Analytics of session time and user journey in Digital Experience Monitoring
In today’s increasingly competitive business landscape, having a digital presence alone is not enough. Customers demand and depend on fast, reliable web services. Slow digital experiences don’t just reflect poorly on your brand–they can also impact your bottom line.
It’s clear that end user experience should be a key component of business strategy, but how do you stay on top of your digital experience? Digital experience monitoring helps businesses identify and respond to any issues that might impact their user’s engagement with their website or app.
With plethora of tools and collection of multiple parameters to measure customers experience, enterprises may end up spending huge time and resource to identify issues impacting digital experience from performance perspective. Performance impact on the business can be measured once you start collecting user specific journey, session time spent by the user, network bandwidth,3 rd party Ajax call performance, crashes occurring in your mobile phone apps due to OS version or APP version. Most of marketing campaigns want to understand the time spent by the user on the required web pages or user journey which is measured as session length.
What do you do with session length data- Analytics
Once DEM product is deployed you will start getting data for every user action for your web product, this data has lot of information about user’s behavior and his patterns of usage of your digital service. This can be analyzed using either google analytics or an opensource tool, but the missing link is the answer to the question “Why did user abandon the transaction?”. If you do not collect the performance data you can always attribute it to behavior, but, there may have been a huge amount of time user has spent on the page and a java script error was forcing the
page to load very slowly.
For example, if the abandonment report for 1027 in US market is studied
Website errors and complicated check out process can be identified by a Real user monitoring product, if the tool is able to track user level interactions, his journey and any issues he has faced during the interaction. If an alert is generated for the ITOPs team whenever there is a breach in SLA or error for user access, then these abandonment reasons can be overcome which can add to business.
How to use session length data for targeting customers with intention to buy
Session length indicates how long a user was having a continuous experience in your app, and as such, serves as an indicator of user engagement. Using session length, you can figure out if users are inside your app long enough to reach the desired conversion goal you have set for the digital business. If users aren’t staying on long enough, you have a problem that needs solving.
But does a user who has opened a session and left it to expire counted as a user who is interested enough or as an anomaly. To measure this, you would need to apply statistical methods to understand the outliers and real users who are interested in your digital services. Also, passive users who are interested enough but are not willing to buy from your digital services due to performance issues need to be acted within the window of opportunity (In today’s competitive world this is very small). Businesses can target such users to convert them as paying customers if they are identified on the spot and given an indication of what went wrong with the user’s experience.
appNeura applies multiple algorithms to understand and classify users as active, passive and not interested users across sessions, geographies and users to give you a view your overall users experience with conversion in mind. The data analysis can be used to spend marketing dollars intelligently.
In summary, DEM analytics combined with user journey, session length, exit page and number of times user visiting the web site can be used as clear reflection for business improvement