Session recording tools such as “Fullstory” allow retailers to gain deep insight into the customer behavior in onlineshops. This tool is even available in a free version.
To look at the customer when shopping on the website proverbally over the shoulder, which is more than an online retailer would like. Actually, this task usually takes over an analytics tool or a business intelligence, which can inform you about sales and purchases and much more – or the ERP system masters this discipline. But the findings from this commercial software area are rarely striking and tend to speak the language of the figures. A more optical way to choose recording tools like fullstory. With these tools, traders can visually follow their customers shopping in the onlineshop – or not shopping. And find out what is going wrong.
Session replay for onlineshops: What do recording tools do?
These tools are integrated directly into the source code of a page and record any dynamic changes to the website content and every mouse click and every mouse movement of a user. The recording is then stored as a snapshot together with the loaded contents, such as article images, graphic design elements and the like.
Subsequently, the recorded actions are indexed and made available as searchable statistics in a backend. As a rule, the shop operator can access a single session of a customer and retrieve it as a reconstructed animation. This allows the dealer to look almost over the shoulder when shopping. And answers to questions such as “Why do many customers break the purchasing department at some point or another?”, “Why does not someone register for our newsletter?” Or “Why is every third checkout canceled?”.
The evaluation possibilities of these tools usually also include automated suggestions for improvement, in which the software collects and highlights recurring problems.
In addition to the “Fullstory” tool presented below, IBM and Tealeaf also offer such a software solution.
Fullstory: session recording from the USA
(Screenshot: Fullstory) The Fullstory analysis tool records complete user sessions and lets online retailers complete them.
Fullstory is a small US company based in Atlanta, which was founded by Ex-Google employees and is financed – among others – by GV, Google’s venture capital arm.
How Fullstory Works
The backend and the various search and analysis functions are held in English, but the tool finds German content. Fullstory works largely independently of the website technology used, the framework used plays neither a role nor the web technologies used. Fullstory simply analyzes exactly what is output to the user in the browser – since this work step is carried out directly on the user’s browser client after the use of each server technology, web technology does not play any role either. The relevant browser versions are supported, both in the desktop and in the mobile version.
In the German area of use, the correct data protection and the privacy declaration are likely to require the attention of the shop operators.
In addition to the optical playback of sessions, there is a search engine that can handle semantic search expressions in English. For example “Who added yesterday something to cart but did not convert?”. The search engine provides suggestions upon input.
(Screenshot: Fullstory) Backend of the Saas-Tool Fullstory, here the “Omnisearch-Tool”.
Automatically generated statistics and graphs for many analysis steps, a point-and-click feature for search queries while playing sessions, the inclusion of custom data fields, as well as the identification of clicks that lead to void, as well as multiple clicks, which are evidently frustrated A process in the Onlineshop, among other things belong to the functional scope of the Saas tool.
The feature set is also supplemented by APIs and integration possibilities of external tools such as Slack or Hipchat.
The complete function