In December of 2021, Fullstory commissioned Forrester Consulting to conduct a study to gather data about the approach that global businesses take toward digital experience technology.
For the study, 239 business leaders answered custom survey questions about improving engagement, development, and design of digital properties through analytics solutions.
While the survey revealed a host of impressive statistics, we’ll break down three of the most pertinent findings in this article:
54% agree that their organization lacks the tools to calculate and manage advanced metrics from its digital experience data. (See page 4 of the full study.)
53% said privacy concerns are their biggest challenge when utilizing data. (See page 5 of the full study.)
8 out of 10 see improving their digital experience as important or critical in the next year. (See page 2 of the full study.)
Data complexity drives the need for DX tools
According to the survey, nearly half of digital experience (DX) leaders feel that their data is too complex to drive actionable insights. (See page 2 of the full study.)
The increasing complexity of data is a key driver of the growing demand for better usability in data analytics tools. The sheer size and diversity of data sets often make it difficult for users to surface the insights they need and understand the analytics results.
This is why it’s important for data analytics tools to make finding and analyzing data as easy as possible for users. The goal is to provide users with a tool that helps them quickly find the trends and insights they need for faster decision-making.
Digital transformation is changing the way customers interact with businesses. Organizations should focus on developing a customer-centric culture to ensure that all employees are aware of the customers' wants and needs—and they need the right data analytics tools to do it.
In order to focus on behavior-based metrics, DX leaders should evaluate tools that help them accomplish the following:
Define what constitutes desirable customer behavior.
Identify which behaviors you would like to see more of.
Track and measure customer behavior using the appropriate tools.
Use the data gathered to improve customer engagement and achieve business goals.
DX and analytics tools offer confidence in privacy compliance
In the survey, business leaders cited maintaining privacy and compliance as their largest barrier to using DX and analytics data effectively. (See page 5 of the full study.)
According to Corporate Clients Insights, companies “able to demonstrate the use of data analytics in effectively managing their compliance programs may receive reduced penalties and avoid or defer prosecution.”
To alleviate these challenges, mapping your key risks to accessible datasets is a great starting point. This is best done by reviewing two or more datasets concurrently to identify any risks.
With the right tools, you can address new privacy risks introduced by the complexity and quantity of data collected.
Businesses believe that behavior-based metrics are critical
When surveyed, 82% of business leaders said improving their DX is important or critical in the next year. (See page 2 of the full study.)
Improving the digital experience requires understanding the user journey, and understanding the user journey requires access to both quantitative and qualitative data. While quantitative metrics enable you to track critical user and feature metrics, qualitative metrics fill in the rest of the picture to reveal how and why user behavior is taking place. In this light, it’s easy to see why gleaning both types of information from your DX or analytics tool is critical to building a better digital experience.
Additionally, where NPS surveys can provide subjective individual data, DXI allows product, UX, and engineering teams to zoom in on how users really interact with your website or app in the wild.
Finally, using DX and analytics tools can help business leaders to optimize their website for search engine ranking, track website visitor behavior, and measure the effectiveness of marketing campaigns.
For more information on how you can get ahead of the trends with a DXI solution, request a demo today.
Drive better outcomes with DXI
Digital Experience Intelligence is the straightest path to seamless transactions, increased conversions, and happier customers.
With DXI, businesses can achieve better outcomes while meeting increased privacy demands.
For today’s businesses, remaining competitive requires investing to:
Integrate digital experience and analytics tools in order to speed up the collection and use of data to improve digital experiences.
Address privacy concerns and meet compliance requirements. Data that is stored, copied, used, or transmitted is protected.
Align the organization on all DX objectives and be transparent about progress toward these goals.
