Digital Experience Intelligence Platforms
What are Digital Experience Intelligence Platforms?
Digital experience intelligence (DXI) platforms are an emerging type of technology that is focused on delivering in-depth analytics and insights around web visitor’s and mobile application user’s digital experiences. DXI products may also be called digital experience analytics tools or experience intelligence platforms.
At a basic level, DXI platforms track and record how web visitors behave and interact with a website or mobile application. For example, these tools record where users are navigating on the website, where they click, where they don’t click, which conversion funnels they enter, etc.
They also provide advanced segmentation tools that allow businesses to segment their online users to better understand why certain audience segments convert better than others. The analytics and insights these platforms produce help product managers and customer experience teams diagnose pain points in their end-user’s journeys. They can help identify points of friction on the website or mobile app, high and low-performing funnels, and specific user journeys.
Ultimately, DXI platforms help businesses understand how to create a better digital experience for the end-user.
Digital experience intelligence tools are also closely related to other types of analytics tools:
In fact, many DXI platforms encompass many of the analytics capabilities above. In this sense, digital experience intelligence is more of an umbrella software category that brings together multiple types of analytics to provide a detailed picture of a user’s digital experience.
Digital Experience Intelligence Platform Features
Most digital experience intelligence platforms will include the features:
Product analytics (e.g. heatmaps, scroll maps, click maps, funnel tracking, conversion tracking, etc.)
Customer journey analytics
AI//machine learning capabilities (e.g. AI automation, insights, recommendations, etc.)
Integrations with other tools (e.g. A/B testing, web analytics, product analytics, digital adoption, eCommerce platforms, customer experience management tools)
Digital Experience Intelligence Platform Comparison
Before deciding to invest in a DXI tool, consider the following key points:
Scope of the tool: Digital experience intelligence platforms, by nature, encompass multiple other types of analytics tools. So before purchasing a DXI platform, ask yourself if your business needs a comprehensive DXI suite, or only a subset of analytics capabilities (e.g. web analytics or product analytics). DXI tools may be more expensive than another tool that focuses on a specific type of analytics.
Integrations: The DXI tool you invest in must integrate smoothly with the other analytics and testing tools in your tech stack. A key part of understanding your users’ digital experience journey is tracking their movements and touchpoints end-to-end. There’s likely valuable data sitting in other systems you’ll want to push into the digital experience intelligence platform you purchase.
Most DXI vendors do not share pricing information on their website and instead require interested buyers to ask for a quote.
Some products offer a free trial of their software, which can last between 7-14 days. Certain vendors also offer a free version of their platform, though these often have limited functionality.
Smartlook is an analytics solution tool for websites, iOS/Android apps, and various app frameworks, that answers the "whys" behind users' actions. It helps users understand precisely how customers interact with website and app — watch recordings, create heatmaps, use automatic tracked…
Hotjar is a conversion rate optimization tool for digital marketers. Features include heatmapping, visual session recording, conversion funnel analytics, form analytics, feedback polls and surveys, and usability testing. The tool is used by digital analysts, UX designers, web developers…
Quantum Metric is designed to help organizations build better digital products faster. Their platform for Continuous Product Design gives business and IT teams a single version of truth which the vendor describes as fast, quantified, and grounded on what customers actually experience,…
FullStory headquartered in Atlanta offers a heat map and session recording / replay application, presented as a digital experience analytics solution that provides on-the-fly conversion funnels, advanced search capabilities, video-like replay of real user sessions, and robust debugging…
Contentsquare is a digital experience analytics cloud designed to help companies understand hidden customer behaviors, and use those insights to drive more successful experiences. It includes functionality from the former Clicktale heatmap, session recording, and A/B testing tool…
Frequently Asked Questions
The biggest benefit of using a DXI tool is the ability to better understand how your users and customers are experiencing your website or mobile app. It helps answer questions like: are users finding what they’re looking for? Why aren’t users taking an action I want them to take? Where are users getting frustrated with my website or mobile app?
Ultimately, product and customer experience teams can leverage these types of platforms to help build a better, more customer-centric digital experience.