Eventing based on multifaceted experiences was a key competency for the team as it enabled them to identify specific segments for analysis without having to code and add technical debt to the engineering teams. The visual representation of this allowed NetFlights to further quantify when segments of struggling users were reduced, highlighting the improvement in UX.
Furthermore, the UserReplay deployment model facilitated a pain free migration and platform consolidation. Upon activating UserReplay a customer impacting issue was found within the first 30 minutes, underlining the speed at which NetFlights could react to problems.
Improving customer experience within the checkout
Reducing customer struggle was of vital importance; particularly on pages of high value further down the conversion funnel. Anything from error messages to unclear price changes are potential blockers and require resolving as quickly as possible.
In order to act on frustration in real-time and at the critical stage of the buying journey, Netflights uses UserReplay to understand what impacts our customers in minimal time and prioritize resolution based on revenue impact in the business.
Tie conversions to customer experience
With continual improvement and competitive advantage essential, tying together the entire customer experience is imperative.
By integrating UserReplay with Google Analytics, the team could quickly identify trends and behavioural changes that could be drilled into and understood on a very granular scale. By confirming the error reports further constructed within UserReplay, the team noted a significant increase in mobile page errors which had been redirected from a partner aggregator. Once landing on the Netflights site, these pages were expiring due to caching issues instead of displaying results. Due to the high cost implications of acquisition and unrealised revenue, this was flagged as high priority. Resolving the issue saved Netflights in excess of thousands per day in acquisition alone, as well as realising greater revenue through conversions.
Detecting fraudulent activity in real-time
As a transactional online service Netflights has to be extremely vigilant about any potentially fraudulent activity. When the previous methods used began to struggle with the demands of innovative and changing technology – the ROI of current solutions were called into question.
To this end, Netflights now leverage built in alerts within UserReplay which simplify and streamline the entire process. Each fraud alert references relevant information such as booking numbers and IP addresses which are then passed straight to credit control teams. These teams can cross check in real-time, saving valuable resource. “Previously fraudulent activity was taking up to an hour to identify, requiring a lot of manual effort. With UserReplay we can now detect, identify and validate within minutes.” – Greg Machin.
Customer feedback and client-side validation
As part of their continual improvement process, Netflights integrate with Voice of Customer tools such as Feefo and Trustpilot. While feedback channels provide valuable user lead responses, gaps still occurred within their incumbent solution, especially on dynamic pages with content changes. Drops in conversions were therefore missed and revenue opportunities left unrealised.
UserReplay provides Netflights with the capability to see the wholecustomer picture. From any case of feedback, the team can quickly interrogate the exact experience a user had, stitching together events no matter how complex or varied the journey and calling on multiple data sets for analysis. “Client-side visibility is removing the guesswork from Netflights and is something we simply could not do with other tools”- Greg Machin, Conversion Analyst.
UserReplay’s Enterprise Customer Experience Management providesthe insights to continually understand the consumer experience and add Business Value.
Within minutes of activating UserReplay, Netflights were able to discover a pipeline of hidden revenue opportunities by revealing the online struggles that stop their customers converting. This continual process of discovery, diagnoses and improvement closes feedback loops, reduces resolutions times, mitigates the need for issue recreation and enables the prioritisation of fixes based on business impact.