All companies whether big or small have one thing in common: optimising performance. Regardless of their industry or the products or services they supply they need to be delivering the best experience they can for their customers, and one that rivals their competitors’ offering. This sounds obvious and easy – of course happy customers result in loyal customers which in turn means a healthy turnover. But if you stop and think about it, it’s actually a very complex issue to understand and manage. How many times have you been disappointed ordering something online when you find out at the check out that they don’t have what you wanted in stock; or dealing with a customer service department and getting nowhere; or loving a brand but their app performs poorly and that is the one thing you remember about them.

There are so many touchpoints for customers today when considering any purchase or interaction with a company – not just the physical presence of the brand but the online relationship as well. The website, social media accounts, email campaigns, conferences, apps and more. The experience an individual has with any of these touchpoints will either positively or negatively influence their buying decision.

Understanding why people make the decisions they do online, whether on a website, intranet, or database is key to improving the experience for customers. If you, as a company, had a tool telling you customers were putting black jeans in their basket, browsing for 5 minutes, clicking check out, entering their address, and then told the black jeans are not in stock, you would immediately know why they abandoned their basket. Such insights would enable you to make a change and put an out of stock/contact me when in stock message on the product page, avoiding disappointment and avoiding losing a customer and sales.

A client of ours is passionate about providing these types of user insights to their customers. We recently worked with them to improve their user interface of a real-time user monitoring tool they have developed. The tool tracks user performance 24/7 and provides powerful insights into how a user interacts with a website or intranet, helping drive necessary changes to the platform to ensure the user gets the best experience they can.

Read more here about the successful project.