Understand customer behaviour with session replay


Date: 4 February 2019

Session replay Every ecommerce business needs to understand how users engage with their website. Do customers enjoy the experience when they shop with you online? What infuriates them? What prompts them to make a purchase - or to abandon one?

These questions can be answered with session replay technology. This powerful form of web analytics records user sessions on your ecommerce site, allowing you to see the products and pages customers are interested in, what they click on, and where product abandonment occurs.

Simply put, it gives powerful insights into customer actions in real time.

What is session replay?

Also known as mouse recording, session recording or session playback, session replay allows you to see recordings of user journeys on your site. It tracks every action - mouse movements, clicks, scrolls, and so on. This replay of the user experience while navigating your site lets you step into their world, and helps you experience your sales funnel through their eyes.

Replaying a user's session provides data that is useful in understanding customer needs and desires, and analysing how and where product engagement occurs.

Through session recordings, you can also gain insights into problem areas on your site, where customers may drop off before completing a purchase. Armed with this data, you can gain a clear understanding of visitor behaviour, helping you create a more engaging user experience in the future.

The benefits of session replay for small businesses

The importance of session replay when it comes to your online marketing and product engagement strategies cannot be overstated. You want to know what works, and why, when it comes to engaging with your customers.

Here are three areas where session recording may come in handy.

1. A/B testing

To ensure your ecommerce site is highly effective, you should be employing A/B testing. As an online marketer, you need to come up with effective CTAs (call to action) on your landing pages, to maximise the number of users clicking through to the next step in your sales funnel.

This becomes possible with data collected from session recording. Using this tech, you can run A/B tests and watch how real users react to each alternative you offer - eliminating any guesswork.

2. Product management

Data from user web sessions can also play a key role in product management and development. To understand customer needs with regard to a planned product and its features, product managers can make use of the behavioural insights session replay provides.

3. Conversion Rate Optimization (CRO)

The effectiveness of your website in converting visits to sales is often essential to your business growth. CRO is designed to improve your site's performance - but it's only possible if you have data on visitor behaviour to optimize their on-site experience.

In a nutshell, if you want to understand why your site's conversion rates are low, you can replay a dissatisfied user's web session and see what they saw, in real time. It's a really useful way to understand the way your visitors think - helping turn them into satisfied customers in the future.

Copyright 2019. Sponsored post by Johnson William, Global Web Consultant.

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