If you are reading this, there is a good chance that you are already familiar with Qualtrics and FullStory, however it is my duty to introduce you to them briefly.
Qualtrics is one of the worlds leading Experience Management Platform and Ecosystem. Leading brands around the world use Qualtrics to learn, understand, measure, and improve experiences. Most of you who know me personally would tell you, “Amit is a BIG Qualtrics Fan”.
The other platform we are talking about today is FullStory. A powerful analytics platform that automatically indexes every digital interaction on your website or app and empowers product and marketing teams to measure, validate and improve digital experiences. While they have a lot of cool features, my personal favorites are their Session Replay and Frustration Signals.
Right, so now that we have introduced you to these two. Lets get to the agenda.
Why Integrate Qualtrics & FullStory?
Standard analytics platforms such as Google Analytics can report Operational Data (O Data) such as page visits, goal completions, etc, but don’t necessarily capture Experience Data (X Data) such as NPS or CSAT. And when you do capture both X & O Data, there are times when it is not actionable because of various reasons (Incomplete feedback/data).
While some UX researchers would consider commissioning an Observation study to determine why people feel in a certain way. It can be very reactive, time-consuming, and expensive to organize an “Observation Study” across a sample of your customers. This is where Session Replay and Advanced Analytics tools such as FullStory shine. They can help you study the behavior and experiences of your actual customers instead of a “Paid Sample” which tends to become biased opinions of the Sample instead of actual customer experiences.
Product Managers, CX & Digital Experience Strategists around the world face this dilemma every day and are constantly trying to find answers to the following questions.
- Why did customers give negative feedback?
- What feature of your digital asset (Website or App) did they struggle with?
- What should you improve that has a direct relation to customer perception and satisfaction?
- How can you convert detractors into promoters?
Connecting your Experience Management Platform (Qualtrics) with a powerful analytics and session replay tool (FullStory) can help you get closer to finding definitive answers to the questions listed above.
What can we do with this Qualtrics & FullStory Integration?
Integrating your Qualtrics Surveys with FullStory shall help you reduce ambiguity, support hypotheses, distribute actionable insights and make real-time informed decisions at scale.
- Determine what was the actual experience served to visitors and segment them based on their survey feedback.
- Understand the co-relation between customer personas, conversion rates & experience feedback
- Identify experience outliers and gaps across individual visitors or segment them based on Personas or Accounts (Think ABM / Account Based Marketing)
- Spot issues quickly and replicate easily
- Support the prioritization of initiatives and investment decisions across your customer journey
What would I need for this Qualtrics & FullStory Integration?
Of course, you need a subscription to these two platforms. Jokes apart, this Integration is relatively simple. All you need is some creative thinking and some basic Javascript knowledge.
How do we set up this integration?
Its a 4 step process and has been elaborately detailed on the FullStory website
- Pass FullStory data into Qualtrics projects. This includes the FullStory session details, Session URL and Cookie. It sounds complex but is actually pretty straightforward.
- Configure Qualtrics Surveys to record Survey activity into the FullStory session. This step ensures FullStory is also able to record your Qualtrics Surveys.
- Pass survey results into FullStory. This is the step where you would need some help with writing a custom javascript code that will send values from your Qualtrics Survey responses into FullStory. Once this is done, you will be able to segment FullStory sessions based on Customer Responses to your surveys.
Note: If you are using Website Intercepts to serve Qualtrics Surveys then your “Javascript” code might need this additional line of code “window[“_fs_run_in_iframe”] = true“. This sends a signal to FullStory that the Survey is being fired through an iframe. Read more here.
What else can we do with this Integration?
FullStory has a unique metric called Rage clicks. This is a metric that is recorded when your visitors click furiously on some white space or text on your website. There is a good chance that these visitors are slightly disappointed with their experience if they have clicked repeatedly and encountered errors. You can turn the tables on this negative experience by triggering a closed-loop Qualtrics survey that connects them with a “Human” in your organization who not only helps them achieve their goals but also conveys an improvement opportunity to your product & digital experience teams.