How to Identify Customer Struggle Points
Increasing your online conversion rate doesn’t always require a massive overhaul of your website or online store. More often, it’s a matter of identifying struggle points and fixing areas of your customer experience that might be causing friction, frustration and abandonment.
Customer struggles and friction points can be difficult to uncover, but are worth the time to do so, as they can make or break conversions. Use this step-by-step guide to identify your customer’s online struggles.
Determine Your Top KPI(s)
What is your organization’s primary driver? You might find that you don’t necessarily need to focus on your conversion rate, but rather, your average order value. Try to settle on a single key performance indicator (KPI). If you truly believe you have more than one KPI vying for the top spot, it’s okay to list two or three.
KPIs and customer struggles are connected, because you need to know your goals in order to take the correct steps toward achieving them. Once you’ve defined your most pressing KPI(s), you can begin to prioritize struggle points, align your engagement goals and, ultimately, implement informed solutions targeting specific customer struggles.
Investigate with Analytics
Website Analytics tools such as Google Analytics, Omniture SiteCatalyst, and Tealeaf enable you to pinpoint when and where customers are leaving your site. From there, you can analyze their behavior from both a macro and micro perspective. Evaluate your site as a whole to start, and then funnel down to exact pages and features. Additional analytics tools to consider include:
- Customer experience tracking – See your website through the lens of a customer.
- Heat mapping – Identify where people click, hover and engage.
- Real-time analytics – Turn metrics into live data and address an issue the moment it arises.
- A/B testing – Experiment with different features, arrangements and content, ultimately picking the combinations that perform best.
- Tag management system – manage your third-party analytics integrations.
Not all customers are alike. In fact, no two customers are alike. Segment your customers into clearly defined user groups, and target those who are struggling or abandoning with contextual guidance. For example, a retailer might create a segment for customers who are repeatedly attempting to enter a coupon code that doesn’t seem to be working. An insurance company, meanwhile, might focus on customers who almost filled out an application but abandoned at a certain question or field.
Segments can also occur in different sections on your website, similar to departments within a retail store. Across the board, contextual information–such as a personalized, timely message providing a correct coupon code, or a snippet of supporting content guiding users through a confusing part of an online form–provides the type of guidance that drives conversions.
Analyze the Buyer’s Journey
In the same vein as segmenting customers, you should also attribute your data to different stages of the buyer’s journey, from awareness and consideration through decision and service. For instance, bounce rates are a common struggle in the awareness phase, while a lack of content can drive customers away in the consideration phase. Technical errors come to the forefront in the conversion and service phases.
Determine what users are trying to accomplish on each page, and where those actions fit within the customer experience. This will allow you to call on different teams in your organization to seek solutions to the challenges that fall in their territory. It will also lead you to the type of engagement solutions needed, such as providing more educational content, answering questions proactively or making price adjustments.
Integrate Engagement into Your Reporting
Keep in mind that your analytics should be consolidated with your engagement solutions so you can easily measure the two in unison. Analytics only tell you when and where there is a problem; integration with your engagement tool is the critical next step toward not just creating positive engagements, but mapping and adjusting them continually.
Identifying the impact of each struggle is just as important as identifying the struggle itself. As you optimize struggle points, the impact decreases and improvements can be made, as teams are able to prioritize what struggles to focus on.
During the process we’ve outlined, you might very well find that many struggle points do not require human engagement or additional manpower to correct. See how Moxie’s digital guidance and complete digital engagement suite can help you create a more seamless online experience for your customers, with or without human assistance.