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The Enterprise Guide to Session Replay.
How big companies use session replays as the last mile of analysis—and deliver better business results and customer experiences for their end users.
At its core, session replay is technology that allows you to watch an end user’s session as they experienced it, similar to how you watch a video. You can pause, rewind, and fast-forward the session (just like a YouTube video) to watch how a user interacts with a website or mobile app.
Many companies today use session replay technology to monitor and improve the user experience on customer-facing and employee-facing experiences, including on a website, mobile web, mobile app, or kiosk applications. Below is an example of a replay of a user's website experience.
This is by no means an exhaustive list of how organizations can benefit from monitoring and understanding user behavior, but it covers some key outcomes. Session replay tools for enterprises give you a much deeper understanding of the customer perspective and enable you to empathize with the user experience, helping organizations with the following:
We’ve all experienced friction on a website or mobile app. It happens when we’re trying to do something—buy something, check our balance, log in, even just browse.
At a basic level, session replays allow teams to view a customer’s digital experience and user behavior so they can more easily identify what caused the friction. Sometimes just watching a session can clearly show that a button wasn’t working (seeing rage clicks leading to no result), a form was too long, or an error message occurred.
More advanced session replay tools can automatically identify the friction and where it occurred in an application, segment all end users that experienced that friction, and quantify the loss in conversion and revenue.
Web analytics platforms like Google or Adobe can show a conversion drop and where that drop occurred in a funnel. But these analytics platforms don’t easily explain why that drop occurred, which makes them less helpful for conversion rate optimization.
Conversion-minded stakeholders can use session replay to quickly validate why customers are stumbling during micro-conversion steps (on their way to an actual conversion) or dropping out of conversion funnels altogether. With this validation in hand, teams can fix these moments of friction to then increase conversion rates.
Sometimes when a customer contacts your support line, he or she is already frustrated with something on the website. A support agent can view the customer’s experience via session replay as they’re browsing (this is also called cobrowsing) and quickly see a the user’s actions to figure out why a customer couldn’t complete a task.
With a more advanced session replay technology, you could even intervene in real-time when a customer is struggling. Using auto-detection and real-time webhooks, companies can trigger features such as a help message to speak to an agent directly—or a live chat window to proactively engage a customer and potentially deflect a very expensive call into the call center.
Technical teams, like engineering and IT ops, track mean time to identify (MTTI) and mean time to resolve (MTTR) as key performance indicators (KPIs).
A developer will have a much easier time reproducing, validating, and resolving a bug or error if there’s a replay included in the ticket—for example, showing the button that end users are rage clicking on. In addition, finding and fixing a bug or issue in QA or staging takes less time and fewer resources than doing so in production.
If you’re going to design a new application, redesign an existing application, or add a shiny new feature to your existing application, taking a data-driven design approach is crucial. And so is having deep customer empathy.
Session replay gives you deeper understanding behind customer intent, customer behaviors, and customer friction—so you can continuously iterate and deliver products that enhance the user experience.
Session replay helps the entire company—from product managers and designers to customer service reps to executives—literally see what a customer experienced and put themselves in their customers’ shoes.
When an engineer gets a ticket or an analyst runs an analysis, they can connect that ticket and that data to an actual person’s experience with a replay. The technology puts the human back into all those clicks, taps, and scrolls on your website.
If you care about the customer experience, there’s nothing more mesmerizing than watching real customers (or employees) interact with a page, feature, or app that you just helped build.
But as time goes on, using session replays actually becomes a bottleneck. Most enterprise companies capture thousands and thousands of session replays from their website, so watching replay after replay isn’t an efficient way to identify the user experience patterns and insights that your team should act on.
When enterprise session replay technologies first emerged, they were often used by engineering and IT ops teams to reproduce and validate errors on the website. Thus, many of those earlier technologies were highly technical and sometimes hard to instrument. If you wanted data from them, you’d have to open a ticket and wait days to get an answer.
Over time, as more teams started seeing the replays, its value naturally spread across the organization. A new crop of enterprise vendors (including Quantum Metric’s technology) have made it easier for non-technical teams, such as marketing and UX, to start watching and learning from recorded end user sessions without having to go through IT. Here are a few ways different teams inside your organization can be using session replay to enhance user experience:
Product and UX teams drive initiatives through research, testing, and data in order to build the best products and user experiences. Using session replay technology can facilitate these efforts by providing valuable insights into which interactions are promoting or detracting conversion, driving more accurate and successful testing of new designs. The end result is product iterations that are data driven and customer-centric. Learn more about How Session Replay Enhances a Voice of Customer Program.
Takeaway: Product and UX teams are using session replay to understand how customers interact with their products.
IT operations is responsible for managing and monitoring the technologies that run the business. When issues occur, this is the team that typically addresses them.
While IT ops looks into disruptions to the end user experience, a clear picture of what the customer is doing and seeing in the application is often missing. Session replay combined with analytics can shed significant light on the problem, allowing IT ops to segment affected users to help understand the root cause.
Takeaway: IT ops teams are using session replay to quickly reproduce and validate errors.
Whether an issue is identified in QA or production, developers have to replicate and resolve it as soon as possible. Unfortunately, there are never enough resources or time to dig deep enough to resolve many issues. But when a QA or production ticket contains a session replay, the time to identify the cause and resolve the issue is drastically decreased.
Takeaway: Development teams are using session replay to quickly identify the root cause and resolve issues.
“Your most unhappy customers are your greatest source of learning.” —Bill Gates
Imagine a customer calling into customer service and trying to describe a frustrating experience on the website.
Being able to search for a customer’s session and co-browse with the customer removes almost all ambiguity. Plus, if your session replay enables you to segment off analytics and replays for all other customers who had the exact same site experience, you can open a ticket so that it gets addressed!
Takeaway: Support teams are using session replay to cobrowse with the guest and resolve issues faster.
Customer feedback is a rich source of input but it can often be hard to understand.
With session replay, CX teams can read survey feedback, then watch the corresponding replay to see exactly what a user experienced, e.g. perhaps there was a confusing design or a button that didn’t work. (Quantum Metric takes it to the next level—by instantly quantifying how many other end users had the exact same problem, even for those who didn’t submit a survey.)
Takeaway: CX teams are using session replay to see what really happened after a customer gave feedback.
Employees have a user experience that needs to be improved too—think of apps for bank tellers, airline crew, or call center agents.
Teams focused on employee apps use a session replay tool the way they would for any customer-facing app. They observe how employees interact with these web and mobile apps, where they encounter friction, and look for opportunities to improve the experience.
Takeaway: Employee application teams are using session replay to improve employee satisfaction and productivity.
When you deploy session replay on your sites or apps, you’ll have to keep in mind a few security and legal issues in order to protect users’ privacy. Your website may monitor user behavior, but that doesn’t mean it should compromise security.
For most web pages or app views, the vast majority of data that session replay captures is relatively harmless.
For example, a string of text that a user enters into a search field typically isn’t sensitive.
However, there are situations when sensitive data needs to be captured by analytics tools, such as a customer’s name and address or a purchase order number. To protect personal information and stay compliant with GDPR and CCPA, you need to encrypt this data. Once it’s encrypted, you can only decrypt or re-identify the user with a private key.
Lastly, there is data from end users that you should never capture, such as credit card numbers and social security numbers. A good session replay technology should have out-of-the-box mechanisms to exclude this type of data from ever being captured.
Quantum Metric handles your data securely. We either never capture private data or encrypt sensitive data on the customer’s device. Visit our Data and Security page to learn how Quantum Metric handles your data differently and ensures customer privacy.
There are dozens of tools to choose from and, of course, the best choice for you will depend on your business requirements for your website. Below are some criteria that we commonly see and recommend to enterprise companies that are evaluating session replay vendors.
Here are some of the more popular session replay technologies on the market to understand user behavior in order to improve the customer experience and conversion rates.
You can do more research on any of them via peer review sites like G2, TrustRadius, or Gartner Peer Insights. These sites also allow you to filter reviews so that you can read the most relevant reviews to your needs, such as by company size, industry, or user role.
We’re glad you found us and hope you’ll be interested in learning how you can get so much out of a session replay.
Our users use session replay as the visual evidence behind a powerful real-time data engine that combines anomaly detection, analytics, and monitoring. Ultimately, we partner with customers to help them understand user behavior and build better digital products faster through a process we call Continuous Product Design (CPD).
© Quantum Metric, Inc. All rights reserved.
