Measuring, Analyzing and Optimizing the User Experience
How GoDaddy Got Visual and Dramatically Increased Conversion
To be successful on the Web today, the one true way is to improve the digital customer experience. In order to improve the customer experience, of course, it is essential that today's brands understand experience from the customer or client's perspective. And there are plenty of instances where paying greater attention to the customer experience has resulted in a positive impact.
Thousands of companies - from the small startup to the well-known, multi-national, digital powerhouse - have taken advantage of the capabilities provided by solutions like Clicktale - which provide today's brands the ability to do some rather unique things when it comes to tracking the user experience. The solution, for example, makes it possible to capture mouse movements and mobile gestures. The result of that data collection is the creation of a true-to-life session playback; invaluable to nearly every department - from design to the C-Suite.
Website Magazine had the opportunity to speak with Ana Grace, GoDaddy's Director of Ecommerce, Global Product Management, about the impact that leveraging Clicktale had on its enterprise and how it helped the hosting and domain company drive the most important metric - conversions.
It's hard to find a Net-based business or Web worker that will disagree that customer service is challenging and that it is imperative to constantly find new ways to improve it. There's no shortage of data about the impact of customer service on the 'Net experience, but often it's more useful to get a "meta-view" of the information and that's exactly what Clicktale provided GoDaddy.
"GoDaddy is passionate about customer service and is always working hard to improve it," said Grace, "but Clicktale showed us the why of the data - being able to see customers engage with the experience".
Since most designers and marketers use their "instinct" (coupled with data, hopefully) of course, it is not surprising that what GoDaddy itself experienced were moments of great elation when customers got through the planned experience, or moments of frustration when they didn't. Being able to watch them do that, says Grace, is simply 'powerful'.
The kinds of insights gathered from a solution like Clicktale might prove somewhat disruptive as it provides visual evidence of the roadblocks and barriers that are keeping conversions from happening at all. Those that do embrace this type of data stand to change everything about the customer journey and the digital experience within your enterprise
When asked what other GoDaddy employees thought of its Clicktale initiative, UX designers specifically, Grace suggested, "They love it as much as we do... it tells a story, but backing it up with a video takes it to an emotional level". GoDaddy and Grace found that design teams become more enthusiastic and embrace it - it becomes more and more part of the day-to-day process of designing - and ultimately, less about the opinion.
It's important to note here that GoDaddy has made Clicktale a core component of its user experience initiatives. In fact, the company has many of its teams - from the product people to the designers and developers - looking at the video (at least two hours worth every six weeks) because they want to get everyone to collaborate on how to make the experience better.