Visitor Engagement Playbook. How to use ClickTale to improve the way your visitors interact with your website.
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Visitor Engagement Playbook. How to use ClickTale to improve the way your visitors interact with your website.

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Knowing how long your visitors spend interacting with each page is vital. You need to know what content keeps your visitors interested, what keeps them busy, and what bores them. In this guide we will ...

Knowing how long your visitors spend interacting with each page is vital. You need to know what content keeps your visitors interested, what keeps them busy, and what bores them. In this guide we will see how ClickTale can help you to Knowing how long the average customer really takes to know how visitors are reading your content, interacting with your media or filling out a form. This may be a critical first step towards tightening the funnel and increasing your conversion rates.
Written by Peter Gorne

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Visitor Engagement Playbook. How to use ClickTale to improve the way your visitors interact with your website. Visitor Engagement Playbook. How to use ClickTale to improve the way your visitors interact with your website. Presentation Transcript

  • OPTIMIZING ENGAGEMENT PLAYBOOK How to Use ClickTale to Optimize the Engagement with Your Content
  • 2- OPTIMIZING ENGAGEMENT PLAYBOOK The Challenge - Knowing How Long Visitors Are Engaged with Your Content Knowing how long your visitors spend interacting with each page is vital. You need to know what content keeps your visitors interested, what keeps them busy, and what bores them. For example: • If you have a product features page, then you want to maximize your customer’s interaction with the page, keeping them interested until they convert. • On the other hand, if you have a signup form, you want to keep the necessary user actions to a minimum, improving usability and minimizing form abandonment. • If you have a pure content page such as blogs, FAQ’s, Product and Services descriptions, etc., you want to maximize the engagement time with the page and keep visitors reading your content. Knowing how long the average customer really takes to read your content, convert or fill out a form is the critical first step towards tightening the funnel and increasing your conversion rates.
  • 3- OPTIMIZING ENGAGEMENT PLAYBOOK The Hypothesis - Why are They Not Engaging? Hypothesis 1: Content is not meeting visitor expectations This could be causing high bounce rates because the content is not interesting enough for the visitor, perhaps they are looking for something more relevant that does not exist on this page. Hypothesis 2: Page is hard to navigate to article or feature of choice There is a poor layout of the page that can seem overwhelming or confusing for the visitor Hypothesis 3: The content could not be loading properly or at all > Too much redirection or loading time > Visitors could be clicking on an article thinking that it will open but gets redirected to another page of the articles continuation > JavaScript errors on page
  • 4- OPTIMIZING ENGAGEMENT PLAYBOOK Time on Page vs. Engagement Time Traditionally, “Time on Page” has been the most used metric to measure engagement with the content of the pages. But Time on Page tells you one thing and one thing only – how long a visitor has a web page open for. However, we’ve seen from countless observations that users will often open a new tab, minimize their browser or even go off and do something else while browsing a site. All of this is normal browsing behavior, but it gives rise to one major point: “Time on Page” tells you nothing about how long your visitors actually interact with your online content! We suggest that you use Engagement Time instead. Engagement Time is an important metric unique to ClickTale and shows literally the time visitors were actively engaged with your site, like reading your content, looking at your pictures, watching your videos and browsing your products. Engagement Time tells you how long that page held their attention rather than just the time that that page was opened in their browsers as the usual Time on Page metric. Time on Page can change drastically, as it can be skewed by normal browsing behavior. User Engagement Time however, provides steady, reliable and more representative statistic.
  • 5- OPTIMIZING ENGAGEMENT PLAYBOOK The Analysis - Scoping the Issue Analyzing Heatmaps Using Heatmaps will help you to visualize behavior for both your desktop and mobile web visitors: > Mouse Move. Identify the high levels of interaction and low levels of interaction. Try to understand if the high interaction is not overlapping on key content placements and if the low interaction is on the key content placements. Link analytics: focus on hover time, hover conversion, hover order > Mouse Click. Identify where most of the visitors are clicking (clicking visitors). Is there a higher clicking visitor percentage on the navigation, text or titles? Link analytics: focus on clicking visitors, time to click > Attention . Where is most of the attention being focused in terms of sections of the page? Is most of the attention below the fold? Do you see any specific content section that is driving more interest than the rest? Is it possible to move it to a more prominent position or facilitating its access through the menu or a link? Link analytics: focus on attention > Scroll Reach. How far down are your visitors scrolling? How far down do visitors scroll per article or content page? Use the attention heat map and scroll reach heat maps together to understand where proper placement would occur for optimization. Link analytics: focus on visitor or page view percentage > Tap. See where visitors are tapping on your mobile web experience. Displays an aggregation of visitors' single taps anywhere on the page. The map presents all the taps, made on links, images, text and 'dead space'. > Exposure. Understand where visitors scroll and zoom in and out on smartphones & tablets by watching the content they have been exposed to.
  • 6- OPTIMIZING ENGAGEMENT PLAYBOOK Using Filters If your plan allows for filters, consider using some of the next: bounce rates, js errors, load time, browser type, new vs. returning visitors, traffic source, page engagement time, scrolling distance, mouse clicks. You can also set events at specific key page elements such as a navigation item or an article title and filter your heatmaps according to these events. Playing Session Recordings Drill down from the Heatmaps and use the Session Playback to see those visitors that may interest you because you have found a non-expected behavior like hovering in the wrong places or scrolling too far. This way you can dig in their activity and maybe learn where the problem may be. If you performed segmentation in the Heatmaps, maintain it here so you can follow up on your same customer segments. Setting Up Funnels >Build a basic funnel of what most visitors seem to be doing or are expected to be doing throughout the site journey. >Drill down through each step to understand the reasoning's for the high conversions and low conversions for each step of the funnel. >Apply the filters that you may already have used from above reports to build a segmented view of your funnels. Drill down through each step of the high and low converting funnels to see why this may be occurring.
  • 7- OPTIMIZING ENGAGEMENT PLAYBOOK About ClickTale ClickTale®, the enterprise leader in Digital Customer Experience, enables businesses to maximize revenues by optimizing the way people experience the Web and Mobile. ClickTale’s comprehensive solution features the industry’s most innovative heatmap technology, playback of individual-user browsing sessions and Customer Experience Consultants dedicated to your success. A subscription-based SaaS solution, ClickTale effortlessly integrates with web analytics, testing tools and any infrastructure to reveal how users really interact with your site. ClickTale creates revenue-winning customer experiences for over 100,000 businesses worldwide, including a large number of Fortune 500 companies. We are committed to making the digital world more enjoyable for people and more lucrative for businesses. For more information, visit www.clicktale.com. US 1-800-807-2117 UK 0800-048-8871 Email: info@clicktale.com © 2014 by ClickTale. All rights reserved. All ClickTale products and services mentioned herein, as well as their respective logos, are trademarked or registered trademarks of ClickTale. All other product and service names mentioned are the trademarks of their respective companies. These materials are subject to change without notice. These materials and the data contained are provided by ClickTale and its customers and partners for informational purposes only, without representation or warranty of any kind, and ClickTale shall not be liable for errors or omissions with respect to the materials, the data or the information, that have been provided by its partners and/or clients for public promotional purposes.