Consumers in the driver seat

Empty carI love math. So when it comes to analytics and stats, my brain smiles and my eyes spark, which is one of the things that attracted me to work at Red Badger. We are agile by nature and methodical in practice. We take analytical approach to problem solving and it is an integral part of the solutions we provide to our customers.

I’m a project manager for the Red Badger team at BSkyB where we recently delivered their new Help Site along with the supporting custom CMS to improve user’s ability to find the right content available and enhance their overall experience on the Sky Help site. As part of the the new solution we also added custom events tracking (things like clicks on links, buttons, page views, etc) that feed stats into New Relic Insights so we can closely monitor user behaviour to understand consumer’s requirements. The data we get back serves many purposes: from helping to prioritise work to highlighting outages to understanding customer demand and responding accordingly.

One example that stands out in my mind is what we saw recently on just another normal rainy day in London:

  • 80% of all unique visitors going to a specific article were clicking on "still need help" indicating they haven’t found the information they were looking for

  • 10% of all unique clicks on "still need help" across ALL articles were coming from that specific article. In comparison, the next article where most of "still need help" clicks were coming from accounted for only 5%

  • Daily top 10 most common search terms from the next action after clicking on “still need help” were referring to a specific issue the users were looking for help with

Notifying the stakeholders, we quickly found out that the information regarding the issue needed to be approved by the legal department before it could be published on the help site. Understandable, as it’s important to make sure product information is correct and consistent across different channels.

Fortunately, as soon as demand for this information spiked, we were able to immediately respond to the changing customer requirement and adopt the content to meet those. We shared the stats above with the legal department as soon as the spike occurred. The data highlighted the urgency of the request which was approved to be published within 15 minutes. The editors were then able to instantaneously publish the latest draft of the article which they already had prepared (thanks brand new CMS!) with the info customer was seeking. The published copy appeared on the live site 60 seconds after.

Within 12 hours, the percentage of all unique visitors to that article who still needed help after viewing the content dropped 50% from 80% to 40% with numbers levelling out to expected average by end of next day. Shazam! The power of numbers used for good!

Stats and analytics are powerful tools and should be at the forefront of decision making; driving the delivery of features (and in this case, content) based on real time user requirements. Put your consumer in the driver seat to best meet their online needs and bon voyage!