Do you know where customers struggle on your website? At what point do they give up and head straight to your competition? Traditional analytics tools will point you in the right direction, but they can’t tell you why the customer is struggling. So how can you fix the issue if you don’t understand the cause? Chris Longman, Senior Insight Analyst at Salmon and Russ Harte, Head of Multichannel Development & Delivery at DFS share with us DFS' journey through Continuous Optimisation.

1. Continuous Optimisation Briefing
Session 1: Discover why customers struggle
Chris Longman, Senior Insight Analyst, Salmon
Russ Harte, Head of Multichannel Development & Delivery, DFS

2. Beyond Analytics
Answering the “why” questions
“The bounce rate on
this page is very
high”
“26% of customers
drop-out at the
delivery step”
Analytics gives us the what, not the why.

3. Why?
A long list of potential reasons…
Browsers Devices Customers Defects
Typically involves multiple stakeholders, using multiple tools
to try and understand why an issue is occurring
UX/UI

4. What If You Could See The Issue…
Through your customers eyes
 See exactly what the customer saw
 Capture every session and every page
 Remove the need to try and replicate the issue

5. Tealeaf
Overview
Website Server
Tealeaf has no impact on site performance

6. Replay
Every session, every page
Pages
browsed
Visual
Replay
View the
request or
response

7. The DFS Story

8. The DFS Story
From “what” to “why”
• The Salmon Insight & Analytics team identified
a number of high drop-out checkout pages.
• However, it proved difficult to explain why these
pages had such a high drop-out rate
• Tealeaf was implemented to provide greater
insight and answer the “why” questions
analytics could not

9. Implementation
Up and running in under 30 days
• DFS Tealeaf was launched in October 2014
• Our Technical Support team oversaw the technical setup
• The Analytics and Insight team oversaw the reporting and replay
setup. They continue to support DFS 2 days a week.

10. Events
Locating sessions of interest
• Tealeaf captures all sessions, but you won’t have time to review
them all
• Events can monitor, track and record customer actions
• Events are an ideal way to locate sessions that contain atypical
behaviour
• One of Tealeaf’s best features

11. Events
Example
DeliveryMy Details
Order
Complete
Event:
Viewed Details Page
Event:
Viewed Delivery
Page
Event:
Viewed Order
Confirmation Page
Basket
Event:
Added to Basket
Event:
Viewed Payment
Page
Payment

12. Events
Example
DeliveryDelivery DeliveryMy Details Exit Site
Event:
Viewed Details Page
Event:
Viewed Delivery
Page
Event:
Left without Purchasing
Basket
Event:
Added to Basket
Event:
Viewed Delivery
Page
Event:
Viewed Delivery
Page

13. Struggle Events
Quickly identify problem pages
• Struggle Events can detect when a customer has
seen the same page multiple times
• They are used in conjunction with the abandoned
checkout event
• This makes them useful for revealing significant
obstacles in the user journey (i.e. those that
forced the customer to abandon!)
2. Delivery
2. Delivery
Delivery
Event:
Saw Delivery Page x3 Times

14. Session List
Replay atypical sessions
• Events can be used to return a list of all sessions that match a criteria
(e.g. saw delivery page x3 times)
Delivery
Event:
Saw Delivery Page x3 Times

15. Custom Events
Built for DFS
Event Name Description
Checkout Struggle Saw a checkout page >=3 times, did not see the next page and abandoned
Payment Issue Reached the payment page but did not complete the checkout process
Long Checkout Duration Took >= 15 minutes to complete the checkout
Site Error Saw an error page (e.g. 404)
Text in Request General field used to search for any text in the Request
Text in Response General field used to search for any text in the Response

16. Real Customer
Examples

17. Sarah
Issue: Accepting Terms and Conditions
How did we identify this session?
Long Checkout Duration
We searched all sessions using the event:

18. Sarah starts the checkout process

19. Enters her delivery information
Sarah
Smith
ssmith@hotmail.com
01923 000
Mrs

20. Forgets to accept the delivery terms & conditions!

21. The validation message is displayed…

22. …But she attempts to proceed without accepting the terms & conditions again

23. Matt
Issue: Employment Details
How did we identify this session?
Checkout Struggle
We searched all sessions using the event:

24. Matt starts the Interest Free Credit (IFC) Application

25. His employer address does not have a building number
So he decides to enter the Building Name in the Building Number field
Employed
Blackpool Hospital
Doctor
Full time
BP10 TSR
Blackpool Hospital
Blackpool Hospital

26. Which generates a site error

27. Adam
Issue: Store Search
How did we identify this session?
Custom Search (Request)
We searched all sessions using the event:

28. Adam searches for stores near Croydon
Croydon

29. He is then asked to select the location from a list
Croydon

30. Store results are returned, but text in the search box misleads him
Croydon
51.376165:-

31. He doesn’t realise the search results are there, and clicks Search again
Croydon
51.376165:-

32. He is then asked to select the location from a list
UK House 2A Bell Green Lane

33. This returns him to the page he was on previously
Croydon
51.376165:-

34. Quantifying Struggle
How many customers does it impact?
• Tealeaf’s Report Builder allows you to understand how often a
struggle event is occurring

35. Quantifying Struggle
How much is it costing the business?
• Tealeaf events can record a value (e.g. Basket value)
• This allows you to determine the financial impact a customer
struggle has on revenue

36. Diagnose The Cause
Identify session commonalities
• Tealeaf will capture information associated with the customer (e.g.
device type, browser)
• This enables you to identify commonalities between sessions that
have encountered the same struggle

37. Diagnose The Cause
Identify session commonalities
Replay
the
sessions
Sort the
data

38. Dashboards
Ongoing Monitoring
• Custom dashboards enable various stakeholders to easily monitor
site performance

39. The Results
4% increase in IFC order completion
• Order completion for Interest Free Credit (IFC) customers
increased by 4%
• Struggle on the Employment Details page was reduced by 12%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
Employment Details Page
Delivery Details Page
Delivery Conditions Page

40. Start increasing
your conversion rate
Reduce Customer
Struggle
Enhance the
Customer
Experience
Tealeaf Checklist
Getting started with Tealeaf…
IBM:
 Tealeaf Licence
Salmon:
 Minimum 2 servers to capture and store Tealeaf data
 Technical Support Team to install and configure the hardware
 Analytics & Insight Team to setup reporting and replay

41. Contact us to arrange a demo
If you’re interested in finding out more or would like to book
a complimentary Tealeaf demo, please email us at
info@salmon.com.

42. Salmon Asia Pacific
(Pty Limited)
Level 1, 299 Elizabeth Street
Sydney NSW
Australia
2000
Tel: +61 (0)2 8251 0044
Salmon Limited
64 Clarendon Road
Watford
Hertfordshire
WD17 1DA
United Kingdom
Tel: +44 (0)1923 320 000
www.salmon.com
@SalmonLtd
Salmon China Limited
Tower A-2808
Topland Building (第三置业大厦)
Sanyuanqiao
Chaoyang District
Beijing City 100028
China
Tel: +86 (0)10 5822 0698
Salmon North America
The Chocolate Factory
636 11th Avenue
New York
NY 10036-2010
United States
Tel: +1 (646)577 6533