Continuous Optimisation BriefingSession 1: Discover why customers struggle

Chris Longman, Senior Insight Analyst, Salmon

Russ Harte, Head of Multichannel Development & Delivery, DFS

Beyond AnalyticsAnswering the “why” questions

“The bounce rate on this page is

very high”

“26% of customers drop-out at the delivery step”

Analytics gives us the what, not the why.

Why?A long list of potential reasons…

Browsers Devices Customers Defects

Typically involves multiple stakeholders, using multiple tools

to try and understand why an issue is occurring

UX/UI

What If You Could See The Issue…Through your customers eyes

See exactly what the customer saw

Capture every session and every page

Remove the need to try and replicate the issue

TealeafOverview

Website Server

Tealeaf has no impact on site performance

ReplayEvery session, every page

Pages browsed

Visual Replay

View the request or response

The DFS Story

The DFS StoryFrom “what” to “why”

• The Salmon Insight & Analytics team identified

a number of high drop-out checkout pages.

• However, it proved difficult to explain why these

pages had such a high drop-out rate

• Tealeaf was implemented to provide greater

insight and answer the “why” questions

analytics could not

ImplementationUp and running in under 30 days

• DFS Tealeaf was launched in October 2014

• Our Technical Support team oversaw the technical setup

• The Analytics and Insight team oversaw the reporting and replay

setup. They continue to support DFS 2 days a week.

EventsLocating sessions of interest

• Tealeaf captures all sessions, but you won’t have time to review them all

• Events can monitor, track and record customer actions

• Events are an ideal way to locate sessions that contain atypical behaviour

• One of Tealeaf’s best features

EventsExample

DeliveryMy DetailsOrder

Complete

Event: Viewed Details Page

Event:Viewed Delivery Page

Event:Viewed Order

Confirmation Page

Basket

Event: Added to Basket

Event:Viewed Payment

Page

Payment

EventsExample

DeliveryDelivery DeliveryMy Details Exit Site

Event: Viewed Details Page

Event:Viewed Delivery Page

Event:Left without Purchasing

Basket

Event: Added to Basket

Event:Viewed Delivery Page

Event:Viewed Delivery Page

Struggle EventsQuickly identify problem pages

• Struggle Events can detect when a customer has

seen the same page multiple times

• They are used in conjunction with the abandoned

checkout event

• This makes them useful for revealing significant

obstacles in the user journey (i.e. those that

forced the customer to abandon!)

2. Delivery2. Delivery

Delivery

Event: Saw Delivery Page x3 Times

Session ListReplay atypical sessions

• Events can be used to return a list of all sessions that match a criteria

(e.g. saw delivery page x3 times)

Delivery

Event: Saw Delivery Page x3 Times

Custom EventsBuilt for DFS

Event Name Description

Checkout Struggle Saw a checkout page >=3 times, did not see the next page and abandoned

Payment Issue Reached the payment page but did not complete the checkout process

Long Checkout Duration Took >= 15 minutes to complete the checkout

Site Error Saw an error page (e.g. 404)

Text in Request General field used to search for any text in the Request

Text in Response General field used to search for any text in the Response

Real Customer Examples

SarahIssue: Accepting Terms and Conditions

How did we identify this session?

Long Checkout Duration

We searched all sessions using the event:

Sarah starts the checkout process

Enters her delivery information

Sarah

Smith

ssmith@hotmail.com

01923 000

Mrs

Forgets to accept the delivery terms & conditions!

The validation message is displayed…

…But she attempts to proceed without accepting the terms & conditions again

MattIssue: Employment Details

How did we identify this session?

Checkout Struggle

We searched all sessions using the event:

Matt starts the Interest Free Credit (IFC) Application

His employer address does not have a building numberSo he decides to enter the Building Name in the Building Number field

Employed

Blackpool Hospital

Doctor

Full time

BP10 TSR

Blackpool Hospital

Blackpool Hospital

Which generates a site error

AdamIssue: Store Search

How did we identify this session?

Custom Search (Request)

We searched all sessions using the event:

Adam searches for stores near Croydon

Croydon

He is then asked to select the location from a list

Croydon

Store results are returned, but text in the search box misleads him

Croydon51.376165:-

He doesn’t realise the search results are there, and clicks Search again

Croydon51.376165:-

He is then asked to select the location from a list

UK House 2A Bell Green Lane

This returns him to the page he was on previously

Croydon51.376165:-

Quantifying StruggleHow many customers does it impact?

• Tealeaf’s Report Builder allows you to understand how often a

struggle event is occurring

Quantifying StruggleHow much is it costing the business?

• Tealeaf events can record a value (e.g. Basket value)

• This allows you to determine the financial impact a customer

struggle has on revenue

Diagnose The CauseIdentify session commonalities

• Tealeaf will capture information associated with the customer (e.g.

device type, browser)

• This enables you to identify commonalities between sessions that

have encountered the same struggle

Diagnose The CauseIdentify session commonalities

Replay the sessions

Sort the data

DashboardsOngoing Monitoring

• Custom dashboards enable various stakeholders to easily monitor

site performance

The Results4% increase in IFC order completion

• Order completion for Interest Free Credit (IFC) customers

increased by 4%

• Struggle on the Employment Details page was reduced by 12%

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26/12/2

0140.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

Employment Details Page

Delivery Details Page

Delivery Conditions Page

Start increasing your conversion rate

Reduce Customer Struggle

Enhance the Customer

Experience

Tealeaf ChecklistGetting started with Tealeaf…

IBM:

Tealeaf Licence

Salmon:

Minimum 2 servers to capture and store Tealeaf data

Technical Support Team to install and configure the hardware

Analytics & Insight Team to setup reporting and replay

Contact us to arrange a demo

If you’re interested in finding out more or would like to book a complimentary Tealeaf demo, please email us at info@salmon.com.

Salmon Asia Pacific (Pty Limited) Level 1, 299 Elizabeth StreetSydney NSW Australia 2000

Tel: +61 (0)2 8251 0044

Salmon Limited 64 Clarendon Road Watford Hertfordshire WD17 1DAUnited Kingdom

Tel: +44 (0)1923 320 000 www.salmon.com @SalmonLtd

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Tel: +1 (646)577 6533