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Digital XM Solution for Commerce

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About the Digital XM Solution for Commerce Program

The Digital XM Solution for Commerce provides you pre-built surveys, digital intercepts, and dashboards designed by experts to help you quickly launch your digital customer experience program. This pre-built Digital CX program uses best practices to help you understand customer needs and preferences, leading to insights that can improve customer conversion and retention.

This feature is available for any CX license that includes Website / App Feedback and CX Dashboards.

Qtip: If you’re looking for best practices around running a digital program, see our Digital Experience Playbook.
Qtip: This project involves the deployment of intercepts onto your company website. You will need to be in contact with your IT or web development team for certain steps of this project. We recommend using a tag manager to expedite the deployment if you have one already.

Methodology

The Digital XM Solution for Commerce is specialized in collecting data around five common experiences that impact your site visitors every day. In this section, we’ll go into more detail about those experiences and how those translate into different components of the Digital XM Solution for Commerce.

  1. Overall Site Experience: Set the baseline of your digital experience program by asking site visitors about their overall experience navigating your e-commerce website. This survey is presented when visitors leave the site, but does not prevent them from navigating away, instead appearing as a pop under window (desktop) or emailed survey (mobile).
  2. Persistent Feedback: Persistent feedback buttons are a type of “always on” digital touchpoint that gives people a chance to leave feedback on each of your webpages. Data collected form persistent feedback can help you focus your attention on future improvements.
  3. Site Abandonment: Site abandonment intercepts aim to understand if a website visitor accomplished their goal and figure out why they’re leaving the site. This survey will be presented to visitors when someone shows intent to exit your website on desktop (moving their cursor outside the browser). It will not block visitors from leaving the site.
    • Surveys Involved: Site Abandonment
    • Creatives Involved: Site Abandonment (Info Bar)
    • Intercepts Involved: Site Abandonment Intercept
  4. Cart Abandonment: Tracking cart abandonment helps your team understand the reasons why an individual would leave your site without completing their transaction. If your company doesn’t have an online shopping cart, you don’t have to activate this intercept as part of your program. Questions about cart abandonment are combined with post transaction questions if this survey appears when the visitor is still shopping and the visitor indicates they’re not done on the site yet.
  5. Post Transaction: Post transaction intercepts collect feedback from visitors who have successfully completed their transaction. This can be embedded on the page or presented as an overlay. If your company doesn’t have an online shopping cart, you don’t have to activate this intercept as part of your program. Questions about cart abandonment are combined with post transaction questions if the cart abandonment survey appears when the visitor is still shopping and the visitor indicates they’re not done on the site yet.
    • Surveys Involved: Post Transaction, Cart Abandonment & Post Transaction Combined (when they indicate they’re not finished)
    • Creatives Involved: Which you use will depend on a choice made during initial setup. The one not in use will have “Not in use” in the name. However, both creatives are generated in case you change your mind about how to implement this on your website.
      • If you selected “Display as an overlay on top of your page”: Post Transaction Overlay (Responsive Dialog)
      • If you selected “Embed directly on the webpage”: Post Transaction – Embedded – Desktop (Custom HTML)  and Post Transaction – Embedded – Mobile (Custom HTML)
    • Intercepts Involved: Which you use will depend on a choice made during initial setup. The one not in use will have “Not in use” in the name. However, both intercepts are generated in case you change your mind about how to implement this on your website.
      • If you selected “Display as an overlay on top of your page”: Post Transaction Overlay Intercept
      • If you selected “Embed directly on the webpage”: Post Transaction – Embedded Intercept (covers both mobile and desktop functionality)

All components of this program – including a pre-built dashboard that communicates the results of all these surveys – are housed in one easy-to-access spot.

For more details on how to edit these surveys, creatives, or intercepts after initial setup, see the linked sections.

Creating a Digital XM Solution for Commerce

Qtip: This XM Solution is only available in English, and you will only be able to make this project if your account language is set to English.
  1. Navigate to the Projects page by clicking the XM logo or clicking Projects on the top-right.
    Projects page with create a project indicated
  2. Click Create new project.
  3. Select CustomerXM.
    Selecting CustomerXM from the catalog
  4. Scroll down to Programs.Scrolling on the catalog to get to Programs and Digital XM Solution for Commerce
  5. Select Digital XM Solution for Commerce.
  6. Name your project.
    Naming your project and creating it
  7. Click Create project.
  8. This will take you into the setup assistant. There are several steps you must complete in order to create and launch this program. To proceed, click Next.
    To get your program up and running, you need to compelte the following before launch: customize your project, review and publish your intercepts and surveys, and add intercept code to yor website. The next handful of pages will help you customize the projects in your program. Here are the projects and types of feedback this program can help you collect: overall site experience, persistent feedback, site abandonment, cart abandonment, and post transaction. Nothing will go live until the final step to add intercept code to your website is complete.
  9. Enter your website’s name.
    Section concerning company details

    Qtip: This will appear several times in the survey when referring to your site. We do not recommend entering a full URL. Something short like Qualtrics.com or Qualtrics Support will suffice.
  10. Enter your company’s name.
  11. If desired, upload a company logo. This will be added to your surveys and intercepts. The maximum file size is 1MB, and recommended dimensions are 60px by 60px.
    Qtip: You can change this later if you need to by editing individual surveys or creatives.
  12. Display frequency settings prevent the same website visitors from being over-surveyed and over-messaged. These settings will apply to all intercepts except for the Persistent Feedback Button.
    Display frequency settings
  13. By default, it will be 90 days before the same intercept is displayed to the same visitor. You can adjust the number of days as needed.
    Qtip: You can adjust these settings after completing this initial setup, but you will have to do it individually for each intercept rather than all at once.
  14. By default, 30 percent of site visitors will see these intercepts. You can adjust this as needed.
    Qtip: You can adjust these settings after completing the initial setup, but you will have to do it individually for each intercept rather than all at once.
  15. Click Next when you’re ready to proceed.
  16. First, you’ll configure settings related to overall site experience and all related surveys, creatives, and intercepts.
    Section named "Survey" since this is where you set survey details for overall site experience
  17. In the overall site experience survey, there’s a question about the visitor’s likelihood to return. Enter the number of days you’d like to appear in this question.
    Example: How likely or unlikely are you to return to Qualtrics.com in the next 30 days?
  18. Determine whether to include general brand questions in your survey.
    Qtip: Once your overall site experience survey is created, you can check these out in the block named “Brand.”
  19. If there are pages of your site where you don’t want the overall site experience survey to display, click Yes, then use the fields to enter URLs or URL fragments.
    Intercept settings
  20. When you’re ready, click Next to proceed.
  21. Next, you’ll configure settings related to the persistent feedback button, and all related surveys, creatives, and intercepts.
    Persistnet feedback button, survey settings

    Example: We have placed Feedback buttons on every page of the Support Site.
  22. Select whether you want to give customers the option to contact customer service when they’re finished providing feedback. If you select yes, you’ll be able to enter the URL for your customer service page.
  23. Enter the text you want to appear on the feedback button. Try to keep this fairly short.
    Intercept settings
  24. When read to proceed, click Next.
  25. Next, you’ll configure settings related to site abandonment, and all related surveys, creatives, and intercepts.
    Site abandonment's project survey settings
  26. In the site abandonment survey, there’s a question about the visitor’s likelihood to return. Enter the number of days you’d like to appear in this question.
    Example: How likely or unlikely are you to return to Qualtrics.com in the next 30 days?
  27. Determine whether to include general brand questions in your survey.
    Qtip: Once your site abandonment survey is created, you can check these out in the block named “Brand.”
  28. If there are pages of your site where you don’t want the site abandonment survey to display, click Yes, then use the fields to enter URLs or URL fragments.
    Intercept settings
  29. When you’re ready, click Next to proceed.
  30. Next, you’ll configure settings related to cart abandonment, and all related surveys, creatives, and intercepts.
    Description of the cart abandonment project
  31. To specify the URL of the page visitors reach when they abandon their cart, click Yes, then enter URLs or URL fragments in the fields provided.
    Survey settings for cart abandonment
  32. When you’re ready, click Next to proceed.
  33. Next, you’ll configure settings related to the post transaction experience, and all related surveys, creatives, and intercepts.
    Description of the post transaction project. No survey settings to fill out
  34. To specify the URL of the page visitors reach when a transaction is complete, click Yes, then enter URLs or URL fragments in the fields provided.
    Intercept settings
  35. Decide whether you want to embed your post transaction survey onto your website, or have it appear as an overlay on top of the page. If you decide to embed it, enter the HTML ID for the insertion point.
  36. When you’re ready, click Next to proceed.
  37. When you’re ready to create your program, click Finish.
    Finish button in blue, bottom-right of setup assistant
Qtip: This last step will not deploy the program to your website – it will just finish creating all the associated surveys, website feedback projects, and dashboards, which you can then review and edit as needed before deployment.

Managing Your Digital Experience Program

Screenshot of a program

Once you’ve finished setting up the Digital XM Solution for Commerce, you’ll find yourself on a page that unifies all the resources and top-level reports you need to run this program.

A handful of resources have been created for you, which you’ll see listed on the left under “Projects.” These include:

  1. Pre-built surveys that focus on a Digital Commerce website.
  2. A Website Feedback project, which includes pre-built creatives and intercepts for all of the recommended touchpoints.
  3. A dashboard built to connect to all of the touchpoints above. Just start collecting data, and this will automatically populate.

In the center is a watchlist. This is a helpful place to keep track of response rates and click through rates without looking into individual resources.

On the right-hand side is step-by-step guidance on the remaining tasks left to finalize and launch this program.

To learn more about navigating this program, the guidance sidebar, and adjusting the watchlist reports, see the Digital Experience Programs support page.

Digital Commerce Surveys

Each of the surveys included in your program already contains questions and embedded data fields. Below we have a list of each of the surveys you should see. Feel free to pick and choose which ones you want to use.

  1. Overall Site Experience: A survey meant to capture a baseline satisfaction metric about your website.
  2. Mobile Email Collection for Overall Site Experience: Because mobile websites are not optimized for site exit surveys, this survey is used to capture the website visitor’s email, then send the Overall Site Experience survey to that email after their visit.
    Qtip: This survey has a pre-made action where every time a survey response is submitted, an email is sent.
  3. Persistent Feedback: This survey is used to get data from website visitors about the quality of content on the website.
  4. Site Abandonment: This survey functions very similarly to the Overall Site Experience survey, but has more of a focus on task completion.
  5. Cart Abandonment: A survey that focuses on individuals that have left the cart experience. It seeks to understand the drivers that lead customers to abandon their cart.
  6. Post Transaction: This survey is used after a transaction is complete, and seeks to understand the transaction experience.
  7. Cart Abandonment & Post Transaction Combined: A combination of the cart abandonment and post transaction surveys for individuals that left during the cart experience. Separate questions are asked for individuals that did not complete their visit and those that did.

You do not have to use all of these surveys. The ones that you do want to be used should be published.

Publishing the Post Transaction survey in the survey editor

Common survey edits

Here are some common edits you might want to consider making to your surveys:

  • Appearance and Theming: Customize the Look and feel of the survey, including the theme.
  • Embedded Data: Add more embedded data fields to the survey flow.
    Qtip: If you’re trying to capture information from site visitors, make sure these embedded data fields are also reflected in the intercepts.
  • Editing Questions: Customize the questions. Are there certain driver questions that your website focuses on more than the ones we provided? Do the answer choices make sense, especially in questions like “Primary Purpose of Visiting the Site,” or “How did you hear about us?”
    Qtip: There are all kinds of question types to choose from. In general, we recommend sticking to simple multiple choice questions.
  • Default Fields: Change certain fields determined during setup, such as the website and company name, by editing the embedded data in the survey flow.
    Green embedded data field, has website, company, and color code fields with values set to those answers
  • Translations: Add translations to your surveys as needed.

Make sure you preview your survey edits before you publish them. Always publish your surveys when you’re done editing them – this includes edits made to already live surveys.

Qtip:  We recommend making sure all your surveys are finalized before you launch a program. For a guide to what edits are safe to make to surveys that have already collected data, see Testing/Editing Active Surveys.

Website Feedback for the Digital XM Solution for Commerce

The Digital XM Solution for Commerce comes with pre-made creative designs, intercept logic, embedded data, and sample rates. Click the Website Feedback project to take a look.

Website feedback project in the program

Within this project are creatives and intercepts, which you can switch between by using the Intercepts and Creatives tabs.

Below search bar, two tabs: intercepts and creatives

Each creative and intercept is named after the digital touchpoint it corresponds to. We’ll go over how to edit your creatives and edit your intercepts in the following sections.

Qtip: Creatives and intercepts with “Not in use” in their names are from options you didn’t select during the initial setup. That means you should not activate them. However, we still generated these for you in case you change your mind and feel comfortable customizing and launching them. Keep in mind that if you haven’t collected any data in your program, you can also reconfigure your setup to start over.

Review and Publish Creatives

Creatives are the appearance a digital touchpoint takes on. This includes aesthetic changes, like button colors, logos, and text, but it also includes how the touchpoint is oriented on the website, such as the side of the webpage the feedback button appears on, and more.

Intercepts tab, creatives section

The Methodology section lists all the names of the creatives and intercepts involved in each project. Below, we’ll list the types of creatives being used; the linked support pages will cover editing options unique to those creative types. You can also see Editing Creatives Section for a general guide to editing creatives.

Qtip: As you edit your creatives, make sure the logos and colors look the way you want them to!
Qtip: Creatives and intercepts with “Not in use” in their names are from options you didn’t select during the initial setup. That means you should not activate them. However, we still generated these for you in case you change your mind and feel comfortable customizing and launching them. Keep in mind that if you haven’t collected any data in your program, you can also reconfigure your setup to start over.

Overall Site Experience

A window with a logo and a message thanking visitors for visiting, then showing two buttons, one for providing feedback, and one for closing the window

For desktop visitors, a responsive dialog window is shown that includes the Overall Site Experience survey. If they would like to participate, a pop under window loads and waits until they exit the browser. This uses the Opt In on Site Exit functionality.

Window saying thanks for the visitor's time and to please leave the window open so a survey can open when the visitor is done

For mobile visitors, an invite is shown that collects the visitor’s email address. An email is then sent to them that includes the Overall Site Experience survey.

Embedded target on a mobile screen

Window that says "Thank you for spending time on our survey today!" and has a survey embedded

For help getting the survey displayed in a window to look right, see Formatting Embedded Targets.

Persistent Feedback

Green feedback button side of page

This is a feedback button that persistently is available across the website.

Site Abandonment

Banner asking if the visitor was successful on their site visit today

This is an info bar that loads when a website visitor moves to exit the website. This uses exit intent functionality.

Cart Abandonment

This is a pop over that will load as a visitor begins to leave the website. They either can give feedback right then, and the Cart Abandonment survey will load, or they can select “I’m not done.” If they say they’re not done, a pop under window will load and wait until they completely exit the site. At that point, a Cart Abandonment and Post Transaction Combined survey will appear to dynamically show the visitor the most applicable questions.

Banner

Window saying thanks for the visitor's time and to please leave the window open so a survey can open when the visitor is done

Post Transaction

This can either be done as an embedded survey within the webpage using a custom HTML creative type, or as an overlay using responsive dialog. Both are built for your convenience, just use the option most applicable to your organization. If using the custom HTML embedded option, be sure to populate the Creative Insertion Point (this is also covered during initial setup, so you don’t have to do this again).

Window saying thanks for the visitor's time and to please leave the window open so a survey can open when the visitor is done

Publishing Creatives

If you make edits to your creatives, make sure you publish them so that they are pushed to the live code. Only changes that are published will display on your website once you have the code placed on your website.

Publishing a creative

Qtip: If you’re happy with how the setup assistant made your creatives and don’t want to add any edits, you don’t have to press “Publish” again. All creatives are already published and ready to go live on your site, as soon as you finalize the corresponding intercepts. We’ll go over what this entails in the next section.

Review, Activate, and Publish Intercepts

Intercepts are the rules by which digital touchpoints appear to website visitors. That means the Intercepts tab is where you can edit the circumstances under which these touchpoints appear on your website. Here, we will also finalize the digital touchpoints.

Intercepts tab, intercepts section

Each intercept will be named after the digital touchpoint it corresponds to.

Once you click into an intercept, certain settings you configured during project creation will be automatically implemented, such as display rates, the URL(s) you want to display the touchpoints on, and the limit on how many days apart the same touchpoint can be showed to the same visitor.

By default, the targets will be already filled out. The target of an intercept is the website that the intercept should display in the creative, or take the website visitor to directly once clicked. Each of these targets corresponds to a pre-built survey included in the program, usually with the same name as the intercept.

Resources on Intercept Editing

When editing an intercept, think about how you want that specific touchpoint to behave towards website visitors. For more guidance on the options available to you, see:

  • Setting Up Your Intercept: An introductory page the goes over top-level information on intercepts, and the types of edits you might want to make.
  • Editing Intercepts: Step-by-steps on all the basics to intercept editing, from targets, to the rules under which they display (logic), and more.

Additional resources and advanced options:

If you would like to test the edits you’re making without deploying them to your site, try testing the intercept.

Qtip: Remember to test on the correct URLs. If during project setup you said your intercept should only appear on “www.treadmade.com/home,” it won’t appear when you test it on other pages of your site.

Publishing and Activating Intercepts

When you have made edits to your intercepts, publish them.

Publishing an intercept

When you are ready for your edits to be live on your website, activate your intercepts.

Activate button highlighted in the top right to activate an intercept

Make sure to publish every intercept you want to use. If you do not have a shopping cart feature on your website, you can skip the Cart Abandonment and Post Transaction intercepts.

Qtip: Creatives and intercepts with “Not in use” in their names are from options you didn’t select during the initial setup. That means you should not activate them. However, we still generated these for you in case you change your mind and feel comfortable customizing and launching them. Keep in mind that if you haven’t collected any data in your program, you can also reconfigure your setup to start over.
Qtip: Anytime you edit the intercepts going forward, you will only publish changes to push those changes to your website, because the intercepts are already activated. To disable one or both intercepts, you can deactivate them. See more on Activating, Publishing, & Managing Intercepts.

Deploying Code

Once you’re done customizing your creatives and intercepts, it’s time to generate the code so your IT / web development team can deploy everything to your website.

Qtip: Please remember that your intercepts must be activated to display the digital touchpoints on the website.
  1. In your program, open the Guidance menu.
    Guidance sidebar opened and deploy code section opened
  2. Expand Deploy code.
  3. Click View intercept code.
    Qtip: If this button doesn’t appear, make sure the previous “Review intercepts,” “Review surveys,” and “Pick your projects” steps are marked as done.
  4. Under Intercept Version, make sure Published Version is selected.
    Deployment code
  5. Under Sampling, we recommend having No Sampling selected. Read more.
  6. Copy the code and share it with your IT team.
    Qtip: We recommend saving this code in a plain text or TXT file to preserve formatting.
Qtip: Regardless of whether you decided to use both digital touchpoints, you will only need to generate one code.

Resources for Development Teams

We have a few resources that can help your development team, once they have the code:

Qtip: We recommend using a Tag Manager to expedite the deployment if you have one already.

Other Ways of Navigating to the Deployment Code

Do you need to grab the deployment code, but no longer see the View intercept code button? No worries. Here’s how you can find it:

  1. Go to Projects.
  2. Click the Digital Experience program you’ve created.
    Treadmade project on the Projects page
  3. Select Website Feedback Project from the project list on the left.
    Website feedback project in the program
  4. Go to Settings.
    Deployment section of the settings shows code
  5. Select Deployment.

Reviewing and Sharing the Dashboard

Qtip: Interested in adding industry benchmarks on your dashboard, so you can compare your programs’ performance to industry leaders? Try the XMI Customer Ratings – Digital benchmarks. For steps on adding these to a dashboard, see Benchmark Editor (CX).

Premade Dashboard

Our XM Scientists have developed a special dashboard for this XM Solution. This dashboard gives an overview of the results, and is ready to share as soon as you have collected data. There is an executive summary and a page dedicated to each of the five digital commerce experiences this solution specializes in.

  1. In your program, open the Guidance menu.
    Guidance menu opened
  2. Make sure Share dashboard is expanded.
  3. Click View dashboard to enter the dashboard.
    Qtip: If this button doesn’t appear, make sure the previous “Review intercepts,” “Review surveys,” and “Pick your projects” steps are marked as done.
  4. Scroll through the widgets and select pages to the left to see your data.
    Dashboard
Qtip: This dashboard will not generate charts and tables until you collect data. Try completing the survey through the preview button if you want to test what these dashboards look like with data. Remember you can always delete preview data later.
Qtip: Line charts may appear as a single point until you collect multiple weeks worth of data. This is because they are displaying trends over time, and don’t have enough data to display a trend yet.

Dashboard Editing

Qtip: The pre-made dashboard was developed by our top subject matter experts. We advise trying to keep your dashboard as similar to the original template as possible, and not making too many large-scale changes.

Check out these introductory pages to get started.

Qtip: Once you’ve uploaded all your dashboard users, you can easily send many / all users their login credentials.

Removing extraneous pages

There are certain pages of this dashboard you may not want to use, depending on the needs of your program – for example, if you do not have a digital shopping cart on your website, you probably did not run the Cart Abandonment or Post Transaction surveys. In that case, you can hide or delete pages as needed. Please note that when you delete dashboard pages, they are irretrievable, so do not delete pages unless you are totally sure you don’t need them.

See Removing a Page or Making a Private Copy.

Other Ways to Access the Dashboard

You can also access this dashboard from your Digital Experience program.

Treadmade project on the Projects page

This will be listed along the left as Dashboard.

Dashboard

Once you click inside the dashboard project, you’ll see the pre-made dashboard. Click its name to view the data. You can also create new dashboards from this page as needed.

Dashboard of the Digital XM Solution for Commerce

Warning: Do not delete the premade dashboard! If you do, it will not be retrievable, and you will have to make a new one from scratch.