Tealeaf: Experience Your Customers

Business Process Scorecards: Your Secret Super Power

By Wendy Roth, Education Manager —



As part of our Best Practices series, this post offers a suggestion on how to use business process scorecards to uncover the root cause of an issue.

Remember when conversion funnel reports were cool? When being able to show what percentage of your visitors dropped out at each step impressed your colleagues? This leaves me wondering: When did they become just okay? No one would ever deny that it's useful to know where prospective customers are falling out of your conversion funnel. But what can you do about it?

Well, you can speculate what the reasons are...or you can use Tealeaf business process scorecards to uncover the true cause. Tealeaf business process scorecards look like mild-mannered web analytics conversion funnels. But don't let the glasses fool you...they have x-ray vision that can see beyond the mere fact that visitors dropped out and reveal the reasons why they did so. Because you can drill into and replay the sessions of those who abandoned the process, you can go beyond your assumptions and view it through the eyes of your customers.

Modern Life is Already a Complex Struggle - Make Your Digital Presence a Struggle-free Zone

Guest post by John W. Kolker, Web Analytics Technical Consultant, Siteworx —

Your organization already has an advanced web presence. It has been tested and there is not a single functionality error. Everything works perfectly and nothing is broken. So why then are you not getting the conversions you want on sales, registrations, subscriptions or any other process you want your digital audience to complete?

The answer is very simple: struggle. Struggle in a digital context can be defined as: The tendency for a digital user/visitor to flounder or otherwise get lost or confused on your site or application and, as a result, to be unable to fully complete a process.

With Tealeaf, struggle is measurable. It used to be that the only way we knew something was "wrong" with a website or application was by tracking errors. Errors certainly influence customer behavior as they react to the erroneous processes, but it is only one part of what makes up a struggle.