Introduction
Identifying barriers to digital customer engagement
An ambiguous array of real reasons prevents customers from advancing or completing their purchase journey.
These include confusion, lack of information, too many or insufficient choices, cumbersome navigation, and poor user experience. Despite most buying journeys starting digitally, each session results in a very low purchase rate. Understanding the reasons is challenging, as they are highly dispersed and hidden deep within behavioral patterns left behind by the customer. This challenge is particularly pronounced with complex purchases such as financial products, insurance, telecom, technology, healthcare, etc.
The challenge
Digital conversion complexities
A Fortune 100 B2C Tech company managing daily digital visits and offering diverse products and subscriptions encountered significant challenges in optimizing its digital-first experience. These challenges were characterized by low conversion rates and minimal omnichannel purchases.
Diagnostic difficulties in digital analytics
Despite having extensive analytics through hundreds of reports, including journey details, heat maps, and exit rates, the digital teams struggled to identify the root causes of high customer drop-off rates during purchase journeys. This lack of clarity hindered their ability to make informed, experiential improvements.
Strategic overhaul for enhanced customer journeys
The company experienced a critical lack of sales opportunities, as evidenced by the underwhelming conversion rates and low omnichannel engagement. This situation necessitated a strategic overhaul to understand and enhance the digital consumer journey effectively.
Bridging the gap between data collection and actionable Insights
Although equipped with detailed digital analytics, the team’s difficulties translating data into actionable insights led to persistent challenges in optimizing user experience and increasing sales conversions. This resulted in a significant gap between data collection and its practical application toward improving digital strategies.
The solution
Automated insights for digital evolution
AIDE (Automated Insights for Digital Evolution) is a patent-pending AI technology that mines through millions of digital touchpoints, alongside external and omni-channel data. Utilizing unique pattern recognition AI algorithms, AIDE uncovers several microscopic factors that contribute to or hinder a sale. The factors include:
● Anomalous deviations in hundreds of behavioral KPIs
● Root cause of the issue (as close as possible)
● Stage of the journey with the highest impact and the specific touchpoint
● Size of the impact on lost revenue or increased costs
What we provided:
Comprehensive AI-driven insights
AIDE assembles five fully automated AI modules for data points, each fully scaled for processing millions of unstructured and structured data points created daily.
| Module | Function | Benefit |
| Sensorize | Automated AI/ML pipeline deriving business indicators from customer click activity | Enhances understanding of customer behavior and preferences |
| Detect | Applies pattern recognition algorithms to capture deviations in digital journey behavior | Helps identify anomalies and ensure optimal digital performance |
| Priotize | Quantifies insights related to revenue loss or cost overheads to focus on website improvements | Reliable data storage |
| Reveal | NLP analysis for sentiment and entity extraction from customer feedback | Uncovers root causes of issues, offering actionable solutions |
| Locate | Utilizes machine learning to identify and assess drivers of customer journey outcomes | Improves customer experience by pinpointing critical interactions |
AIDE delivers uniquely visual and highly actionable insights, enhancing the understanding of visitors’ digital behavior. It automates a pipeline for daily performance measurement of pages and content, empowering the team to innovate UX rather than fix bugs.
The agile Proof of Concept (PoC) to Scale approach iterates results with business partners, creating a highly intuitive consumption layer. A war room setting accelerates insight absorption, cutting response times from two weeks to one hour in some cases. AIDE was built and deployed using the client’s in-house technology stack.
Results
Enhanced conversions and customer experience
| Increase in digital conversion rate with annual incremental CLV | Increase in revenue via surgical initiation of chats during the customer journey | Decrease in overall call volume by improving the digital self-serve rate |