Reallymoving.com, a comparison website that helps people find the best price for moving services, increased their conversion rate by 18%, engagement time by 52% and reduced bounce rate by 10%.
A few words about Reallymoving.com:
Reallymoving.com provides price comparison quotes on a range of moving services including removals, conveyancing and surveys. Launched in 1999, the site currently generates leads equivalent to 40% of the moving home market in the UK.
Challenge and Strategy
Crafted Media were tasked with redesigning their quote pages in order to generate an improved conversion rate. This would enable them to drive efficiencies in PPC spend, as well as convert more leads from their organic traffic sources.
Due to how successful they already are, a key challenge was introducing a new form design which needed to “hit the ground running” to ensure a steady flow of quotes. They couldn’t afford to have a period of trial and error while improvements were found. We focused on a period of intensive research through ClickTale, around user behavior and identifying possible abandonment points or unclear actions.
Optimizing Forms with ClickTale
- Uncovering common usability obstacles
At first we focused on the aggregated data, particularly on the Mouse Move and Attention Heatmaps. Through these we could identify areas of the form that people were missing, resulting in an error message and possible abandonment, as well as whether they were searching for supporting information or being drawn away from the form into other areas of the site. Through this we identified several form fields which weren’t getting the appropriate level of attention, as well as possible distractions that would take a visitor away from the conversion funnel.
- Diagnosing the problem based on individual recordings
Once we had the overall view we spent a lot of time viewing individual visits moving through the forms. Here we were particularly looking for specific use cases that weren’t handled in the best way. An example was that the date field required a four digit year, yet there wasn’t a specific error message explaining this and we noticed several visitors drop out at that point. In the new form we had a relevant error message and the option of using a date picker calendar, reducing friction at that point.
- Reacting to unusual funnels
We also noticed lots of people moving through to pages such as “about us”, looking for more information on the site and its offering. We segmented the visits into those from paid search and it was particularly prevalent, presumably as people were being delivered directly to the form from a suitable action-orientated search phrase. Due to this we felt we needed to strengthen the comfort element of the forms, and give people reassurance on the quote page, keeping people in the funnel.
- Segmenting by different customer needs
The scope of the project was for a redesign for the quote page across all 5 services offered by Reallymoving.com. Therefore it was crucial we were able to segment the ClickTale data by the different pages. This granularity ensured we were making informed decisions on individual pages, rather than simply focussing on the whole, which might not translate to the specific services.
Analysis and Findings
Once we had collated the findings from ClickTale we sat down with the design and copy teams and looked at messaging and layouts. Having ClickTale was a key element of that process as we could easily refer back to actual user experience examples when looking at Form Analytics or Attention Heatmaps.
The new form was a significant departure from the old one and was designed to solve as many issues raised by the ClickTale data as possible.
The new form designs were A/B tested against the old using Google’s Website Optimiser and the results were significant. The benefit ranged from an observed improvement in conversion rate of between 8% and 18% across the 5 different services.
We reduced Bounce Rate by between 5% and 10%, but a key metric was an improvement in the time on the page of between 28% to 52%; clearly showing much greater engagement with the forms. Overall, there was a significant increase in the number of inquiries generated by the new forms.
Using ClickTale we continued to optimize the forms and went through an iterative process with additional tweaks as a result of user tracking which increased the conversion rate on an ongoing basis.
Watch on demand this 16 minutes webinar about the ClickTale Side-by-Side Heatmaps and get answers to the following questions:
- Do you segment your visitors but cannot visualize how each group interacts with your pages?
- Do you run A/B tests but don’t really know why visitors reacted differently to each version?
- Do you want to be able to compare visitors’ interactions before and after specific design changes?
See the new ClickTale Side-by-Side Heatmaps – what they look like, how they interacts with and how they can help you optimize your website for more profitability!
Want to learn more about how the ClickTale system can help you optimize your website and increase conversion rates? Click here.
On occasion, when faced with the simple question ‘Is being a digital analyst rewarding?’ the answer comes effortlessly: ‘Absolutely, yes!! Being part of an everyday revolution is life inspiring. Striving to create perfect digital journeys here at Jellyfish by testing, optimizing and daily mapping new user behavior, receiving new test results and insights into the different sections of these journeys, is breathtaking’.
In my heart, digital analytics is all about the passion for technology that can offer a market solution; about pure creativity in building ways to recreate your users experience so that you can learn from it; and about investigating to come up with the users’ facts: How do users actually interact with different elements and approaches on a page? How does a specific targeted segment’s behavior deviate from the average when on a specific device? How do these metrics change after testing a variation of a page based on a optimization hypothesis? As an optimizer – This type of data, plus reliable analytics tools & user behavior monitoring platforms that capture and effectively visualize them, are for me an absolute prerequisite before engaging with optimization projects at any level.
One of the main challenges for digital analysts in the next two years will be to choose the right set of methodologies or platforms that will offer effective visualization and data mining UIs (for example, natural language). These could in seconds give us the gist of millions of multidevice user journeys with provision for the latest developments in behavior-tracking technology, big data, mobile and multichannel attribution modeling based on segment personas globally, while correctly anticipating the next moves of the big players.
With many areas of the user/shopper’s behavior and interactions still unexplored, digital analytics is a field full with promises that will continue to grow exponentially in years & decades to come. It will also incorporate into its rationale neuro and cognitive science findings, enriching our digital media everywhere around us, and the different ways that they get integrated into our life, creating our daily ever-changing digital universe.
READ THE FULL PRESENT AND FUTURE OF DIGITAL ANALYTICS PAPER AND DISCOVER INSIGHTS FROM SOME OF THE BEST DIGITAL ANALYTICS EXPERTS FROM RUSSIA TO LATAM, PASSING FROM EUROPE AND THE US. DOWNLOAD THE PAPER HERE
Did you hear? We’ve just announced the enhancement of our product offering with powerful new Side-by-Side Heatmaps. These new heatmaps provide unprecedented insights into online consumer behavior, helping companies boost site effectiveness by:
• Revealing the causes of why an A/B test succeeds or fails, and providing insights for future tests
• Understanding behavioral differences in different marketing campaigns and how to optimize marketing spend to maximize ROI
• Easily identifying bugs and glitches in different browsers and mobile devices
What does this mean? We are always striving to roll out new and innovative solutions for our customers. Side-by-Side Heatmaps help to empower businesses to customize digital experiences through targeted landing pages, calls to action and campaigns, based on their users’ unique cultural, geographic and demographic segments. By placing heatmaps side-by-side, the ability to identify differences and potential improvements becomes more apparent, thereby helping businesses save time and resources in their analysis of website behavior.
• To read the full press release, click here
• To register for an educational webinar, click here
Want to learn more about how the ClickTale system can help you optimize your website and increase conversion rates? Click here.
A few words about Shakenkan
Shakenkan is a chain of garages based in and around Tokyo that specializes in helping car-owners to pass the mandatory car inspection every two years. Shakenkan has traditionally distributed thousands of paper flyers, but have found that this technique is not very cost effective. Their strategy has therefore gone more online where the goal of the website is to generate reservations.
Challenge and Strategy
Principle Co. were tasked with increasing the conversion rates of visitors making a reservation at their local Shakenkan garage. There were three main areas of the site where they used ClickTale in order to increase conversion:
- Driving Visitors from the Homepage down the Conversion Funnel – The homepage is the most popular landing page with 34% of visitors landing there. What do visitors look for when they first arrive on the website?
- High Abandonment Rate on the Pricing Page – The price chart page is the most viewed page on the site. Many customers are price sensitive and Shakenkan is conscious that they are not the cheapest available on the market. Visitors are always going to check the pricing page so what more can be done to ensure that visitors don’t abandon the site after checking the pricing?
- Low Form Completion Rate – A disappointing 20.32% of visitors who reach the reservation form actually go ahead and complete it. What can be done to ensure that a higher percentage successfully complete the reservation?
Analysis and Findings
Removing Two Steps of the Funnel by Optimizing the Homepage ClickTale’s Mouse Move Heatmap and Click Heatmap showed that of all the content on the homepage, visitors were most interested in finding information on the location of the garages. They were therefore searching for a link to the garage information page. Since customers have to bring their cars to the garage, it made sense that the location is one of the most important pieces of information for visitors.
To address this need, rather than forcing visitors to click through to another page, they decided to include a map on the homepage. The map also included pins indicating the location of all the branches with all relevant contact information.
Before the change, visitors had to make at least two clicks before finding this vital information.
Adding a Highly Appealing Call-to-Action on the Pricing Page
The Mouse Move Heatmap of the pricing table shows that there is great interest in the prices. Shakenkan were aware that their prices were not the lowest around so in order to prevent a high abandonment on this page, they needed to divert attention elsewhere. One of the more unique aspects of their offering is that customers can use credit card, which many other competitors do not offer. Realizing that a cashless payment was a Unique Selling Point, they added a large button below the pricing table which says “Shakenkan’s service is Cashless” and leads to the page where detailed information is listed. This way attention was diverted from a weakness to one of their strengths.
On analyzing their reservation form with ClickTale Form Analytics, they revealed that a massive 66% left the form without interacting with it at all. They concluded from this that the form was so long that it was an immediate turn-off for potential customers.
Furthermore, according to ClickTale’s Drop Report, the fields which visitors were more reluctant to fill were related to specifying a time to bring the car to the garage. Not everyone knew the answer and many were therefore abandoning the form as a result.
All unnecessary fields were removed, which immediately reduced the number of fields from 18 to 11. In addition, for questions related to specifying the time to bring the car to the garage, they added the message in red letters stating “You don’t have to fill this out if you don’t know”.
The addition of the interactive map on the homepage, cut out two steps of the funnel, and increased the conversion rate by 88.2%.
After emphasizing the cashless payment method on the pricing page, abandonment was significantly reduced and conversion rates from the pricing page increased by 23.45%.
The reservation form completion rates increased by 71.1% by removing seven fields and more clearly stating when a field was optional.
Guest Post: Udi Zisquit
Segmenting your data when analyzing and optimizing your website is crucial for creating a successful and pleasant experience for your visitors. Analysts and website managers know this, and will often use the classic segmentation filters developed over the years in various web-analytics tools (country, languages, device type, etc.) in order to further understand segment groups and optimize their website. But are these really the segment groups you should be focusing on?
When observing behavioral differences and varying conversion rates among visitors from different countries, analysts will easily conclude that visitors from different countries have different customs and rituals and therefore react and behave differently on their website, and will leave it at that. Such notions are based on existing preconceptions and stereotypes regarding people (Germans pay attention to details, Japanese only buy high-quality products, and Americans are patriotic and attracted to red, blue and white, etc.), and canc lead to many missed opportunities as we fail to adequately optimize our website for our desired audience.
We may believe that the behavioral gap between Japanese and American online consumers is too vast to reconcile and cater to at once, but ClickTale’s latest analyses are showing us that, in fact, there is much more in common between a Japanese and an American teenager both of whom, for instance, wear organic jeans, listen to Jazz and are both members of Greenpeace, than among consumers in any specific geographic location.
Websites (and the products or services they offer) are designed for groups of people who share the same values and meanings, and therefore in order to adequately design, optimize and advertise your website, you must segment your traffic by meaning.
Aside from cases in which regulatory restrictions exist or if our website, simply doesn’t cater to certain geographies (language barriers, shipping restrictions, etc.), we should see no substantial differences in conversion rates and behavior among similar visitors – at least not on a geographic or cultural basis.
Let’s demonstrate: As we first segment our conversion funnel by country or language, we will probably see large discrepancies in traffic size and conversion rate. But now let’s add a few additional filters and start specifying who exactly we’re interested in: male visitors, new to our website, who arrived through a specific marketing channel and whose previous page was greenpeace.com. As we add these filters, we will see a drop in traffic size among all countries, but the conversion rates will start levelling.
Website owners need to focus on the meanings and values that their visitors share while breaking any geographic boundaries. The demographic filters need to be reevaluated and redefined. Combining and integrating different advanced traditional and in-page analytics tools allows for such filtering and advanced segmentation, and guarantees a more successful user experience for your real customers.
The web-analytics landscape has changed dramatically in recent years, with marked shifts in how content is viewed and how people interact with websites.
2013 has been an extremely interesting year. With the growing penetration of mobile commerce, visitors’ browsing habits are continuously changing and adapting alongside the new devices that flood the market. At the same time, marketing spend has been increasing, and the measurement of ROI and the effectiveness of this spend make web analytics and optimization a sought-after skill. Now that companies understand the huge potential of online business and the importance of providing an optimum user experience, they are investing more in hiring experts, in tools and applications and in ongoing processes of optimization, namely testing.
Digital Analytics Is Now a Profession
In 2013, we have definitely seen analytics gain a place of respect in the organization, and more specifically in marketing departments. Companies that take their online business seriously have established proper digital-analytics teams, or hired digital analysts for key positions across the organization, shifting the entire organization towards metrics-based decision making.
This shift has increased the demand for digital-analytics professionals. If we take a look at www.monster.com, for example, we see at any given time at least six or seven job titles relating to web analytics, including web analytics consultant, web analytics manager, and digital analytics specialist, to name just a few. Although there are very few official certifications and education programs in the field, analytics knowledge and skills are currently highly appreciated by the market, with experience in the usage of specific analytics tools being a prerequisite.
Another aspect of the market’s maturity is the split between acquisition, conversion and retention of visitors, and the way the three relate to user experience. Marketers today realize that these three fields can be quite different, but all of them must be measured, and all organizational efforts from advertising to product development must be data driven. This year businesses finally realized and began leveraging the huge potential of the enormous amounts of data at their disposal, and are spending more money on people and tools in order to maximize their online business revenue.
A/B Testing, A/B Testing, A/B Testing
In 2013, A/B testing was hot!
As businesses began taking web optimization and user experience more seriously and brought analytics professionals into their organizations, they also became more aware of the value of A/B and multivariate testing in attaining their objectives.
Companies now know that they should not make webpage changes and launch them without testing. They should not presume to know what customers want or like; rather, they should use all the tools available to test, visualize, and analyze their visitors’ preferences.
Craig Sullivan said it nicely in his Humility and UX post in google+:
“… I’m convinced I can be sure of much less now, because my split testing work has showed me the trap of ego and opinion. I spent a lot of time being extremely confident about my design work that I now know to be just freaking guesses. … I now measure and try much more stuff and the humility comes from learning that sometimes all your mojo isn’t good enough. The thing that your brain really wanted to be best doesn’t work out when you check the stone cold hard facts and data.”
A/B testing is about optimizing the presentation of products or services. Competition may be fierce, and a company’s website may be the only tool at the disposal of the business to differentiate itself from its competitors.
For more on A/B testing, read our blog post How to Get the Most From Your Website A/B Testing.
2013 Was the Year of Mobile
2013 was the year of mobile. While the industry has been ‘talking mobile’ for years and expectations have been rising steadily, this was the year that we finally saw the surge and mCommerce soared.
With so many mobile devices on the market, the number of people using their tablets and smartphones to browse and shop online has skyrocketed. This tremendous increase in mobile traffic has led companies to invest heavily in their mobile presence.
While mobile has opened new windows of revenue, it also poses many challenges. Where to start when designing a new experience? When is it appropriate to redesign existing ones? Are the same customers coming from different devices or are we looking at completely different segments? How is all this spend measured?
Mobile has become a super-important segment, where it is absolutely clear to most marketers we do not know enough. We do know, however, that there is no ‘one-size-fits-all’ paradigm and that there is still a lot to learn and improve.
Undoubtedly, the investigation of mobile traffic and understanding visitors’ browsing behavior is one of the main challenges the industry takes with it into 2014.
What’s in Store for 2014?
While web analytics and web optimization certainly reached new heights in 2013, there is still much ground to cover. Going forward, we will see numbers and data-driven analysis gaining more importance. Organizations will become much more data-oriented in their decision making; they will continue to spend on tools, and even more importantly, on competent, experienced analysis professionals. We will see more disciplines and models integrated into digital analytics, including continuous testing, as well as more emphasis on the need to understand the ‘life’ behind it all – the behavior and psychology of online consumers.
These trends will also see more companies committing to web optimization and to continuously improving their website, striving not only to increase conversion and engagement, but also to provide a more satisfying user experience.
The digital world will only become more competitive while consumers will become even more sophisticated and demanding. Providing a compelling digital experience in both traditional web and mobile devices will become a much stronger differentiator between successful brands.
There is no better time like the present to celebrate ClickTale’s accomplishments this year!
I am proud to announce that we were recognized as one of the 20 fastest growing companies in Europe, the Middle East and Africa, according to Deloitte’s Technology Fast 500 EMEA . Earlier this year, we were also honored as one of the ten fastest growing companies in Israel as part of the Deloitte Technology Fast 50.
Our revenues have grown by an astounding 5,553% over a five-year period from 2008 to 2012. What makes this achievement even more impressive is that our growth was almost entirely funded by our customers, allowing us to bootstrap our way to success.
And our growth continues to hockey stick. In addition to gaining new happy customers every day, we are establishing closer ties with both customers and prospects via regular user meetings in both Europe and the United States, and continue to expand internationally, opening our offices in the United States in 2014.
To continue the momentum, ClickTale has also been nominated as the Best Israeli Enterprise Startup of 2013 by the Geek Awards. We are anxiously awaiting the results of this competition.
The future couldn’t look brighter for us, our customers, partners and employees – all of you play a pivotal role in our amazing growth.
I’d like to take this opportunity to thank each and every one of you and wish you Merry Christmas and a Happy New Year.
We would like to introduce you to Jessica Braman, a Customer Experience Consultant here at ClickTale. From daily client interaction and engagement management, all the way to the execution of a client-centric strategic approach, to developing a trusted adviser relationship with enterprise clients by delivering quantifiable value, Jessica has done it all. Check out this video to gain some insight into what Jessica has learned in 2013 and how you can apply it to your website in 2014.
This post goes out to all the procrastinators out there, you know who you are. You’ve waited till the last minute again and you’ve found yourself giftless for that Internet marketer in your life. Black Friday and Cyber Monday have come and gone and now you have some serious work ahead of you to find that perfect gift.
We’ve searched the web high and low for you in order to bring you five gifts that will surely please that special Internet marketer in your life. These are really cool gifts that will definitely stand out and make you look like a real champ. Best of all, they are all under $50.
- Blue Sky Snow Globe
What better way to show someone you love them than with a snow globe that shakes blue crystals onto a Winnebago in the Albuquerque desert? This Blue Sky Snow Globe is a fond look back on Walt and Jesse’s humble beginnings. £24.99
- Ferrofluid Magnetic Display
Have you ever played with something so simple that you just lost track of time? That’s kind of how it is with Ferrofluid Magnetic Display. It doesn’t seem like much at first, but once you start playing with it you can’t put it down. $29.99
- Star Wars Lightsaber Thumb Wrestling
Do you remember saying this? “One, two, three, four – we declare thumb war” right after saying that you would flick your pointer finger out yelling “Tag Team!” and getting your opponent mad? However, that’s not how they must’ve done it long, long ago. Back then they did it with lightsabers. Now you can do it too! $10.89
- Google Chromecast HDMI Streaming Media Player
Why do you insist on watching videos on your smartphone, tablet, or laptop? That is so 2013! In 2014, we are using the Google Chromecast HDMI Streaming Media Player to stream online video and music right to our TV using our smartphone, tablet, or laptop. It’s extremely easy to set up and it works with Android, iOS, Chrome for Mac, and Chrome for Windows. $35
- Wipebook – Whiteboard Notebook
We’ve all seen how creatively people use whiteboards to generate cool and awesome ideas, right? But can you carry around a whiteboard with you wherever you go? It’s way too big and you would just look awkward walking the streets with it. However, there’s a new company out of Ottowa, Canada, that has created a portable version of the whiteboard called Wipebook. Wipebook converted the old whiteboard into a notebook that helps you generate great ideas where you go. A big positive is that you won’t have to waste a single sheet of paper ever again on those half baked ideas you’ve been having. $25.00 CAD