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Stop Leveraging Data for Data’s Sake

John Newbern’s Law:
People can be divided into three groups: those who make things happen, those who watch things happen, and those who wonder what happened.

It’s no longer enough to get a detailed picture of what happened in your web business. With a growing portion of enterprise revenue shifting to digital channels and the complexity of customer interactions increasing beyond what free tools can provide, most of that data is noise. The most skilled analysts in the space do an excellent job of filtering out the noise to guess why things happen, but it’s rarely based on more than a data sample. The measurement itself is flawed.

Dan Wallace-Brewster, Scalefast
Dan Wallace-Brewster, SVP, marketing, Scalefast Courtesy

Here, Dan Wallace-Brewster, SVP, marketing at global e-commerce solution company Scalefast, gives advice on how companies can filter out that data noise to optimize their e-commerce business.

E-commerce leaders need access to unsampled data across 100 percent of the user experience. They also need communication tools to convince a committee of stakeholders who control limited resources. Even with comprehensive measurement, business intelligence tools struggle to effectively aid in the prioritization of work leaving revenue on the table for months as development tickets pile up. Without resulting in the fix, platforms offering improved conversion rates and revenue are making empty promises.

Where digital experience analytics tools tend to get lost is in the determination of what winning looks like. Too many platforms portray winning as the accumulation of more data. Too few represent that data in a way that can easily inform the allocation of time, people and money to fix what’s wrong and further improve what’s right.

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Too many platforms portray winning as the accumulation of more data.

An analytics platform should be defined in terms of its ability to deliver positive business outcomes, not more data. What does that solution look like?


Analytics is a backward-looking function. Without the ability to predict future friction points, you have to guess the variables that may impact your revenue, tag those events and then hope no future changes to your site disrupt those tags. To expedite a diagnosis and cure, look for tools that track every user interaction from the outset and don’t need ongoing maintenance of event tags for data continuity.

Smart funnels

A website’s user base is made up of thousands of identifiable segments, of which most analysts track only a few. Like tags, funnels are usually pre-calibrated before you really know what is important to every segment. Smart funnels escalate awareness of friction points that may otherwise go unnoticed, especially within a smaller segment. Why should brands accept providing an unsatisfactory experience to any users if they don’t have to?

Consensus building

Your customers combine to create hundreds of millions of data points. Dashboards should track past challenges but also highlight new ones as products, content, navigation and users change. But most importantly, reports need to speak to analysts, marketers, developers and financial stakeholders to create consensus on what should be done to address any issues, especially if it means de-prioritizing someone’s pet project.

Intelligent replay

Tables and graphs are extremely valuable, but to really establish consensus, nothing beats watching several individual users’ experience with your site. Once an issue is diagnosed, create filters by site section, browser, device or other segments to find and then illustrate the patterns that inform solutions in a way that gets everyone’s buy-in.

CX personalization

Solutions to conversion rate challenges are rarely one size fits all. Why change the UX for every browser, for example, when only the users of a certain browser experience a problem? Today’s analytics tools should be able to use segmentation to ease friction only for the audience that needs it.

CRO as a Service

It is easy to overlook the things that we know make only negligible negative impacts to our conversion rates and revenue. Sometimes an objective third party is best suited to conduct the analysis and provide the optimization strategies and recommendations that take the cumulative impact of these small issues into account. When taken as a whole, it’s often a significant impact on the bottom line.

Air360 by Scalefast was developed by e-commerce experts for e-commerce experts who are laser-focused on business outcomes, not noise. Air360 was developed to turn its users into conversion rate heroes, generating incremental revenue that can be put back into customer acquisition or product development, further accelerating revenue growth.

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