How Conviva is Revolutionizing eCommerce with Lessons from Streaming

eCommerce may have started before streaming video, but the streaming revolution advanced much faster and went much further. Now, the consumer digital revolution is in high gear. eCommerce companies compete in an attention economy, where experience is a strategic differentiator. To modernize, they are following steps taken by streaming video providers. Conviva has been central to the transformation from broadcast TV to streaming video—powering real-time performance analytics for 12 of the world’s 15 leading streaming platforms, helping them to scale, optimize, and maximize customer engagement. We are now bringing our technology and expertise to eCommerce, where real-time visibility into true customer experience is key to unlocking growth.

The Missing Link in eCommerce Analytics

Most eCommerce companies rely on a patchwork of product analytics, observability, and data warehouse solutions. The problem? These solutions operate in silos, leading to disconnected data, delayed insights, missed opportunities to improve customer experience and engagement, and runaway costs. In addition, traditional analytics solutions often tell you what happened but not why it happened or how to fix it. They rely on predefined customer cohorts that surface broad trends and require extensive manual effort to identify potential performance-impacting issues.

Conviva takes a different approach.

The Conviva Difference: Real-Time Performance Analytics, the Growth Engine for eCommerce 

As depicted in the image below, here is a summary of how the Conviva platform works:  

1. 1. Automatic Collection & Computation of Metrics: the platform automatically collects, processes, and analyzes user engagement, user experience, and technical performance metrics together for all users and all devices, without sampling. 
   2. Automatic Detection of Fine-Grained & Relevant Customer Cohorts: the platform automatically detects fine-grained and relevant cohorts, for example, users in San Francisco on an iPhone running app version 4.5 who are searching for a specific product. 
   3. Automatic Analysis of Each Relevant Cohort: the platform identifies fine-grained customer cohorts experiencing anomalies using multiple models that look for sudden changes, gradual changes, and persistent underperformance. 
   4. Prioritization by business impact: the platform surfaces customer-impacting issues in real time while customers are in session, and identifies improvement opportunities to raise baseline performance, prioritized by business impact. 

Conviva pioneered real-time analysis of fine-grained customer cohorts to automate the process of surfacing precise and actionable insights. For example, knowing that you have a problem affecting customers using iPhones is a start. However, knowing that the problem affects customers on iOS 16, app version 4.5, who are on your app’s credit card submission page is immediately actionable, thanks to fine-grained cohort analysis. 

Example of an Automatically Detected Issue from an eCommerce Customer Journey 

The Conviva platform automatically surfaces fine-grained customer cohorts with experience issues impacting conversion and revenue. As depicted in the image of the checkout flow below:

1. 1. Conviva automatically detects issues and improvement opportunities from cohorts with conversion issues, including checkout abandonment due to unexpected final product prices, slow cart updates, or payment gateway issues. 
   2. A Conviva AI Alert indicates that a cohort of customers on iPhone devices running iOS 16 or older and app version 2.5 are abandoning their carts at a high rate before checkout. 
   3. The technical reason is the incompatibility between devices running iOS 16 or older with app version 2.5 and the shipping service API. 
   4. The business impact is failed checkout attempts for 90% of customers in this cohort. 
   5. Based on this, the action is to change the API response format in the shipping service. 
   6. Addressing all improvement opportunities surfaced by Conviva can increase checkout success by 15%. 

From Streaming to Shopping: Applying a Proven Model 

The streaming industry went through an intense period of transformation, from buffering nightmares to near-instant playback on millions of devices. Conviva played a pivotal role in making that happen by turning raw performance data into actionable insights, in real time, and at scale. For many video streaming services, Conviva continuously analyzes twenty metrics across 20,000 to 50,000 cohorts in real time, surfacing critical incidents and business-impacting improvement opportunities. This has resulted in substantial engagement, subscriber, and revenue growth. 

eCommerce is now at a similar inflection point. Customers expect seamless, instant experiences—from login to checkout. Every delay, failed API call, or a broken flow results in lost revenue. Conviva brings the same proven technology and methodology that powered the video streaming revolution to eCommerce, helping retailers identify and resolve hidden revenue-impacting issues in seconds, not days. 

The Bottom Line: Real-Time Performance Analytics Drives Growth 

Retailers leveraging Conviva’s platform see:

✅ 5-15% increase in conversion and revenue through surfacing underperforming customer cohorts and resolving issues that impact them

✅ 90% reduction in issue resolution time, with real-time root-cause detection connecting user journeys with underlying technical performance

✅ Faster decision-making across product, engineering, and operations teams 

If it’s impacting your customers or your revenue, Conviva will find it. It’s time for eCommerce to move beyond static, siloed analytics and adopt real-time performance analytics. 

Ready to learn more? 

Let’s talk about how Conviva can help your eCommerce business turn performance insights into revenue growth.