This past holiday season, Cyber Monday became the single top spending day in history, raking in an impressive $1.25 billion. Little by little ebusinesses are doing their homework, getting a deeper look into the online customer experience, improving site navigation, optimizing online forms, and paying attention to usability and optimal design. Round of applause, please.
Yes, yes, this is all very well and good. But, each new year triggers new web standards and design trends, and 2012 is no different.
Over the past year, ClickTale has worked with and helped an elite group of etravel heavy weights, to get ready for the influx of holiday travel visitor traffic. After gathering over 23 million visitor recordings of data during this time, we have documented, defined, and now we deliver a powerful knowledge base of actionable steps to improve your own site’s performance for 2012 in our Online Travel Best Practices Whitepaper.
For your own free copy of our Online Travel Best Practices, just click HERE.
Below, I count down my 7 favorite whitepaper takeaways that can apply to any ebusiness New Year’s resolutions, in any industry.
7. Visualize your visitor data rather than simply collecting it in a vacuum.
Numbers are great for quick data and structured reporting. But numbers can’t explain the customer experience on your site. Heatmaps, conversion funnels, and visitor recordings are all great visual tools that let you observe visitor behavior on your website as it happens.
6. Understand how many search results your visitors are willing to scroll through on a webpage.
**The average visitor only scrolls through 10 search results.
a. The Hesitant/Cautious shopper (Just wants to contact you)
b. The Comparison Shopper (Wants the best deal)
c. The Determined Shopper (Just wants to shop)
4. Research your most popular keywords that should be used in your ad word campaigns to effectively structure your paths to conversion from one landing page to the next.
Use segmentation features to break down your visitors and narrow down specific customer profiles.
3. Do not let visitors who arrive from a Google search results page land on another search page on your site.
This will just overwhelm them and send them bouncing.
2. If visitors are quitting in the middle of the form, then you will need to know at which specific fields they are quitting and why to improve conversions.
Form Analytics highlights the strengths and weaknesses of each field, while finding form errors in the process.
And, drumroll, please…
1. Be your own website.
While it is good to learn from the successes of other popular websites, their design might not work in the favor of your own site usability. Popular webpage elements can be placed in altering locations on the page. By analyzing your own visitors’ behavior, you will know which layout works best for your website to encourage conversions.
To read and learn more, see our Online Travel Whitepaper.
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