UserReplay
Discovering Hidden Revenues

“We have maturity in our approach,” begins John Thompson, CEO, UserReplay. With digital channels extremely critical for today’s retailers, UserReplay is bringing CIOs and CMOs on the same page to eliminate the friction in buyer's journey and maximize conversions. “The key to bringing the business and IT teams together to improve customer experience is by providing both with the insights they need, in a single solution.”

The company’s customer experience analytics solution, with session replay and machine learning as the primary technologies, enables enterprises to record, re-run, and analyze every visitor’s journey through a website. In case of emergence of any problem, an example session from the affected segment of users can easily be found and the cause identified.

“We find out the reasons behind customers’ frustration and struggle during their journey which lead them to abandon a purchase,” says Thompson. These issues are a serious concern for CMOs. However, UserReplay takes a different approach and empowers the CIOs to troubleshoot the technical problems aligning with CMOs to maximize revenue. Thompson opines that if enterprises invest in marketing and branding to attract customers to their website, and customers arrive with the intention of purchasing, then it should be an absolute priority to make sure that 100 percent of these customers actually convert. “Taking a holistic view on behalf of the companies, we fix an array of conversion barriers— technical, layout or user experience related, irrespective of their nature.”

UserReplay traces the entire process of a customer’s journey. Every website exhibits some barriers and frustrations, so there is always room for improvement, and the best way to begin the process is by diagnosing the most impactful issue. UserReplay’s discovery process leverages user-reported problems and identifies other issues automatically using machine learning and event based analytics to detect anomalous segments in the data.

Once the discovery process is completed, UserReplay moves to the next step called monetization, which calculates the revenue impact of the discovered issue. “It allows enterprises to look at the journey, starting at a particular point and check the conversion rate with or without the anomaly to determine the business impact.” Monetization allows CIOs to prioritize the use of resources to overcome impediments that represent real revenue opportunities.

Building a bridge between business and technical stakeholders, UserReplay facilitates the optimization of websites. “We are unique as we capture not only the visual replays but also the underlying code from every browser session, along with the session and event data, integrating the code tightly with the replay,” asserts Thompson. If something goes wrong, enterprises can easily check the underlying code to identify the cause.

“We give a tremendous amount of data to the eCommerce team to discover opportunities for enhanced revenue,” conveys Thompson. For instance, one of the company’s clients, an online fashion retailer, had an out of stock message which did not identify which item in the basket was not available. UserReplay’s machine learning identified people repeatedly deleting items and then abandoning purchase as a result of this unclear message. Due to these situations, 98 percent of the customers abandoned the baskets, which were of large sizes. Using the company’s solution, the client could amend the messages being delivered to the customers, allowing them to proceed and checkout with the rest of the basket, except the items that are out of stock. This single fix was worth nearly $1 million until then, undiscovered revenue.

“We are relevant to both CIOs and CMOs as we spot and fix a wider spectrum of issues,” says Thompson. The company’s solution can be deployed on-premise as well as in the cloud so that customers can keep control of their data with UserReplay’s technology. The solution is also used for Fraud Detection and Compliance purposes. With customer value at the heart of its culture, UserReplay strives to find innovative ways of upscaling and delivering market leading RoI to its clients.