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The Best Time to Invest in UX Analytics

UX analytics is an essential tool for a successful eCommerce channel. But when is the right time to invest in a solution and what can you expect to get out of it?

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User experience, or UX, analytics give eCommerce and marketing teams insight into online customer behavior. Such tools may seem like a nice-to-have for many brands, but the cost of customer acquisition is a huge burden – especially for DTC companies. How astonishing, then, that after sinking millions of dollars into getting a visitor to an eCommerce site, the average online shopping conversion rate is only 2%. That means 98% of acquisition efforts are wasted and the eCommerce industry is on an upward trajectory.

The pace of change and new market entrants to eCommerce seems to accelerate with each passing year. In addition to more and more sophisticated competitors, new vendors and service providers enter the space every year, promising to increase this or protect that or optimize the other thing. How do you know where to start? How do prioritize money and resources for your eCommerce channel?

If you’ve invested in an eCommerce channel, you expect it to generate revenue. If you’re looking to improve conversions to drive more sales, you’re looking to improve your conversion rate. UX analytics is where you want to start.

But how do you know it’s time to look for a UX analytics solution?

Signs it’s Time for a UX Analytics Tool

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A great deal of time, resources and money goes into launching an eCommerce channel. As a result, significant revenue, marketing and inventory goals are set to measure ROI. If your eCommerce site is not meeting the revenue goals or KPIs, you need to understand why visitors are dropping off or not returning. A UX analytics solution gives you that insight.

Unanswered Questions

Chances are you’re using Google Analytics or another free analytics tool. These platforms are great. Google Analytics can tell you where your visitors live, what times of day visitors come to your site and which pages are getting the highest volume of traffic. With all the information that Google Analytics provides, if you’re still finding yourself unable to answer questions about your visitors’ behaviors, it’s probably time to invest in a tool that gives you deeper insight.

Conflicting Opinions

When it comes to increasing revenue, everyone has an opinion on the best way to do it. The best decisions are usually evidence-based decisions but if your eCommerce team is guessing about why site visitors abandon their carts, for example, any proposed correction is based on a guess or someone’s “gut”, not on evidence. UX analytics tools give your team hard data so you can make better decisions.

Losing Ground

How do you stack up to your competitors? If your competition is pulling ahead of your brand, it may not be your products or your price structure. It may be your eCommerce experience. UX analytics solutions give you in-depth insight into your visitors’ journeys so you can identify exactly where and why someone left your site or did not complete a purchase. The solution could be as simple as changing the copy on a call-to-action button or optimizing a product filter.

Rapid Growth

We all know the lingering pandemic shifted shoppers’ paradigms. If your brand experienced rapid growth and increased profit in the last two years, the pressure is on to sustain that growth. UX analytics can show exactly how visitors are interacting with your site so that you can either duplicate frictionless journeys as you add products or correct elements that create visitor frustration.

Entering New Markets

Your domestic user journeys may be frictionless and flawless, but market expansion is not a copy-paste venture. If your brand is investing in eCommerce expansion, it’s the perfect time to add a UX analytics tool so you can optimize the site from day one.

Higher Conversion Rates Start with UX Analytics

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UX analytics takes the guesswork out of site design and is essential for increasing conversions. If you don’t know what your customer is doing on your site, you don’t know where they are getting frustrated or what to fix to enable a better experience.

The free tools, like Google Analytics, serve a vital purpose but if the data you’re currently collecting isn’t enabling good decision making, it’s probably time to explore additional options.

Ready to upgrade your UX analysis? Check out our eBook for tips to get other leaders and departments on board. You can also connect with a conversion rate optimization expert at Air360 by Scalefast to discuss your specific situation.

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