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Optimizing Product Pages Playbook. How to use ClickTale to improve the Product Pages of your Website
Optimizing Product Pages Playbook. How to use ClickTale to improve the Product Pages of your Website
Optimizing Product Pages Playbook. How to use ClickTale to improve the Product Pages of your Website
Optimizing Product Pages Playbook. How to use ClickTale to improve the Product Pages of your Website
Optimizing Product Pages Playbook. How to use ClickTale to improve the Product Pages of your Website
Optimizing Product Pages Playbook. How to use ClickTale to improve the Product Pages of your Website
Optimizing Product Pages Playbook. How to use ClickTale to improve the Product Pages of your Website
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Optimizing Product Pages Playbook. How to use ClickTale to improve the Product Pages of your Website

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Good and impressive product pages play a crucial role in the growth and success of any eCommerce website.ClickTale may help you to find what elements are causing the low Click Through rate and how to …

Good and impressive product pages play a crucial role in the growth and success of any eCommerce website.ClickTale may help you to find what elements are causing the low Click Through rate and how to improve it through a proper in-page analysis.
Written by Peter Gorne.

Published in: Marketing
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  • 1. OPTIMIZING PRODUCT PAGES PLAYBOOK How to Use ClickTale to Optimize Your Conversion
  • 2. 2- OPTIMIZING PRODUCT PAGES PLAYBOOK The Challenge - Improving the CTR on your product pages Good and impressive product pages play a crucial role in the growth and success of any eCommerce website. Good product pages in your website not just have an effect on the conversion rate but they also help you climb up search engine rankings. There are many factors to consider in a good product page: > Body Copy > Information on Delivery of products > Product Images and Videos > Customer Reviews > Live Chat > Calls to Action and Advertising banners > Other recommended or similar products It is hard to find the good balance and combination of all these elements, resulting in long and complex pages. And after all that effort, many times we still don’t get the expected results. ClickTale may help you to find what elements are causing the low CTR and how to improve it. Let us analyze firstable what are the most usual case scenarios?
  • 3. 3- OPTIMIZING PRODUCT PAGES PLAYBOOK The Hypothesis - Why do we get low click-through rates? Hypothesis 1. Bad Page Layout > CTA below the fold, at least for an important part of the users > Confusion about the process and next steps > Non-engaging content or inefficient content distribution > Poor look and feel on Calls to Action (CTA’s) > Distracting elements, pop ups, ads… Hypothesis 2. Poorly Qualified Traffic > Limited engagement > High bounce rates Hypothesis 3. Performance Issues > JS errors > Visitor redirections and loading time
  • 4. 4- OPTIMIZING PRODUCT PAGES PLAYBOOK Using Events to track conversion An event is a tag, a piece of code that you can attach to elements on your site (links, URLs, movies, forms, etc.). Events are a convenient way of tracking visitors based on their actions. By adding a piece of code to elements on your site, visitors who interact with tagged elements will have the Event tag attached to their browsing history. You can then search for and watch recordings of visitors with Events using our Search tool. For example, you are able to tag your Product page CTA with an “Add to Cart” Event and tag your checkout form as a “Purchase” Event. Then any visitor that reaches your checkout page will have their browsing history tagged with the Event “Checkout”, and if the visitor then completes your checkout form, their browsing history will also be tagged with the Event “Purchase”. You are then able to use our Search tool to find and view videos of users that either completed or failed to complete the check-out process.
  • 5. 5- OPTIMIZING PRODUCT PAGES PLAYBOOK The Analysis - Scoping the issue Pull up all the Heatmaps Using Heatmaps will help you to visualize behavior for both your desktop and mobile web visitors: > Mouse move. You could make a simple table with the 10 top elements and the Link analysis for each one of them, classifying them in high, medium and low levels of interaction. Which ones are getting more hovering and attention and which ones don’t. > Mouse Click. Identify clicking visitors on main CTA’s. Which are successful and which don’t get the expected clicks? It is also recommended to check non-clickable elements that are being clicked to see if they may be interfering and confusing visitors. > Attention. Through this map you will be able to identify which elements and parts of your product pages get more and less attention in the page as it shows engagement time. Are your visitors reading the content or just scanning it? Are the videos generating the most attention or the reviews? What sections of the page are more interesting for the users? > Scroll Reach. Identify if any important CTA or page element is below the fold average. What percentage of visitors is missing that information? Should they move above the fold or maybe we could facilitate more the access from the menu? > 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. 6- OPTIMIZING PRODUCT PAGES PLAYBOOK Use the Session Player It is always a good practice to check recordings to reinforce the information gathered through the Heatmap Analysis. The Heatmaps provide you with a photo of a specific moment. It is always interesting to see the video, the full story behind that photo. Recordings will also allow you to filter and compare different visitor segments. Play hard with Filters Not all visitors are looking for the same things, and not all visitors react in the same way when presented with a web page. Filters allow us to understand the different groups of users that come to your site, so that you will be able to cater for their different needs, and maximize their use of the web pages. Use them for the Session Player and also for Heatmaps in case your plan allows it. Analyze the people that visited your Product Pages (Visited Pages filter) and consider adding the traffic source filter. Analyze the channels and the keywords bringing those visitors to see if there are differences between their in-page behaviors. Certain visitors may be looking for something different or may be struggling to find the information they expected. Demographic filters like screen resolutions or even languages should also be considered as they make pinpoint to navigational problems due to the visitors technical or cultural differences. Finally, always compare converted vs. non-converted traffic (using events or simple visited URL’s filters). You will be able to see what the ones that succeeded did in order to finish the process, what they read, what they clicked, where did they focus on… and compare it with those that did not convert to see the differences in behavior that will highlight ideas and possible changes in your website.
  • 7. 7- OPTIMIZING PRODUCT PAGES 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.

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