Visitor Session Replay and Conversion Rate Optimisation
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My slides from last night's Web Analytics Wednesday. In this overview I take a look at the reasons why behavioral insights, and session replays in particular, are essential for conversion rate optimisation. I hope you enjoy them.
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Visitor Session Replay and Conversion Rate Optimisation
- 1. Visitor Session Replay & the CRO Process
- 2. 60,000 times faster (source - http://www.billiondollargraphics.com/infographics.html) The brain processes visual information than text or numbers
- 3. There’s a field, with white buildings and trees around the perimeter. In the background you can see some children playing football. In the foreground there is a small yellow dog, sat on his haunches, wearing a yellow vest. He’s sat in the middle of a set of children’s football goalposts, made out of white plastic. He looks alert. From the left, a human hand emerges holding a miniature football. The hand throws the ball and the dog catches it enthusiastically. So it’s hard to process blocks of text like this…
- 4. But it’s easy to process visual information like this
- 5. Short Normal Full Length Yorker B W B W B W B W OO 0 0 7 0 0 0 1 0 Off 19 0 10 3 4 1 3 0 Mid 15 0 15 1 4 0 3 0 Leg 2 0 5 0 0 0 1 0 OL 0 0 3 0 2 0 2 0 It’s the same for numbers. Take this cricket data… Without expert knowledge it’s hard to make sense of.
- 6. This is the same data presented in a visual way, using a heatmap. The story becomes more clear. Frequently bowling here Blue crosses mean wickets – this is good
- 7. My advice would be simple – bowl more here. Bowl less here Bowl more here
- 8. Traditional analytics Hard to action Something is missing It’s similar with analytics and CRO. Using just analytics to improve your website can be difficult.
- 9. We’re missing evidence of the user and their perspective – what website did they receive? How did they interact with it? What kind of experience did they have?
- 10. Traditional analytics Easy to action Decibel Insight Putting behavioural insights into the process makes it easier to make good decisions.
- 11. Digital Customer Experience What they saw What they did The result It’s about understanding the digital customer experience more fully…
- 12. Decibel Insight is a set of tools designed to show you the digital customer experience for yourself - Session replay - Heatmaps - Form analytics - Funnels - Audience segmentation - Analytics & testing integrated - Works across devices - Hybrid-app compatible - Enterprise setup - ISO 27001 security
- 13. Watch back Troubleshoot Understand users Improve forms Optimize content Enhance testing Examine mobileFix broken pages Use Cases
- 14. What it Enhances Analytics Investigate anomalies AB/MV Testing Inform & evaluate testing Voice of Customer Understand feedback Personalization Analyze impact
- 15. Replay Example Use Cases - Users were seeking information - Struggled to interact with the pages - Found circular navigation - Found broken interactivity Utilities company – discovered issues with their contact us page causing users to get frustrated. - User asked for email twice - Error messaging missing - Struggle to complete purchase - Simple fix to form Clothing retailer spotted challenges with new account setup: - Unresponsive buttons - Broken menu expansion - Visitor clicks multiple times - Clear frustration expressed! Electronics retailer found broken mobile functionality that was spoiling user experience:
- 16. “An ounce of real life is worth a pound of theoretical debate” Emily Franson Director of Web Marketing Novell Forget about guesswork, speculation and gut instinct. They’re the enemy of good site optimisation.
- 17. Get a fresh perspective Phil Haslehurst @decibelphil This is me. Drop me a line and follow me on Twitter – and let me know if you’d like more information about this presentation.
Editor's Notes
- Did you know that the human brain processes visual information about 60,000 times faster than it processes what it reads in text or numbers?
- That’s what makes it quite difficult to quickly make sense of this written description of a sequence of events.
- But enables you to quickly understand what’s happening when you actually see that event happening for yourself. Our brains are just better designed to handle the visual, than to parse nuanced meaning from text and numbers.
- That was an example with some words that were tough to decipher. How about some numbers? Take a look at this set of numbers from a cricket match. The figures are describing a bowlers bowling. It’s quite difficult to really get the story of the data here, unless you’re really into cricket, or have the time and inclination to really delve into the figures.
- When we present the data in a different, more visual way, it becomes easier to understand. Here I’ve made a heatmap that shows the frequency with which the bowler bowled the ball in certain areas – the hotter the area, the more often the ball landed there. We’ve also got the blue crosses, which show the deliveries that actually led to wickets.
- I’m not a cricket coach, but if I was to offer this bowler some advice, it might be to focus his bowling in this area, where he’s having more success, rather than in the areas where he’s wasting effort.
- You can draw similar parallels with web analytics and conversion rate optimization. Trying to use web analytics alone to see how to improve your website can be really difficult. You can be the smartest mathematician in the world with a great eye for data, but it’s still very difficult to use the sets of figures and charts found in web analytics tools to get all the information that you need to make improvements to your website.
- What’s missing is the ability to see evidence of real user behavior. We know the website we send to them, but we don’t know what they receive, how they’ve interacted with it, the technical aspects of their experience and the user’s perspective.
- When you put behavioural insights into the optimization process it becomes far easier to make good business decisions.
- In short, we’re looking for deeper understanding of the digital customer experience. What the visitor saw, what the visitor did, and the result of their journey.
- Decibel Insight enables you to actually see the digital customer experience for yourself, with your own eyes, through heatmaps, session replay, form analytics and more. These tools are here to help you understand why a user or group of users behaved in a certain way. What’s more, this stuff is easier to understand if you’re not a genius at web analytics, which opens up the CRO process to a wider audience – it’s compelling and easier to action than denser, harder-to-interpret sets of data.
- There are a wide array of use cases – our clients use our software to watch back user journeys, spot friction and frustration, find ways to improve their website layouts, copy and architecture. They use the insights gleaned from our software to inform split tests and personalisation.
- It has wider-reaching possibilities than just enhancing web analytics. Our software is designed to give you a full view of the customer experience: help you create better hypotheses for your testing programmes, get wider context around the feedback you get through VOC tools, and understand the impact on user behavior that personalisation has.
- I hope you can see from those few examples that this isn’t just fluffy stuff. By building audience segments and honing in on relevant groups of visitors it’s easy to find lots of actionable insight from session replays. And I’ve not even touched on other stuff like heatmaps, funnel reports, form analytics. Each of those adds another layer of depth to things. Our client, Emily at Novell, put it nicely when she said that “an ounce of real life is worth a pound of theoretical debate”. By building an evidence-based approach to CRO, you can achieve far better results. The findings that Novell have made through customer experience insights have led directly to improvements that have increased revenue for the business. What’s more, the insights they’ve gathered are being used at board level to get senior people in the business excited about innovation in customer experience and the possibilities this creates for them.
- This is me. Drop me a tweet, I’d love to hear from you.
- This is us. Head over to our website to find out more and book a demo or take a free trial.