Digital Experience Intelligence Platforms
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Learn More About 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:
- Web analytics
- Product analytics
- Heatmap and session recording
- A/B testing tools
- Mobile analytics tools
- Customer journey analytics
- Digital analytics
- Conversion rate optimization 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:
- Customer Experience Management
- Product usage analytics
- Customer experience profiles
- Customer experience dashboard
- Customer journey mapping
- AI-powered recommendations
- Multichannel customer feedback collection
- Results and Analysis
- Heatmap tool
- Click analytics
- Scroll maps
- Form fill analysis
- Conversion tracking
- Goal tracking
- Funnel analysis
- Session recording and replay
- User segmentation
- Mobile Capabilities
- Responsive Design for Web Access
- Mobile Application
- Dashboard/Report/Visualization Interactivity on Mobile
- Mobile App Analytics
- Security and Administration
- Platform single sign-on (SSO)
- Secure web hosting
- Audit logs
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.
Pricing Information
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.
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Frequently Asked Questions
What do digital experience intelligence platforms do?
What are the benefits of using a digital experience intelligence platform?
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.
What are the best digital experience intelligence tools?
Some of the most popular digital experience intelligence tools include: