We use over 200 parameters to understand what drives the visitor’s decisions and purchases. These include scrolling and mouse movements – Are they moving in one direction? How fast are they? In what order are they looking at offers? Where are they pausing? Are they going from the overview page or from other recommendations? We talk of a decision journey, which is basically a brokendown customer journey with which you can see the moments of decision.
To what extent do you access other information the user leaves behind online?
Analyzing user behavior from earlier visits to our client’s online store or on the Internet in general is irrelevant to us. Our system reacts in real time to a visitor’s current behavior. Even if they were to come repeatedly or were to have just come from a competitor’s store, the system would not respond differently. And even if we could technically do that, we do not save the customer’s information.
How do you define real time and what do you do to accom plish it?
When we talk about real time, we are talking about milliseconds. Faster is not technically possible: We load as quickly as the page loads. Delayfree website performance is important to our customers and we adapt ourselves to that. Without a delay subjectively perceived by the user, we analyze their behavior and respond to it. This, of course, makes demands on infrastructure and server capacity. We also keep a content delivery network ready for our clients to help cushion peak loads.
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