Blasting the analytics myths - what your users do vs. what you think they do, Clicktale

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Blasting the analytics myths - what your users do vs. what you think they do, Clicktale

  1. 1. Blasting the Analytics Myths What your users do vs. what you think they do Internet World/Big Data Show 2013 Jonny Steel April 2013 Private Private and Confidential Confidential www.ClickTale.com
  2. 2. What is In-Page Analytics? Traditional Web Analytics In-Page Analytics • Clickstream – navigation between web pages • Entire experience – between and inside the web page • Statistical & Quantitative Data • Behavioral & User Experience Data 1st 2nd Page 3rd 1st Page 2nd Page 3rd Page Page Page Traditional Analytics look at the transitions between pages In-Page Analytics focus on what happens within the pages themselves Private and Confidential www.ClickTale.com
  3. 3. A New Era of Agile Online Marketing – Independence from IT – Eliminate Guesswork – Speed Private and Confidential www.ClickTale.com
  4. 4. The 3 Pillars of Web Optimization CEA / In-Page Analytics Private and Confidential www.ClickTale.com
  5. 5. The Online Optimization Cycle™ Monitor Site Traffic Visualize User Experience Make Site Changes Propose Experiments Analyze Results Run Experiments Private and Confidential www.ClickTale.com
  6. 6. A Best Practice for Businesses Private and Confidential www.ClickTale.com
  7. 7. Anatomy of 1-800-DENTIST Funnel Customer Enters Site Step 1: Zip Code Step 2: Who is the Patient Step 3: Dental Need Step 4: Payment & Insurance Customer Gets a Call Step 5: Personal Information Private and Confidential www.ClickTale.com
  8. 8. 1-800-DENTIST Landing Page – BEFORE Private and Confidential www.ClickTale.com
  9. 9. 1-800-DENTIST Landing Page – BEFORE Private and Confidential www.ClickTale.com
  10. 10. 1-800-DENTIST Landing Page – TEST VERSION Private and Confidential www.ClickTale.com
  11. 11. 1-800-DENTIST Landing Page – TEST VERSION Private and Confidential www.ClickTale.com
  12. 12. TEST VERSION – Scroll Heatmap Private and Confidential www.ClickTale.com
  13. 13. The Result – 28% Increase in Conversion Private and Confidential www.ClickTale.com
  14. 14. Increasing Conversion Rates in Forms Private and Confidential www.ClickTale.com
  15. 15. In-Page Analytics with A/B testing Traditional A/B Testing A/B Testing with In-Page Analytics Statistical Results Complete Results • Delivers numerical results • • Can’t focus on split or micro conversions Accepts that pages don’t exist in a vacuum • Love your bottom line Incomplete Conclusions Increased Visibility • You know which test won, not why • • Little room for growth or next tests Tests change behavior and affects results • Recognize new opportunities Private and Confidential www.ClickTale.com
  16. 16. Thank You Please stay in touch: Jonny Steel @jonnysteel jonny@clicktale.com Private and Confidential www.ClickTale.com

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