STA Travel has brought in UserReplay to improve online conversions by analysing customer interactions across its global websites.
UserReplay provides real-time customer access and “proactive alerting” about site issues eCommerce teams can then resolve.
STA said the firm was selected for its ease of deployment and the flexibility to be used by multiple teams.
The high street and online retailer said the UserReplay platform has been made available to more than just eCommerce teams across multiple departments.
Is said the “wider business can therefore use the data gathered from customer sessions intelligently to develop strategies based on customer expectations and experiences”.
Kate Howard, group customer and IT operations director STA Travel, said: “STA Travel customers are web-savvy, global travellers.
“Complete visibility of their interactions across our global network of sites is essential to meet ever-changing expectations.
“UserReplay not only provides this data but allows us to be agile in our response, and resolve any given issue in real time.
“We plan to use the data across our whole business to ensure our strategies align with our customers’ needs, and ultimately increase conversions.”
John Thompson, UserReplay chief executive, added: “A positive website experience benefits the customer and the business.
“By gathering insight on the user journey, businesses have a much closer understanding of their customers’ needs and expectations.
“This insight can then be used to identify and remove barriers to conversion, and ultimately increase conversion rates and the likelihood of a longer term relationship with the customer.”