The Great Web Form Challenge             How mouse tracking can help reduce drop-off ratesTFM&A, February 2012            ...
Overview     About etracker     Typical applications for web forms     Status quo: software support for website optimis...
About etracker     etracker               Founded in 2000, in Hamburg, Germany               Owned and managed by the c...
Successful websites: Our customersFebruary 2012            © 2012 etracker   4
Typical applications for web forms     Order forms     Site search     Newsletter subscriptions     Contact & feedback...
Full website optimisation – The status quoFebruary 2012              © 2012 etracker   6
Full website optimisation – The status quo           Passive user observation                                             ...
Unanswered questions     How do visitors interact with a form, in detail?     What are they looking at on a form?     W...
Full website optimisation – Whats missing?           Passive user observation                                             ...
Typical drawbacks of usability labs     They dont observe real users, just test participants               There is no r...
Full website optimisation – The solution           Passive user observation                                               ...
Full website optimisation – The solution           Passive user observation                                               ...
The solution: User experience analytics     New type of software solution for detailed behaviour analysis     Records an...
User experience analytics                    Live demoFebruary 2012               © 2012 etracker   14
Benefits of user experience analytics for forms analysis     Simple to implement without needing extra staff     Evaluat...
Summary and recommendations     Always put the user at the centre      during form and web optimisation     Analyse the ...
Full website optimisation with etracker           Passive user observation                                              Ac...
The etracker Conversion Optimisation Suite     5 highly integrated products –                 Product editions      1 tra...
Conversion Optimisation Suite                             5 products – 1 tracklet                            www.etracker....
Upcoming SlideShare
Loading in …5
×

Content Management & Web Analytics Theatre; The great web form challenge: how mouse tracking can help reduce drop-off rates

1,317 views

Published on

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,317
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
3
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Content Management & Web Analytics Theatre; The great web form challenge: how mouse tracking can help reduce drop-off rates

  1. 1. The Great Web Form Challenge How mouse tracking can help reduce drop-off ratesTFM&A, February 2012 David Hudson, UK Country Manager February 2012 © 2012 etracker 1
  2. 2. Overview About etracker Typical applications for web forms Status quo: software support for website optimisation Benefits and drawbacks of usability labs Live demo: Mouse tracking for web form optimisation Summary and recommendationsFebruary 2012 © 2012 etracker 2
  3. 3. About etracker etracker  Founded in 2000, in Hamburg, Germany  Owned and managed by the companys founders  60 staff and around 500 sales partners  Over 110,000 satisfied customers around the world  UK office since 2011 Important points about our company  Software made in Germany  100% compliance with data protection legislation  No usage or sale of your data  Free personal, English-speaking support  Training and consultancy available as neededFebruary 2012 © 2012 etracker 3
  4. 4. Successful websites: Our customersFebruary 2012 © 2012 etracker 4
  5. 5. Typical applications for web forms Order forms Site search Newsletter subscriptions Contact & feedback forms “Send to a friend” Login etc.February 2012 © 2012 etracker 5
  6. 6. Full website optimisation – The status quoFebruary 2012 © 2012 etracker 6
  7. 7. Full website optimisation – The status quo Passive user observation Active user survey What happens on the Macro perspective Macro perspective Why does it happen? website? Overview of the website Web analytics Satisfaction Overview of the website analysis User-centric website optimisation Micro perspective Detail view of individual How does it happen? pages ? Feedback analysis Micro perspective Detail view of individual Where does it pages happen?February 2012 © 2012 etracker 7
  8. 8. Unanswered questions How do visitors interact with a form, in detail? What are they looking at on a form? What information do visitors actually perceive? What text do they actually read? How do visitors fill in the form field, in detail? How much time do they need for each individual field? Which fields lead to drop-offs? etc.February 2012 © 2012 etracker 8
  9. 9. Full website optimisation – Whats missing? Passive user observation Active user survey Macro perspective Macro perspective Overview of the website Web analytics Satisfaction Overview of the website analysis User-centric website optimisation Micro perspective Detail view of individual How doespages it happen? ? Usability labs Feedback analysis Micro perspective Detail view of individual pagesFebruary 2012 © 2012 etracker 9
  10. 10. Typical drawbacks of usability labs They dont observe real users, just test participants  There is no real-world context, just a laboratory situation  There is no natural motivation, just artificial tasks They only evaluate very small samples They only analyse a few pages – not the whole website They are very labour-intensive They involve high costs - financial and time They are often only a realistic option for large organisationsFebruary 2012 © 2012 etracker 10
  11. 11. Full website optimisation – The solution Passive user observation Active user survey Macro perspective Macro perspective Overview of the website Web Analytics Satisfaction Overview of the website analysis User-centric website optimisation Micro perspective Detail view of individual How doespages it happen? ? Usability labs Feedback analysis Micro perspective Detail view of individual pagesFebruary 2012 © 2012 etracker 11
  12. 12. Full website optimisation – The solution Passive user observation Active user survey Macro perspective Macro perspective Overview of the website Web analytics Satisfaction Overview of the website analysis User-centric website optimisation User experience Feedback analytics analysis Micro perspective Micro perspective Detail view of individual Detail view of individual How doespages it happen? pagesFebruary 2012 © 2012 etracker 12
  13. 13. The solution: User experience analytics New type of software solution for detailed behaviour analysis Records and plays back real user behaviour  Mouse movements, scroll activities, all clicks, form interactions  Records and plays back dynamically created content Easy to install by adding a snippet of HTML tracklet code Completely invisible, and does not affect visitors Can be set up for full compliance with data protection requirements Analysis is possible using any browserFebruary 2012 © 2012 etracker 13
  14. 14. User experience analytics Live demoFebruary 2012 © 2012 etracker 14
  15. 15. Benefits of user experience analytics for forms analysis Simple to implement without needing extra staff Evaluation of large, free samples possible – unadulterated Real user experience analysis in a natural real-world context An unaltered "peek over the visitorss shoulder" Quick and easy to implement, just add a tracklet code No individual forms programming needed Cost-effective solution, thanks to monthly subscription model Makes professional user experience analysis available to SMEsFebruary 2012 © 2012 etracker 20
  16. 16. Summary and recommendations Always put the user at the centre during form and web optimisation Analyse the user from different perspectives Use cost-effective analysis software rather than usability labs User experience analytics leverages systematic form and website optimisation Form drop-off rates can often be reduced by more than 20%February 2012 © 2012 etracker 22
  17. 17. Full website optimisation with etracker Passive user observation Active user survey What happens on the website? Why does it happen? Web Analytics Visitor Voice Macro perspective Macro perspective Overview of the website Overview of the website Page Feedback Where does it How does it happen? happen? Micro perspective Micro perspective Detail view of individual Detail view of individual pages pagesFebruary 2012 © 2012 etracker 23
  18. 18. The etracker Conversion Optimisation Suite 5 highly integrated products – Product editions 1 tracklet Unlimited Product editions to suit any requirement Advanced Cost-effective subscription model Basic Available as a SaaS or as an inhouse solution Lite Includes free, personal support Individual customisation, Modes consulting and training optional SaaS Inhouse solutionFebruary 2012 © 2012 etracker 24
  19. 19. Conversion Optimisation Suite 5 products – 1 tracklet www.etracker.co.uketracker UKCedar House, Glade Road David HudsonMarlow, Bucks, SL7 1DQ UK Country ManagerUnited Kingdom Tel: +44 20 33180095www.etracker.co.uk hudson@etracker.co.ukFebruary 2012 © 2012 etracker 25

×