Finding Friction in the Shopping Funnel with HCL Discover

We’ve all been there. You’re shopping online for something you need – that perfect gift for Mother’s Day, or even something as mundane as your groceries, and something goes wrong. Search is taking forever, the pick-up calendar isn’t working right on your phone, or maybe it’s just a big fat error message. So irritating, right? And what do you do when you get fed up with all the problems? You abandon and probably don’t go back!

Now flip it around. You’re running an eCommerce site and now you’re the one causing problems! At least, that’s how your customers see it. So, what do you do to help them? What do you do to make sure that everyone is getting the best possible experience? Simple, you go back to your kindergarten lessons and follow the Golden Rule. Remember your own bad experiences as a shopper and make sure your customers don’t run into the same ones.

“Think of shopping cart abandonment as the flip side of the customer engagement coin”

Once you’ve committed to “what” you need to do, now you just need to learn “how” to do it. This is the challenging part but think of it like a game and you can have fun turning all of those frowns upside down! First, think of shopping cart abandonment as the flip side of the customer engagement coin. Everything you do to optimize engagement reduces abandonment and everything you do that contributes to abandonment will ultimately reduce your customer engagement (and loyalty).

One solid tactic is to implement tooling that provides both quantitative and qualitative insights across the customer journey on each of your digital shopping touchpoints. It’s like x-ray glasses for your apps. Similar to the visibility that a business analytics platform provides, a customer experience analytics solution can give you deep insights into aggregated categories of behavioral patterns and allow you to take it a step further with qualitative “session replays”. These are like videos of what your customers see and do on your digital properties. It’s almost like giving you the ability to sit over your customers’ shoulders and see exactly where they click, how many times they scroll up and down looking for something, what they swipe on and how long they spend on your content.

HCL Unica Discover was designed to detect and address user struggle in real time with rich behavioral insights in order to provide you with visibility into business impacts and opportunities. This will allow you to prioritize your efforts and incrementally improve experience over time without playing whack a mole and going insane in the process! It does so by identifying patterns based on key “struggle signals”. These are things like error messages, repeated processes, time to complete a task, “bounce rate”, etc. These implicit signals can be detected, aggregated, reported and ultimately actioned upon on a sub-daily level.

Here’s just one example to help you better understand the flow:

HCL Commerce customers will be happy to know that HCL Unica Discover integration will come built into the platform December 11^th, 2020 in the next big release! Be sure to give your sales representative or business partner a call if you are interested in a demo or register here