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Tealeaf Offers Insight to Buyer Behavior By Michelle Megna
May 6, 2008
Tealeaf, a company specializing in customer experience management (CEM), today announced Tealeaf cxResults, a product that helps e-tailers analyze customer behavior patterns. The company also announced updates to its Tealeaf CX offerings as well as a new version of Tealeaf cxConnect featuring integrations with third-party tools. And finally, Tealeaf today began publishing Web site optimization tips and recommended strategies based on customer case studies along with the launch of the viaTealeaf Partner Network.
"With cxResults, online businesses can better understand customer behavior across multiple sessions and interactions, not just from one visit," said John Dawes, vice president of product management. "With the economy suffering and the industry maturing, keeping your current customers loyal is critical to success, and you do that by improving their experience. With cxResults, you can find the customers who are having a bad experience, find out why and make the appropriate improvements."
He said the new customer behavior analysis services will help e-tailers to do the following:
Understand complete customer behavior patterns across multiple online visits.
Discover patterns of behavior indicating any unusual experiences.
Provide sophisticated analytics to refine and answer questions about Web site experiences and associated business impacts.
In terms of multiple visits, Dawes used the example of a consumer booking a flight online, saying that usually this is not done in one visit, as the person will look at itineraries, compare prices and finalize their plans with friends or relatives before booking. "In this case, the fact that they didn't purchase in one visit isn't a bad thing, but if you only looked at individual visits, you wouldn't know the person came back to buy and what they did leading up to the purchase."
Furthermore, Dawes said, unlike other analytics that may show you a group of customers who did or did not complete a particular action, Tealeaf's cxResults gives you this insight, but also a reason why.
"Your analytics might tell you in your week-over-week report that conversions dropped by five percent, but you won't know why people are abandoning," he said. "If you go into Tealeaf and bring up those customers, you can see what their experience was and answer that question. You can jump in and look at each individual customer's behavior. It's like Tivo for a Web shop, you can replay a user session and see the exact same thing the customer saw and did. So for instance, you'll see that he or she got an error page when trying to register or check out."
Trouble Shooting with Enhanced Search The new visitor report model of cxResults also includes enhanced search capabilities. These allow for detailed analysis by individual visit or across multiple visits. Segments can couple behavioral searches with full text searches to uncover anticipated and unanticipated behavior. For example:
Sequence of events: Show all visitors who saw the error message, "We're sorry" but still purchased something later in the same visit or in a follow-on visit.
The absence of events: Show all visitors who searched for something but who never added an item to their shopping cart.
The number of occurrences: Show all visitors who tried to register three times but still were never able to sign in.
Dawes said behavior analysis can be broken down to provide insight for e-tailers who can then adjust their business management to address issues affecting sales. "So instead of just searching for people who left the site with an empty cart, but then come back and purchase, because lots of people could do that, we allow you to search for an event, say, those who proceeded to checkout and logged in to register and got an empty cart message," he said. "Then you can analyze that further, to find when the problem started and how many unique visitors had the problem, then you can see out of that group, what percentage still purchased."
In other company news today, Tealeaf cxConnect has been updated with modules that offer packaged integrations with site optimization solutions including Web analytics, voice of customer, multivariate testing and data analysis. These integrations are the technology backbone of Tealeaf's new viaTealeaf Partner Network.
Support for Multi-lingual Sites And finally, Tealeaf CX now supports global organizations with multilingual sites and provides a unified central management system. To support global organizations, Tealeaf CX offers complete support for capturing customer experience data from sites using multi-byte character sets. And, CX includes centralized management tools for configuration rollback, audit and security and disaster recovery.
The Tealeaf services are installed on the customer's servers by the company, which has a dedicated team that works with small businesses, said Dawes. Tealeaf cxResults is available immediately, as part of the Tealeaf Customer Behavior Analysis Suite. For more information visit the site's product overview page. Additional details on the viaTealeaf Partner Program are available at the partner page.
Michelle Megna is managing editor of ECommerce-Guide.com.
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Rethinking the Datacenter
Putting the Green into IT
Managing the Modern Network
Evaluating Software as a Service for Your Business
Is Your Disaster Recovery Plan Good Enough? 
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