Qualtrics introduces new solutions to help B2B and B2C organisations accelerate the pace of innovation across their digital channels.

Expanding upon the catalogue of digital solutions already released this year, the solutions enable digital teams to design and optimise the web and in-app experiences they deliver.

Qualtrics claims companies will be able to combine experience data–direct consumer feedback about their online interactions–and digital analytics, such as page views, to help them increase conversion, attract new and loyal customers, and drive growth through their digital channels.

More than 75% of 17,000+ global consumers relied on the internet to order groceries online, take online courses, or to receive medical advice and they are not going back to how things are normally done, according to a study by Qualtrics XM Institute.

As the pandemic accelerated digital transformation, the challenge for organisations now is how to understand consumer behaviour and what keeps them happy and engaged. The study stressed that customers who rate “emotion” highly as part of their overall experience are at least 35% more likely to make repeat purchases, and recommend and trust the brand.

“As the volume of digital transactions increases, the competition for loyal consumers has never been higher,” explains Qualtrics chief product officer Jay Choi. “Organisations need to design both memorable, personalised experiences that consumers want, based on a 360 view of their feedback and behaviours in order to build lasting customer and brand loyalty.”

Qualtrics delivers solutions to help companies understand consumer needs and preferences across their digital platforms, and enable them to able to quickly act on that experience data to increase conversion rates and grow their businesses:

Web UX Optimisation and In-App Experience Optimisation help companies design seamless web, mobile, and in-app experiences that help customers quickly and efficiently accomplish their goals, such as subscribing or finding a support page, and is said to drive consistent usage, adoption, and revenue.

These solutions automatically identify the web and app design or UX elements that are underperforming or causing visitors frustration, such as site layout and browsing capabilities, and enable companies to trigger workflows that are automatically routed to the right teams to resolve.

Qualtrics adds that these solutions also have built-in benchmarks so companies can compare their own performance on digital KPIs, such as CSAT or likelihood to return, to their industry peers.

E-Commerce Experience Optimisation is said to help companies increase online revenue by optimising the discovery and purchasing process for customers. The solution uses customer feedback and behavioural signals to identify visitors’ problems when they purchase such as shipping costs or forced account creation that are contributing to lower conversion rates. It also enables e-commerce teams to embed feedback tools across their site to measure the content effectiveness such as product descriptions or return and exchange policies to better help visitors achieve their goals without needing to contact customer service.

Digital Journey Optimisation personalises interactions along the customer journey, such as new account sign-ups or checkout to increase conversion rates. This solution leverages the Qualtrics XM Directory to reveal insights based on feedback from any customer segment such as high-value or possible churn customers.

These profiles contain individual preferences that enable companies to set up web and in-app feedback mechanisms tailored to these segments across multiple touchpoints. As a result, companies can more understand each customer’s unique behaviour and can take action.

Qualtrics integrates digital platforms Contentsquare, FullStory, Quantum Metric, and more, to help companies improve their web and mobile experiences through the user’s perspective.

These integrations replay a visitor’s web or mobile session, such as making a purchase, to pinpoint why visitors failed to convert at certain touchpoints. Combined with customer feedback from Qualtrics and behavioural signals, such as rage clicking, companies can immediately understand why visitors churned, quantify the impact that the churn has on their digital revenue, and take action immediately to improve the experience within their existing CRM systems.

“As we enhance our digital footprint, our priority is customer obsession. We need to understand how our customers use what we are building and how they actually consume a digital experience,” concludes Travel + Leisure Co. vice president of digital transformation and delivery Kevin T. McAuliffe. “Digital analytics allow us to understand perception and behaviour together so we have our eyes wide open about the customer journey and can make the best decisions about where to spend effort and capital.”