Streamline Your Customer Journey With Digital Experience Analytics

by Kalyn Stockman

Every year, Aragon Research selects Hot Vendors across multiple markets who are noteworthy, visionary, and innovative. But 2021 is the first year ever that Aragon Research has named Hot Vendors in the digital experience analytics market. This blog will dive into this new market and discuss how digital experience analytics can help you initiate business growth through in-depth customer journey metrics.

The Problem With Legacy Web Analytics

Web analytics offerings of the past gave simple insights into page views, click-through rates, and other basic metrics, which are still important numbers–however, these metrics only provide a basic perspective on the website rather than give a deep perspective into the customer’s mindset and intentions as they’re navigating the website. what the customer is really doing and thinking as they navigate it. 

Sometimes, simplified analytic metrics can even be misleading. For example, a website may be generating high traffic, but suffers from a high bounce rate. How can enterprises fix this without deep insights into what leads those customers off the page? Or, a user may stay on the website for a long period of time–which looks good–but what if they are not looking at the content you hope they are?

Legacy web analytics only allow for an inside-out perspective of the customer journey, when what business leaders really need is a way to look at the contextual perspective of the customer.

What Is Digital Experience Analytics? 

To improve the customer journey, there is a need for deeper insights into customers’ digital experiences–how they engage with a website such as what they click, which content catches their eye, and which calls to action drive them to, well… take action. 

Digital experience analytics is a richer, more comprehensive approach to web analytics that examines a customer’s digital experience to draw conclusions about customer behavior that can be used to drive growth. 

Using Digital Experience Analytics to Improve Your Customer Journey

With digital experience analytics, the legacy basic layer of business metrics is now being supplemented with intelligent analytics that can provide much deeper, real-time insights. 

One example of digital experience analytics is heat mapping. Heat mapping is a tool that tracks and displays the actions taken on a website page by an individual user. This provides insights that business leaders can grasp and use to improve or redesign their website. For example, if your heat mapping tool shows you that only 10% of website users are scrolling to the bottom of a page, and you currently have important content at the bottom of that page, you can use this information to then redesign the page, moving the important content closer to the top where more users will see it.

Where Is the Digital Experience Analytics Market Headed?

Digital experience analytics providers are emerging, and adding new and improved offerings, to help enterprises achieve this crucial, deep level of customer understanding. And, as the shift to digital business continues, we see customer journey solutions as an area to invest in–meaning we expect to see major growth in this market over the next few years.

To learn more about the digital experience analytics market, and find out which emerging providers we have named as Hot Vendors in the market, check out our report, Hot Vendors in Digital Experience Analytics, 2021.