Digital marketers currently face the big question of: "How do we truly understand the perceptions and interactions our users have with our digital platforms?".
In a physical store, it is quite easy to gauge what your customers might be thinking and feeling by reading their physical indicators, such as their body language, facial expressions, foot traffic and vocal tones. On the other hand, interpreting the inner workings of a digital customer is much harder. In the past, marketers have relied on website analytics based around page visits and conversion rates, to try and attempt to infer user motivations. However, that has been a bit of a guessing game from some perspectives. Other big companies have spent tonnes trying to perform qualitative research that captures digital user insights, but we don't all have the time and resources to do this right? This research method also presents other problems, like the inability to capture the entire spectrum of global users that access online platforms. A new way that digital marketers are beginning to fill this gap in user information is through the Psychological Analytics platform available in Clicktale's Experience Cloud.
What is Psychological Analytics and how does it work?
Essentially, Psychological Analytics is a technique that integrates Big Data and psychological research through one analytical platform. Through this platform, millisecond-level data is captured and combined across digital channels to paint a picture of how users perceive digital platforms and why they are interacting with them the way they are. Every mouse movement is combined to reveal structural patterns that indicate user digital body language and motivations. This information allows for significant improvements in user experience design and can more directly target business outcomes.
So how is this different to other user analytics?
Through the integration of Cognitive-Behavioural models into Clicktale's platform, we are truly able to understand how digital users think and how this changes their behaviours online.
What sets Clicktale's psychological analytic capabilities apart is the integration of advanced psychological theories and models in the analysis and translation of your digital data. In psychological settings, Cognitive-Behavioural models are used to understand the relationship between how an individual's cognitions and thoughts influence their behavioural actions. Through the integration of Cognitive-Behavioural models into Clicktale's platform, we are truly able to understand how digital users think and how this changes their behaviours online. Now that's pretty cool.
So how is this data translated?
After performing the data analyses, Psychological Analytics communicate user cognitions as 'mindsets', with each classification having clear differences in digital interaction types, purchase decisions, and reactions to advertising messages.
The 'mindsets' of digital users evolve as their experiences with digital platforms develop. The Psychological Analytics platform takes this into account and paints a picture of how these 'mindsets' change as users move throughout websites. This allows us to understand how different pages are changing user perceptions. This means we can shape certain pages around the ideal 'mindsets' suitable for each particular page.
How can Psychological Analytics drive business outcomes?
By tracking which pages produce particular changes in 'mindset' type, you have the ability to alter web page content to match user motivation types. The Psychological Analytics tools is also cross-compatible with the other powerful platforms of Clicktale's Experience Centre, such as heatmaps and path analytics. This allows for more specific detail into what elements within consumer funnels are influencing cognitions and behavioural outcomes online.
So what have we covered?
Understanding the internal perceptions of digital users has been a struggle in the past for digital marketers, however through the application of Psychological Analytics, the innate experiences of users can be identified. This can help us to better mould our digital platforms to optimise the user experiences that drive our business outcomes online.
Psychological Analytics is still a new concept, but is one that can be extremely beneficial for business success. If you'd like to learn more about Psychological Analytics and the Clicktale platform, leave a comment or get in touch with us to see how your business can improve customer experiences.