ClickTale for E-Commerce Playbook

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1 ClickTale for E-Commerce Playbook

2 Why ClickTale for E-Commerce? ClickTale s digital customer experience solutions help businesses become more customercentric by optimizing the way people experience your website on desktop, smartphone and tablet. ClickTale was designed especially for the E-Commerce world. Why? Because more than any other industry, E-Commerce and M-Commerce sites experience the highest and fastest returns on investment from ClickTale. And it s not always large, expensive website changes that lead to the greatest revenue returns. With ClickTale you benefit from a clear and directly-attributable ROI by uncovering the real sources of customer struggle. Often, these are issues that are taken for granted or hidden from the organization s view. Once brought to light, website optimization problems can often be fixed quickly and easily to leverage disproportionately greater returns for the business. Better Understanding What Creates Online Customer Success ClickTale s enterprise solution allows you to view entire customer experience trends and precise analytics within your web-pages. You can also drill-down into the individual user browser sessions to understand precisely how and why a visitor s behavior translated into the actions they took. Use ClickTale to help you: > Align your E-Commerce and M-Commerce sites with real customer need to increase business effectiveness and customer satisfaction. > Leverage Adobe Analytics to transform massive data into actionable optimization. >Understand how well promotional elements, search and browse functions work. > Take the guesswork out of A/B testing, to create more effective hypotheses and speedier conversion results. > Add context to VOC feedback so you understand where and why customers are struggling on your site. > Create an adaptive and personalized website that answers all your target customers needs. 2- ClickTale for E-Commerce Playbook

3 How ClickTale Can Improve Your E-Commerce Performance Compare Purchasers with Non-Purchasers to Optimize Critical Web Pages ClickTale integrates easily with Adobe Analytics to provide an in-page view of specific audiences customer experience. For example, use ClickTale to: >Segment your website visitors by Purchasers vs. Non-Purchasers using Adobe Analytics. >Compare how the two groups experience your most valuable web pages by comparing side-by-side heatmaps of mouse move, click, engagement, attention, scroll, exposure and tap. >Quickly determine which actions lead to purchase and why failure occurs for non-purchasers. >Understand and take immediate action to re-enforce elements that lead to success and eliminate elements detrimental to digital customer experience. Lenovo used ClickTale Side-by-Side Heatmaps and Adobe Analytics integration to compare purchasers vs. nonpurchasers on-page experience. The resulting page changes have led to a significant increase in conversion. 3- ClickTale for E-Commerce Playbook

4 Reduce Cart Abandonment >Start with an automatically generated picture of the most popular conversion route for your website using ClickTale s Conversion Funnel. >Immediately identify weaknesses in conversion from homepage to pricing page to checkout. >Drill down to side-by-side heatmaps comparisons of conversion vs non-conversion to see how customers behave differently. >Drill further down into individual Session Playbacks to see why customers struggle. >Perform A/B testing based on ClickTale s observations and recommendations. >Take immediate action to remedy confusing or attention-deflecting elements and improve checkout rates. The North Face increased conversion rates from shopping cart to order completion by 62% with a combination of Heatmaps, Conversion Funnels and drill-down to Session Replay. 4- ClickTale for E-Commerce Playbook

5 Turn Forms from Barriers into Gateways Prevent users from abandoning the checkout process because of intimidating or frustrating forms. ClickTale s Form Analytics suite tells you: >Which fields caused users to drop out. >How long visitors interact with specific fields. >Which fields they left blank, and; >Which fields they re-filled the most. Remove the Blindfold from A/B Testing With ClickTale, you can add context and value to your A/B testing process: >Supplement traditional testing with in-page digital customer experience analysis. >Understand why customers prefer certain pages, as opposed to simply tracking which pages perform better. >Use the insights learned to improve other parts of your site that weren't included in the testing, exponentially increasing the return on every test you perform. Abercrombie & Fitch saved several months of A/B testing and increased conversion by 30% with Scroll Reach Heatmaps. 5- ClickTale for E-Commerce Playbook

6 Listen to Your Customers More Effectively Customers that are struggling will tell you that they are struggling. They will tell you by filling in feedback in Qualtrics, OpinionLab, and iperceptions or by contacting your call center. But, your customers are not a QA team. As a result, reading Voice of Customer feedback, without seeing the experience of the customers alongside their feedback is often an exercise in futility. ClickTale integrates easily with Voice of Customer tools to allow you to see the user experience of any visitor that submitted feedback. This allows you to: >Focus your optimization efforts on areas that need the most work. >Understand what specific website elements you need to change. >Improve call center service efficiency by drilling down into customer browser sessions in real-time. Create a Personalized and Adaptive Web Experience >Understand what types of behavior correlates with visitors that are about to abandon - and then alleviate their experience pro-actively. >Combine segmentation within Adobe Analytics with in-page ClickTale analysis to understand and then personalize the digital customer experience for specific target audiences. >Use ClickTale to understand how best to tailor your website experience by helping struggling visitors and answering the needs of specific customer segments. See Value from Day One A Software-as-a-Service (SasS) solution, ClickTale integrates effortlessly with your website and marketing ecosystem. Unlike on-premise solutions that can take up to a year to implement, ClickTale is installed with just a few lines of code or via your tag management system. 6- ClickTale for E-Commerce Playbook

7 About ClickTale ClickTale, the enterprise leader in Digital Customer Experience, enables businesses to maximize revenues by optimizing the way people experience the Web and Mobile. ClickTale s comprehensive solution features the industry s most innovative heatmap technology, playback of individual-user browsing sessions and Customer Experience Consultants dedicated to your success. A subscription-based SaaS solution, ClickTale effortlessly integrates with web analytics, testing tools and any infrastructure to reveal how users really interact with your site. ClickTale creates revenue-winning customer experiences for over 100,000 businesses worldwide, including a large number of Fortune 500 companies. We are committed to making the digital world more enjoyable for people and more lucrative for businesses. For more information visit: US UK info@clicktale.com 2014 by ClickTale. All rights reserved. All ClickTale products and services mentioned herein, as well as their respective logos, are trademarked or registered trademarks of ClickTale. All other product and service names mentioned are the trademarks of their respective companies. These materials are subject to change without notice. These materials and the data contained are provided by ClickTale and its customers and partners for informational purposes only, without representation or warranty of any kind, and ClickTale shall not be liable for errors or omissions with respect to the materials, the data or the information, that have been provided by its partners and/or clients for public promotional purposes. 7- ClickTale for E-Commerce Playbook