and versatile solutions throughout the entire lifecycle of website enhancement and optimization efforts. Let’s see what some of our clients have to say about the tool. 

Rave reviews: What users are saying about VWO Insights-Web

In conclusion

VWO Insights-Web is a tool that enables proactive and continuous monitoring of your website experience score. It empowers you to identify issues using features like heatmaps, session recordings, on-page surveys, and form analytics for low-performing pages and visitor segments. Once you formulate a hypothesis, you can seamlessly run an A/B test from the same platform and subsequently track the experience score. This makes it a one-stop shop for the entire experience optimization process.

So, if you’re ready to give it a try, here’s an all-inclusive 30-day free trial of VWO. It encompasses all the capabilities and features that will assist you in making informed business decisions when choosing an optimization tool.

No, they don’t wave a magic wand to score successes.

Among the strategies they employ, a common thread is placing customers at the core of everything they do. It all begins with tuning in and understanding how audiences navigate their websites and engage with their brands. And this naturally leads them to leverage behavioral analytics.

While anyone in an organization can explore visitor behavior, certain professionals absolutely need to delve into it because their work is rooted in deriving valuable insights from such analyses. And when they become pals with behavior analytics tools, they can do justice to the work they do. 

Product managers convert insights from visitor behavior into actionable steps for the development team to create features that visitors love.

Next, we have the marketers who identify conversion roadblocks and optimize them to maximize the return on marketing investments through behavior analysis.

Lastly, UX professionals leverage behavior analytics to craft intuitive, frictionless website journeys, addressing visitors’ pain points and needs. 

Their use cases may vary, but they recognize the value of analyzing visitor behavior for their company’s success. 

Continue reading to know in detail how each of these personas can benefit from using behavior analytics.

How Product Managers benefit from behavior analytics

Product managers are responsible for recognizing customer needs and improving the product, either by enhancing existing features or introducing new ones. It’s not just about meeting customer needs; they also make sure these improvements help achieve the overall goals of the business. 

They act as a link between customers and the development team, turning feedback into practical plans. This entire exercise requires a solid understanding of how visitors behave on their websites – indicating a lot about their needs, expectations, pain points, and aspirations. 

Prioritize features that users want

Wondering if your product has peaked and reached its best version? Well, that might not be the case. Visitor needs are ever-evolving, and it’s essential to stay tuned to their preferences. Some innovative ideas arise from their needs, ones you might not have considered. In such cases, using behavior analytics tools like surveys allows you to directly understand what they’re looking for.

But it’s not always a straightforward conversation. Sometimes, you have to observe their actions, pick up on subtle cues, and figure out how to enhance their website journey without them explicitly stating it. This is where tools like heatmaps and session recordings prove invaluable. 

Hot red colors on heatmaps indicate high engagement, while cool blue colors show low engagement. On the other hand, session recordings offer a comprehensive view of visitors in action—revealing where they pause, what they click, and more. This way, these tools help uncover the challenges visitors face, providing product managers with opportunities to create new features that align with evolving needs.

Increase feature adoption

Introducing cool features is fantastic, but the real magic happens when our visitors actively engage with them, doesn’t it? Now, how do we gauge their usage? Heatmaps and recordings step in to showcase how smoothly audiences interact with the new features. 

Let’s say you’re a product manager at a gaming company, and you want to see the audience’s reaction to a new feature showing interactive gaming tutorials and walkthroughs. By tuning into insights from visitor behavior, as unveiled by these tools, you can effectively assess how players are responding to the feature.

Are the heatmaps indicating less engagement in this area? Do recordings reveal that not many visitors are interacting with these tutorials? Delving deep into their behavior will help you determine at what stage of engagement the visitors are with your new product feature. This allows you to refine visitor experiences, encouraging them to embrace the feature with ease. 

Expedite bug fixes

Imagine you have a website selling various products, and customers often encounter broken links when trying out a new feature, such as viewing a product in a 3D setting on the product page. That’s a bug, and they happen in software. But the quicker these bugs are fixed, the happier users are. Swift bug resolution is essential for maintaining a seamless user experience. 

Behavioral analytics tools, such as session recordings and surveys, offer a proactive approach to bug detection and resolution. Suppose, when you observe in a recording that visitors are clicking the link and it shows as broken, it indicates a friction in their journey. This way, you know where the problem is, and you can take quick action. By leveraging these tools, product managers can promptly identify and prioritize fixing critical bugs, ensuring a more stable and reliable product for users.

Decrease support tickets

While efficient customer support is crucial, we should ensure that our product is so finely tuned from the get-go that our visitors face little to no problems to begin with. Consider a travel booking website where users occasionally encounter hiccups in the flight search process, leading to a surge in support tickets. 

Now, through heatmaps and surveys, the product manager gains a sneak peek into visitors’ sentiments and pain points during the booking journey. This way, they can proactively tackle specific challenges, like fine-tuning the search filters. This not only elevates the booking experience but also naturally reduces the number of support tickets, ensuring a smoother journey for visitors planning their trips right from the start.

A product manager’s strategy is rooted in creating a product that is intuitively designed, motivating visitors to make the most of the new features. Incorporating intuitive guides and tooltips within the product can preemptively assist visitors, reducing the likelihood of queries and support ticket submissions.

How Marketers benefit from behavior analytics

In today’s era where data fuels business growth, marketers zero in on a data-driven approach for sustained business growth. Hence, by investigating visitor behavior on websites, they uncover optimization opportunities and implement effective strategies. In doing so, they ensure maximum conversions from website traffic, contributing to businesses’ returns on marketing investments.

Reverse low conversions

The role of a CRO marketer is to decipher why website visitors may slip through the cracks without completing desired actions. Are there any friction points hindering them from following the expected conversion route? Heatmaps and session recordings shed light on visitor behavior, unveiling areas causing confusion or disinterest. By addressing these pain points, you can effectively reverse the trend of low conversions.

Let’s consider a scenario where your heatmap reveals a lack of engagement with the primary CTA button on your website. After adjusting its placement and design based on insights from session recordings, you’ll likely observe an increase in conversions.

Note: Qualitative research reveals the ‘why’ behind visitor behavior, explaining why visitors act a certain way on a website. However, before delving into qualitative insights, quantitative research provides the ‘what’ – identifying specific issues on the website. 

Once quantitative research uncovers problems like drop-offs and declining average page sessions, qualitative research comes into play to understand why visitors exhibit certain behaviors causing these issues. In all these scenarios, personas either proactively dive into behavior analytics to stay ahead of visitor behavior or turn to qualitative research after identifying problems in quantitative research (using tools like Google Analytics 4) for in-depth analyses.

Discover engagement gaps

Websites serve as intricate canvases, capturing the ebb and flow of visitor interactions. Ever noticed those quiet corners or pages where visitor engagement seems to dim? CRO marketers pinpoint and revive these areas of potential disengagement.

How’s that possible? By turning to behavioral analytics. Heatmaps highlight areas with low and high engagement, offering a detailed map of user activity. Meanwhile, session recordings delve into the subtle nuances of visitor disengagement, providing a playback of their journey on the website. Armed with this insightful palette, you can strategically enhance specific sections, improving the overall experience.

Consider a scenario where a clickmap signals low interaction with a crucial product description. By delving into the related session recordings, you hypothesize that bringing it above the fold could enhance visitor engagement, offering them maximum information for their purchase decision. Strategic adjustments like these demonstrate how marketers can effectively leverage insights to bridge engagement gaps and drive results.

Segment for personalization

Embracing a one-size-fits-all approach can spell disaster for any website’s conversion rates. Instead, you should uncover the unique behaviors within diverse visitor groups and tailor experiences to align with their preferences. To achieve this, employing a behavior analytics tool like VWO becomes essential—it allows you to delve into specific segments for personalizing experiences. 

For example, simply choose the segment you want to see the session recording for and create a targeted view of a specific page. Additionally, with advanced filters, you can gain insights into how various segments engage with forms and on-page surveys on your website. This wealth of information becomes the foundation for building your personalization strategy.

Suppose you apply a filter to form responses and observe that new visitors show the highest drop-off from your services website. You can brainstorm creative solutions such as introducing complementary offers or discounts to incentivize this specific visitor group to complete form submissions. By adapting your approach based on these insights, you tap into the power of personalization for improved conversion outcomes.

Refine messaging

Do you know what’s the best way to strike a chord with your website visitors? Talk the language your visitors really want to hear. It’s all about paying attention to how visitors behave on your website and tweaking your messages accordingly. 

And you can probably guess what helps you in this case? Yes, behavior analytics. Let’s say you have a real estate website, and you see on GA4 that visitors from urban areas are spending more time on modern condo listings than suburban homes. When asked through surveys what exactly they are looking for, you get to know visitors want to see more benefits of booking condos on your website. 

You can refine your messages on those condo pages, highlighting the verified sellers, affordable pricing, and perhaps emphasizing the nearby trendy spots. It’s like customizing your property listings based on what urban dwellers are truly seeking. Hence, behavior analytics empowers you to craft messages that resonate with potential buyers. 

Watch our webinar to discover how to write copies that solve visitors’ pain points and improve conversions. 

How UX Professionals benefit from behavior analytics

UX professionals play a crucial role in shaping how visitors experience a website. Starting with UX researchers, their responsibility is to deeply understand the needs, behaviors, and preferences of visitors. With these insights, UX designers create user-centric interfaces that are intuitive, visually appealing, and aligned with user needs. 

Throughout this journey, behavioral analytics serves as a valuable companion, supporting them every step of the way. This data-driven research and design approach ensures that decisions are well-informed, making the overall visitor experience effective. 

Uncover navigation bottlenecks

A visitor-friendly navigation structure isn’t just a fancy improvement. It can boost product or information findability by 72%. This is supposed to have a positive impact on the overall visitor experience. The key lies in employing behavior analytics tools to keep a close eye on how visitors interact with your website.

For example, imagine discovering through clickmaps that visitors are frequently clicking on a non-clickable element, clearly indicated by a conspicuous red color on your website. Concurrently, session recordings show instances of rage clicks followed by a subsequent drop-off. Based on these insights, your UX team can proactively address the challenge, delving into strategies to enhance navigation and ensure a smoother user journey on your website.

Expedite research with visual data

Trends are fleeting, and visitor preferences evolve rapidly. Therefore, the ability to promptly make well-informed decisions that align with current audience desires is crucial. 

Behavior analytics provides an immediate and comprehensive overview of visitors interactions on your platform, accelerating your research and design executions. For instance, imagine you manage a learning platform and observe through visual insights from heatmaps and session recordings that students tend to skip lengthy lecture recordings. 

To delve into the reasons behind this behavior, you initiate quick and focused surveys, efficiently collecting user opinions. The feedback indicates a desire for quizzes and community discussions in addition to traditional lectures, revealing the pulse of your visitors’ preferences.

Make targeted improvements

Understanding the unique needs of diverse user segments is crucial for tailored improvements. Behavioral analytics tools allow us to investigate and enhance the experience for specific visitor groups. 

Let’s say your UX team notices through qualitative research that mobile visitors often struggle with the checkout process on your eCommerce site. So, armed with these insights, your UX team optimizes the checkout flow, making it simpler for this segment to complete the purchase, ultimately enhancing their overall shopping experience.

Sounds like a hassle? If you’re thinking of skipping, remember the fact that personalization helps companies get 40% more revenue than those that don’t. This should motivate you to have your UX teams trained on behavior analytics if you have not already. 

Validate designs with user feedback

When a UI matches a visitor’s mental model, it feels intuitive and reduces the cognitive load on visitors. It aligns with their expectations, making it easier for them to navigate and interact with the interface seamlessly.

That’s why validating your UI with visitor feedback tells you that you are on the right track. Behavior analytics, like heatmaps and session recordings, play a critical role in understanding how users interact with the UI.

Consider a scenario where a UX team is working on the mobile version of a banking website. An increase in premature drop-offs as shown in Google Analytics tells you to identify potential friction points. Session recordings reveal users struggling to find the transaction history. Surveys further confirm that users expect the transaction history to be more prominently placed on the home screen. Subsequently, the UX team redesigned the layout to align with users’ mental models, resulting in a more intuitive and user-friendly interface. 

If you’re eager to contribute to your company’s growth through visitor research, our blog will guide you on how you can make a meaningful impact within your role. We’ve discussed examples to justify the perks of behavioral analytics – and guess what? It works in almost every industry! 

Just make sure to follow best practices, starting with quantitative research to identify problem areas. Then, move to qualitative analysis, document your learnings, and set the right goals you want to achieve based on the insights gained from visitor behavior. 

So, let’s say you have hands-on visitor insights, but you’re unsure whether you need them to reverse conversions or bridge engagement. In such cases, it might make little sense, and you could inadvertently encroach into another persona’s work territory

VWO Insights – Web: The go-to behavior analytics tool for businesses

VWO Insights – Web has always been at the forefront of visitor behavior analytics, providing businesses with profound insights into their websites. Recently, its power has doubled with the launch of the Insights dashboard, bringing your website’s overall engagement performance report to your fingertips. Now, you can view page-level heatmaps, session recordings, segments with the lowest user experience, and more.

And you know what else? We’ve integrated AI into surveys that generate questions for your surveys until you’re satisfied with the output. You also receive summarized survey responses with key insights, actionable for easy implementation of optimization ideas. To witness all these features in action, try a free trial with VWO. So, get ready to experience its magic and unveil more visitor insights than you could ever imagine. 

Luckily for us, the reality is different. The strategic implementation of cutting-edge customer behavior analysis tools has helped numerous brands overcome these hurdles and position themselves to thrive in the ever-evolving market dynamics.

Leveraging user behavior analysis for transformative improvements

To maximize customer insights and strategically prioritize growth, companies have customer analysis tools at their disposal. These can be used to define clear goals and key metrics, implement robust tracking mechanisms, meticulously segment user data, and discern meaningful patterns in user behavior. 

VWO Insights – Web, has the power of features like session recordings, heatmaps, surveys, and form analytics. It goes beyond mere observations to dive deep into user interactions, identifies issues with surgical precision, and provides actionable insights that shape the very fabric of design decisions. 

You can browse all sessions of a visitor in a single hub to understand their complete journey. You no longer need to miss any intricacies of their journey – in fact, you witness firsthand how they navigate and experience your website. 

Say, for instance, your goal is to evaluate the effectiveness of a new user interface and identify opportunities to enhance the visitor journey.

You begin by accessing the session recordings tool to observe user interactions on the website. The focus is on users who successfully complete a purchase, aiming to understand their journey from landing on the homepage to completing the checkout process.

You can see whether your users navigate easily through your redesigned homepage – whether the simplified layout and clear call-to-action buttons contribute to a positive first impression. You can check how quickly visitors find the product categories they are interested in, and note down instances of confusion or hesitation.

If session recordings and heatmaps highlight users smoothly browsing through product pages, you can check whether the transition from product selection to cart management is as seamless as you’d like. The clickmap, scrollmap heatmap, and session recordings all come in handy to analyze the efficiency and placement of the add-to-cart button. 

You can also evaluate the checkout process if you notice an increase in abandoned carts. How are users progressing through the checkout steps? Session recordings can show any issues they encounter giving you the opportunity to brainstorm optimization ideas like adding clear progress indicators, concise form fields, or the option to save payment information.

With a quick setup and a free trial, you can harness the comprehensive analytics offered by VWO Insights – Web to guide transformative improvements on your website, ensuring a digital experience that resonates powerfully with your audience. 

In the following section, we present 3 case studies of high-growth brands that used VWO Insights – Web to fast-track their UX goals. 

Success stories: The power of surveys, session recordings & heatmaps

Bear Mattress identified issues with their product detailed pages: low click activity, less interaction with products, non-engaging copy

Bear Mattress, a sleep wellness trailblazer, sought to elevate its revenue game by tapping into cross-selling opportunities. Teaming up with VWO, they embarked on a strategic journey to optimize their website and boost conversion rates, aiming to redefine the sleep experience for their diverse customer base, spanning athletes to professionals.

Honing in on the ‘Cross-sell Flow’ on mattress product detail pages, Bear Mattress identified challenges with the help of VWO Insights – Web. 

The following observations were made:

• Not many people clicked on the ‘Frequently bought with mattress’ section that shows other products you might like. Compared to other parts of the page, not many clicks happened on those suggested products, as seen in the heatmap.
• In the ‘Frequently bought with mattress’ part, there were no pictures of the items, making people less interested in that section. It affected how much people engaged with that part of the page.
• Also, the words used were more about the product than what the customer might like. The words didn’t make customers curious or give them good reasons to think about buying the product.

A daring redesign of the cross-sell section based on these insights led to a 24.18% uplift in successful purchases and a remarkable 16.21% revenue boost. 

Here’s the full case study. 

Micro Focus identified the cause of the low form completion rate with form analysis: no indication of mandatory fields

In the intricate realm of digital transformation, Micro Focus, a stalwart with almost five decades of history, embarked on a journey to redefine success in a dynamic marketplace. The team championed optimization efforts across Micro Focus’s digital properties. 

The goals were crystal clear for this seasoned team— Home page enhancements, revenue page elements, and an overall superior user experience were top priorities.

Deep-diving into user interactions using VWO Insights’ heatmaps, scrollmaps, and session recordings, the team unearthed critical observations. Mandatory form fields lacked asterisks, free trial CTAs were below the fold, and the Marketplace domain needed product linkage for traffic flow.

When these crucial issues were addressed,  a 12.37% uplift in form completion rate and a 124.13% increase in traffic to revenue-generating product pages were achieved. 

Here’s the full case study. 

IMB Bank identified the friction that led to high drop-offs on their website pages and form: lack of instructions, uncertainty around USP, and missing social proof

IMB Bank, a financial stalwart since 1880, leveraged VWO to uncover hidden engagement opportunities and boost conversions by a remarkable 87%. 

User behavior research using VWO Insights – Web, including heatmaps, funnel analysis, form analysis, and session recordings, guided the team. The results spoke volumes:

Personal loan conversion rate: A stellar 36% increase.

Home loan conversion rate: Soared by an impressive 87%.

The team ran two campaigns:

Campaign 1: Personal loan application form – 1st page optimized

Addressing a high drop-off rate on the first page identified by VWO Insights – Web, elements like USPs, awards, time indicators, improved design, and clear instructions were introduced. The result: a 9% increase in form completions, later escalating to a 12% YoY boost.

Campaign 2: Personal loan application form – exit popup

Analyzing an 84% drop-off before completing the form, an exit popup was employed. While not impacting form completion significantly, there was a surge in users saving the form. Recognizing the need for additional information, the ‘save’ option proved highly impactful. Post-implementation saved forms and resumed completions soared by 37% and 250%, respectively.

Here’s the full case study.

What clients say about VWO Insights

The surveys, session recordings & heatmaps features appeal to us the most. Knowledge and customer data are king and these two features shape our roadmap as to what we prioritize for development and initiatives we work on. At the moment we are using surveys as the primary source of behavioral insight. This then shapes what the priorities are for features for our customers.

Alice Michael, Group Head Of Ecommerce Operations at APG & Co, attests to the significance of VWO Insight’s features in steering their company initiatives.

Decoding customer behavior with innovation

In essence, VWO Insights – Web acts as a conduit between businesses and their customers, transforming raw data into meaningful narratives. By understanding customer behavior through surveys, session recordings, and heatmaps, businesses gain a nuanced understanding of their audience. This deep comprehension, in turn, fuels informed decision-making, targeted improvements, and a customer-centric approach that fosters long-term success.

VWO amplifies the power of its user behavior analytics with its “Insights Dashboard”. This dashboard helps accelerate the optimization velocity of teams. How? By helping users zoom in on user struggles on their website without having to comb through terabytes of data collected by VWO Insights.

The Insights Dashboard comes with important enablers like the Experience Overview and Friction Trend, measuring metrics like ‘Rage clicks’ and ‘dead clicks’ to create a ‘friction score’ indicative of user struggle. The ‘experience score’ reflects user satisfaction, aiding in identifying and prioritizing UX issues. It enables the identification and resolution of page-level issues through instant analysis, associated heatmaps, and session recordings.

The dashboard facilitates the proactive identification of dissatisfied user segments and offers concise summaries of form performance and surveys. With diverse use cases, such as comparing experiences after page optimization and boosting product sales through experience enhancement, the Insights Dashboard becomes an indispensable tool for quarterly holistic reviews, providing a comprehensive understanding of website health.

With VWO Insights – Web you can also leverage a groundbreaking Generative AI update, enhancing survey capabilities with two innovative features. The AI-powered Survey Creation allows users to specify goals, generating tailored questions to uncover insights like customer preferences or product feedback. The process is iterative, enabling the regeneration of questions until the ideal survey is achieved. 

The AI-generated Survey Reports offer quick comprehension through enhanced summaries, including feedback comments. The AI analyzes survey feedback, providing actionable suggestions for improvement. Key benefits include efficient survey crafting, seamless question regeneration, and a deeper understanding of the audience. Currently, in beta, users can enable this feature by contacting support@vwo.com.

Additionally, VWO Insights – Web unveils an advanced filtering feature, empowering smarter decision-making by allowing users to effortlessly pinpoint issues affecting specific visitor cohorts. With unlimited filtering capabilities, standard filters, and custom attributes, users can streamline the analysis process, saving valuable time and enhancing the effectiveness of their marketing strategies and user experience refinement.

VWO’s vision is to build products that help customers improve their websites by giving them smart solutions and useful information about their visitors. The newly launched features are therefore a step in the right direction. At VWO, we want to help our customers not just gather data but enable them to create value about it. We want to help our clients understand and connect with their visitors in new and improved ways.

In conclusion

Visitor behavior analysis tools stand as a powerful force, bridging the gap between businesses and their customers by deciphering raw data into meaningful narratives. The implementation of VWO Insights – Web, has empowered brands like Bear Mattress, Micro Focus, and IMB Bank to fast-track their UX goals, achieving remarkable success through strategic optimization efforts. The showcased case studies demonstrate the tangible impact on revenue, conversion rates, and user engagement. Furthermore, the Insights Dashboard and the innovative Generative AI update enhance VWO’s capabilities, providing actionable insights, efficient survey crafting, and advanced filtering for smarter decision-making. 

We leave you with some love shown by our users on G2 in recent times. 

In the pursuit of some trendy sneakers, Corey thought he hit the jackpot on an online fashion store. Everything seemed perfect – the ideal pair, the right price, you know the drill. However, that’s when things took a turn for the worse.

Upon clicking ‘Add to Cart,’ Corey confronted a dreaded account registration form. Numerous mandatory fields stared him in the face, and there was no quick option to log in with Google or Facebook. Given the morning rush, Corey wasn’t in the mood for a digital obstacle course. So, he decided to bail, thinking he’d just grab those sneakers from his usual store in the upcoming festive season.

As someone working hard to increase sales from your website, doesn’t it bug you that the e-commerce store missed out on a seriously promising lead? I mean, Corey visited from a search engine, so the SEO game was on point. Plus, he liked the sneakers and their pricing – total green lights for customer and product research. But then, bam, the website experience drops a red cross and just kind of ruins the vibe that other teams worked hard to build. 

If you find yourself empathetic to the described situation and want to steer clear of a similar fate for your website, it’s time to consider diving into behavior analytics. Also, if you find yourself in the dark about the intricacies of user behavior analysis and how it could be a solution, then this blog post is for you.  

We’re going to break down behavior analytics for you. We’ll start by introducing the concept, walk you through how it works as per business objectives, help you choose the right behavior-tracking tool, and why you should consider VWO for behavior analytics. 

Let’s roll!

What is behavior analytics?

Behavior analytics involves systematically tracking visitor interactions with a website and its critical components. The goal is to gain insights into how the website is perceived and identify any pain points that visitors may encounter. For example, the online fashion store that Corey visited could analyze how he hesitated when faced with the sign-up form. This analysis serves as a foundation for devising potential solutions to the identified issues.

With behavior analytics, you can dive into the visitor activity, like mouse flow, clicking patterns, scrolling habits, moments of hesitation, and even instances of frustration. The results of this analysis are then compiled and presented visually, providing a more nuanced understanding of customer engagement and potential pain points. Behavior analysis can be done using heatmap, clickmap, scrollmap, form analytics, session recordings, and surveys. 

Here is a short intro to each of these features in case it’s the first time you are reading these terms. Otherwise, you can move on to the next section. 

• Heatmap: A heatmap is like a color-coded map showing where visitors click (hotspots in red) or don’t click (spots in blue) on a website. It’s a quick visual snapshot of what’s popular and what’s not.
• Clickmaps: This is a type of heatmap that visually displays where visitors click on your website. They show the click activity on different elements, such as CTA buttons, images, text, and URLs.
• Scrollmap: This is a type of heatmap showing how visitors scroll on a webpage. It highlights the average depth of scrolling and pinpoints visitors’ drop-off on the web page in terms of percentage (Like 25% drop-off at this point.)
• Form analytics: This tracks how visitors interact with your website forms. It reveals who completed, abandoned, or hesitated during form submissions and even provides the time visitors took to fill them out.
• Session recording: This is a feature that captures visitor actions, including clicks, mouse movements, and page scrolling, providing a playback of their journey across the website.
• Surveys: This enables you to collect insights on a specific page or entire website by conducting surveys and asking visitors questions about their experience. 

Now, let’s delve into how you can gain insights into your customers’ experience through behavior analytics.

How to tap into customer experience with behavior analytics

To grasp how visitor behavior analytics can unravel the intricacies of your customers’ experiences, let’s take a journey akin to Corey at the fashion store to buy sneakers. We’ll construct a parallel experience for each stage of the funnel and then reconvene on the other side of the table to explore how behavior analytics can be instrumental in pinpointing potential friction points.

Top of the Funnel (ToFu):

The journey kicks off with a quest for insights on sneaker shopping, guiding to the fashion store’s blog addressing “What to look for when buying sneakers.” Within the blog, strategically placed CTAs in the middle and bottom prompt Corey to venture into the product list page titled “Our Best Sneakers.”

Middle of the Funnel (MoFu):

On the “Our Best Sneakers” page, Corey peruses a variety of sneakers and engages by clicking on the “View product” CTA for the selected sneaker.

Bottom of the Funnel (BoFu):

Upon discovering the ideal pair, Corey faces the pivotal decision to click “Add to Cart,” proceed with account creation, and ultimately make the purchase through the checkout page.

Now, armed with this breakdown, let’s use behavior analytics to dissect each stage and uncover those friction points that may have disrupted the flow.

Let’s start with web analytics

Before getting into behavior analysis, you can start with web analytics. With Google Analytics, you can set a funnel exploration report for each of the steps mentioned earlier. The completion event for ToFu is clicking on the “Our Best Sneakers” CTA from the mentioned blog, for MoFu, it’s “Clicking view product CTA,” and for BoFu, it’s making the purchase.

Once the data starts rolling in, you’ll have a clear view of the conversion rate and customer drop-off rate for each stage of the funnel. Now, let’s delve into how behavior analysis can come to the rescue, especially when you identify a stage where the drop-off exceeds our benchmark. 

Here, it’s a hypothetical scenario with an elevated drop-off at each funnel stage to illustrate how behavior analysis can be the key to uncovering those elusive pain points. 

Carrying out behavior analysis

a. Low conversion rate at the blog post

Suppose the blog is acing its ranking for the chosen keyword, and there’s a substantial influx of traffic. However, a notable chunk of visitors is detouring away from the blog post, failing to progress by clicking on “Our Best Sneakers.” Which is leaving a mark on the conversion rate, dragging it below the benchmark you’ve set.

Now, armed with behavior analysis features, it’s time to roll up your sleeves and uncover the reasons behind this diversion. Starting with the scrollmap, you can see how many visitors are dropping off by checking the percentage scroll depth. The scrollmap will allow you to find what percentage of visitors are dropping before seeing the first text CTA to the product listing page.

If the scrollmap reveals a significant number of visitors dropping before seeing the CTA and validates the drop-off at the funnel, you can formulate a hypothesis. Perhaps moving the text CTA up the page or analyzing the content to ensure it remains engaging, steering clear of lengthy paragraphs or text-heavy sections, could be potential avenues for improvement.

Suppose, visitors aren’t dropping off, and the content keeps them engaged. The next stop in the analysis is the heatmap reports. 

These reports can shed light on how actively visitors are interacting with the text CTAs. If the CTA’s texts are indicated by a cool blue hue in the heatmap, it might be time to craft a hypothesis. To amp up engagement, you can consider tweaking the CTA text, experimenting with different colors, transforming it into a prominent CTA image banner, or even exploring the option of removing the CTAs and introducing a floating side widget.

So, you see scrollmaps helped in figuring out how visitors were engaging with the content, and heatmaps gave clues on how well the CTAs are doing and if their position on the page is hitting the mark.

b. High drop-off at the product listing page

Suppose, visitors are bouncing off the product listing page. In this scenario, you dive into the reports of heatmaps and clickmaps. If you spot a trend of lack of clicks on all CTAs of the listed product, it might be time to redesign CTAs to catch the eye and be super user-friendly. To double-check, you can peek into some session recordings to see if visitors are casually scrolling past those CTAs before. Also, this might help you understand the role of the product image size (whether visitors are trying to click on them to expand.)

Now, if the clickmap report on individual product lists doesn’t reveal a clear pattern or there is a significant difference in clicks between various products, you can ideate to bring the products with higher clicks up the page and bring new ones in place of the non-clicked ones. 

So you see, when you’re digging into visitor behavior on product listings with multiple CTAs, heatmaps, and clickmaps capture the overall trend of clicks. Meanwhile, session recordings precisely let you know how visitors are experiencing the page and whether those CTAs are being shrugged off.

c. Low purchase rate on the product page

If the quantitative analysis shows low purchases from the product page, start by studying heatmap and scrollmap data. This will help you understand how visitors navigate the product page and whether the add-to-cart button is getting enough clicks. If the clicks on the call-to-action (CTA) are low, consider redesigning either the CTA or the entire product page. Experiment with image positioning and CTA placement to see if it makes a difference.

If the add-to-cart CTA is performing well, move on to examining how new visitors interact with the registration form. Use the form analytics report to identify hesitation, frustration, rage clicks, and completion rates, assessing the overall form performance. If it’s not meeting expectations, brainstorm and implement new design ideas for the forms.

For a more in-depth analysis, explore session recordings to observe how visitors are filling out the form. This will provide additional insights for optimizing the registration process.

Don’t forget to use all of these features to assess the checkout page and determine if it’s user-friendly for payments. During the BoFu (Bottom of the Funnel), deploy exit surveys to gather direct insights from high-intent leads about their experience. At this stage, the response rate to surveys is high, and you get quality feedback on the most crucial stage of your funnel.  This information can guide improvements in design, pricing, and the overall checkout experience.

So, if you see, using multiple features for behavior analysis provides you with highly detailed insights into visitor behavior. These detailed observations can lead to valuable ideas for improvements or experimentation.

It’s worth noting that you don’t always have to kick off with web analytics. If you have just rolled out a new page experience, caught wind of issues through customer feedback, or noticed a decline in sales trends, you can go straight to behavior analytics. 

Your funnel might be different, but the above approach and the features used can act as an inspiration to you. Take a cue from it and strategically use these features to decode the behavior patterns of your customers or visitors. 

Now that we’ve covered the details on how to conduct behavior analysis, let’s progress to the next step: shortlisting a tool for the job.

How to choose a tool for behavior analytics

Selecting a behavior analytics tool is mainly driven by the need to address business-specific challenges, set goals, and the allocated budget for the project. In addition to these considerations, here are some guardrails to assist in narrowing down the tool.

a. Explore tools that give full-featured free trial or free plan

Securing a thorough free trial is incredibly valuable for understanding the capabilities of a prospecting tool. It offers insights into the customer service experience and how well it aligns with established practices, all without committing financially. Prioritizing such tools in the initial phase is a smart move for any business. Additionally, consider exploring tools with forever-free plans, especially if you have budget constraints or just setting up your behavior analytics roadmap.

b. Look for tools that provide instant value

Consider exploring tools that provide features with quick turnaround times. Take generative AI, for instance. Its popularity is on the rise, transforming the scale and speed at which businesses deliver solutions. Its applications are now extending to processes like behavior analytics. 

As your organization grows and places greater emphasis on behavior analytics for optimization, the manual task of sorting through each report for insights can become cumbersome. Fortunately, analytics tools are incorporating Generative AI solutions to automate insights derived from survey and heatmap reports, streamlining the entire process. It’s advisable to explore tools that offer features in this area to enhance the efficiency of your analytics endeavors.

c. Prioritize privacy-first tools

Privacy is a fundamental right of every human being, and when you are analyzing the behavior of your visitors, you must be using tools that are privacy first. Here are some features of a privacy-first tool:

• It allows data minimization, collecting only necessary information and obtaining user consent transparently. 
• Allows user whitelisting to limit account access based on user location or IP address, and access is restricted to only those designated areas.
• Offers security measures, including encryption and adherence to international privacy certifications, to ensure data protection. 
• The tool prioritizes data residency compliance. Additionally, it employs data anonymization techniques, respects deletion timelines, and incorporates privacy principles into product development, showcasing a privacy-by-design approach.
• Provides user consent mechanisms, opt-out options, and adherence to privacy laws such as GDPR, CCPA, and others for user privacy. 

In essence, a good privacy-first tool integrates transparency, user control, and robust security practices to uphold privacy standards effectively.

Now that you have a grasp of behavior analytics and tool selection, consider exploring VWO Insights – Web, a tool with compelling reasons to be on your radar, regardless of your business stage.

Behavior analytics with VWO Insights – Web

VWO Insights – Web stands out as an all-in-one product, providing heatmaps, session recordings, form field analytics, and on-page surveys. The setup process is straightforward, and its uniqueness lies in its approach to sampling visitors. Based on the volume of visitors purchased, it uniformly samples visitors from the traffic directed to your website (or specific pages where the VWO tracking code is present). This ensures a representative set of data across a month. Each visitor is counted as unique, meaning that once a visitor is sampled, all data points for heatmaps, recordings, and forms are collected for that visitor, regardless of how many times they return in that month. This approach ensures that your quota isn’t depleted simply because someone is visiting multiple times.

To add to its sophistication, VWO Insights-Web also provides access to generative AI features, such as Generative AI-based surveys. This empowers users with cutting-edge technology to achieve success swiftly. To illustrate, here’s how it generates survey reports using generative AI, streamlining the otherwise tedious process of extracting insights from a vast dataset:

Now, let’s talk pricing. VWO Insights-Web offers a forever free plan that covers up to 5000 monthly tracked users. Once you get used to the tool, you can explore and choose from plans like Growth, Pro, and Enterprise, tailoring your selection to the specific needs of your business. This flexibility allows you to scale up according to your requirements and budget as your business grows.

When it comes to safety and compliance, VWO stands out as the only tool among its competitors that adheres to stringent standards. It complies with GDPR, CCPA, PCI DSS, HIPAA, ISO 27001:2013, ISO 27001:2019 certification, and SOC 2 Type II. This commitment to various regulatory and security measures ensures that your data and user information are handled with the highest level of protection and following industry standards.

Feeling intrigued? Take the leap and give it a try with a full-featured 30-day free trial. If you prefer to learn more before making any decisions, check out the fascinating success story of the 250-year-old Encyclopedia Britannica. They used VWO Web-Insights to comprehend visitor behavior and successfully increased their click-through rate by 10% through experimentation. It’s a compelling testament to the tool’s effectiveness in real-world scenarios. Also, you can get a detailed read on how VWO handles behavior analytics.

Final thoughts

Creating a website with the best practices is a solid start, but the real insight comes when visitors start interacting. Analyzing their behavior becomes crucial, as imperfections and friction points may only become evident when you put yourself in your customers’ shoes to understand their experience.

In the realm of visitor behavior analytics, we resonate with the same wisdom. 

Trying to guess what might be off in the visitor journey or what issues they are dealing with can only get us so far. 

Diving into the insights hidden within visitor behavior is crucial for making smart decisions for unbeatable business success.

VWO Insights has been a game-changer in the journey of scores of brands to help them understand their visitors’ behavior using heatmaps, session recordings, surveys, and forms. 

However, with the latest upgrades, we’ve taken its potential to the next level, making the data more actionable than ever without demanding endless hours of human effort.

In this blog, we’re giving you a refresher about all that’s achievable with this capability. So, keep reading!

How do you maximize insights with heatmaps?

Heatmaps by VWO Insights – Web serves as an excellent starting point for analyzing visitor behavior. With heatmaps, one can get a visual summary of visitor interaction on the page – mainly of clicks and scrolls.

Let’s understand a use case where you can analyze visitor behavior through heatmaps. 

Consider you run a relocation service company and you want to see how your website is performing in terms of visitor behavior. As you navigate to Google Analytics 4 to review current metrics, you’re struck by the high bounce rate on service pages. To understand why this is happening, you initiate a qualitative analysis, starting with the heatmaps. 

You observe through the Clickmap that the ‘Read more’ button, intended for exploring service details, receives the least percentage of clicks on these pages (indicated by a cooler color). 

Further, you click and compare different areas to see that blue bolded text in the copy garners the highest percentage of the total clicks on the page. This indicates visitors might perceive them as anchor text links to take them to a new page. 

Next, the scrollmap indicates a consistent decline in views as visitors scroll through the page. This tells you that visitors are not even scrolling down and engaging with the section that talks about the benefits of your service.

Additionally, the heatmap on a dynamic element like the ‘Get a quotation’ pop-up reveals that visitors click the close option more than they engage with the content in the pop-up. Interestingly, in segment-level analysis, you see visitors using the Safari browser are the most engaged group on your page. 

You can download the heatmaps and even share the click area data with your marketing team to brainstorm optimization ideas. That way, your entire team can stay posted about engagement status on a webpage. 

Read our detailed article to know how to get started with heatmaps on VWO. 

A real-life example to inspire you:

Ubisoft Entertainment, a leading French video game company recognized for franchises like For Honor and Assassin’s Creed, prioritized lead generation and conversion rates for overall performance analysis. Despite strong performance on several pages, the ‘Buy Now’ page for ‘For Honor’ needed improvement. Ubisoft’s team, leveraging click maps, scroll maps, heatmaps, and surveys, discovered a tedious buying process on that particular page. Driven by these insights, the team completely overhauled the page, increasing the sign-ups by 12%. 

How do recordings help you keep an eye on visitor actions?

Session Recordings by VWO Insights – Web literally lets you watch visitors in action. What path they take, where they click, if they wait somewhere before clicking – it’s all about capturing these granular details that make our recordings a favorite among businesses.

Consider a scenario where people are actively engaging with the navigation menu on your website. You can see this through the warm red colors in the heatmaps. But the website funnel analysis shows that not many visitors are reaching the product listing pages. It makes you wonder if the visitors are having trouble finding products. To investigate, you turn to session recordings.

So, you create a view for the page and choose a segment you’d like to see recordings for—perhaps shoppers from Singapore, your upcoming market where you aim to maximize sales. 

While reviewing the recordings, you observe the visitors’ mouse movement, noticing pauses and hesitancy about selecting a product in the navigation menu. They go back and forth without making a selection. Ultimately, you come to believe that the product categories could be arranged more systematically to simplify navigation.

Additionally, you see a couple of sessions of this visitor with dead clicks where he tries to click a product but it doesn’t take him to the listing page. This is another problem area that needs to be addressed.

If the visitor has been to your website across multiple sessions, you can review recordings of their interactions in those sessions. Check other recordings, if available, to see if the same issues persisted or if new problems emerged. 

Watch recordings of other visitors in that segment to determine whether the problem was unique to the previous visitor or whether they were also hesitant and failed to click through to the product listing page.

You can even share any visitor profile with your team if you identify something interesting in their behavior that your team can glean insights from and refine their optimization efforts. 

Get details on how to create a session recording, how to interpret it, and much more in our in-depth article. 

A real-life example for you:

Pearl Only, an online jewelry store, first discovered through analytics that there was some scope for optimization on its website. Paired with this insight, the team identified that the checkout page was cluttered and distracting visitors from the main CTA. To confirm these observations, they analyzed recordings of visitor sessions on the checkout page and discovered that visitors weren’t paying attention to the USPs. Instead, they were clicking on elements that led them away from the page. Based on these insights, the team implemented changes that resulted in a 10% increase in revenue. 

How do surveys keep you up to date with customer feedback?

Surveys by VWO Insights – Web always helps you stay updated with customer feedback, and its power is now doubled with AI. 

Wondering how? Let’s break it down with an example. 

Meet Smith, concerned about the declining visitor engagement on his news publishing site, as reflected in the reduced average time spent in GA4. To uncover the root cause, he decided to set up an on-page survey.

Here’s how he gets started: Smith enters the goal ‘Ask visitors for improvement ideas’ and is presented with a series of AI-generated questions. Because this AI-powered feature lets visitors regenerate questions, Smith takes full advantage of it and finalizes a question after 3 iterations. 

Next, he selects a single text box format and sets the trigger to display the survey after visitors spend 3 minutes on the page. Of course, you can choose other triggers, like showing surveys when visitors click somewhere or when they’re about to leave the page. The choice is yours. 

Fast forward to a month later, Smith is ready to analyze the survey responses. He’s saved from the hassle of sifting through piles of responses as AI steps in to summarize the key insights. 

For instance, a key insight emerges, revealing that most visitors perceive the website as text-heavy. To enhance the visitor experience, actionable takeaways include making the site more visually appealing by incorporating multimedia elements, adopting a minimalist layout, and strategically increasing white space. 

Even if you wish to delve deeper into responses, you can do so. Let’s say Smith filtered responses specific to a segment, such as new visitors, and found some really good suggestions he thinks can be tried out.

Overall, implementing improvements based on these insights allows you to seamlessly integrate customer feedback into website enhancements. 

Are you intrigued to give it a try? Learn how to use surveys on VWO in our in-depth article. 

A real-life example for you to read:

Encyclopedia Britannica added Q&A accordions to engage visitors on their site and prevent them from searching on Google. These accordions offer helpful information related to what visitors are reading. The company identified popular articles, used our surveys to learn what visitors wanted to know more about these topics, and then created accordion features with top Q&As for each article. The result? More than 23% of visitors clicked to see answers and explore more content.

How does form analytics improve form conversions?

Have you been on the lookout for a tool that can dive deep and provide field-level analysis? Form Analytics by VWO Insights – Web has got your back. 

Imagine you have a loan application form on your finance website. Lately, there has been a surge in live chat queries about the loan form, suggesting confusion among visitors. 

Using form analytics, you dig deeper and find that the total time spent on filling out the form is unusually high. Moreover, hesitation around sharing credit history is noticeable, with a significant drop-off from this field. Visitors are also neglecting the fields where they have to enter the address.

Real-time updates reveal that the number of visitors landing on your form, interacting with it, and then dropping off is steadily increasing. Moreover, when you apply filters to identify the segment from which most visitors drop off, you notice that the majority is coming from mobile. 

This suggests that mobile visitors may encounter difficulties when filling out a lengthy form on a small screen.

These insights suggest that shortening the form by removing insignificant fields could be the solution to engage visitors more effectively.

To get the ball rolling for your form analysis, read how to set up form tracking, use the dashboard, and more in our article. 

A real-life example to inspire you:

PayU, an Indian-origin fin-tech company, wanted to reduce drop-offs from the checkout page for their merchants. All PayU had were quantitative metrics such as time duration and bounce rate. They lacked qualitative insights into the specifics of what happened on the checkout page. Leveraging our form analytics, the team identified that requiring both telephone and email addresses caused friction and contributed to significant drop-offs. In response, they promptly eliminated unnecessary fields from the form, resulting in a 6% increase in the checkout rate.

Insights Dashboard – What’s new and how does it simplify behavioral analysis?

As you can understand from the above discussion, our session recordings and heatmaps give you a full view of how visitors behave on your site, helping you make better decisions for website improvements. 

However, in the past, going through hundreds of recordings and heatmaps was needed to validate your analyses. You had to go through heatmaps for page after page or session recordings from visitor after visitor to actually derive a concrete actionable insight – where the consistent friction is and what could be done. 

Now, with the Insights Dashboard in VWO Web Insights, you can easily understand the overall visitor experience. Check average engagement scores, pages with lowest engagement scores, segments with lowest scores, and identify problems like high rage clicks or errors. 

You can use heatmaps and session recordings for the lowest-performing pages, along with other page-level details like friction trends, errors on the page, segments with the lowest engagement, sessions with the lowest engagement, and so on. The dashboard also covers form performance and survey responses for a quick overview.

By bringing actionable insights to your fingertips, the dashboard saves you time and cuts down on effort. It makes finding problems and understanding segment-level behavior for each page easier, making the analysis process smoother and more effective.

What does Behavior Analytics mean for Product Managers, UX designers, and Marketers?

Behavior analytics is a game-changer for professionals across various roles in businesses today, enabling them to get to the root of user problems. Let’s see how product managers, marketers, and UX designers leverage behavior analytics for experience optimization. 

Product Manager

A product manager can enhance feature adoption by prioritizing visitors’ input, addressing glitches, and improving the overall product experience. Leveraging behavior analytics plays a crucial role in this process that helps refine features based on visitors’ actual behavior and preferences.

Consider this: As a product manager at an executive education learning website, you’ve been tracking the adoption rate of the new “Career Find” feature through your product experience platform, Userpilot. You see the numbers are not impressive, indicating that not many visitors are interacting with the feature as desired.

Warm colors in the heatmaps indicate that visitors are most engaged with the advanced search filter, featuring multiple boxes and different selectors like location, experience level, and industry. You see this area receives the majority of clicks compared to other sections of the page. To find out why adoption is low despite many people using the filter, you check session recordings for more details.

The recordings reveal that, after entering their criteria, the page loads for 7-8 seconds, displaying delayed results. This is the first roadblock because ideally, any page load time should be under 3 seconds. 

Interestingly, visitors click through to a job page from the job listings results but often return to the “Career Find” page, eventually scrolling back to the search filter. The goal now is to understand what prevents them from fully exploring job pages and makes them go back to the search boxes. 

To understand their concerns better, you initiate a survey on the career find page, seeking visitors’ feedback on the feature and discovering areas for improvement. The survey responses provide valuable insights: visitors want additional search options such as job type (full-time, remote, internships), salary range, and skills for more relevant search results. 

Additionally, they need more comprehensive job details, including job descriptions, company information, images, website links, employee strength, and required qualifications for the post. 

Currently, just stating the company name and role expectations isn’t enough for the visitors.

You now understand what’s lacking and where improvements are needed. 

With these observations, you can enhance the feature to be more visitor-centric, thereby improving the overall experience and driving increased adoption.

UX teams

UX researchers and designers can enhance visitor flow by leveraging visual data insights, incorporating feedback, and eliminating navigation bottlenecks. Behavior analytics helps with this granular understanding by revealing visitors’ pain points, friction areas, and improvement opportunities.

A short hypothetical example can help you understand better: Emma, a skilled UX researcher at an online fashion store, observed a sudden increase in drop-offs from the cart page while reviewing the metrics in their analytics tool. This shows a clear disruption in their behavior flow, preventing them from following the expected journey on the website. 

Instead of making assumptions, Emma sought an unbiased understanding of the issues. She turned to heatmaps to understand visitors’ behavior and explore ways to improve their journey.

Emma’s observations were intriguing. Firstly, she saw visitors engaging with the product quantity selector button the most as shown by warm colors. Secondly, not only did views decrease towards the bottom of the page, but the number of clicks on the ‘Proceed to checkout’ button was also lower. This indicates that visitors didn’t scroll down and, as a result, couldn’t find the button, which appeared below the initial scroll depth on the page.

To understand the reasons behind this click behavior, she delved into session recordings. Emma observed that although visitors clicked the quantity selector button, it didn’t help remove or add products, likely causing frustration. Moreover, visitors hardly scrolled down the page to click the check-out button. Eventually, they left without knowing it was at the bottom.

These observations convinced Emma that addressing these two major problem areas can smoothen visitors’ flow toward the checkout, making it easier for them to take the actions they want to on the website. 

CRO experts and marketers

Marketers aim to boost website conversions by optimizing problematic areas, enhancing engagement, and tailoring experiences for visitors. In this regard, behavior analytics helps them understand how visitors navigate, what they like, and what might distract them from taking desired actions, impacting conversions.

Consider this: As a CRO marketer at a consulting agency, you usually monitor form submissions on its website, tracking the lead flow into the conversion funnel. Things were going well, but this time, you noticed a 12% increase in visitors leaving the form without completing submissions. 

The main culprit seems to be the field requesting visitors to share their company revenue—a new criterion for lead selection introduced by the company. It was decided to include the criterion here to filter out prospects that didn’t meet this field from the get-go. 

You realize you need to look beyond the form and understand how visitors behave before and after interacting with it to get a complete picture. You observe dense red areas in heatmaps on the navigation menu, texts, and pictures on the left, while the form on the right exhibits low engagement in cooler colors. 

For even better analysis, you watched recordings of what a visitor’s behavioral flow looks like on the website. What is distracting them from noticing the form? Is there something that they find more interesting? Watching their movements is key to solving this mystery. In the recordings, you observe that although visitors move their mouse over the form, they pause frequently, indicating hesitation. 

This made you realize that asking about the company’s revenue might be too much for them at this point. Because the drop-offs from the form were manageable or within acceptable levels before adding the specified field. Now that you know where people are having a hard time, you can optimize the form and see if it improves form conversions again. 

How will visitor behavior analytics contribute to your business?

Investing in visitor behavior analytics provides you with a wealth of actionable insights that can be translated into growth strategies contributing to the overall success of your business. 

Early detection of potential issues

Monitoring visitor behavior through analytics tools allows you to detect potential issues or roadblocks in the visitor journey early on. Whether it’s a poorly performing landing page or a cluttered form, identifying and addressing issues promptly helps maintain a good visitor experience before they start affecting your conversion rates and the bottom line of your business.

Reduced bounce rates

Analyzing visitor behavior helps spot friction points that prevent them from taking the desired actions on your website. When you address these challenges, you create a smoother experience for them, encouraging them to spend more time on your website. Visitors finding what they are looking for easily can help reduce bounce rates and, in turn, improve conversions.

Data-driven decision-making

Data is the fuel that powers your decision-making process. Hence, basing your strategies on actual visitor interactions enables you to resonate with your audience and drive more business success.

Personalization opportunities

By understanding how visitors interact with your website through heatmaps and session recordings, you can tailor content, recommendations, and various other touchpoints to their preferences. For instance, if you see a segment of visitors most engaged with your forms after applying filters, you can target them with more relevant and personalized offers to push them to the next level in your conversion funnel.

Enhanced customer retention

Understanding visitor behavior and gathering their direct feedback (surveys) can give you insights into their needs and expectations. When you use this information to enhance your website, product, or services, you align with their expectations, fostering customer satisfaction and loyalty. This way, they stick around for a long time with your brand.

Final thoughts

Cutting corners on visitor research is a risky decision that can backfire. If your offering doesn’t align with their preferences and expectations, your efforts could go to waste. Don’t you think it would be worthwhile to align it with their behavior and make them feel valued?

With the incredible capabilities of VWO Insights, why delay adding this powerful tool to your tech stack to ensure a top-notch experience on your website? If you’re on board to give it a try, start with our free trial. And if you see the value in supporting your growing business ambitions, scaling up to a paid plan is just a smart move away. Happy researching, and improving! 

Kim conducts a series of surveys to gather customer feedback. However, analyzing the large volume of responses requires a significant amount of time and effort, and there is a possibility of missing out on valuable insights. Also, pilot testing the new survey structure and question format consumes time and delays the deployment. She needs a quicker way to deploy surveys and see what’s important in the survey data to make better decisions about her products. 

If Kim’s problem resonates with you, then read on, for we’ve got a solution up our sleeves – surveys backed by generative AI technology. 

Let’s explore this revolutionary technology, its differences from traditional AI, and how it simplifies creating and analyzing surveys for marketers, product managers, and decision-makers alike.

Decoding generative AI

Generative AI is like a tech whiz that looks at a bunch of data, spots the tricks and traits, and then gets super smart about it. Once it’s all savvy, it can make up fresh stuff, create new patterns, and even repeat the information it has learned. 

Take the example of Google’s Bard chatbot, trained on a huge dataset of text and codes in more than 1000 languages. It has learned to recognize patterns and properties in text and code and can perform 21 functions, including generating new content and code, answering questions, and more. Additionally, Bard is trained on images, enabling it to write captions, answer questions, and categorize, organize, and share images based on the input text provided. I couldn’t resist and asked it to share photos of a cute baby panda, and it didn’t disappoint me. Aren’t they a feast for the eyes?

Like Bard, many generative AI applications have come up, such as Sonix for music generation and DAll-E for creating realistic images, revolutionizing everything from healthcare to art and design. 

What sets generative AI Apart from traditional AI?

Understanding the distinction between generative AI and traditional AI is pretty straightforward. Generative AI is a subset of AI that has the remarkable ability to craft brand-new content learning from the dataset it has consumed. 

On the other hand, traditional AI is like a rule follower. It gets trained for certain jobs by analyzing stuff and making sure it answers in a predefined manner. For example, think of a customer service chatbot like Amazon Lex. The following image shows the backend of the chatbot on the left, where you can predefine output for input, and on the right, the screenshot of the front end shows how it analyzes the user input and responds with what it is trained to respond. So, traditional AI can’t come up with new ways to do a task; it just sticks to the rules it learned.

Because of generative AI’s superiority over traditional AI, it is getting adopted faster by businesses. Whether you’re a marketing intern refining your copywriting or a seasoned CMO overseeing the creation of a multi-million-dollar global marketing campaign, generative AI has an application and use case for you. One of the use cases is understanding the voice of your customers with generative AI-backed surveys.

How generative AI can enhance and ease the survey process

a. Automating the process of targeting survey respondents

With traditional survey approaches, audience targeting is often based on generic filters such as funnel stage, demographics, geo-location, etc. As a result, the survey sample may contain a significant proportion of the audience who are non-responsive or irrelevant to the survey questionnaire. It can lead to low response rates and a lack of quality responses, ultimately affecting the accuracy and usefulness of the survey results.

Generative AI offers an elegant solution to these challenges. By leveraging its ability to analyze vast amounts of data, generative AI can create segments based on audience activity and pinpoint the most relevant survey respondents. It ensures the right audience is reached without over-contacting a broader sample. Not only does this approach save your valuable resources, but it also enhances the quality of the data by targeting a more relevant audience, leading to more accurate and insightful results. 

b. Creating and personalizing survey questions

Have you ever participated in a website survey and felt like the questions didn’t apply to you? Manual survey creation can sometimes lead to generic or ambiguous questions that miss the mark. It can result in low-quality responses, making it difficult to get accurate and useful insights. 

But with generative AI, you can create unique and personalized survey questions that are more likely to resonate with customers and generate high-quality responses. Also, it can seamlessly scale to create customized surveys for a large number of customers without sacrificing the relevance of the survey. 

By creating questions that are tailored to the customer’s interests and survey goals, generative AI can significantly increase response rates and address the issue of disengagement that is often seen in traditional surveys.

c. Predicting survey design success and response rate

Sometimes, you wonder if your survey draft is engaging and following best practices. It can lead to a lot of back and forth before publishing, which can increase the lead time.

For this, generative AI automatically assesses survey questions and design, providing scores based on best practices and alerting about any issues. It ensures that your survey is well-structured and effective.

And that’s not all. Generative AI also estimates the percentage of respondents expected to complete the survey and the time it should take. It helps to address the issues of engagement uncertainty, allowing you to send out surveys with confidence.

d. Generating survey summary and insights report

It is a time-consuming task to manually sift through survey data for actionable insights, requiring a dedicated team to collate reports every time.

But with generative AI, you can get a concise summary of your survey results instantly to understand the most important takeaways and determine what actions need to be taken based on the feedback provided by respondents. Also, it actively analyzes the feedback from the survey to suggest specific and actionable steps for improvement. Whether you need to refine a product feature, adjust a marketing strategy, or address customer concerns, generative AI paves an efficient and effective way to drive change to your strategy.

Why generative AI is a survey game-changer

Generative AI-based survey is not just about making the whole process of survey deployment and analysis easier and faster, but also about bringing benefits that are beyond operational gains, ultimately leading to a reduction in spending and resource allocation. 

a. Accelerates the rate of adapting to customer expectations

Analyzing survey data can be a time-consuming and challenging task, but it’s crucial for ensuring your website remains aligned with customer expectations. The longer it takes to make necessary improvements to your digital touchpoints, the greater the risk of impacting your website’s ROI. Research shows that a staggering 81% of customers are more likely to make repeat purchases if they have a positive experience. Therefore, any delay in adapting to their needs could drive valuable leads to explore alternative options. 

Fortunately, with generative AI, you can streamline the analysis process, drastically reducing the time required to enhance the digital touchpoint experience and promptly meet customer expectations, thus safeguarding your customer relationships and maximizing ROI.

b. Mitigates human bias that can prove costly

Whether you’re crafting a survey or delving into its analysis, there’s always a space for human bias involving misaligning your questions, missing critical response patterns, or inadvertently focusing on the wrong customer segment. These missteps can be costly. 

However, generative AI operates solely on data-driven decision-making, provided that it’s trained on a quality dataset (we will discuss it in the next section). It eradicated the possibility of human bias, ensuring you don’t veer down the wrong path or, worse still, commit a blunder that can prove costly.

c. Optimizes human resources allocation

Automation through generative AI can optimize the allocation of human resources within an organization. It is beneficial for product managers and marketers, who can delegate the repetitive and time-consuming aspects of survey administration to AI-powered assistants. These professionals then can allocate their valuable time and cognitive resources only to decision-making and creative brainstorming related to surveys. Another advantage of using generative AI is that it frees up the professionals to work on other tasks, ultimately leading to better human resource efficiency.

Things to think about before diving into generative AI surveys

Generative AI-based survey is a promising tool and you might want to consider it to keep up for the benefit of the business. But here are some considerations you must take into account.

a. Reliance on data quality and quantity

To train generative AI models, companies need a large dataset that represents the complete demography of their customer base. The dataset must be well-organized and labeled. Any misrepresentation or bias in the selection of training data can lead to malfunction of the generative AI-based survey. 

For example, an e-commerce brand uses a generative AI-based survey model to gather feedback on a new product line. The model is trained on biased data against certain groups, and as a result, it will sample the wrong audience for a survey. Such a scenario could lead to a low response rate, lack of quality feedback, and a poor business user experience, underscoring the importance of addressing bias in AI models.

b. Budget strain on data protection and privacy

While generative AI technology offers exciting possibilities for improving user experiences, it comes with crucial privacy considerations. The top priority is to enhance user experiences without compromising data security and user privacy. For instance, if we use generative AI to create personalized surveys, we need to collect user data, attributes, and events from business properties. To do this, businesses must obtain explicit consent from users and explain the purpose and scope of data utilization. By taking these measures, we can ensure transparency while still taking advantage of the benefits of generative AI. 

Another step is to fortify defenses against unauthorized access, employing robust passwords, encryption, and access restrictions. It puts a strain on the cybersecurity budget. As per survey findings by IBM, AI cybersecurity budgets are 51% greater than they were in 2021 and are expected to climb an additional 43% by 2025. Thus, safeguarding user data in the age of generative AI is an ongoing commitment that requires careful planning and significant investment.

VWO’s AI-powered surveys for swift customer understanding

Let’s move forward to see how VWO is powering its legacy tools like the VWO’s on-page survey to make it easier for businesses to deploy and analyze surveys.

VWO’s on-page survey is famous for its user-friendliness, allowing you to create and deploy surveys with just a few clicks. we have taken it to the next level by introducing an AI assistant that streamlines and accelerates the survey workflow. Let’s take a closer look at what the AI assistant brings to the table and how it can significantly improve your surveying experience.

a. AI assistance to craft surveys

The new AI assistant makes survey creation a breeze, as it generates tailored questions to match the goal you set. You can even regenerate your questions until they’re just right or effortlessly rephrase AI-generated ones with a single click, making the process efficient and saving you precious time.

Suppose, Kim wants to gather user feedback on the new product release through a survey on the company’s web forum, where customers are most active. With VWO’s AI-assisted survey, Kim sets her goal to identify pain points, and the AI assistant generates relevant questions that explicitly ask about user satisfaction with the latest product release. This approach ensures that Kim deploys a survey with precisely the right questions, ensuring she is collecting the right response.

b. AI-generated survey summary with actionable insights

VWO’s AI-powered survey reports deliver a deeper understanding of your audience’s sentiments, providing concise summaries of survey results and valuable feedback. Beyond that, the Generative AI suggests actionable improvements based on the feedback from the respondents, ensuring your surveys don’t just gather insights but also guide you toward meaningful enhancements.

So, when Kim receives a large number of responses, the AI-powered survey reports play a crucial role in providing her with a concise summary of feedback, highlighting important insights and actionable suggestions. For instance, Kim notices that users are expressing confusion about the new interface of the product, which is a recurring theme in the feedback summary. The AI insights recommend a solution, suggesting that Kim should offer a guided tour of the updated interface. This guidance not only saves her time but also equips her with valuable recommendations for improving the feature and staying ahead of competitors by creating fast and continuous change( who still use outdated and cumbersome survey methods.)

An AI assistant like VWO can help you streamline your surveying process, saving your time and resources while delivering valuable insights to improve your product or service. If you want to give it a try, you can sign up for a free trial here and request the feature which is in the beta phase.

Making the most of generative AI-based survey

You must be excited to try your hands on a generative AI-based survey tool, aren’t you? It’s crucial to remember that generative AI tools thrive on precision in their prompts. Here are some handy guide points to help you get the most out of your first survey prompts and design:

• Make sure to specify your goal and the information you seek from the survey (e.g. I aim to assess the impact of ABC product updates and collect user feedback on their experiences, so create survey questions accordingly).
• If you are seeking information about respondents, specify what information you want to seek like company size, age group, location, etc. (e.g. create survey questions to ask about respondents’ company size and location).
• Specify the length of each question, the number of questions, and the tone (e.g. create five open-ended questions with each having 100 characters in length. Keep the tone conversational).

Here is one prompt to put it all together: “Generate five conversational survey questions about ABC product updates, beginning with a query about company size. Each question should be 100 characters long and aim to collect user feedback on their experiences. Make them open or close-ended as per relevance.”

Once the questions are created, you must iterate your prompt till you find suitable survey questions. 

The future of generative AI

A survey by Bain & Company predicts a high degree of automation throughout the customer life cycle, especially in demand generation and self-service sales. 

In terms of financial impact, a staggering $79 billion market by 2030 for generative AI-based applications that specialize in automation and improving productivity, and an off-the-shelf AI software market of $227 billion.  

Thus, we can safely say that generative AI has immense potential to accelerate automation, reshape industries, and surpass human-level performance, driving a multi-billion-dollar market and transforming the business landscape at an unprecedented pace.

Conclusion

To wrap up, the integration of generative AI in surveys has revolutionized the process by optimizing and automating each step of survey creation. This not only helps businesses keep up with evolving customer expectations but also saves valuable resources. As AI technology continues to advance, we can expect more sophisticated features to be added, resulting in even greater accuracy and speed. With this bright future ahead, the possibilities for businesses to gather valuable insights and make data-driven decisions are endless.

So, like Kim, if your to-do list is seemingly endless and you’re swamped with surveys, make sure to explore generative AI-based survey tools for better decisions and a more efficient workday. 

Note: At VWO, we strive to empower our customers with the latest technology. Our goal is to make your complete CRO cycle, from analyzing user behavior to delivering personalized experiences, as streamlined and effortless as possible using generative AI. We are continuously updating our products to ensure that our customers can benefit from this amazing technology and stay ahead in the game. Keep an eye on the product updates page for the latest updates. 

This is quite concerning, given the time, effort, and budget required to acquire new users. While there are quite a few reasons behind why a user uninstalls an app, bad UX sits right at the top of the list.

Most apps today struggle with retention issues mainly because users cannot accomplish their goals. From high loading times and constant crashes to unresponsive elements and confusing layouts, users continue to face UX problems while using apps. 

This is extremely challenging for product managers as these UX issues impact crucial product KPIs like user engagement, retention, conversions, referrals, and so on.

But, a major cause for concern is that most of the time businesses are unaware of these problems. This is why you need a strategy that not only helps you discover crucial UX issues but also enables you to optimize mobile app UX. 

In this blog, you’ll learn exactly how to do that with a specially curated 5-step framework that covers the entire cycle of mobile app UX optimization. 

Step 1: Identify where users are facing problems in your app

Before you go about optimizing your app and fixing UX issues, you first need to find out where exactly your users are facing these problems.

Are they leaving your app during the signup flow, or is an unknown crash occurring on another screen? 

While there are quite a few ways to identify problem areas, let’s look at some strategies commonly used.

App store reviews

The most obvious way to get feedback about your app is through reviews left by users on platforms like Apple’s App Store or Google Play Store.

By tracking these reviews consistently, you can identify common issues in your app or even discover problem areas that were previously unknown. 

However, since writing a review requires additional effort, a lot of users tend to skip it entirely. Also, most of these reviews are shared by users who either had an amazing or terrible experience. 

This could prevent you from gaining any honest, nuanced feedback from these reviews. 

Support emails

Another commonly used method brands rely on to discover issues within their apps is support emails. 

Users generally send these messages to your customer support team when they require some kind of help or encounter a problem in the app.

However, users only opt for this option when they encounter a problem. Also, not every user would take the time or effort to raise an issue or write an email about it. This again limits your visibility of user experience. 

In-app surveys

Using surveys is a great way to establish two-way communication with your customers. It also allows you to collect crucial feedback that can be leveraged to optimize user experience.

For example, when users complete a purchase, you can prompt a survey to know more about their experience or you can use it to get feedback about new updates or features. 

However, a common issue with this method is the number of people who fill up a survey. Since surveys tend to interrupt the user journey, people might either not take them or rush through their responses. In this case, the data might not capture the pulse of visitors. 

Also, there could be a gap in the data collected about user behavior as surveys fail to capture the voice of the silent audience. 

Quantitative analysis

In addition to previous methods, you can use analytics tools like Google Analytics, CleverTap, Moengage, or Mixpanel for deeper insights into user interactions with your app. 

These tools offer data on user demographics, actions, and engagement. They provide user data like time spent on a screen, number of user sign-ups, location of users, etc.

However, these tools primarily answer the ‘where’ of user behavior. For example, Google Analytics tracks user drop-offs from the sign-up screen of your app. But this information still does not tell you why this happened. 

This limitation leaves you making assumptions about user actions, rather than having concrete reasons for decision-making.

Qualitative analysis

Why do you need mobile app session recordings?

The best way to overcome the app optimization challenge is to opt for tools that enable you to conduct qualitative analysis. Through this analysis, you notice certain patterns or nuances in user behavior that are not clearly evident with quantitative metrics like session duration or bounce rate.

For example, let’s say you manage an e-commerce app. A user is exploring your collection of t-shirts and tries to choose a different size. However, the button to change the size is non-responsive. After a couple of attempts, the user quits the app. 

In this scenario, a tool like Google Analytics or CleverTap will show an increase in the number of people who left this screen and quit the app. However, this information does not reveal the reason behind this action. 

On the other hand, using mobile app session recordings, you will be able to watch this user event in real-time.

This means you no longer have to wait for users to report an issue within your app. You can review these recordings to discover these issues and fix them proactively before they cause major damage.

Tools like VWO Insights for Mobile Apps help you do this by offering deeper insights into customer behavior with powerful features like mobile session recordings and mobile heatmaps.

Secondly, when you release a new app version, you may want to know how new users interact with it compared to returning users. Or, maybe you want to study specific scenarios where the app crashed and failed to respond.     

This type of analysis provides some much-needed context to user behavior and allows you to make data-driven decisions to optimize the app. Depending on your tool, segmentation of recordings can be done in different ways.

For example, with VWO Insights for Mobile Apps, you can filter all recordings based on various factors like device type, location, android version, iOS version, screen viewed, app crashed, app not responding, etc. 

Why do you need mobile app heatmaps?

A heatmap is a visual representation of data that shows how users interact with your app. 

Color overlay is used to visualize where exactly users are tapping on a particular screen within your app. This is a crucial feature as it gives you a clear idea of how users are interacting with important sections of your app.

Let’s say you added a new section called ‘What’s Trending’ on the home screen of your news app. Since it’s an important section, you can use heatmaps to study the taps it receives and guide improvements based on this data.    

As another example, say your gaming app has a section where users can buy new gear and accessories. When you check the heatmap of this section, you notice that a very small number of users are clicking on the ‘View More’ button even though the product screen is receiving a lot of clicks.

Based on these insights, you can either change the placement of the ‘View More’ button or you can add a new ‘Infinite scroll’ feature that allows users to see more products without clicking anywhere.

How can your business benefit from qualitative analysis?

No matter what industry you belong to, qualitative analysis will give you deeper insights into user behavior and help you understand the factors that influence their actions. 

Let’s look closely at how businesses across industries can benefit from this qualitative analysis.

1. Shopping apps

Qualitative analysis is extremely crucial for e-commerce apps. It can help you to understand why users abandon the purchase journey. 

E-commerce apps often run flash sales or special offers to attract more customers. Since the traffic is relatively higher during this period, you may want to study user behavior and identify key areas that should be improved.

For example, your checkout screen has a section called ‘You Might Also Like’ just before the ‘Buy Now’ CTA button. The section recommends relevant products to the users based on what they are purchasing, making it an important part of your cross-sell or up-sell campaign.

However, during one of the flash sales, you observe the heatmap of this screen and notice that the ‘You Might Also Like’ section is receiving much fewer clicks. To understand this issue better, you watch session recordings of users who reach the checkout screen.

Surprisingly, you see that the product images in this section are taking almost 8-10 seconds to load, which is why users are skipping it altogether. 

Based on these observations, you can optimize the product images in this section and ensure that they load along with other elements on the screen.

This will result in faster loading times and will also increase cross-sell purchases from the checkout screen.

2. Finance apps

Industries from the financial sector can also use session recordings to analyze critical screens such as a loan application form or new account opening form. 

For example, consider you have an ’Insurance’ section in your app where users can buy a health insurance plan. 

Here, when users want to compare different plans, they can select their desired options and click on ‘Compare’, which takes them to a new screen where an in-depth comparison table is displayed.    

To optimize this comparison section, you want to study user behavior and identify possible friction points. Let’s say, you use the session recordings feature to know how users interact with the screen. 

Here, you see that users have no issues while comparing the two insurance plans. However, since there is no option to add another plan, users have to go back to the ‘Insurance’ screen. This action resets their choices and they are again asked to select their previous options along with the new plan.  

This issue complicates the entire comparison process and causes users to abandon the screen altogether. 

Now that you’ve identified a critical pain point, you can improve the flow of this process by adding a new button that allows users to choose a new plan directly from the comparison screen.

Also, you can use these insights to further optimize the ‘Insurance ’ section and guide improvements to the design or layout of the screen.

3. Food & drink apps

Apps that deliver food and groceries deal with a large number of users on a daily basis, which is why it is critical to observe behavioral patterns.   

For example, let’s you want to simplify the checkout process in your app. To know what changes are required and get a better understanding of user behavior, you analyze the heatmap of the checkout screen. 

Here, you notice that even though users are interacting with important elements like adding an address or choosing the payment method, the ‘Apply Promo Code’ section is not receiving a lot of clicks. 

To further understand this behavior, you looked at session recordings of this screen and saw that users are scrolling down without noticing the ‘Apply Promo Code’ section, hence you got a hypothesis that it might not be really visible.

Based on these key insights, you can make certain changes to ensure that the section receives good visibility so that users can easily benefit from it.  

4. Travel & local apps

Another industry that can greatly benefit from qualitative analysis is travel or hotel booking. Let’s say, your app allows users to book tickets for inter-city buses. 

You notice that users are spending a lot of time on the ‘Bus Listings’ screen, but very few are proceeding to the ‘Booking Confirmation’ screen. To understand why this is happening, you watch recordings and analyze user behavior.

Here, you observe that users are scrolling through a long list of buses and they are even struggling to find the right one. While analyzing the heatmap for this section, you also notice that the ‘Sort & Filter’ option is receiving very few clicks. 

This suggests that users are not using this feature effectively to narrow down their choices. 

To overcome this issue, you can improve the visibility of the ‘Sort & Filter’ feature or you can also recommend commonly used filters at the top of search results. 

5. Gaming apps

When dealing with gaming apps, session recordings can reveal glitches or bugs during gameplay and can also show how new versions or updates are affecting user engagement. 

For example, you want to know how users play through a challenging level in the game and whether they encounter any difficulties. To do so, you analyze the session recordings and notice that a lot of users are quitting the app after repeatedly failing at a series of tricky jumps.

You observe that users are struggling with the timing of these jumps. A possible reason might be the lack of pop-up tutorials at this particular level, which means users are unaware of the advanced controls required to clear the jump.

To solve this problem, you can introduce a couple of tutorials or demos just before users start this level. By doing so, you can help them understand the controls and also avoid interrupting their experience. 

Step 2: Decide which issues should be tackled first

Identifying user issues in your app is crucial, but what you do next matters most.

For example, let’s say you have a travel booking app where users can search and book flights, hotels, trains, etc. Since a major source of your revenue comes from users who book international flights, you want to optimize their experience. 

To achieve this goal, you check the recordings of users who dropped off while booking an international flight. Here, you notice that when users try to add coupon codes on the final checkout screen, the app stops responding and crashes.

On the other hand, a few users have also reported issues with the filter option on the screen that displays all available international flights.

While both these issues are affecting user experience, the one on the checkout screen should be high priority as it directly results in abandoned bookings and loss of revenue. 

An optimization framework thrives when you prioritize critical app sections, allowing efficient resource allocation and addressing key user experience issues.

Step 3: Share data-backed insights with your stakeholders

To create optimized experiences, avoid relying solely on intuition. Instead, continually track and share data-driven insights with all stakeholders involved in the optimization process.

For example, suppose you are studying the heatmap for an e-commerce home screen and notice a lot of clicks on one of the image banners. But, since the banner is non-interactive, it results in dead clicks and creates frustration among users. 

Use a tool like Insights for Mobile Apps to share findings. Backed by data, these observations facilitate discussions with stakeholders to find efficient solutions and enhance user experience.

This approach ensures everyone is informed about user interactions, streamlining decision-making for future changes.

Step 4: Turn insights into hypotheses for your tests

After identifying critical issues, gathering data, and sharing insights, it’s time to optimize your app. However, implementing changes directly from observations might involve risk and create new problems.

To avoid this, convert your insights into hypotheses and conduct A/B tests. A/B testing involves showing different app screen versions to user groups and analyzing data to determine which performs better in terms of app UX and engagement.

Follow these key A/B testing best practices for optimal results.

1. Define your hypothesis and identify a goal

Before you start with mobile app A/B testing, it is important to have a well-defined hypothesis. 

For example, while analyzing the heatmap of your home screen, you notice that the CTA button is not getting enough clicks. You also observe that the button is placed a little lower on the screen which is why users are probably unaware of it.

Based on this, you create a hypothesis that bringing the CTA button to the top of the home screen will result in more clicks. Using this hypothesis, you create a variant of the screen where the button is placed higher on the screen. The metric you are tracking for this A/B test here is now clear: The number of clicks on the CTA. Your goal is to increase the same.

2. Test small before you go big

Making any kind of change to your app is bound to impact performance and UX. 

However, if you start your optimization journey by testing big changes like a complete app redesign, you face a higher risk of impact on revenue and sales.

To avoid this challenge, you should start testing small, incremental changes and focus on building a culture of experimentation within your organization. 

With this approach, you not only prevent any large-scale impact on the app or business, but you also gain the trust of other stakeholders by sharing consistent results and insights. 

So, when you do come around to run complex tests, it would be easier to get approval and support from the rest of the organization.   

3. Choose the right A/B testing tool for your mobile app

Once you are prepared to begin your optimization journey, you will need an A/B testing tool to get started. 

While there are a lot of mobile app A/B testing tools available today, you should choose one that matches your requirements and business goals. 

You must also ensure that the A/B testing tool has minimal impact on your app’s performance.

VWO empowers you to launch your experiments effortlessly and allows you to test a wide range of features such as in-app messaging, app layout, UI copy, and much more.

Step 5: Monitor behavior after the UX is modified

Once you start running experiments and implement certain changes to the app, it will gradually have some kind of impact on the overall UX and user engagement.

This is where you double down on your efforts and closely analyze how users are interacting with all the changes and tweaks.

Again, you can use the mobile heatmaps or session recordings feature with Insights for Mobile Apps to study user behavior after the changes have been implemented. 

Track the impact of your optimization efforts and look for ideas or opportunities to further improve app UX. 

By combining your testing efforts with advanced behavior analysis, you create an optimization cycle that will not only improve in-app user engagement but will also drive business growth in the long run.   

Register now for a product tour of VWO Insights for Mobile Apps and enjoy free 90-day access to discover real-time insights and drive app conversions. 

Time for a reality check! 

According to research on worldwide retention rates, the churn rate for mobile apps starts at 74.7% on Day 1 and gradually increases to 94.3% by Day 30. In other words, the retention rate across 31 mobile app categories is 25.3% on Day 1 but drops to 5.7% by Day 30. 

If you are running a gaming app or a publishing app, losing users means they’re disengaged. For eCommerce or delivering apps, it can seriously impact your revenue goals. 

So, what is the solution to reverse this churn trend? In this blog, we will tell you how to tackle the problem at its core using the power of experience analytics. 

To understand where to start, you first need to calculate the churn rate for your app. 

How to calculate churn for your app

The lower your churn rate, the better. A higher churn rate means more effort is required to improve user engagement and retention. 

Imagine you run a subscription-based streaming service. You want to calculate churn for your app to understand user engagement and make strategic decisions to improve retention if needed. 

Let’s say your app has 40,000 active users at the beginning of a month, and by the end of the month, 28,500 have stopped using your app. You can calculate the churn rate of the month, using the formula below.  

In this hypothetical scenario, your churn rate stands at 71.25% and needs immediate fixing. To do so, understanding the reasons behind the churn becomes essential.

Why do app users churn?

According to a survey of 2,000 users, the primary reasons for app uninstallation are as follows: not using the app (39.9%, limited storage (18.7%), and excessive advertisements (16.2%). 

It is evident that non-usage commands the lion’s share as the primary driver of app churn. To uncover what drives users away, there are some key questions you must find answers to. 

Why did users drop off from the app and never come back?

Take an objective look at your app. Is its navigation cumbersome? Imagine using a different app with such difficulties – would you stick around? Challenging navigation increases the cognitive load on users, which can drive them to abandon your app. 

Further, intrusive ads alone can drive away 16.2% of users, making them one of the top reasons why users drop off from an app. 

Users constantly crave novelty. If your app stagnates, lacking updates or new features that align with users’ preferences, their interest will wane. 

Additionally, if your app lacks security features, privacy concerns can lead users to drop off and seek more secure alternatives that better cater to their needs.

Why do users sign up but are not active?

Generic content or offers blow out users’ interests faster than you think. 63% of smartphone users are more likely to purchase from companies whose mobile apps offer them relevant product recommendations. So, it’s worth checking if your app is missing that personalization angle.

Now, think about users who signed up but aren’t doing much. Could it be because your app is like a maze, making it tough for them to derive the right value from your app? Users do not have the time or patience to embark on a treasure hunt in your app. 

Your app should be seamless enough to enable users to achieve their goals efficiently, providing the expedition they need. 

Why do some users come back to your app? And how is their experience different from the ones dropping off?

At times, users simply choose to disengage. This change of heart has become increasingly common in today’s digital world, with several options available online. However, if you still see users returning to your app, it shows that your app offers something valuable that resonates with your audience. Some of these returning users may be your loyal customers who trust your brand and your app. 

On the other hand, certain segments of users who drop off to the point of never returning may be seeking more personalized experiences. This trend is especially noticeable among Gen Z, where over 60% of them explore alternative options even if they have a preferred brand. 

For them, a poor user experience, intrusive ads, or generic offers are the least accepted elements to be found on mobile apps today. To re-engage users who may be losing interest, optimize your app to leave a positive impression and foster trust. 

We have touched upon the reasons why users may not be engaging with apps. But remember, user behavior can vary significantly from one app to another. To have users keep coming back to your app, you need to figure out the exact reasons behind their disengagement and fix them. How to do so? We discuss that in the following section. 

What is user experience analytics all about?

When digging into the problems behind app churns, you will encounter two types of analytics offering a solution – quantitative and qualitative. 

As the name implies, quantitative analytics deals with the numbers, and the measurable aspects of the issue at hand. Some of the key performance indicators (KPIs) we can measure using quantitative analytics include:

• Monthly active users: This tells us how many unique users engage with our app in a given month. 
• In-app purchases: It measures the percentage of users who make in-app purchases. 
• Average revenue per user: By calculating the average revenue generated per user, we can assess the financial impact of churn. 
• Notification engagement: This metric informs us about the number of users responding to in-app or push notifications. 
• Feature usage rate: It helps us gauge the adoption and usage of specific features within our app. 

While these numbers provide valuable insights into user behavior and app performance, they don’t tell us the ‘why’ behind the numbers. 

For instance, if we observe a consistent drop in monthly active users, it signals that users are disengaging with the app, but it does not explain why they are engaging in the first place. 

This is where qualitative analytics becomes invaluable. 

It goes beyond just the numbers, uncovering the reasons behind user behavior. Qualitative analytics reveals the friction points users encounter on our app, how they interact with various elements, and what drives them to churn. 

Without these insights, numbers remain mere data points without direction. 

However, when we combine quantitative and qualitative analytics, they provide a comprehensive understanding of why users are churning and how we can address these issues effectively. 

Therefore, user experience analytics involves delving into behavioral analysis and comprises the following:

Watch the user journey with recordings

Session recordings are qualitative tools that capture real-time browsing sessions of app users, allowing you to review the recordings later to extract valuable insights into visitor behavior. 

Visualize user engagement with heatmaps

Heatmaps provide colorful visual representations of user interactions with different elements on your app. By using a color spectrum ranging from red to blue, heatmaps illustrate which elements on your app page are the most popular (hot) and least popular (cold). 

Study-specific user cohorts

In experience analysis, you can study how users from different cohorts behave on your app. For example, you can observe the behavior of users from specific locations. New users and returning users are also two distinct cohorts that you can delve into to gain a deeper understanding of their specific behaviors. App version, device type, Android version, and iOS version are other user cohorts that can further be analyzed to examine user behavior deeply on the shared characteristics. 

Our platform, VWO Insights for Mobile Apps, supports all these segmentation options and also allows you to create custom events specific to your app as filters. 

Understand funnel drop-offs

Funnels help you figure out where your users are losing interest and dropping off from your app. Funnel reports can also be filtered using different segments to deep-dive into user behavior across their journey on your app. 

How to use user experience analytics to reduce your app’s churn

Regardless of the mobile app, resorting to user experience analytics allows you to zero in on user behavior and use the collected insights to improve the app even further. These enhancements directly contribute to higher user engagement and reduced churn rates, ensuring people stick around and enjoy the app longer. 

Here are some use cases of leveraging user experience analytics from different industries. 

Shopping apps

When it comes to a shopping app, session recordings can provide insights into user struggles or obstacles that lead to cart abandonment. For instance, you can determine if users drop off after trying and failing to access coupon code links on your app. 

Heatmaps offer valuable information by highlighting which elements within your app receive the most user interaction. 

For instance, if users are not scrolling down to view reviews, as indicated by the cooler blue areas on the heatmap, you may consider relocating them to a more prominent position at the top. 

This approach enables you to design your app layout and arrange elements based on your users’ mental model. 

How do they help reduce churn?

Let’s say quantitative analysis has shown that users are churning from your shopping app. You believe that adding items to their wishlist will encourage users to return to the app and reduce churn. Therefore, your goal is to improve wishlist additions to tackle the problem of churn. 

But before you work on improving the feature, you want to understand users’ current level of interaction with it. So, you analyze recordings to see differences in behavior between users who add products to their wishlist and users who don’t. Interestingly, you see many users refrain from using the feature. 

These observations will lead you to make UI changes and optimize the wishlist icon, making it easily accessible and shareable for users. This, in turn, will increase wishlist additions, providing an effective solution to reduce churn. 

Food & drink apps

Food and drink ordering apps heavily rely on user experience analytics. Session recordings provide insights into how users browse menus and make selections, revealing any difficulties they may encounter in finding what they want. 

This information enables you to make improvements in the menu design for enhanced user navigation. 

Analyzing user behavior with specific dietary preferences or interacting with such filters can help you refine personalized recommendations. Filtering and watching user sessions by different times of the day can offer valuable insights into user behavior during peak ordering periods. 

Similarly, heatmaps can highlight areas of increased user interaction, such as ratings or images, helping you plan their design and placement effectively. 

How do they help reduce churn?

Consider you have added a new feature named “Nutritional intake” in your food app for every user. You have noticed that users who used this feature often returned to the app to see their accumulated nutrition/calorie data, which often led them to place orders from the app.

As the next step, you turn to session recordings to observe the behavior of users who are not using the feature and identify ways to encourage its adoption. For instance, placing the nutritional count on screens could attract users’ attention and drive more engagement. 

Therefore, this UI change (or any other) guided by qualitative analysis can improve the feature adoption rate, drive more orders, and reduce churn from the app. But before you implement any change, be sure to run a test and confirm its effectiveness. 

Finance apps

Session recordings help identify any difficulties users may have encountered while filling out loan forms, such as missing fields or incomplete information at certain steps. They provide a detailed view of user interactions leading to contact with customer support, allowing you to pinpoint areas where in-app guidance can reduce support inquiries. 

If you are interested in assessing how users respond to newly added investment charts or graphs in your app, heatmaps can reveal their interactions, enabling you to optimize the layout and information presentation for better clarity. 

You can also gain insights into user behavior when they make changes to their investment portfolios, identifying opportunities to offer guidance and support. 

Finally, filter recordings by the hour of the day will help you understand how users react to market fluctuations of any kind. 

How do they help reduce churn?

Let us say, you have observed a high churn rate on the ‘Add/Manage your payees’ screen of your banking mobile app. 

To understand why users are dropping off, you have analyzed their behavior through session recordings and noticed that they tend to scan only halfway through the form and drop off without completing the necessary details. 

Further, heatmaps show that users are attempting to click on the ‘Help’ button at the top, but it is inaccessible. Based on these insights, you can streamline the UI of the screen by retaining only essential form fields and making the ‘Help’ button accessible.

Finally, these changes will encourage users to fill out the form, complete the details, and seek help (if needed) with just one click of a button. Simplifying these actions will reduce churn and enhance user engagement with the app. 

Travel & local apps

Travel & local apps can also benefit from the capabilities of user experience analytics. Session recordings reveal booking abandonment patterns and provide insights into user behavior and preferences when making last-minute travel bookings, allowing customized offers and support. 

Further, filtering recordings by date will help you gain a better understanding of user behavior and preferences during peak travel seasons while filtering by screen resolution ensures a seamless mobile experience across different devices. 

Heatmaps offer insights into user interactions with map views, guiding improvements in functionality and design. Further, you can track events of saving favorite destinations, thereby identifying ways to improve this feature. 

How do they help reduce churn?

Imagine you have a brand-new travel and hotel booking app, and you have recently noticed a significant churn from the home screen of the app.

After investigating session recordings of the home screen, you discovered that a segment of users opening the app on older Android versions experienced app crashes when trying to make bookings. 

Subsequently, you shared the recording with the development team, who promptly resolved the issue. As a result, the booking process became as easy as a breeze for users. And what’s more? The reduction in user frustration led to less churn, increased bookings, and improved user satisfaction. 

Gaming apps

Gaming apps can also be improved with the use of these analytics. Session recordings highlight areas where users encounter challenges with controls or levels, providing insights for enhancing game design. 

Session recordings also uncover user interactions with tutorials and guides, offering guidance for improving instructional content and overall design. Further, filtering the recordings by game version will tell you how updates or feature introduction impacts user engagement.

Heatmaps too can help you gauge which areas of your app users interact with the most and ensure optimal placement of offers, purchase prompts, and other elements. 

How do they help reduce churn?

Suppose you have recently introduced a daily login reward system in your gaming app, offering users access to new content and in-game currency, all in an effort to reduce churn rates. 

To gain insights into user reactions, you have analyzed both recordings and heatmaps. What you have discovered is a mixed response – while some users are actively engaging with the reward system, others are barely interacting with it. 

You can conduct an experiment to enhance the placement and messaging of the feature, making it more prominent for users to engage with. This test can determine whether these changes will reduce churn rates and improve user experience. 

Reduce app churn with user experience analytics starting today

Before you jump right into reducing churn, understand what is causing users to leave. Doing this will give your churn-controlling strategies the right direction. 

VWO Insights for Mobile Apps is a robust user experience analytics tool that helps you pinpoint the root causes of your app’s churn. By leveraging insights from Session Recordings and Heatmaps, you can generate test ideas and optimize your app to boost retention and revenue growth. 

Sign up for a product tour now and gain a 90-day free access to uncover the reasons behind churn in your mobile app. 

Table of Contents

• What are customer engagement platforms?
• Importance of customer engagement platforms
• What are the 5 stages of customer engagement? How do customer engagement tools help in each of them?
  • 1. Awareness
  • 2. Interest
  • 3. Consideration
  • 4. Purchase
  • 5. Retention and advocacy
• Top 10 customer engagement tools to try
• Measuring customer engagement using a customer engagement platform
• The synergy of customer engagement software and marketing
• Final thoughts
• Frequently Asked Questions (FAQs)

What are customer engagement platforms?

A customer engagement solution consists of a suite of tools and technologies designed to facilitate interactions between businesses and their customers across various touchpoints. These platforms streamline and enhance the customer journey by providing personalized, relevant, and consistent experiences. Whether it’s through social media, email, in-app messaging, or other channels, these customer communications platforms enable businesses to connect with their audience in a meaningful way and increase customer engagement.

These platforms offer a range of functionalities, including:

• Personalized communication: Effective customer engagement tools empower businesses to tailor their interactions based on user preferences, behavior, and demographics.
• Multichannel reach: Whether it’s through social media, email, web chat, or SMS, customer engagement software enables brands to connect with customers through their preferred channels.
• Data-driven insights: These tools provide valuable analytics that help companies understand customer behavior, preferences, and engagement patterns.
• Automated campaigns: Automation features allow businesses to schedule and deploy targeted campaigns, saving time and ensuring timely interactions.

Importance of customer engagement platforms

Why is customer engagement software essential in today’s business landscape? Let’s explore a few key reasons:

• Enhanced customer experience: Customer engagement software enables businesses to deliver personalized experiences, enhancing customer satisfaction and loyalty.
• Data-driven decisions: By collecting and analyzing customer data, these platforms empower companies to make informed decisions and create more effective marketing strategies.
• Brand loyalty: Regular interactions foster a sense of loyalty among customers, making them more likely to stick with your brand in the long run.
• Increased conversions: Personalized and relevant interactions can lead to higher conversion rates as customers feel understood and valued.
• Improved customer feedback: These platforms facilitate the collection of feedback, enabling businesses to address concerns and continuously improve their offerings.

What are the 5 stages of customer engagement? How do customer engagement tools help in each of them?

To improve customer satisfaction, you need a process. This process involves several stages, each representing a different level of interaction and relationship-building between a brand and its customers. Customer engagement tools play a crucial role in facilitating and enhancing these stages. Here are the five stages of customer engagement and how customer engagement tools help in each of them:

1. Awareness

This is the initial stage of customer conversations where potential customers become aware of your brand’s existence. Customer engagement tools contribute to awareness by:

• Social media management: Tools like Hootsuite or Buffer help schedule and manage social media posts across multiple platforms, increasing brand visibility.
• Content creation: Tools like Canva or Adobe Spark assist in creating visually appealing content that grabs attention and communicates your brand’s message effectively.

2. Interest

 At this stage, customers show an interest in your brand and begin exploring your products or services. Customer engagement tools help by:

• Email marketing: Tools like Mailchimp or Sendinblue allow you to send targeted emails to your leads, providing them with valuable information and updates.
• Web analytics: Tools like Google Analytics help you track user behavior on your website, providing insights into what interests them the most.

3. Consideration

During the consideration stage, customers evaluate whether your offerings meet their needs. Customer engagement tools assist by:

• Live chat: Tools like Intercom or LiveChat enable real-time conversations with potential customers, addressing their questions and concerns.
• Personalization: CRM platforms like HubSpot or Salesforce offer personalized content recommendations based on customer preferences and behavior.

4. Purchase

This is when customers make a purchase or decide to avail of your services. Customer engagement tools support customer success at this stage by:

• eCommerce solutions: Tools like Shopify or WooCommerce provide a seamless purchasing experience, from cart management to secure transactions.
• Retargeting: Tools like AdRoll or Facebook Pixel help you show targeted ads to customers who have shown interest but haven’t completed a purchase.

5. Retention and advocacy

After the purchase, the goal is to retain loyal customers and turn them into advocates for your brand. Customer engagement tools contribute by:

• Customer support platforms: Tools like Zendesk or Freshdesk enable efficient handling of customer inquiries and complaints, enhancing post-purchase experience.
• Surveys and feedback: Tools like SurveyMonkey or Typeform help gather feedback, allowing you to make improvements based on customer suggestions.
• Loyalty programs: Tools like Smile.io or LoyaltyLion help you set up and manage loyalty programs to reward and retain existing customers and boost customer loyalty.
• Social media listening: Tools like Mention or Brandwatch monitor social media for mentions of your brand, allowing you to engage with customers and address their feedback.

In each stage, customer engagement tools play a role in nurturing the relationship between the brand and the customer. They enable personalized interactions, streamline communication, gather valuable insights, and enhance the overall customer experience. By leveraging these tools strategically at each stage, businesses can effectively guide customers through the engagement process, ultimately leading to increased customer loyalty, advocacy, and business growth.

Top 10 customer engagement tools to try

Here are 10 customer engagement tools that deserve a spot in your arsenal:

• VWO: VWO offers A/B testing and personalization capabilities, allowing you to optimize website experiences for different customer segments.
• Amazon AWS (Amazon Web Services): AWS provides a scalable and reliable cloud infrastructure that can power your customer engagement applications and services.
• Netcore: Netcore offers a comprehensive customer engagement suite, including email marketing, AI-driven personalization, and multi-channel communication.
• Moengage: Moengage specializes in mobile engagement, providing personalized messaging, push notifications, and in-app messaging to engage users.
• Twilio: Twilio’s communication APIs enable businesses to integrate messaging, voice, and video capabilities into their customer engagement strategies.
• Zendesk: Zendesk offers customer support solutions that enhance engagement through ticketing systems, live chat, and self-service portals.
• Intercom: Intercom focuses on real-time customer communication, offering solutions for chat, email, and customer feedback management.
• HubSpot: HubSpot provides a holistic platform for inbound marketing, sales, and customer service, facilitating seamless engagement across the customer journey.
• Salesforce Service Cloud: Salesforce’s Service Cloud offers tools for customer support, case management, and omnichannel engagement.
• Freshdesk: Freshdesk is a user-friendly helpdesk software that streamlines customer support, enabling efficient issue resolution and engagement.

Measuring customer engagement using a customer engagement platform

To ensure the effectiveness of your customer engagement strategies, it’s essential to measure and analyze their impact. Here are some key metrics to consider:

• Click-through rates (CTR): Measure the percentage of recipients who clicked on a link within your communication.
• Conversion rates: Track the percentage of engaged customers who completed a desired action, such as making a purchase.
• Customer feedback: Gather qualitative insights through surveys and feedback forms to understand customer sentiment.
• Time spent on site/app: Monitor the duration customers spend interacting with your website or app.
• Social media engagement: Analyze likes, shares, comments, and overall engagement on social media platforms.

By regularly monitoring these metrics, you can refine your strategies, gauge customer satisfaction, and optimize your customer engagement efforts for better results.

The synergy of customer engagement software and marketing

Customer engagement and marketing are inseparable partners in today’s business landscape. Marketing efforts are driven by customer engagement, and effective marketing strategies contribute to enhanced customer engagement solutions well. This symbiotic relationship creates a cycle of value creation, where engaged customers become brand advocates, further driving business growth.

Final thoughts

In the digital age, customer engagement is more critical than ever before. It’s not just about selling a product; it’s about building lasting relationships and providing memorable experiences. Customer engagement software offers the tools you need to connect with your audience, understand their needs, and tailor your interactions accordingly. By exploring options like VWO, Amazon AWS, Netcore, Moengage, and Twilio, you can take your customer engagement strategies to new heights, fostering brand loyalty and driving business success. Remember, the key lies in personalized interactions and meaningful connections.

Frequently Asked Questions (FAQs)