Digital Experience Signals
Digital experience signals in DXA provide insights into online customer experiences on your website or mobile app. Digital experience signals derive from segments using advanced data-science techniques and are categorized into four levels on a hierarchy, as illustrated in the following image:
Collect experience data about every customer, supplying critical information when feedback is not available
Track "digital body language" by monitoring key digital behaviors, e.g., Unresponsive Multi-Click, Comparison Browsing, etc.
Aggregate behavioral insights into 5 pillar scores to give insight into both emotional—i.e., Frustration and Engagement—as well as the more technical aspects of the experience—i.e., Technical, Form, and Navigation
Aggregate 5 pillars into one overall Digital Experience Score (DXS) that provides at-a-glance insight into performance
Each data metric is outlined in the sections below.
DX Metrics
Digital Experience (DX) Metrics are the foundation of DXA's digital experience signals and include the following types of data:
- Raw data DXA collects when visitors navigate through your property, such as cursor coordinates and metadata like the visitor's IP address and browser.
- Data derived from raw data to feed into behavior analytics. For example, DXA analyses cursor movement patterns to feed into Bird Nesting Behavior.
Behaviors
Behaviors are patterns visitors display when navigating through a page and interacting with user interface (UI). DXA detects behaviors by identifying specific patterns and measurements calculated from digital experience signals, such as cursor coordinates.
Practitioner Pillars
Practitioner Pillars visualize different areas of user experience as 10-point pillar scores.
Behaviors positively or negatively impact Frustration and Engagement Scores depending on whether the Behavior signals good or bad user experience. For example, Bird Nesting is detected when a visitor erratically moves the cursor in a pattern reflecting a bird nest. This Behavior signals bad user experience and increases the Frustration Score.
On the other hand, Reading is detected when a visitor moves the cursor from left to right and back as if following the words on a page. This Behavior signals positive visitor experience and increases the Engagement Score. Low engagement decreases the Engagement Score.
Frustration and Engagement Scores are weighted by the number of Behaviors detected. So, the impact of each Behavior on the pillar score is lessened as more Behaviors are detected.
| Pillar Score | Description |
|---|---|
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Engagement Score is scored between 0 and 10, with 10 indicating an exceptionally engaging customer journey. To receive a high Engagement Score, your visitors must positively interact with your content. The more attentive visitors are, and the more positive behaviors they display, the greater the Engagement Score. | |
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Frustration Score is scored between 0 and 10, with 0 indicating a pleasant and frustration-free visitor journey. To receive a score indicating low levels of frustration, navigating your properties and pages should be smooth and simple thanks to intuitive layouts, responsive elements, and clear information. | |
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Navigation Score is scored between 0 and 10, with 10 indicating an exceptionally smooth customer journey. To receive a high Navigation Score, moving around the app or website and finding the desired information should be as friction-free as possible. | |
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Technical Experience Score is scored between 0 and 10, with 10 indicating a flawless customer journey with everything running as it should. To receive a score indicating excellent technical experience, every element of your website or app should load promptly without errors, be responsive for all devices, and perform as expected when a visitor interacts with it. | |
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Form Experience Score is scored between 0 and 10, with 10 indicating a clear, accurate and easy-to-use form. To receive a high Form Experience Score, interacting with a form on a page should be intuitive and friction-free. |
Executive Metric
The Executive Metric at the top of the hierarchy is the Digital Experience Score (DXS). DXS is an aggregation of all the Pillar Scores listed above as a single 10-point score representing the overall quality of visitor experience on the property.
