Challenge

Beeffective needed a way to understand the customer’s real digital experience, not just traffic numbers, and to challenge assumptions about conversion paths, homepage effectiveness, and drop-off moments.

Goals:

• Analyze customer journey on the website The real shopping journey of customers rarely coincides with projects or assumptions. The agency was aware of this. To map accurate conversion paths, they set analytics goals, looked at recurring behavioral patterns, and based on them, created Waterfalls (funnels) mapping customer journeys.
• Understand users' behaviors on the home page For e-commerce, the home page is as important as the checkout page. In the vast majority of cases, it is on the home page that the largest percentage of traffic drops off. To optimize the website's operation, the agency closely examined the behaviors, frustrations, and problems encountered by customers.
• Analyze user behavior on the most critical customer journey As part of the mentoring, the agency determined the most critical point of contact between users and their client's website: the shopping path they follow after adding a product to the cart. The analysis of motivations and experiences for these paths was a key element of the optimization activities proposed by the agency.

Our approach

Beeffective Agency has undergone a full certification process, which included:

Marketing and analytical onboarding

Analytical training in using the tool, setting analytics, working with Goals and Waterfalls, reading heatmaps and analyzing Experience Metrics.

Mentoring

Mentoring meetings during which the agency worked on real clients' projects. Together with the mentors, they draw conclusions and insights and assess the effectiveness of actions and implementation in projects of selected clients.

Work with the Beeffective agency began with the creation of the CONVO analysis, discussing the client's needs, and presenting the possibilities of the CUX. We expanded the implementation of the tool by learning how to set analytical goals, building Waterfalls and analyzing users' digital experiences. During the entire mentoring process, CUX experts provided full support in analyzing and extracting insights based on their experience in similar projects.

What our client said

It is hard to put into words how much valuable knowledge we have learned from mentoring with CUX. From the first meeting, we felt that it would be a great, productive cooperation. Getting to know the qualitative analysis tool brought us to a higher level of performance marketing and UX. A tandem of analytical tools (qualitative + quantitative) is a must-have for analysts. Data is knowledge, and knowledge is a competitive advantage. With CUX, we can take this advantage. – Pawel Ciosk, Perfromance Marketing Manager at Beeffective, mentee of CUX Certification Program

Impact

Pain points on customer journeys identified

Behavioral analysis enabled the identification of problems that e-commerce customers encountered during their customer journey, resulting in lower conversions. Difficulties occurred both for customers visiting the website from desktops and mobile.

Completion of quantitative data

The issues discovered through the analysis of digital experiences were also confronted with “hard numbers” from Google Analytics. The GA results had previously signaled potential threats, but a “big picture” from qualitative data and user recordings was needed to confirm them. Thanks to the opportunity to delve into this case, Beeffective was able to compare whether similar problems also occur at the competition.

User behavioral analysis

The analysis of visit recordings and heatmaps presenting the experiences of current customers made it possible to create their behavioral profiles. The agency was then able to describe the situation that occurred on the client's website and suggest appropriate solutions and improvements.