Data drives decisions. From understanding your audience to optimising website designs, it's the critical insights derived from data that allow businesses to evolve and succeed. However, the accuracy and comprehensiveness of the data we use is paramount. And when it comes to session replay recordings, there's a growing concern about the limitations of sampled data.
Google Analytics Sets the Standard
Let's begin with a standard tool in the digital marketer's arsenal: Google Analytics. Out of the box, it provides insights from 100% of the users who visit your website. Businesses and professionals have come to accept this as the gold standard in web analytics, valuing the comprehensive view it offers.
The Problem with Sampled Session Replays
Enter session replay tools. There are lots of them to look at. Popular comparison site G2 actually lists 69 tools under the session replay category. These fantastic pieces of software record how users interact with a site, offering invaluable insights into user behaviour. We actually write a beginner's guide to session replay if you're interested to learn more. Sadly many of these tools only sample a fraction of user sessions, which in turn only gives us a snapshot of the complete user experience.
For many, this limited visibility might seem acceptable. After all, who has the time to sift through 20,000 videos of users navigating your site? Especially when the primary use case is design optimisation.
But here's the thing: session replays aren't just for design. They're instrumental in diagnosing issues blocking customers from converting – be it a frustrating checkout process or a glitch in an application form. And when you're relying on sampled data for such critical insights, the limitations become glaring.
Sampled Data and the Conversion Conundrum
With only a fraction of sessions recorded, we're missing out on potentially crucial data points. This sampling magnifies the problem of gauging the real-world impact of these blockers on conversion and revenue. If you can't see the full picture, how can you accurately prioritise which issue requires immediate attention?
Even worse, what if you're missing out on problems that weren't recorded at all? This 'data blackhole' means critical issues could be flying under the radar, continuing to frustrate users and dent potential revenue.
Breaking Down Data Silos
The call for a centralised source of truth in data is becoming louder and more frequent among website optimisation managers and digital analytics practitioners. They envision a platform where data silos are nonexistent and reliable, comprehensive insights are the norm. Yet, how can we achieve this unified vision if the very foundation – the original data – is mistrusted?
In a world driven by data, it's not enough just to have numbers and recordings; it's about having the right, comprehensive set of data. As businesses, we should demand more from our tools, especially when those tools can directly impact our understanding of user behaviour and, by extension, our bottom line. Let's move beyond settling for a slice of the pie and claim the whole pie! In doing so we can strive for a clearer, holistic view of our website user experience and understand in greater depth how it impacts conversions and revenue.
Next steps to learn more about Insightech for Experience Analytics
- Ask a question and we'll answer it within one business day
- Schedule a demo and see the magic in action!
- Deep dive into the technical details with our website optimisation playbook
Not ready to explore tools just yet? No worries, we have additional educational resources to help with your decision making!
- [Start here] How Experience Analytics is Revolutionising Digital Experience Strategy
- Have an AB testing tool but not getting results so far? Try this: The myth of AB “test everything”
- Familiar with Hotjar and other session screen recording tools but not sure how to use it for CRO? Read this: A Beginner's Guide to Session Replay: The Secret Tool Behind Better Website Experiences
- Want to learn about how to visualise and communicate the conversion journey of your website experience? Look no further than this article: What is a website conversion funnel?