Provide a way to push data from the web widget to Google Analytics, so that we're able to get the same data we get if somebody searches directly in the Help Center. This would provide a more complete version of what people search for, along with all other collected data.
Business Impact / What it would help with
- Allows us to make far better decisions on content curation and creation strategy.
- Helps us demonstrate the positive impact of web widget to the business and provides context for ticket deflection.
- Allows us to better share reliable and accurate data across our organization.
- Ultimately allows us to deliver a far superior search and content experience than we can without it.
Logging this idea per the suggestion in comments on this question post.
We promote use of the widget to our customers because we believe that surfacing help in-platform is one of the most effective service experiences a technology customer can have.
We use Google Analytics to analyse user behaviour and search in the Help Center because:
- We can filter out traffic from specific IPs (our own searches often cloud what customers really want)
- We can use the data to understand who is searching for what (which is hugely impactful in a complex and multi-faceted userbase)
- We can see not only when people get no results for a phrase, but also what they re-search for, how many times it happens and what the journey flow is, across multiple filters, dimensions and segments.
- We can fast create deep insight dashboards through tools like DataStudio to explore and display everything from high level metrics to individual content performance metrics.
All of the above gives us a significantly more insightful experience and allows us to tie data in with our marketing team efforts on public pages. This allows us to create a really great content/service experience for both our customers and prospects.
Without the data from Web Widget being available in Google Analytics, however, the value is almost entirely lost, because we're only dealing with a partial (~40% on a good day) dataset.
This means our decisions only relate to those people using the Help Center natively which is a small subset of our overall userbase. In other words, it slows us down and means we're restricted from making any major decisions.
This would be a game changer in how we understand our customers.
Our backup plan
As in-platform search is such a significant part of how we want people to find information, if this doesn't end up being a possibility, we'd probably drop the use of the web widget entirely and build our own solution on top of the Zendesk API.
This is not the ideal solution for us, because we'll need to spend time on the development resource to build then subsequently maintain it and recreate the value it DOES bring.