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[Webinar] Heat Mapping and Turning User Metrics into Actionable CRO Data

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With heat mapping and user tracking, improving your online revenue is now a science more than just an art. In this webinar we'll show you how to track the right user metrics and then turn that data into actionable sales funnel improvements. Taught by Campaign Manager Cameron Johnson.

Access the full webinar recording and show notes:
https://97thfloor.com/blog/heat-mapping-webinar/

Published in: Marketing
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[Webinar] Heat Mapping and Turning User Metrics into Actionable CRO Data

  1. 1. 1 WEBINAR: EPISODE 06 Conversions: Heat mapping and turning user metrics into actionable CRO data WITH: CAMERON JOHNSON
  2. 2. 2
  3. 3. 3
  4. 4. 4 Motion Graphics Analytics PPC Content Marketing Reputation Management Copywriting SEO & Technical On-Page Audits CRO SMM Development UX Design Email Marketing Video Production Graphic Design
  5. 5. 5 Heat Mapping
  6. 6. 6 Heat Mapping
  7. 7. 7 Conversion Rate Optimization
  8. 8. 8 What it is not... ● Tutorial on setting up heat mapping ● A/B testing guide
  9. 9. 9 Strategies, not specifics.
  10. 10. 10 Cameron Johnson Campaign Manager /cameron-johnson-9b32497b/ @Cam_Johnson95
  11. 11. 11 “To succeed in business you need to be original, but you also need to understand what your customers want.” - - Richard Branson
  12. 12. 12 The underlying goal with CRO research is to form a testable, quantifiable hypothesis.
  13. 13. 13 A/B Tests
  14. 14. 14 A/B Tests Heat Maps Recordings Buyer Personas Polls & SurveysAnalytics Form Tracking Conversion Funnels
  15. 15. 15 A/B Tests Heat Maps Recordings Buyer Personas Polls & SurveysAnalytics Form Tracking Conversion Funnels
  16. 16. 16 Phase #1 Compiling User Metrics
  17. 17. 17 Important UX Tools - Google Analytics/Omniture - Heat mapping software - Visitor recording software - Buyer personas
  18. 18. 18 Heat Mapping Software - Crazy Egg - Hotjar - Lucky Orange - ClickTale - SessionCam - Mouseflow - SeeVolution
  19. 19. 19 Heat Mapping Software - Crazy Egg - Hotjar - Lucky Orange - ClickTale - SessionCam - Mouseflow - SeeVolution
  20. 20. 20 Heat maps identify problems, not solutions.
  21. 21. 21 Essential Heat Map Data - Clicks - Scrolls - Movements
  22. 22. 22 Click Data
  23. 23. 23
  24. 24. 24 Ask Yourself... - What links get the most attention?
  25. 25. 25 Ask Yourself... - What links get the most attention? - Where do users gravitate to in my top/bottom navigation?
  26. 26. 26 Ask Yourself... - What links get the most attention? - Where do users gravitate to in my top/bottom navigation? - Are users clicking on things that aren’t actually links?
  27. 27. 27 Ask Yourself... - What links get the most attention? - Where do users gravitate to in my top/bottom navigation? - Are users clicking on things that aren’t actually links? - How many clicks do my sidebars get?
  28. 28. 28 Ask Yourself... - What links get the most attention? - Where do users gravitate to in my top/bottom navigation? - Are users clicking on things that aren’t actually links? - How many clicks do my sidebars get? - Are there elements around/before my CTA that users click on instead?
  29. 29. 29 Ask Yourself... - What links get the most attention? - Where do users gravitate to in my top/bottom navigation? - Are users clicking on things that aren’t actually links? - How many clicks do my sidebars get? - Are there elements around/before my CTA that users click on instead? - What types of links do users most often click on? (ie. image, button, text)
  30. 30. 30 Example
  31. 31. 31 Before...
  32. 32. 32 After...
  33. 33. 33 Scroll Data
  34. 34. 34
  35. 35. 35 Ask Yourself... - What percent of users reach my CTA?
  36. 36. 36 Ask Yourself... - What percent of users reach my CTA? - Are users making it beyond the fold?
  37. 37. 37 Ask Yourself... - What percent of users reach my CTA? - Are users making it beyond the fold? - Are there any places where drop-offs significantly increase/decrease?
  38. 38. 38 Ask Yourself... - What percent of users reach my CTA? - Are users making it beyond the fold? - Are there any places where drop-offs significantly increase/decrease? - Are the majority of users seeing my CTA?
  39. 39. 39 4 Reasons Users Leave a Page Good: - They found what they were looking for - They clicked on an link (hopefully your CTA) Bad: - They didn’t find what they were looking for - They had a poor user experience
  40. 40. 40 Example
  41. 41. 41 Scrolling data in heat maps tell you the ‘WHAT’, not the ‘WHY’.
  42. 42. 42 Movement Data
  43. 43. 43
  44. 44. 44 Ask Yourself... - What sections get the most/least engagement? - Does this correlate with drop-off rates?
  45. 45. 45 Ask Yourself... - What sections get the most/least engagement? - Does this correlate with drop-off rates? - How much engagement is there above/below the fold?
  46. 46. 46 Ask Yourself... - What sections get the most/least engagement? - Does this correlate with drop-off rates? - How much engagement is there above/below the fold? - Is the CTA placed where users are engaging?
  47. 47. 47 Example
  48. 48. 48 Pro Tip - Optimize content for the user - Add CTAs in high engagement areas
  49. 49. 49 If you did this right you should leave with more questions and hypotheses.
  50. 50. 50 User Recordings
  51. 51. 51 Use recordings to... - Bridge gaps in your data - Determine user engagement across multiple pages - See what users do when they don’t convert
  52. 52. 52 Example
  53. 53. 53 Form Tracking
  54. 54. 54 Evaluate forms for - Length - Ease of use
  55. 55. 55 Example
  56. 56. 56 Example Form
  57. 57. 57 Before...
  58. 58. 58 After...
  59. 59. 59 Top performing forms on a site typically have 3-5 cells.
  60. 60. 60 Phase #2 Hypothesize & A/B Test
  61. 61. 61 Pro Tips - Engagement significantly drops below the fold. Place your most important information above the fold.
  62. 62. 62 Pro Tips - Engagement significantly drops below the fold. Place your most important information above the fold. - Remove distractions. Don’t make your CTA have to compete for attention on a page.
  63. 63. 63 Pro Tips - Engagement significantly drops below the fold. Place your most important information above the fold. - Remove distractions. Don’t make your CTA have to compete for attention on a page. - Make information scannable and easy to understand through: - Shorter sentences - Bullet points - Images - Bolded text - Subheadings
  64. 64. 64 Phase #3 Rinse & Repeat
  65. 65. 65 A/B Tests Heat Maps Recordings Buyer Personas Polls & SurveysAnalytics Form Tracking Conversion Funnels
  66. 66. 66 A/B Tests Heat Maps Recordings Buyer Personas Polls & SurveysAnalytics Form Tracking Conversion Funnels
  67. 67. 67 Stop wasting time trying to guess what the problem in your conversion process is. Let users show you. Summarization
  68. 68. 68 Cameron Johnson Campaign Manager /cameron-johnson-9b32497b/ @Cam_Johnson95
  69. 69. 69 up@97thfloor.com
  70. 70. 70

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