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Series 6 Episode 6 - In today's economic climate, can experimentation help to retain margin?
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This month we are joined by Lars Schleibach, Senior Solutions Engineer at Fullstory. Lars explores the work Fullstory do with their clients to understand the user journey, identify pain points, and improve conversion rates by ensuring a seamless shopping experience. Fullstory's Behavioural Analytics insights are incredibly intuitive and can really dig into the experience of the user. This is an effective method alongside testing tools as it can help to identify which areas of your website you should be experimenting on. Avoiding user frustration is key for conversion, and Lars explores how businesses of all sizes can benefit from an improved profit margin as a result.
00:30 What is Behavioural Data Analytics?
04:26 How can you turn anonymous prospects into known visitors?
09:54 Can you change the content on the fly for frustrated visitors?
15:57 Removing error message frustrations
22:07 Tone of voice and error message descriptions
23:20 Intent to purchase “triggers”
25:19 Applying discounts / offers only when applicable
29:37 Should marketers be responsible for margin as opposed to sales?
35:08 Using the data from FullStory to optimise the customer experience
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