Adobe Analytics is a great solution for tracking high-level digital performance, but to truly know the pain points of your website users, you need full visibility into their journey and everything they experience.
Insightech’s session replay means you can watch your customers interact with your website and learn what’s getting in their way so you can make quick adjustments and improve conversion.
Insightech has released an integration that allows Adobe Analytics users to explore deeper into Adobe Analytics reports and segments. By stepping into the shoes of the website users, watching session replays of their specific journeys through the website, you can get to the root cause and remediation faster. The visual insights can also be shared across digital teams to drive better collaboration.
To understand the digital experience on an individual level, any Adobe Analytics report and segment can be expanded on, by breaking it down by the “Insightech Replays” eVar variable to retrieve the replay URLs of all recorded sessions under this report and segment.
Below is an example Adobe Analytics report of a marketing campaign called “Sunday Campaign” driving traffic to the checkout process, broken down by all of the session replays recorded in Insightech. Row #6 onwards shows every Insightech session replay recorded for users who started the checkout but didn’t complete the process. By watching the replays, you can learn about what causes the users to drop out of the checkout process. Did they encounter an error in the checkout? Were they confused by the information such as shipping options?
The Insightech session replay URLs can be used to bring up high definition session replays of user journeys through the website, allowing you to watch their full journey as they navigate through the website to understand where and why they struggle to convert.
Quantifying the identified issues by simply clicking on the web page elements within the replay interface. Insightech’s Point & Click Search feature allows you to quantify any content such as error messages in just seconds without implementing any custom tracking code. In the example session replay below, an error message is shown that blocks the user. By pausing the replay and clicking on the error message, a search can be run on several behaviours including when this specific “Content Loaded”. By filtering with this search condition, you can quickly find all the users who encountered the same error and quantify the impact to conversions.
To enable the integration, you will need:
The setup instructions provided by Insightech will guide you through extracting the Insightech User ID in the tag management system, to pass it to the Adobe Analytics eVar variable, setting up the classification in Adobe Analytics.
The Southern Cross Health Insurance team was keen to understand the major funnel abandonment points in their health insurance quote flow. Using Insightech, the Southern Cross Health Insurance team was able to clearly identify key reasons contributing to funnel abandonment throughout their Health Insurance quote flow, which uncovered an ROI opportunity of 23x.
Protecting users’ privacy, and maintaining the highest data security standards is central to everything we do at Insightech. However, it is equally as important for you to be informed on the industry best practices, and what a strong data security and user privacy should look like. Data security best practices ultimately come down to the comprehensiveness, flexibility, and transparency you get as a customer.
We’ve recently released Insightech integration with Google Analytics to help Google Analytics users to make sense of the data, and how it can lead them to understand the pain points that their website visitors are facing.