Client Need
Our client, a leading global fashion and apparel retailer with outlets across Australia, New Zealand, Singapore, and the UK, needed a more effective way to monitor their online channel in order to provide their customers the best possible experience in using their websites, given the importance of online shopping and communication.
Our Solution
We put together an offering of Acoustic Experience Analytics (Tealeaf) as our solution to their issues. With Tealeaf, the client is able to pinpoint site problems and quickly rectify them thus optimising its customers’ online experience.
Tealeaf solutions provide full visibility into how customers interact with the company’s website, offering insights beyond the quantitative metrics found in web analytics by capturing each customer experience online. For a retailer, this allows them to highlight issues with checkouts, failures in their content delivery network, and would-be purchases that failed midway through.
The Benefits
Identifying promo code issues causing purchase abandonment
Session Replays are part of the Tealeaf offering that allow the client to replay every action their site visitor took. Through implementing and analysing them, we discovered many users seeing the error message ‘Promo code invalid’ several times during the checkout process. A number of users were simply abandoning their purchases at this point.
Within minutes of analysing the session replays, we found that their promo codes were case-sensitive. The checkout form would accept only upper-case promo codes, but the business had also advertised lower case promo codes on various online forums.
Thanks to improved visibility of visitor sessions, the retailer’s IT team were able to fix the issue and could immediately see the percentage of users encountering promo code errors dropping significantly.
In Summary
Because our customer invested in Tealeaf, they were able to detect a number of issues with payments and thus fix previously near-undetectable errors with their online portal, thus saving hours of troubleshooting and many more lost customers. They are now able to use Tealeaf to track all steps of a user’s order, seeing where and how their websites are navigated, and identifying popular spots as well as errors.