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How user research can help you to improve conversions

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Lots of cases that show you how user research can help you increase conversions. From user testing with eyetracking, scrollmaps and click heatmpas over online surveys to Google Analytics. Enjoy!

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How user research can help you to improve conversions

  1. 1. How user research can help you to improve conversions: 6 cases Els Aerts @els_aerts
  2. 2. These slides were for a presentation I gave on Conversion World 2016, the online CRO conference. You’ll see these text balloons pop up when I explain things that might not be clear wiyjout hearing the talk.
  3. 3. How user research can help you to improve conversions: 6 cases 12 Els Aerts @els_aerts I went a little nuts and doubled the number of cases. 
  4. 4. User Research Since 2001 Usability & Information Architecture AB-testing
  5. 5. Some of our clients
  6. 6. We made a B-version (the one on the right) of this homepage based on gut feeling. The result of the AB-test? Nothing.
  7. 7. That’s what happens when you do stuff based only on expert input.
  8. 8. Since 2001 Which is a trap even (or especially?) experienced experts can fall into.
  9. 9. But there is no crystal ball of expert knowledge that has all the answers. You need to look at the data. User research data.
  10. 10. STOP EGO TESTING
  11. 11. "The more I learn, the more I realize how much I don't know." Albert Einstein
  12. 12. Start listening to your users @els_aerts
  13. 13. User research doesn't have to take ages
  14. 14. Use your users to find the gaps in your website
  15. 15. Which methods can you use? • Google Analytics • User testing (Morae) • Eyetracking (MyGaze eyetracker) • User sessions recording (Mouseflow, Inspectlet, Hotjar) • Mouse heatmaps (Hotjar, CrazyEgg) • Form analysis (Formisimo) • Targeted mini surveys (Hotjar, Qualaroo)
  16. 16. User testing with eyetracking @els_aerts
  17. 17. + 45,9% clicks on "Get a quote" + 15,6% clicks on "Book a test drive"
  18. 18. Heatmaps @els_aerts
  19. 19. 23% of visitors click to download the lookbook. But there are also still lots of clicks on the left menu.
  20. 20. • No left menu? • 46% of visitors click to download the lookbook. That’s +100%! • Also nice: +22% more clicks on ‘Contact us’
  21. 21. We moved the important information above the fold. And decluttered the page.
  22. 22. When you see a heatmap like this…
  23. 23. People are drowning, not waving.
  24. 24. 30% of visitors scroll to the end of the article 21% get to the area with ‘related links’ 15% see the newsletter subscription box
  25. 25. Original Scrolling newsletter box Variation Related articles directly underneath the article
  26. 26. Original 525,1% more newsletter subscribers Variation 96,5% more clicks to related articles
  27. 27. Surveys @els_aerts
  28. 28. Some of my favorite questions • On website • What is the purpose of your visit to our website today? • What are the most important things when buying …? • What convinced you the most to decide to ask a quote? • Was there something that made you hesitate? If so, what? • Existing clients • What would you miss most if your X broke down / if we took away X? • What do you like the most about X? • What's the most important thing X helped you to achieve?
  29. 29. What is the purpose of your visit to our website today?
  30. 30. 23 x more people use the dealer locator
  31. 31. What is the purpose of your visit to our website today?
  32. 32. 120,4% more dealer searches. Because on mobile, the top task was not to find a car but to find a dealer.
  33. 33. What convinced you the most to decide to ask a quote? Was there something that made you hesitate? If so, what? 77,1% more requests for quote
  34. 34. “Stop selling your products the way you want to sell them. Sell them the way people want to buy them.”
  35. 35. Google Analytics @els_aerts
  36. 36. 25% of all clicks 20% 35% 2 to 10%
  37. 37. 28% more clicks
  38. 38. + 10% brochure downloads. Because we stopped hiding the content. And we put the stuff people were looking at the most (exterior and interior pictures) first.
  39. 39. There is no ‘average visitor’ People using the brand name, are much more inclined to become a customer! If people don’t use the brand name, conversion rates are much lower.
  40. 40. There are loads more tools
  41. 41. The best user research toolThe best user research tool
  42. 42. Get our free ebook now  10 conversion tips that work on every website  15 cases from the real world  6 best practices from leading websites  www.agconsult.com/ebook.html  www.slideshare.net/agconsult Already over 11.186 downloads
  43. 43. That's it. Thank you very much! @els_aerts

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