Optimising digital experiences for acquisition and retention with analytics and feedback

Consumer choice is on the rise making a leading digital experience key. But how do you ensure your site performs better than the competition? Client Director Caroline Ashley explores how feedback and analytics can work together.

By 2020, it’s estimated that over half (53%) of all European sales will be affected, or influenced, by a digital channel.

Digital channels are therefore key to the future success of any business. Attracting new customers online – as well as retaining existing ones – with a superior experience is fundamental to any business.

But how do you ensure your digital experience competes – or is better than – your competitors in the marketplace?

Start with analytics

With a number of web analytics tools on the marketplace, all brands can track journeys across their digital channels. It helps to answer simple digital experience questions – such as ‘what pages have been visited?’, ‘how long for?’ and also ‘what outcomes customers, or potential customers, achieved?’.

But what if you want answers to more detailed questions?

  • Which adverts best help site visitors to achieve what they wanted?
  • Which entry points drive the most visitors to purchase?
  • What digital journeys drive the most successful outcomes for your visitors?
  • Are site changes impacting performance or customer’s familiarity with the site?
  • What is the optimal site speed or navigation to achieve an outcome?

Having pioneered digital feedback back in 1999, our experience tells us that the answers to these questions – and more – are only achievable when integrating analytics and site feedback data.

Integrating analytics and site feedback

With systems that fuse feedback with any analytics provider, you’ll soon have sight of not just a customer’s journey, but also their real-time feedback. By merging survey responses with unique user sessions, there is no limit on the number of variables you can capture and track.

Integrations should be based on defined variables – such as traffic and conversion – rather than data like page hits.

Traffic variables track page-by-page traffic and show what paths your customers are taking. It will uncover which pages are more popular on your site and what journeys are driving the best experience and repeat visitors.


Conversion variables, on the other hand, are actions undertaken by visitors – for example, purchases made, application forms completed and self-serve tasks, such as making a payment. These allow you to track satisfaction by task and determine where core issues lie.

Identifying solutions for known customer pain points

With digital best practice evolving all the time, you’ll likely already know what you need to improve, even without a programme in place.

But knowing you need to improve is not enough. It’s knowing exactly how to improve that will take your site from average to an industry-leader.

By deploying an intelligent survey system and real-time analytics, you’ll be able to trigger specific questions based on site activity. It means you can ask very focused questions to understand exactly what it is you need to improve, as well as assess exactly which changes will have the biggest impact on business performance.

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