It's Not You, It's Your Website!

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The full webcast can be seen at http://vimeo.com/31537144 …

The full webcast can be seen at http://vimeo.com/31537144

It’s been a great date. An evening of wining, dining and good conversation – things couldn’t be going better. You grab your coats and just when you’re about to propose the second date, they drop the bombshell – “it’s not you, it’s your website!”

OK, OK, maybe it doesn’t happen exactly like this, but do you realize how many visitors come to your website, genuinely love what you’re offering but don’t end up converting? And why? Perhaps, it has something to do with your website.

ClickTale together with the American Marketing Association hosted an exclusive webinar that covered the top reasons why customers aren’t converting and how you can fix it!

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  • We’re going to be looking at ClickTale today, but in theory these techniques can be used with other in-page and behavioral analytics tools

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  • 1. It’s Not You, It’s Your Website! Presented by: American Marketing Association
  • 2. Agenda What is Behavioral Analytics? Using Behavioral Analytics in the online sales cycle  Driving traffic to your website  Directing visitors through the conversion process  Optimizing critical conversion points Questions and Answers
  • 3. WHAT IS BEHAVIORAL ANALYTICS
  • 4. Traditional Web AnalyticsEasily distinguishes between converted and non concerted customers Conversions include: Converted• Purchasing an item• Booking a flight• Making a reservation Non-Converted/ Bounced / No idea...
  • 5. Behavioral AnalyticsTries to evaluate the macro and micro conversions Micro-conversions include• Subscribing to newsletter Converted Bounced• Bookmarking the site• Using “Contact us” forms• Social networking Tried but failed to purchase! Looking for contact information Subscribed to newsletter
  • 6. What is Behavioral Analytics?Traditional Web Analytics • Aka Clickstream or Click Path Analytics• Monitors the movement of visitors between webpages• Delivers statistical and quantitative data
  • 7. What is Behavioral Analytics?Behavioral Analytics • Aka In-page or Customer Experience Analytics• Records visitor interactions inside webpages• Focuses on the user experience, instead of just the user path• Delivers qualitative and graphical data
  • 8. What is Behavioral Analytics?Key TakeawaysTraditional Web Analytics Behavioral Analytics• Transition based • Interaction based • Number of pageviews • Mouse movements • Pages per visitor • Clicks and hovers • Bounce rates • Keystrokes• Quantitative Data • Qualitative Data • Statistical • Visual • Impersonal • Intimate • Charts, graphs & • Recordings & heatmaps spreadsheets
  • 9. BEHAVIOURAL ANALYTICS WITHINTHE SALES CYCLE
  • 10. Behavioural Analytics within the sales cycle• Each step of the sales process needs to be optimized• We’re going to be focusing on three critical points in the processDrive quality traffic Directing visitors Help customersto your website through the convert successfully conversion process • How to analyze • How to optimize • How to maximize and evaluate landing pages and checkout form traffic sources visitor behavior completion rates• Defining these steps is the first phase of web optimization• This is relevant to all goal-orientated websites, not just ecommerce sites
  • 11. USING CONVERSION FUNNELS TOEVALUATE TRAFFIC SOURCES
  • 12. Using Conversion Funnels• Conversions Funnels show where potential customers drop out of your conversion process.• On their own, they are best used for troubleshooting a website’s flow and finding conversion blockages
  • 13. Using Conversion Funnels• However, when combined with segmentation, they uncover a whole lot more information on the performance of you online campaigns.
  • 14. Using Conversion Funnels• First, they uncover the conversion rate of each individual campaign.• This can be broken down further buy segmenting campaigns by specific ads or banners to find what elements were most effective.• You can also look at historical data if your campaigns have changed over time, or to look for trends in the campaign history.
  • 15. Using Conversion Funnels• Finally, they show you to combine different creatives, landing pages and shopping carts to create the “optimum marketing campaign”
  • 16. Using Conversion Funnels to evaluate traffic sourcesKey Takeaways• All funnels are not created equal - total visitors and converted customers are not the most important things to be looking at when analyzing traffic sources. You might find that a certain traffic source does very well with a specific landing page, but has a problem with a conversion form.• There is no time like real-time - The performance of marketing channels change often and sometimes drastically, be sure to take a quick look at their performance regularly.• Don’t be scared to mix and match - Sometimes a landing page from one campaign works better with the PPC ad from another, and a lead generation form from a third. Feel free to experiment, but always base your experiments on actual customer data.
  • 17. USING HEATMAPS TO OPTIMIZELANDING, PRODUCT & HOMEPAGES
  • 18. Using Heatmaps to Optimize Landing, Product & HomepagesFour types of Visitor Behavior Heatmaps• Click heatmaps • Show you where visitors click within the page • The best indication of customer intent• Mouse move heatmaps • Show you were customers look within the page • The best indication of what grabs your visitors’ eye• Attention heatmaps • Show you what parts of the page get the most attention• Scroll-reach heatmaps • Show you how far down the page visitors scroll
  • 19. Using Heatmaps to optimize Landing, Product & HomepagesWhat to look for in a heatmap• In a Click or Mouse Move heatmap • Focal points • Distraction points • Ignored points• In a Scroll-Reach or Attention heatmap • Fold height • Critical paragraphs • Cold content
  • 20. Using Heatmaps to optimize Landing, Product & Homepages• Ensure that all process critical elements are where the customers are looking• DO NOT assume your visitors will “find things by themselves” Focal point Ignored area
  • 21. Using Heatmaps to optimize Landing, Product & Homepages Focal point• Ensure that your process critical Distraction point elements are not placed next to or near distraction points• If it looks like a call to action, customers will treat it like a call to action!
  • 22. Using Heatmaps to optimize Landing, Product & Homepages• Ensure that your process critical elements are seen by as many of your customers as possible!• Know what content customers read and what they don’t, it’s essentially an online survey of your page content and layoutFold HeightCritical paragraphs Cold Content
  • 23. Using Heatmaps to optimize Landing, Product & HomepagesKey Takeaways• Go with the grain, not against it - If you know your customers behave in a certain way, or focus on a specific area of the page, use this knowledge to your advantage.• Listen to your customers - Treat your heatmap as an unconscious survey your customers interests. In no time you’ll be building pages based on exactly what your customers want to see.• Don’t second guess your customers - Never assume your customers are going to spend time looking for specific button or action item on the page, just because you can see it clearly, doesn’t mean they will.
  • 24. MAXIMIZING FORM CONVERSIONRATES
  • 25. Form Analytics• A set of 5 individual reports that collectively analyze the performance of your online formsThese include: Conversion Report Blank Report Where are the Why are visitors not obstructions in you online answering certain forms? questions? Drop Report At what point do your Refill Report visitors drop out of the What fields are confusing form? your visitors and causing error messages? Time Report What fields are taking visitors too long to fill?
  • 26. Conversion Report These visitors were not persuaded to interact, came to the wrong place, or were put off by the length of the form These visitors started filling in the form, but dropped out half way through These visitors tried to convert, but couldn’t!
  • 27. Drop ReportWhere and why are visitorsdropping out of your form?This could be:• At the beginning• At a specific field• At the foldPossible reasons for dropping:• Discouraging, personal or confusing questions• Length of the form (below the fold)
  • 28. Time ReportWhat questions are taking visitors the longest to answer? Longest time spent on the ‘open question’
  • 29. Time Report Once we changed the open question to 2 separate questions, visitors spent less time on each question
  • 30. Blank ReportIndicates that a customer didn’twant or understand how to answer aspecific question• This may not always indicate a problem, blank fields are only a cause for alarm if the field is mandatory• If the field is not mandatory, it will be left blank more often than not
  • 31. Refill ReportShows which fields are causingerrors that force visitors to goback and fill in a field again• Indicates that a field’s requirements are too strict or unclear• Lots of easy wins and quick fixes possible• Always watch the user videos where possible, you’ll be surprised what you learn!
  • 32. Optimizing form conversion ratesKey Takeaways• Start with the low hanging fruit - Focus on those customers who want but are not able to convert first, these problems are usually much easier to fix and have the quickest wins.• There is no such thing as obvious - Always make sure that visitors clearly know what is required of them in each field, what is mandatory or optional and what they need to do at each stage of the checkout process.• Shorter is not always better - There are no fixed truths when it comes to form optimization! You cannot rely on data from one form to another, or go with hunches or presumptions. Everything has to be tested, tested and retested
  • 33. Q&A
  • 34. Speakers Shmuli Goldberg  Director of Marketing and Communications, ClickTale  shmuls@clicktale.com  @shmuls Jennifer Smith  Moderator, American Marketing Association