As marketers, metrics are our sole yardstick for assessing success and failure. But traditional metrics solutions don’t tell the whole story. For example, ever struggled with clumsy purchase form on a sub-par website? Despite the hassle, you finally completed the transaction - but swore never to use that website again.
From a traditional metrics point of view, your Time on Page was a bit high, but you were a successful conversion. The fact that you were frustrated, won’t share your positive experience, and may never come to the site again is not reflected anywhere in the numbers.
While engagement generally represents a positive outcome, not all engagement is positive. In contrast to abandonment, which clearly reflects a poor experience, when it comes to engagement, there is a big difference between a satisfied visitor and a frustrated one, even when the result is a conversion.
ClickTale’s newest business paper will show you how Digital Customer Experience metrics help you look past the numbers, and understand what your customers and visitors are really experiencing on your website. Learn to answer key page-level user experience questions such as:
Which page elements attract more attention?
Which page elements are correlated with success?
Which page elements distract visitors, or divert them from the path to conversion?
Are visitors finding what they want easily, without struggle?
Why did a given A/B Test version win?
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