Improve Your CX with Live Analytics
How we used live analytics to help a client boost CX fast
Our team here at Prototype1 recently had the opportunity to help Groupmatics, a group ticket sales platform, clean up their customer experience (CX) using live analytics. This method allowed us to collect data on user behavior and identify where users were running into problems on the Groupmatics website.
Groupmatics values user feedback and recognized that some aspects of their interface could be polished. Additionally, the company wanted to add some new features, but lacked insight into what the customer behavior dictated.
Enter our live analytics.
Analytics are one of the most powerful tools you can use to measure and adjust your already live products. They provide clear insight onto what’s working and what’s not. Analytics tell us what’s wrong with the design, but don’t always answer the why, so it’s important to include interviews with users and other metrics as well. It’s also essential to understand the business decisions that guided the designs prior to measuring or goal-setting during an analytics project.
The bottom line for us when completing this challenge was that we needed to understand the common customer issues and then formulate some solid goals. That allowed us to spend a lot of time with the client and get to know the company’s broader ambitions. We also made a point not to throw out any “edge cases” — problems that occurred only at rare operating parameters — as unfixable.
For example, we noticed some people leaving the site before logging in because they weren’t allowed to view the tickets without an account. While this was a small percentage of visitors, it’s still missed opportunity. However, forcing users to log in is part of the business strategy of the client. Weighing the pros and cons of this with the data we gathered helped make a more informed decision.
Other issues that seem to be even less frequent remind us we should always be improving and listening. For example, a user selected seat number 2 thinking she was purchasing two seats. It’s a rare occurrence, but we still use this information to prioritize and focus our updates. We didn’t want to write off any concerns throughout the process, even if they were ones that didn’t happen very often.
Helpful Live Analytics Tools
We used a variety of tools to perform live analytics on this project. We used hotjar to record where visitors spend the most time on the page, which allowed us to see exactly where Groupmatics’ users were getting hung up. Additionally, we performed some monitoring of real-time user behavior using Google Analytics, like abandoned carts and other valuable metrics that give us some key insight into how a user interacts with a specific web page. There are many different tools out there to help you address such issues, but these are the ones we chose for this project.
Next, we performed in-depth reviews and interviews with users to gather valuable feedback. We watched user sessions and recorded common blockers to indicate where users were frequently getting hung up. We stick to interviewing five users in order to get real feedback on the product, because we believe this is the best way to gather strong data without draining a client’s budget. Next, we began formulating thoughts and coming up with suggested changes to improve the Groupmatics platform.
We’re currently implementing many of our suggested changes. Check back soon to hear how they improve the system and increase the number of tickets purchased. If you’re interested in seeing some of our suggestions, let us know!
