Why SessionCam is the perfect companion to Google Analytics

If you’re selling a product online, your main goal will be to keep conversions as high as possible. Combining Google Analytics with SessionCam helps you do that so much more easily. They go together like chocolate and peanut butter.

Used alongside quantitative data analysis tools like Google Analytics, SessionCam pinpoints exactly why your customers aren’t converting.

Google Analytics is great for identifying where your website is not performing optimally and is a good starting point for web analysts to begin to understand generic customer behavior on a website. When seamlessly integrated with SessionCam, you create a powerful conversion optimization solution that provides you with the critical qualitative data to back up the hypothesis built off the back of the data displayed by Google Analytics.

Take visitors dropping-off on a specific funnel step within Google Analytics, for example. Using SessionCam, you can instantly watch those specific sessions to see the exact issues causing the drop-off. This gives you the definitive answers to the questions raised by analytics tools, showing you where you need to focus to optimize conversion.

In this short Q&A, Huw Edwards, Head of Account Management at SessionCam, explains how you can use SessionCam to easily shortcut straight to the issues that are really impacting your conversion rate.

Q. Why would brands benefit from using a solution like SessionCam in addition to Google Analytics?

Huw: I’m sure nearly all of those reading this will have access to a web or data analytics tool, such as Google Analytics, Adobe, or Webtrends, for example. You may well also have a testing tool in your locker, such as Oracle Maxymiser, Adobe Target or Qubit. Some of you may use a voice of the customer (VoC) tool, or have a live user testing model.

While these are all great tools, they might not get you to ‘the moment of truth’ — where a customer or group of customers are struggling to complete a purchase or sign-up. These tools alone don’t provide you with the qualitative analysis required to show you exactly why that customer isn’t converting.

The problem with these tools is that they consume many hours of your time. And you might need to be a bit of a ninja to manage these tools in the most effective way. Or even need to hire a team of expensive ninjas to manage the whole suite of digital marketing tools in the best way.

This is where SessionCam really comes into its own class. We make the process of finding the conversion problems that are going to impact your bottom line really simple. It’s easy to get up and running and it’s quick and simple to integrate with your existing web analytics tools — pairing together quantitative and qualitative data to understand not only what is happening on your website, but why it is happening too.

Q. How does SessionCam save you time, and make website optimization easier?

Huw: We were first to market with our machine-learning algorithm back in May 2016. It is continuously and rigorously tested and improved today thanks to the hard work of our product and engineering teams. In our console, the algorithm appears as something called the CS Score, which scores individual customer sessions between 0 and 5. A score of 5 indicates that a customer is really struggling, and these are the sessions that our clients look at.

So how does it do it? Well, the algorithm is able to automatically analyze more than 100 different signals of user behavior, such as rapid mouse movement, scrolling, and angle of mouse movement or finger movement (on a mobile or tablet device). All of these behaviors have a strong correlation to the fact that a customer is struggling, and could be moments away from dropping-out of a purchase process.

So we’re now giving ecommerce brands a shortcut to the issues that are really affecting their conversion rate. The CS score provides our clients with an automated list of high-priority websites issues that are impacting conversion, and, teamed closely with our session replay, it gives them the ability to start fixing those issues almost immediately. This saves huge amounts of time and reduces revenue at risk from website errors that prevent a customer from completing a purchase.

Q. How can I deploy SessionCam on my website?

Huw: I mentioned SessionCam is really quick and easy to get up and running, and it really is. It’s as simple as deploying a Javascript tag, which can be done through a tag management solution or put in across the pages you wish to add the tag to.

That tag then automatically records all customer activity. And our algorithm then automatically measures and detects struggles. That’s played back to you in the SessionCam console. And you can look at the pages with the highest scoring sessions — or pages with the highest struggle — to understand where any issues lie. You can then fix the issue, remeasure and repeat. This makes SessionCam a great tool to deploy as part of your continuous improvement program for the ultimate online customer experience.

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Get an inside view of how Ageas and its retail partners have used insights from the SessionCam CS Score to increase page-on-page progression by 11 percent in our recent use case.

The information in this post is taken from our presentation with Ageas at International Ecommerce Day, which took place in November 2016. You can watch a playback of the full video presentation below: