Four Simple Steps to Boost Conversions by 30%

ClickTale
April 21, 2010

Cyber-Duck helped OptimaSystems get incredible results in just 10 days!

Optima Systems is the UK’s leading office partitioning specialist, offering quality service and innovative design. They approached Cyber-Duck.co.uk, an award-winning London based digital agency, and asked them to help improve their conversion rates. They expected great results, but even they were amazed at the improvements!

“ClickTale was the obvious tool for the job,” said Lefteris Grammatas from Cyber-Duck “I am an active member on the Web Analytics Association and I follow many analytics mailing lists, groups and analytics experts’ blogs. We often use Google Analytics with ClickTale as they complement each other perfectly.”

snip Four Simple Steps to Boost Conversions by 30%

Methodology

Cyber-Duck used ClickTale’s qualitative reports in conjunction with Google Analytics’ quantitative statistics to create a complete overview of what was happening on their website.

“Below are the four steps we took to get a massive increase in conversion rates:

  1. Business Scope: Using Google Analytics and our customer feedback we identified the key pages and key visitor behaviors that we wanted to review and optimize with ClickTale.
  2. Traffic Data: For every key page selected we measured its characteristics, including Attention Time, Bounce Rate, Visitor Type and which pages the users visited before and after. By doing this we provided an appropriate context to review the ClickTale reports.
  3. ClickTale Data: Next, we moved to ClickTale to review the heatmap analysis and quantify how visitors were using the page in terms of Scrolling, Clicking, and Hovers. We also used some of ClickTale’s more sophisticated tools such as the Advanced Filtering and Link Analytics’ Hover Conversion rate.
  4. Behavioral Data: Having these three layers of information available meant we were able to concentrate on specific issues during our observational analysis. By doing so we managed to understand users’ behaviors and trends very quickly, and came up with several actionable suggestions.”
snip2 Four Simple Steps to Boost Conversions by 30%

A visitor to the homepage unsuccessfully trying to get to a product page.

Optimization

Lefteris explains:

“We followed the above methodology and identified that many visitors were undertaking the following conversion path to register:

Homepage > Product Page > Registration

As the product page is a vital part of the conversion path, we scrutinized these pages using the ClickTale search tool. After watching just a few individual videos, we found that visitors were losing their way inside this page. These findings were then reinforced by looking at the Mouse Move Heatmaps. Improving customer flow within the product page therefore became our key objective.

This is how the page looked before:

product before Four Simple Steps to Boost Conversions by 30%

We achieved this by making two simple changes to the page design:

  • First we cleared up the top and sidebars. We removed unnecessary links and simplified the image.
  • Second, we emphasized the flow by highlighting the expandable areas of the page and replacing the arrows with “Expand +”

Here it is after our redesign:

product after Four Simple Steps to Boost Conversions by 30%

Watching videos of our homepage exposed two additional facts about our visitors’ behavior. First, visitors coming from Organic Traffic preferred to click on ‘textual’ links than on navigational elements or banners. And second, most of our “non-purchasing” traffic came to our site to download guides and whitepapers.

Using this evidence we made a hypothesis that if we made our PDF downloads available from our homepage via ‘textual’ links, and required users to register with us before they could download, we would see a massive boost in registrations.

So we changed the top right box on the homepage from this:

home before copy Four Simple Steps to Boost Conversions by 30%

To this:

home after copy Four Simple Steps to Boost Conversions by 30%

Once we were happy with the performance of the “Downloads” box, we implemented the change throughout the rest of the site, including the new product pages.

Results

Within just 10 days, our new layout was a clear winner! Our conversion rate had jumped by 30% and our bounce rate had dropped by 9%. What’s more, the visitor time on site had increased by 26% and the number of pages viewed by each visitor had increased by 19%. “We would never have been able to see such incredible results in so little time if it wasn’t for ClickTale,” Lefteris concluded.

All the tools used in this study are available to all our subscribers, so sign up today and learn how to optimize your website based on your customers’ actual behavior. Start increasing your conversion rates, minimizing your site abandonment, and maximizing your profits.

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13 Comments

  1. PumpUp Says:
    April 23rd, 2010 at 6:54 am

    Thanks a lot, really interesting.

  2. Webstandard-Blog Says:
    April 30th, 2010 at 12:45 am

    Very interesting evaluation based on the ClickTale-Tool. Thx for sharing those informations.

  3. L'outil ClickTale pour étudier le comportement des visiteurs. Says:
    May 1st, 2010 at 12:00 pm

    [...] simple de l’ergonomie d’un site commercial. Sur leur blog, ClickTale partage une étude de cas e-commerce intéressante puisque les résultats sont impressionnants : 30% d’amélioration du taux de [...]

  4. Summer Says:
    May 13th, 2010 at 6:59 am

    Thats a large increase in click-through rate, looks an interesting tool.

  5. news6boston.com Says:
    May 19th, 2010 at 11:38 pm

    [...] simple de l’ergonomie d’un site commercial. Sur leur blog, ClickTale partage une étude de cas e-commerce intéressante puisque les résultats sont impressionnants : 30% d’amélioration du taux de [...]
    +1

  6. rob Says:
    July 12th, 2010 at 5:24 pm

    I would like to see more case studies like this in future, thx

  7. Web Developer Says:
    January 28th, 2011 at 2:53 am

    An interesting article, I wonder how much screen resolution plays a role in this, I have a hd screen and most websites fit on the screen without scrollbars – meaning i see more of the page – but as a web developer I know some people still use 1024×768 resolution, i would imagine this means that the top parts of the page (the parts that are visible when the page loads) are .most popular.

  8. shmuls Says:
    February 1st, 2011 at 8:08 am

    With our segmented reports you can filter by screen sizes and fold height. So you easily compare the actions of visitors based on screen sizes.

    Enjoy :)

  9. Sarah Says:
    May 23rd, 2011 at 4:23 am

    This is awesome, I tried it on a site of mine and increased by CTR by 8%!

  10. prestiti senza busta paga Says:
    June 4th, 2011 at 12:11 am

    Reading this case study make me wish to try it on one of my real estate website. I am already getting very good traffic from google being on the top spot, but I would really like to push on conversions now.

  11. Asa Ronca Says:
    September 15th, 2011 at 2:44 am

    Four Simple Steps to Boost Conversions by 30% | ClickTale Blog – good page to take note of

  12. balwinder Says:
    October 19th, 2011 at 2:32 am

    For boosting conversions we need proper planning and tools. Thanks for the tips.

  13. pannelli fotovoltaici Says:
    July 8th, 2012 at 8:18 am

    A good post, I wonder how much screen resolution plays a role in it, I got hi def screen and most websites fit on the screen without scrollbars – meaning i see more of the page – but as a web developer I know some people still use 1024×768 resolution, i would imagine this means that the top parts of the page (the parts that are visible when the page loads) are .most popular.

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