Every session on your ecommerce site or app is combustible. Friction from any number of factors – from webpage performance to poor navigation, bugs. Therefore, and irrelevant offers – can derail a transaction and erode brand loyalty. Standard conversion and abandonment metrics are all useful for establishing a baseline. Therefore, but they only tell you what your visitors did – not why.

The secret to optimising ecommerce revenue is buried inside that ‘why’.


Ecommerce brands face a rapidly evolving landscape, shaped by the continuing ecommerce boom – projected to reach up to $4.2 trillion USD this year – and the global pandemic spurring changes in customer expectations at an unprecedented pace. In a short period of time, people significantly altered the way they evaluate brands, make online purchasing decisions, and select the brands worthy of their long-term loyalty.

More traffic, more “whys”

Attempting to understand experience through exit pages and bounce rates tells only part of the story. If you want to provide an ecommerce experience that works for your visitors, you must have all the uk telephone number database data points that contribute to each customer’s ultimate behaviour.

Often, it’s a simple, fixable UX mistake that can kill a conversion (such as these 10 UX mistakes). Maybe your stylish navigation creates confusion for shoppers before they can even hit ‘add to cart’. Maybe a special offer for free shipping doesn’t trigger at checkout – killing customer enthusiasm, smothering the sale, and tying up reps with repetitive customer complaints.

Where journey mapping fits in ecommerce

Digital journey mapping is an essential tool in your ecommerce arsenal, telling you which paths lead to conversion and where you lose potential customers. Journey mapping becomes even more actionable when paired with data that helps you understand ‘why’, such as session replays, voice-of-customer sentiment, and technical performance data (as with Glassbox’s Augmented Journey Map, pictured below). With real-time journey insights, you can.

Leverage data you already have to provide new value

Growing scrutiny on how brands use consumer data – both from regulators and consumers themselves.   Means behavioural information collected on your site is one of your most valuable resources in a first-party future.

The more you know about your visitors, the better you can serve them. The bad news is that brands are in a bit of a blind spot. When it comes to shoppers’ expectations of personalization. Therefore, surveys show brands think they’re much better at providing personalis experiences than consumers do.


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