By Denise Jack, Director of Best Practices —
Aside from the perks of earning myriad airline and hotel points, I love being on the road because I often get to see our customers' faces light up when they talk about the "first time" they uncovered significant website issues and anomalies with Tealeaf. Before getting to their "first time," the question our customers typically ask is "I now have many sessions and a lot of data but where do I start?"
In the first of our series of Tealeaf Best Practices, I'll start by sharing how our customers leverage Tealeaf to monitor known issues. These issues can range from standard server errors to any messages that you know your online customers encounter such as "An account already exists for this email address." In most cases, someone in your organization may have some indication of how often these issues creep up, but others will only have a "best guess" on what that actually means to your customers' online experience and the true impact to your business.
At a recent customer visit with one of the largest banks in the UK, a colleague and I were showing the User Experience team an issue when someone tried to apply for a new loan through the bank as shown below:
Aside from the perks of earning myriad airline and hotel points, I love being on the road because I often get to see our customers' faces light up when they talk about the "first time" they uncovered significant website issues and anomalies with Tealeaf. Before getting to their "first time," the question our customers typically ask is "I now have many sessions and a lot of data but where do I start?"
In the first of our series of Tealeaf Best Practices, I'll start by sharing how our customers leverage Tealeaf to monitor known issues. These issues can range from standard server errors to any messages that you know your online customers encounter such as "An account already exists for this email address." In most cases, someone in your organization may have some indication of how often these issues creep up, but others will only have a "best guess" on what that actually means to your customers' online experience and the true impact to your business.
At a recent customer visit with one of the largest banks in the UK, a colleague and I were showing the User Experience team an issue when someone tried to apply for a new loan through the bank as shown below:
The website displayed "Please enter a valid currency value" if anyone entered a loan amount number with a comma (such as "1,000"). The UX lead gave us a sheepish grin and said "Yeah...we're aware that happens and it's so silly because the copy on the page tells people to enter the amount as such!"
So what can you do? Well, you can cross your fingers and hope that the customers can figure their way out of it. But with Tealeaf, it's very easy to build an event to start monitoring this kind of known issue over time to determine how often it impacts your customers. More importantly, Tealeaf 8 gives you the ability to quickly analyze whether or not this type of issue is affecting a few users and is therefore just a minor annoyance, or whether it might be causing your company to lose a lot of revenue. By defining just a few simple events and dimensions, you can determine the impact of this type of issue on your conversion rates and monetize its impact so you can prioritize fixing the issue. In the Tealeaf screen below, you can see that relative to other known issues, the currency value error impacts a large number of users. With Tealeaf, you can now justify getting the "current value error" fixed sooner.
In summary, if you don't monitor a known issue, you can't gauge the extent of its impact or even if its impact changes along different criteria such as time of day, location of user, etc. Given the complexity of websites and the resulting abundance of issues, identifying the most impactful issue can be like trying to find the proverbial needle in a haystack. And that's neither fun nor productive.
You already knew that Tealeaf can help you identify issues but how do you gain insights into those issues? What has been your biggest "aha" moment?
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