Leveraging Web Analytics to Improve Customer Experience (CX) in 2022 and Beyond


    Investing in talent and technology for better customer experience (CX) analytics can help businesses stay ahead of their competition and increase customer loyalty. Additionally, they can provide businesses with insights that will allow them to adopt even more new strategies in the future as customer behavior, expectations, and preferences continue to evolve.

    For a long time, marketers and analysts have used analytics to enhance customer experience (CX). However, the digital acceleration because of the pandemic has demonstrated that there is still potential for enterprises to maximize the CX value of their data insights.

    Although proactive analytics is highly beneficial, companies often use web analytics for CX. This is because most businesses are looking at new features, content, and site structures after they are launched to see how customers respond.

    CX Functions for Traditional Analytics Tools Are Still Crucial 

    Businesses typically use two categories of analytics tools for reactive CX assessment and enhancement.

    The first is the traditional combination of optimization testing and clickstream analytics. Most businesses monitor user activity on their websites to discover which paths are popular, what content will result in conversions, and which areas of the site experience have the highest abandonment rates. Better options can be found through A/B testing when the data identifies a point of friction. Heat mapping tools and session replay are examples of visual-friendly optimization tools that are used for reactive CX assessment. These are great additions to conventional web analytics platforms.

    These tools have a place in the program to improve customer experience. However, it is time for businesses to be proactive and keep enhancing their CX to get the most out of their analytics. Customers now have higher expectations for usability and personalization than they did before the pandemic, and the laws governing customer data and third-party cookies are changing.

    Also Read: Shifting B2B Marketing Focus from Solution Based to Customer Centric Marketing Approach with Personas

    New Strategies for Improving CX Proactively

    Analytics based on content intelligence is one emerging area of CX. Content intelligence automatically enables precise tagging to show tailored content for individual consumers or customer segments. For instance, a business might have granular tags for brands and also for customer lifestyle, location, and other characteristics. The company can then show new related content rather than generic promotions when a customer visits the site looking for a certain product.

    To implement this strategy, it is necessary to tag both customers and products, use Machine Learning (ML) to improve content qualities and develop smart segments that adapt to changing customer interests.

    In addition, content intelligence analytics also require a Customer Data Platform (CDP). Regardless of the platform or channel the consumer uses, a well-designed and effectively connected CDP can combine customer data from the company’s web properties to produce comprehensive customer profiles that enable personalization based on individual traits. This technology enables real-time suggestions of the next steps in the customer journey, including displaying hyper-relevant content.

    Also Read: Three Key Ways CIOs Can Shape Customer Experience

    Proactive Analytics 

    Companies can better use their data and produce more when they combine ML solutions, CDP technology, and a strong content intelligence strategy. Organizations that are prepared to use these capabilities should outline their objectives and adhere to best practices for deployment.

    They should create an analytics team with a digital focus that can leverage content intelligence tools and CPD. Additionally, they must provide the right CX measuring tools and support to analytics teams so they can use insights and create process improvements.

    Enabling executive buy-in is also essential. Everyone can witness the effects of leveraging data when company leaders act on the findings of analytics teams. This encourages analytics teams to continue delivering high-quality insights and contributes to an overall shift toward a more data-centric, proactive strategy.

    Companies should also determine KPIs such as net promoter scores, conversion rates, revenue, and so on. Monitoring ongoing KPIs can help identify changes in overall customer satisfaction and loyalty and also demonstrate whether CX updates are trending in the right way. For a clearer picture of the CX, it’s a good idea to regularly examine those metrics and make any necessary adjustments.

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