Cohort analysis, including declarative data, enables the study of the impact of experience on the value of the Client in time (LTV) and the analysis of user groups in the context of their behavior in the past and future. Examples presented below show how advanced YourCX tools can be in the analysis of experiences.
Our innovative approach to experience analytics is based on a combination of two research directions: Customer Experience research and online analytics. Therefore, our tools for conversions and path analysis can use a declarative context on consumer emotions and experiences. Furthermore, adding consumer behavior research (in the sociological and marketing context), we offer complementary knowledge about your customers.
Purpose of the visit and deferred purchase
The analysis of time conversion in relation to the objectives of the visits allows a better understanding of the users’ behavior. On the example given above, the highest percentage of repeat purchases in the following weeks is recorded for those who declare the purpose of the visit related to the purchase. Acquaintance with the offer has a much lower conversion rate but ranks second among all objectives. The least inclined to buy are people oriented towards traditional purchase. In the case of analyses of visit objectives, the next step would be to check whether they have been completed and, if not, what happened. As you can see, the purchase itself is not a goal in itself for people who are oriented towards offline shopping, but the experiences connected with such a goal are in no way less important.
Leaving and returning to the site
The analysis of repeated visits according to the reasons for leaving the website indicates problems that affect the lack of return. The given example confirms that in fact the most willing to visit the website again are people who declare their willingness to return or need to think about the purchase. The lowest probability of a repeat visit is observed among people who are focused on offline shopping. The lack of the desired sizes and products also negatively affects the repeat visits. These groups can be addressed in the next step, for example, by appropriate remarketing campaigns.
Impact of problems on conversion
Analyses of conversion in the context of negative experiences allow estimating the scale of their impact on CX. As can be seen above, each of the problems affects deferred purchases to a decisive degree. Only those who did not encounter problems when returning in the following weeks made purchases. The right chart shows that the problems do not have a significant impact on repeat visits to the website. The highest deferred conversion (shopping/returns) is visible for no problems and the lowest for incorrect search results.
Impact of experiences on purchases
The analysis of past and future activities shows the impact of experience on brand trust. Those who now believe that there is something to improve were more likely to shop than those who saw nothing to improve before the survey was completed. A visit to the website, during which the survey was completed, shows a gradual decrease in the frequency of shopping. People who do not see anything to improve buy more often. Negative experiences during the visit, therefore, have a big impact on the conversion rates.
Evaluation of the quality of information
Quantitative assessments of aid sections combined with information on contact with the Customer Service Centre give a full picture of the situation. As many as 68.9% of respondents found the topic they were looking for. The largest share of this response is recorded for visitors to the FAQ subpage, and the smallest share is recorded for visitors to the product information page. People who have not found the topic 3 times more often than those who have found the topic, contact the BOK via live chat in the following weeks.
Contact with customer service and retention
The analysis of experiences with Customer Service in the context of later behaviors shows the real impact of CX on actions. As can be seen from the above analysis, the consultant’s solution of the matter does not affect the frequency of visits, but it does affect the willingness to buy. The positive impact of the consultant’s solution of the case can be seen over the next 4 weeks.
Net Promoter Score and conversion
The analysis of cohorts resulting from the NPS indicator (Promoters and Detractors) shows the impact of CX on purchases. As you can see, the willingness to recommend the service turns out to be closely connected with the willingness to make new purchases. You can see more than twice the difference between Detractors and Promoters in buying again. The next step in the analysis should be to examine the factors that influence being a Detractor.
These are only examples of analyses that can be performed with the use of YourCX tools. However, the presented conclusions cannot be directly applied to all consumers. Much depends on the industry, competition environment, general brand image and, of course, the quality of service. Therefore, we approach each project individually, adjusting the segmentation to the Client’s needs, including specific business goals.