Features used: Impact Quantification, Journey analysis, Session replay, Zoning
Time: 20 min.
By integrating VoC data with Contentsquare, you can do in-depth behavioral analysis of the visitors who have voiced feedback and study the reasons for their negative or positive feedback. This allows you to identify friction points and proactively make quick changes to enhance the user experience for unhappy customers.
See the full list of VoC tools Contentsquare integrates with.
Set up
1. To implement any integration, access the Integrations catalog in the CS Console.
2. Based on the tool you want an integration with, use the relevant guide.
Full list of guides can be found here.
3. Wait for the integration to be deployed by CS Support team.
4. After the integration deployment you can start creating your relevant segments and start your analysis.
Segments setup
- Find the dynamic variable corresponding to the right campaign and its value. Use our tracking assistant extension for a quick check of the variable and value you need.
- Then, you’ll be able to create the relevant segments by using the Dynamic Variable condition.
Analysis methodology
1. Identify the questions from your VoC survey that can be assessed against goals in Contentsquare.
2. Create segments based on a specific event related to a type of feedback or for a specific feedback score to understand how happy customers might behave differently from those with a lower score.
To do so, create segments for each response by defining "good" (desired) and "bad" (undesired) behaviors. Then, depending on your use case, compare within the different Contentsquare modules (e.g., Impact Quantification, Journey analysis).
Example of a VoC survey with questions and question IDs. Each number corresponds to a parameter that can be used to create different types of segments: 1) Based on the score of this question, users can be classified as 'promoters' or 'detractors'. 2) Based on the score of this question, users can be classified as 'achieved site goal' or 'didn't achieve site goal'. 3) Based on the score of this question, users can be classified as 'Easy navigation' or 'Difficult navigation'.
Common VoC use cases
Use your NPS survey to prioritise optimisations
1. Compare your segments based on the survey responses (e.g., 'Detractors' vs. 'Promoters') in Impact Quantification on the following metrics:
- Detected opportunity: Are the results statistically significant? Is there a difference between the conversion rates of the two segments? What’s the value of converting NPS Detractors into Passives or even Promoters?
- Goal conversions (E-commerce or another set goal) and actual transactions (Revenue and Median cart): Do the Promoters have a higher conversions or not? Are they more likely to reach a specific goal or not? Are they more likely to transact or not? What revenue are they generating? How high/low are their carts?
- Other UX metrics (Bounce rate, Average Page views, Average session time): Are there any observable differences in how the two segments consume the site? Are the Detractors experiencing a higher bounce rate, indicating certain friction? What about their browsing depth? Are the Promoters viewing fewer or more pages? Are they spending less or more time on the site, which might indicate smoother journeys?
2. This exercise can help with the data-driven prioritisation approach to what optimisations to focus on based on a chosen VoC KPI.
Example of an analysis in Impact Quantification: Users leaving a low NPS score are 95.5% less likely to convert. Converting the detractors to promoters could result in an additional revenue of $315,495.
Identify conversion issues and blockers
1. In Journey analysis, compare your segments based on on the survey responses (e.g., 'Easy navigation' vs 'Difficult navigation') and look at the following:
- Most common paths after visiting the Landing page.Did the navigation of your 'good segment' show interest in key pages such as product pages, list pages, etc.? Is your 'bad segment' displaying sudden drops or looping behavior? Are they encountering unexpected error pages that may cause frustration?
- Paths after a specific page. If you noticed an issue with a particular page, examine the journeys after this page. Are there any looping behaviors or sudden exits?
Tip! If there are no observable differences between the navigation journeys of your segments, consider using Session replay to identify pages with blockers.
Example of a Journey analysis: Comparing the journeys of users leaving positive vs. negative feedback who came to the site to activate their cards. The 'happy' users were able to activate their card in just one step and continue with their journeys. On the other hand, the 'unhappy' users got caught up in a loop between the 'Activating a card' page and 'Verification page'.
2. Size the frustration using the Impact Quantification module. After identifying the journey to optimize (e.g., error page seen after login), right-click on that specific journey and select 'Quantify.'
In the Impact Quantification module, compare the selected segment with users not experiencing the identified issue (e.g., 'Seen Login page, not seen Error page'). Compare both segments on the following metrics:
- Detected opportunity: Are the results statistically significant? Is there a difference between the conversion rates of the two segments? What’s the value of fixing the identified issue?
3. Troubleshoot the identified errors and friction leading to negative feedback by contacting your IT team. If you have Digital Experience Monitoring, continue your analysis by drilling down into the errors in Error analysis.
Access Session Replays via links within the VoC tool
1. Browse your VoC solution to find the specific feedback you want to investigate, and click a link or button in the UI that will open a tab with a direct URL to a session in Contentsquare.
2. Take note of any element that might be causing frustration.
3. Select that event by ticking the box of the event and click on "Quantify" on the blue bar under the player to be redirected to Impact Quantification.
4. Use the Opportunity widget to understand how many other users are struggling with the same issues to determine if the issue is isolated to one customer or widespread.
If you have Insights or Digital Experience Monitoring:
1. The Event Stream in your Session replay will display any errors or frustration that occurred. To quantify the action/error, select it and click 'Quantify' to be redirected to Impact Quantification.
2. Use the Opportunity widget to understand the impact of that specific error/frustration on conversion and revenue.
3. Use the Localize widget to see which browsers, devices, and OS are most affected.
Understand the journeys leading to the feedback
Note! Most VoC tools have a dedicated page for their feedback/surveys. If we are tracking this page, ensure to separate it in the mapping you will be using.
1. Go to Journey analysis, select reverse journeys and from the 'Before a page group' drop down select the page with the VoC feedback. Look at the following:
- How did users reach the feedback survey? What are the most common paths leading up to the specific types of complaints/negative feedback. Are there any pages that stand out?
2. Compare the reverse journeys for users with different survey responses (e.g., 'Easy navigation' vs 'Difficult navigation''):
- What are the most common paths leading up to specific types of complaints/negative feedback? Have users who had 'difficult' journeys visited a specific page before leaving their feedback?
Example of a Journey analysis with reverse journeys: A high percentage of users leaving feedback come from Help Articles and the 'My account' page.
3. After identifying the page to optimize (e.g., 'the My account page' as it's seen just before the 'Feedback' page), right-click on the arc of that page and select 'See in Zoning analysis'. If you haven't already created zoning, set it up and look at the following metrics:
- Look at the click rate and the engagement rate to see which elements of the page visitors are interacting with most.
- Combine the Exposure rate and the Attractiveness rate to see how far visitors are scrolling, are your visitors missing any important CTAs, are they engaging better with content that is located below the fold than with the content above the fold?
- Look at the click recurrence and hesitation time (for Desktop only) to determine if any elements are generation frustration or confusion. Are they looking for particular information?
Go Further
- Learn more about optimizing your Login flow and preventing users from leaving negative feedback.
- Discover how to further enrich your data through integrations with a webinar recording featuring a Contentsquare expert sharing valuable insights, tips, and best practices.