Acoustic Experience Analytics, also known as Tealeaf, is an Acoustic offering that provides detailed reports and insights into everyday website usage. Here are some of the use-cases we’ve implemented Tealeaf into, and the outcomes of said cases.
Case Study 1: Insurance
Our client, an insurance company, was aware that a significant number of users who purchase insurance from their website tampered with their application in order to be able to successfully purchase an insurance policy.
We proposed and implemented Acoustic Experience Analytics (Tealeaf) for them as our solution. Now, having identified multiple suspect purchase indicators, they can detect potential suspect purchases and save recorded sessions of such purchases that they can use as proof if required to take necessary action.
SUSPECT POLICY PURCHASES
We discovered that around 10% of users engaged in various kinds of manipulation in order to be able to successfully purchase an insurance policy. This included:
- Price manipulation
A visitor modifies any answers that resulted in lower premium amounts. For example, one customer initially answered ‘yes’ to a question asking whether they have previously submitted an insurance claim, only to later change it to ‘no’ when asked for more details about the claim.
- Refused insurance
Due to the company’s underwriting criteria, visitors who were refused insurance were able to restart the application and answer the initial questions differently to be accepted into a policy. For example, one customer initially confirmed that their license had been suspended previously and were promptly denied a policy. To successfully – and fraudulently – obtain a policy, they went back in the application and changed their answer to indicate that it had never been suspended.
In total, 26 such suspect policy purchase indicators are now being detected. Now, if somebody changes an answer to lie on their application, it can be detected – and prevented.
AUTOMATED TRACKING OF SUSPECT POLICIES
An integral feature of Tealeaf Data Export. We configured a scheduling task that automatically extracts all session data (replays and digital interaction data) of these suspect policy purchases and are stored on a cloud object storage which the insurance company accesses using an S3 compliant tool.
The customer uses this data exported from Tealeaf to update their internal CRM and Databases and flag these suspect purchases, giving their fraud investigators a head start who can easily access all information relating to these purchases.
An “anomaly” is a deviation from what is standard, normal, or expected. Tealeaf Anomaly Detection automatically identifies atypical patterns in data and alerts users about the said anomalies.
The insurance company uses this feature to track the rate of occurrence of errors across all sections of their website and take remedial action as necessary.
A deep dive into the technical errors revealed that it was predominantly an Internet Explorer issue that was inhibiting conversion.
These issues were detected in the month of July 2019 and as the customer worked on repairing these technical issues, the rate of occurrence of errors dropped significantly. As on Oct 2019, lost revenue due to errors during purchase process averaged around $250,000/month which is 70% less.
Our customer’s investment in Tealeaf allows them to easily track and investigate any issues users have with their platform, making fixing bugs and spotting usability issues a far easier process and taking the pains of tracking down a problem out of the equation.
Additionally, the Tealeaf implementation spots fraudulent purchases from the get-go and allows their fraud prevention teams to step in as soon as possible – smoothly reducing the amount of insurance fraud enabled online.
Case Study 2: Retail
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.
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.
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.
Customers were telling the client about various error messages they were receiving while trying to make a purchase, but it wasn’t clear what the actual problems were.
We built a custom report to track these errors. From this, it was clear that many of the errors were entirely avoidable and were as a result of technical issues that could be easily fixed.
Considering the damage these errors could do to an online brand over time, Tealeaf’s intervention was both timely and valuable.
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.
The custom reports built for them, too, make keeping track of errors easier: if a user encounters a problem, it will be automatically logged and their IT team alerted to the issue. This will ensure their websites run smoothly both now and in the future.