Online shopping has increased substantially over the past 12 months. According to the IMRG Capgemini Online Retail Index, online sales in the UK in January 2021 grew by over 74% year-on-year (Record-breaking January Sees Highest Online Sales Since Pandemic Began). This presents a huge opportunity for eCommerce businesses to increase their revenues by providing better customer experiences.

In our CRO Insights series, we speak with digital optimisation companies and experts to bring insights and trends useful to your business.

This month, we speak with leading user behaviour and customer journey analytics platform SessionCam. They’ve been in the business of optimisation since 2009 and were recently acquired by leading digital experience analytics company Glassbox.

Let’s hear from Justin Hobbs, Head of Global Partnerships at SessionCam, about the current trends in conversion rate optimisation.

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What new trends have you observed in the last year in digital optimisation and customer behaviour?

Aside from the sudden growth of digital journeys as a direct result of the pandemic, we see businesses investing time to determine the patterns of their user journeys to understand why they are acting the way they are, why they leave, convert, and retain.

This goes into understanding user behaviour, which is more than the experience on a single page or view. Organisations today are investing time and money to understand how an experience at one part of the journey is impacting the user’s behaviour at later stages of their journey.

What do you forecast are going to be key for eCommerce in the next 12 months when it comes to optimisation and CX?

It is very important for eCommerce companies to focus on being KPI-driven. This is obviously not new, but what we see is businesses attempting to measure what was once considered unmeasurable or at least very hard to measure. This helps organisations to not only establish the ROI but also to prioritise their tasks based on cost/revenue.

Which error do I take care of first? What is the next feature I release? Optimisation and CX teams are being challenged to put a number/measurement behind the answers to questions like these, and that’s going to be key in the next few years.

What common mistakes have you seen companies make in the field of optimisation?

With the influx of new tools in an organisation’s tech stack, a common mistake is that businesses fail to think and plan for how any new tool will work, integrate, and augment their existing tech stack. It’s important to ensure that all your software and data streams function integrate and work with each other to give your business the important insights.

How is SessionCam preparing to stay ahead of the game in the optimisation landscape?

SessionCam was acquired by Glassbox in October last year. Our combined investment in R&D means we can significantly accelerate our innovations and advance our product development. Together, we’re stronger and we have a very exciting roadmap ahead for future developments in 2021 and beyond.

This is the first of a series of posts where we speak with leading customer experience optimisation companies on trends and the future of digital growth. Stay tuned for the next one!