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Digital Marketing

What's driving your Adobe Analytics?

by Duff Anderson, on Feb 20, 2015


Today, every data driven company lives and breathes web analytics, from page views to bounce rates to time on site. There is no need to demonstrate the value of web analytics - it’s understood. According to Forrester, “This near universal adoption of web analytics ensures its continued place as the dominant method for measuring customer digital activity.” Brent Dykes, Evangelist for Customer Analytics at Adobe, notes that this is transforming marketing teams from intuition-driven decisions to data-centered decisions. But what if you could turn your data-centered decisions into customer centric decisions?

In this post, I will examine how you can understand the WHY behind the WHAT of your Adobe Analytics, to make customer centric decisions. 

Adobe Analytics – One half of the story

In the words of Avinash Kaushik, bestselling web analytics author and blogger, “It [web analytics] cannot, no matter how much you torture the data, tell you WHY something happened.” (Occam’s Razor)

So what is this elusive WHY that Avinash speaks of and WHY does it matter? Well, have you ever looked at your Adobe Analytics and hypothesized, why is my conversion rate only 1%? How can I increase it? Or is 4.34 pages/session good or bad? What indicates a good or poor experience? This can be difficult to know if you are relying solely on behavioral metrics.

In fact, a visit to the cart, which intuitively appears to be a strong indicator of purchase intent – actually is misleading! When iperceptions engaged with visitors in the cart to ask their intent, 56% said they did not have the intent to purchase in that session. This demonstrates that you cannot get into the heads of your visitors’ with Adobe Analytics alone.  

Contextualize Adobe Analytics with Voice of the Customer

Today customer centric digital marketers are turning to the voice of their customers to better understand the reasons behind their visitors’ behavior. Digital Voice of the Customer (VoC) is a research technique that encompasses the collective insights of customer’s needs, wants and expectations across digital platforms. This is essential information that can only be achieved by directly asking visitors for their feedback. One of the most effective approaches is through a random survey that invites some of your visitors to leave their feedback at the end of their session. This approach obtains a representative sample of visitors’ intent, needs and satisfaction to help better understand strengths and weaknesses from a customer’s perspective.

Interpreting behavior through the voice of your customers

To understand the value of the voice of your customers, let’s take a look at a leading media company that turned to iperceptions to better understand the drivers behind their visitors’ behavior. The company’s goal was to increase online revenue. One of the strategies they put in place was to charge for premium content. The articles were supported by a brief abstract, a teaser, which executives expected would encourage visitors to pay for the articles. But the executives were shocked and perplexed by the results. According to their analytics data, 80% of visitors viewed the abstracts but only 0.5% purchased the premium content. The analytics team dug deeper into their data but they were unable to understand the reasons behind the poor conversion. The company was on the verge of terminating the program, however prior to making that decision they turned to iperceptions to understand the “why” behind the low conversion. It was discovered that 53% of visitors who viewed the abstracts found they were too short and incomplete. Visitors were missing information that was critical in their purchase decision. The verbatim collected by iperceptions provided the root cause of the low conversion.

“If I have to pay extra for articles, at least give me a better idea of what the articles are about.”

“The blurbs for your paid articles are not detailed enough.”

“I can’t get an idea of what it’s really about and I’m not paying to find out that it isn’t what I thought it was.”

Instead of terminating the program, our client redesigned the abstracts to provide a better description of the articles. As a result, the sales of premium articles increased by 500%, from $40,000 per month to $200,000 per month. Thanks to the powerful synergy of web analytics to surface the problem and the voice of their customers to interpret the behavior, the company was able to identify the underlying cause impacting conversion and take action to drastically increase their revenue.

Focus your segmentation with the voice of your customers

By integrating the voice of your customers with Adobe Analytics, you gain access to additional segmentation capabilities to deep dive into your visitors’ behavior. As an example, we have clients that compare satisfaction rates and likelihood to recommend by visitor segments to evaluate landing pages, exit pages, search keywords, traffic sources and campaigns. Other clients’ segment site visitors by visitor intent to better understand the differences in task completion and satisfaction. Of course, a powerful capability that that the voice of the customer offers, is the ability to analyze the behavior flow of visitors who have had a negative experience. By integrating the voice of your customers with your Adobe Analytics data you can segment behavior by stated visitor intent, ability to complete their task, overall experience, likelihood to recommend and satisfaction rates to name a few key metrics that can enhance your Adobe Analytics.

Integrating the voice of your customers into your Adobe Analytics

It’s straightforward to integrate the voice of your customers into your Adobe Analytics. Integration with Adobe Analytics involves using a common unique key generated by iperceptions. This common unique key is saved with the survey responses and then sent to Adobe Analytics through our push integration. It can also be leveraged to pull relevant data from Adobe Analytics into the iperceptions’ Platform, where you can add behavioral data to text mining analysis.

Forrester said it well, “Digital strategy and execution are anchored in web analytics”. However, digital strategy also needs to be anchored in customer centricity. According to a report by Adobe and Econsultancy, the customer experience is the number one priority, but in order to understand your customers, you need to know what they are thinking. Make sure your data driven strategies focus on understanding the “why” behind the “what”. It’s only then that your objectives and strategies will align to your visitor needs and expectations.

Duff Anderson
Duff Anderson

Duff Anderson is a visionary in Voice of the Customer research with over 20 years’ experience.

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