Internally, this will require your team to determine scales for each metric and agree upon fixed criteria that will categorise pain points into particular levels of severity upon the scale.įor example, a typical scale may look something like this: The easiest way to define the severity of a pain point is by rating each metric in a pre-defined and consistent manner. These include customer satisfaction, customer effort and net promoter score (NPS).Ī combination of the two data types provides a more comprehensive and accurate picture of a user’s experience with a particular touchpoint.ĭesign a scoring system to assess pain-point severity These data sets require users to provide feedback on the experience and provide insights into a user’s perceived experience rather than the organisation’s assumptions based on user behaviours. A more holistic approach utilising a mixture of data sets provides a more comprehensive picture of which aspects of your website require your attention. However, there are other valuable metrics we can leverage. These metrics are gathered automatically and can be harvested by eCommerce teams via analytical tools. There are a number of data sets an online retailer might harvest in order to measure the severity of a pain point, most notably, impact, reach and task completion time. Typically, measuring a pain point considers not just the number of individuals affected by it, but the severity of the pain point. To do this, retailers should categorise their users and map out key journeys within these categories, defining important interactions within each journey.ĭecide which key metrics you want to measure This way, we can focus on streamlining overall customer journeys and ensuring consistency throughout rather than individual pain points. Instead, retailers should focus on identifying end-to-end customer journeys and optimising the weaker touchpoints. Which is more important for your eCommerce team to prioritise?ĭefine your users, and customer journeys on your online storeĪnybody can identify pain points throughout an online store, however selecting pain points to measure at random, rather than addressing customer journeys one by one, won’t enable any journeys to be fully optimised from start to finish. So severe that they abandon your website and never return. Meanwhile, 2 people may be experiencing a very severe issue. ![]() Perhaps 100 people are affected by an issue, however, this issue is minor, and will not cause any of those individuals to abandon your website. Companies investing in their customer journey must be clear about what value particular activities will generate.Ĭommon sense suggests to prioritise the issue which impacts the highest amount of people, however, this isn’t always the best approach. It provides a method for assessing the severity of pain points across your website, allowing retailers to prioritise areas for improvement, and understand where their time, resources and budget will have the most impact. Pain point analysis is essential within eCommerce.
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