1、14 Ways Digital Experience Analytics Improves Your Marketing Campaign ROIMaximize acquisition spend and campaign performance with customer-centric experiences that drive action and deliver resultsFor digital and marketing teams2Imagine you have a window into the minds of your prospective customers.Y

2、ou understand their desires and goals,what resonates with them and what drives them to take action.This level of insight into your prospects and customers is possible with digital experience analytics(DXA).By seeing users behaviors and interactions with your website and marketing collateral,you can

3、learn what they want and need proactively,without waiting for them to tell you.DXA provides behavioral insights that give you a unique perspective of the entire customer journey,and the users emotions and behaviors along the way.Build efficient and effective campaigns that resonate with your audienc

4、es needs time and time again because your messaging and unique value proposition matches their customer experience(CX)expectations.Give your audience what they want while getting what you wantbetter campaign performance,increased engagement,more conversions and higher ROI.Digital experience analytic

5、s gives you an unprecedented level of customer understanding so you can make good marketing campaigns,exceptional.This playbook provides four real-life use cases from Contentsquare customers to demonstrate how DXA can improve your campaign performance and ROI by helping youIncrease visitor engagemen

6、t to reduce bounce ratesOptimize pages for higher acquisitionImprove customer marketing ROI with repeat salesEnhance customer loyalty to drive conversions Companies need to focus on becoming more digital,a capability that past experi-ence has shown leads to greater resilience by opening new markets,

7、improving efficiency and enhancing decision making.McKinsey Digital Trends Report,2021 Increase visitor engagement to reduce bounce rates13Driving visitors to your website can be a challenge,and getting them to stay and engage can be an even greater one.Often digital and marketing teams cant pinpoin

8、t whats causing users to bounce or abandon a page.Traditional analytics tools can be very helpful in giving teams insight into how someone arrived or when they left.But when you add DXA,you can go beyond entry and exit data and see how visitors interact within each page.What do they find most attrac

9、tive?What is causing them to rage-click on an icon?Why arent they clicking on the CTA?Digital experience analytics gives you the insights to answer these questions.DXA allows you to understand and empathize with customers experiences based on their in-page behavior to optimize for increased engageme

10、nt and reduced bounce and aban-donment rates.By knowing what your visitors are engaged withor put off byyou can build experiences that grab their attention,cater to their needs and inspire them to take action.Boost your campaign performance and ROI by optimizing pages based on your real user interac

11、tions to build a CX that is engaging and drives conversions.We use Contentsquare to look at content engagement.Say youve got a new promo banner,how are people engaging with that?Are they attracted to the banner?Are they trying to click it,but its not working?Are they not converting when they click o

12、n it?Its important for people to get this vision of data thats more than a report,it needs to be a discussion and dialogue.Kritika Pande,Digital Marketing Data Manager,e.l.f Cosmetics1Challenge After noticing high bounce rates on their site,a travel brand wanted to increase acquisition and retention

13、 through its primary advertising source:newsletters.However,out of all the visitors who arrived on the hotel landing pages via email newsletters,52%bounced immediately.To ensure prospects that entered the site via news-letter further explored the brands hotel and deal options,they turned to digital

14、experience analytics.How a travel brand decreased its bounce rate by 12%with DXASolutionUsing Contentsquares Zone-Based Heatmaps,they discovered a high click recurrence on an unclickable destination text box(i.e.Greece or Spain),causing customers to get frustrated and bounce.ResultsThese customer-ce

15、ntric adjustments resolved the original challenge and led to more engaged site visitors.Desktop and tablet traffic increased by 6.3%,sessions on those devices lasted an average of 16.5%longer and the bounce rate decreased by 12%.Zone-Based Heatmaps give you insight into how your content and navigati

16、on help or hinder customers in completing their site goals.See how visitors interact with each part of a page so you can attribute revenue to specific content elements to better inform your A/B tests and optimize pages to get the most impact.The average bounce rate for travel and hospitality was 42%

17、in 2021(Contentsquare).45Increasing your engagementYour bounce rate is a useful signal of user engage-ment,plus an indication of content quality and relevance.However,without DXA,your bounce rate fails to explain exactly why users are bouncing.Contentsquares CS Digital allows you to review bounce ra

18、tes in context with attractiveness and exposure rates to fully understand your site engagement.Attractiveness rate:Indicates if visitors are inclined to click on a zone or content element once it is visible to them.Exposure rate:This is a step further than the scroll rate.It indicates the percentage

19、 of visitors that see a specific zone or content element on the page.Seeing these metrics in context allows you to conduct better,more informed A/B testing and prioritize what content elements should be repeated in future campaigns.3 CX tips to improve your homepage engagement Reduce the height of t

20、he main banner to show that theres more content below the fold line so visitors can find what theyre looking for quickly.Make sure the menu,search bar and main call-to-action(CTA)are visible and sticky to the top of the page to streamline the customer journey.In the menu navigation,guide users to ke

21、y categories and pages by featuring links to specific pages rather than making them use the search bar.5CS Digital helps you get as close to your customers as possible.Uncover the most common pain points in seconds to understand where unexpected drop-offs occur and what optimizations will increase e

22、ngagement on your website.123Actions and insightsFor more homepage CX tips,download our guide on How to Improve Your Homepage.Optimize converting pages for greater acquisition26Acquisition efforts can take a variety of forms,but they all require investment in both time and money.Whether youre writin

23、g a new whitepaper to promote,leading a brand awareness initiative,differentiating yourself from your competitors or any other acquisition activity,getting a visitor to the intended destination and completing the intended action is only half the battle.A page with unclear messaging,slow loading time

24、,confusing calls to action,technical errors or long forms can cause a visitor to have a negative experience and leave before com-pleting the intended action.Now imagine this experience for every user thats been touched by your acquisition efforts.Those negative experiences can add up to hundreds or

25、even thousands of lost opportunities and frustrated visitors,as well as millions of dollars in lost revenue.With digital experience analytics,you can quickly understand what content elements on a landing page are causing friction and leading users to abandon without converting.If there is an issue o

26、n a landing page or form on your site,with AI Alerts you can quickly resolve them before they cause extensive revenue and conversion losses.The more easily you can convert each customer,the more money you can spend acquiring new customers,and thats where UX comes in.Alex Francis,CEO&Founder,Loveholi

27、days AI Alerts keep you informed when your JavaScript or API errors are having negative impacts on your website.These alerts are generated every 5 minutes so you can proactively fix issues as soon as they happen to preserve your site experience.2Challenge As mobile traffic continues to increase,a fi

28、nancial services brand wanted to boost its mobile user acquisition strategy.However,the application page for creating a new account had a high mobile abandonment rate.To find out why and when users were abandoning the form application page,they turned to digital experience analytics.How a financial

29、services brand increased acquisition by 20%with DXASolutionUsing Contentsquares Zone-Based Heatmaps,they discovered which page elements had high friction points.They discovered that 85%of visitors abandoned the application form after realizing it couldnt be finished online and instead needed a call

30、from the brand to complete it.Using these insights,they modified the sign-up application so it could be complete online without needing to receive a call or get assistance.ResultsAfter making these customer-centric updates and allowing users to complete the application journey online,they increased

31、their acquisition rate by 20%.In 2021,43%of all financial services traffic was on a mobile device(Contentsquare).7Contentsquares Form Analysis allows you to analyze and understand your forms at a micro and macro level.See how your form as a whole is performing or deep dive into each step of your for

32、m with drop rate,blank rate and refill rate metrics to pinpoint the problematic fields.8Improving your form fill completion rateForms are crucial to driving conversions and capturing leads.You can produce high-quality,impactful content and experiences,but if it has a gated form thats too long,compli

33、cated or hard to find,youll continually miss out on conversions and MQLs.How visitors experience and interact with your forms directly impacts campaign performance.DXA helps you understand whats causing friction and preventing users from taking the final steps to convert on your forms.Whether its a

34、technical JavaScript issue,a vague error message or too many fields,DXA can help you find and resolve form problems to prevent negative customer experiences and keep your campaigns on track.3 CX tips to improve your form completion rate8 Combine first name and last name form fields to shorten the pa

35、th to conversion.Enable spell check and pre-populate information for returning users to speed up conversion.Add inline form field labels like company email for B2B or CCV for B2C companies for added clarity and accessibility.Please use company emailNameTitle123Actions and insightsCustomize user jour

36、neys to drive conversions3Providing experiences that connect with each type of user on your site,from first-time visitors to returning customers can be challenging.Since different visitor segments have different wants and needs,how do you personalize and differentiate your experience for each audien

37、ce?With digital experience analytics,you can improve your campaign and content perfor-mance by reviewing customer journeys for each audience segment.Review journeys as a whole or dive into individual sessions to understand whats causing your visitors friction and whats leading them to take action.Fo

38、r example,by reviewing your converted users behaviors,you can build out an experience that encourages those same behaviors across more visitor sessions.Understanding how likely someone is to use the site search vs the main navigation to reach a product,or if theyre likely to interact with a promotio

39、nal code field,will help you optimize your digital properties to further encourage desired behaviors.Your visitors tell you what they want through their actions and behaviors,with DXA you can listen to their feedback and quickly adapt.For us,a successful customer experience hinges on a number of mic

40、ro-actions to reduce friction points.Contentsquare enables our team to take action around each step of the buyer decision journey to streamline the customer experience and of course,to increase conversions.Florent Champigny,eCommerce and Innovation Director,Center Parcs 93Challenge An eCommerce plat

41、form wanted to increase its ROI and reduce acquisition costs.To increase conversions,the brand planned to focus on existing customers instead of acquiring new leads.To compare the behaviors and experiences of new vs returning customers,they turned to digital experience analytics.How an eCommerce pla

42、tform increased conversions by 22%with DXASolutionWith Contentsquare,they compared in-page behaviors of users from different traffic sources,like email campaigns,paid search and more.By seeing that visitors behaved differently depending on which channel they used,the eCommerce platform created perso

43、nalized landing pages for each channel.ResultsUsing DXA insights,they personalized user journeys for existing customers.This increased repeat sales for existing customers,resulting in a 22%increase in conversions.Contentsquares Page Comparator lets you quickly understand anomalies in problematic pag

44、es by analyzing different metrics for each page of your customer journey mapping.Monitor a pages performance over time or between groups of users and understand the areas to improve for better CX.Optimize key pages within your customer journey to maximize your results.1011In 2021,51%of all traffic w

45、as from returning visitors,proving that increasing repeat sales with existing customers is just as important as converting new ones(Contentsquare).Keeping customers costs far less than acquiring new ones,so its paramount you invest in delivering great digital experiences for all visitors.This will i

46、mprove your ROI by improving customer acquisition costs(CAC)while also improving the lifetime value(LTV)of your customers.Its 6 to 7 times more expensive to acquire a new customer than it is to retain an existing customer.(HubSpot)Balance your digital experience investments across the entire custome

47、r lifecycle of engagement to maximize your marketing efforts and ROI.Understanding exactly how and why your visitors behave the way they do online at each stage of their journey is the magic ingredient for unlocking the perfect digital experiencefor every audience.3 CX tips to increase your conversi

48、ons Add social proof like reviews and ratings from trusted brands whenever youre asking visitors to enter personal informationwhether its an email for a whitepaper or their shipping address for delivery.Review and replay user sessions to ensure youre optimizing customer journeys to be the most direc

49、t and seamless journey possible to increase the likelihood of conversion.Use descriptive error messages like email missing instead of just error on your forms to reduce abandonment and get users to complete their forms and convert.11Session Replay allows you to replay user sessions to identify probl

50、ems and understand your analysis results in context.Immediately see insights into visitors sessions so you can resolve issues faster.123Actions and insightsOptimizing for both new and returning visitors Strengthen brand loyalty to increase retention rates412To build loyal,lifetime customers you need

51、 to provide exceptional digital experiences each and every time a visitor interacts with your digital properties.But what does that mean?From marketing collateral like emails and paid ads,to your sites product pages,customers want digital experiences that are fast,seamless and intuitive.And as a bra

52、nd,one of your key differentiators is how your digital experience is superior to the competition.After all,if youre shopping online and a site was loading slowly,difficult to navigate or had errors making it impossible to check out,would you visit it again?Probably not.Digital experience analytics a

53、llows you to deliver seamless experiences that stand out among the competition and create loyal and lifelong customers.With DXA,you can see the issues and friction points within a page that are causing your visitors to get frustrated and leave.By proac-tively finding and fixing issues,you can ensure

54、 youre continually providing experiences that meet and exceed your customers evolving expectations.A consistent digital experience across the customer lifecycle drives loyalty,increases your average customer lifetime value(CLV)and improves your retention rate.Customer retention measures not only how

55、 successful a company is at acquiring new customers,but also how successful they are at satisfying existing customers.It also increases ROI,boosts loyalty and brings in new customers(Hubspot).A 5%increase in customer retention can increase company revenue by 25-95%(Hubspot).4Challenge A luxury depar

56、tment store wanted to increase ROI and drive repeat sales with customer marketing campaigns.However,there was a high bounce rate for customers landing on the site via loyalty campaign emails.To determine how to keep customers engaged and reduce bounce rate,they turned to digital experience analytics

57、.How a luxury department store increased customer sales by 75%with DXASolutionUsing Contentsquares Customer Journey Analysis,they realized the page asking customers to log in for member-only savings was causing a lot of frustration.Many customers bounced at the login prompt because they repeatedly t

58、ried their password but failed and then abandoned the site.For mobile visitors,many didnt even attempt to log in,they just immediately bounced.So the brand decided to push back the login prompt and make savings and deals available for customers without immediately logging in.ResultsThis adjustment i

59、mproved the customer experience and increased customer sales by 75%.Contentsquares Customer Journey Analysis shows you how visitors progress through your site,page by page,from entry to exit.Our signature sunburst visualizes aggregated data from 100%of your customer journeys,showing you which pages

60、they visited,and in which order to see at a glance the most common journey anomalies such as looping behaviors and where unexpected drop-offs occur.1314Prioritizing digital accessibility and trust to keep customers coming backAs part of building loyalty,brands need to focus on establishing and expan

61、ding digital trust.Customers expect accessible,personalized experiences that dont put their privacy or security at risk.Digital trust means customers chose your brand because they are confident youll use their personal information responsibly.It also means you provide digital experiences that are ac

62、cessible,including to those with disabilities that make online experiences difficult.Prioritizing digital accessibility and trust needs to happen at an organizational level because it impacts most if not all of your digital properties.Having a trustworthy,accessible digital experience not only expan

63、ds your potential customer base,but also increases customer loyalty,conversions and campaign ROI.3 CX tips to improve your accessibility14Remove auto-play and add subtitles to your videos.Add alt-text descriptions to your images.Add texture in addition to color differentiation to your graphs and cha

64、rts.123Option 1Option 2Option 3An accessible chart uses texture to add contrast and differentiation between data sets.Actions and insights15Spend smarter.Convert faster.Its never been more important to optimize your resources,identify friction points in the customer experience(CX)and increase conver

65、sions,productivity and revenue.Digital experience analytics(DXA)helps you and your team quickly identify issues and opportunities to improve landing pages and content for better engagement and conversions throughout the customer journey.By seeing your customers online behavior,you can understand the

66、ir desires and goals to build and execute targeted campaigns that resonate with See how DXA can improve your marketing performance with this 6-min on-demand product tour.your audiences and move them into action.Build effective and efficient customer-centric campaigns by using digital experience anal

67、ytics to understand how your marketing efforts perform in the eyes of your prospects.Companies that have boldly invested and doubled down on digital customer experiences are the companies that will come out ahead of the compe-tition.DXA lets you focus on the customer to deliver personalized,successf

68、ul campaigns that resonate with your audience and keep them coming back.Product Tour16Additional resourcesReport:2022 Digital Experience BenchmarkGuide:How to Improve Your HomepageGuide:The CX Playbook for Marketing TeamsGuide:Product Guide for Marketing TeamsCase studiesGuides and reportsClub MedHarrodsGreat Wolf Lodge