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BizReport : Ecommerce archives : September 05, 2013

94% of businesses find digital experience replay tool effective

Today, customer satisfaction and online experience are the "lifeblood of businesses". Yet nearly three-quarters (73%) do not know the reasons why visitors to their website leave without converting, according to a new whitepaper from IBM Tealeaf.

by Helen Leggatt

That figure is just one of many contained in IBM Tealeaf's Whitepaper "Addressing Changing Consumer Behavior", based on an international online survey of more than 500 business professionals. The whitepaper delves into how well businesses believe they understand the overall customer experience.

Findings show that just under half (48%) believe they have a good handle on the types of content that prompt consumers to make a purchase. Furthermore, 43% say they have a good understanding of a consumer's reason for making a purchase, 48% appreciate the value of visitors from different traffic sources and 61% are aware of how people discover their website or brand.

"With competitors just a click away, understanding customer behavior and improving customer experience has never been more critical," says the whitepaper. "Reducing customer struggle is no easy feat, especially as each individual customer faces a deluge of different struggles in a multitude of different platforms. But understanding customers is half the battle."

So, what tool do most businesses find effective in helping them better understand the customer experience? The IBM Tealeaf whitepaper found that, while just over a quarter (28%) of respondents use digital experience replay, the vast majority (94%) found it to be very (60%) or quite (34%) effective.

Digital experience replay enables a business to replay a website visitor's journey including interactions such as clicks, form entry, mouse movements and page scrolling. A replay may also show consumer interaction at 'real-life' speed, to further highlight any sticking points.

Tags: consumer experience, customer experience, digital experience replay, ecommerce, ecommerce tools, online experience

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