Online Content Marketing Differs From Social Media Marketing

Mitch Schneider
November 26, 2013

Bob Geller, president of Fusion PR, just released his latest gem on Mazimize Social Business. In his latest piece, Don’t Let this Linchpin Wreck your Content Marketing, he talks about how online content marketing differs from social media marketing by relying on websites and pages as homes for content.

content marketing 298x300 Online Content Marketing Differs From Social Media Marketing

“The Content Marketing Institute explains: “The center of gravity for content marketing is a brand website — whether a branded URL like AmericanExpress.com or a microsite for a brand’s specific product, like Amex’s Open Forum. Social networks are vital to the success of content marketing efforts, but here, Facebook, Twitter, and Google+ are used primarily as a distributor of links back to the content on the brand’s website — not as containers of the content itself.”

The content is often part of an effort that’s designed to attract prospects, capture their info, and bring them into the sales process. The goal is to use the content to entice and engage customers and coax them back to home base (just like with inbound marketing).

So, while you do need to ensure that the content is effective and of the highest quality, your efforts are for naught if the website doesn’t deliver.”

Continue reading the post on Maximize Social Business.

 

Four Segmentation Tips for Your Website

Mitch Schneider
November 14, 2013

Guest Post: Eliza Savov

Segmenting your data to identify differences across visitor groups has become a must in the analysis of user behavior. So much so, that analytics guru and Digital Marketing Evangelist Avinash Kaushik, said simply that “All data in aggregate is crap.” Every major analytics tool provides options for segmentation, but it is up to the analyst’s experience – and often creativity – to apply the right ones to get actionable insights from segmented data. While segments like traffic source or traffic coming from mobile devices have become almost a standard, segmentation can become trickier when you want to differentiate between different patterns of visitor behavior inside the pages you’re analyzing.

Form Analytics Segmentation Four Segmentation Tips for Your Website

ClickTale uses segments to visualize differences in visitor behavior in heatmaps, or applies segmentation to conversion funnels to see how and to what extent different visitor groups reach a website’s goal. In addition to classical filters like bounce rate, entry pages and marketing channel, ClickTale offers segmentation options that enable you to compare visitor behavior based on actions they executed or did not execute on your site. Here are some segmentation practices we often use, and some trends we have observed.

  1. New vs. Returning Visitors – the updated ClickTale algorithm detects whether a visitor returns to the site beyond the default 30-day history. This segmentation option shows how visitors who know your site or are comfortable with it use it, compared to those who discover it for the first time. You can usually observe shorter time to (the first) click and increased interaction in login areas for returning visitors, who know their way to their areas of interest or have even become site members.
  2. Events – events are extremely powerful and flexible, as they let you to segment your visitors by almost anything. For example, you can create separate views for visitors who click a CTA button vs. those who do not interact with a page; this usually gives you immediate insights into where conversion obstacles might lie. We have often seen that visitors who do not convert tend to get ‘distracted’ in the final stage of a checkout process by the options for changing their order. In other cases, we have seen how a not-optimally-placed promotion can get in the user’s way towards a CTA button, or how a group of visitors who didn’t convert gets frustrated by clicking a nonclickable element and leave a page.
  3. Engagement Time – engagement time is a ClickTale-specific metric that gives lots of insight into actual visitor activity in your site. By segmenting visitors by engagement time that is higher or lower than the average for the pages you are analyzing, you can see which elements on a page keep visitors interested in what you have to offer. Be careful if you detect high login activity in the group of users with a short engagement time, however – you may want to exclude those from the segment as their behavior is not problematic. Look for patterns that show where and how visitors with short engagement time left the page; for example, to a specific page category, using copy/paste and search (visible in clusters of clicks around product titles), or using the Back browser button, indicated by heavy interaction in the upper left corner of the page.
  4. In very specific cases, you may find segmenting by Scrolling Distance very helpful. For pages in which the average fold height is very close to the average fold (as is usually the case in pages with large image galleries at the top), you may want to segment visitors who do scroll beyond those lines. Check whether there is a significant amount of interaction with content that remains out of your visitors’ reach, which should to be moved higher on the page.

Using these four tips you will be able to understand and compare visitor behavior based on actions they executed or did not execute on your website.

Please share your thoughts in the comments section or on Twitter, or Facebook where we are always listening.

Want to learn more about how the ClickTale system can help you optimize your website and increase conversion rates? Click here.

 

How Travel Websites can Benefit from Understanding Visitors’ Behavior

Mitch Schneider
November 14, 2013

Guest Post: Maya Hasson

Uncovering visitors’ usage patterns and adapting their online experience is essential in today’s saturated and competitive eTravel industry. At the same time, a lot of time and effort go into the upkeep of a travel website.

Travel Blog Piece How Travel Websites can Benefit from Understanding Visitors Behavior

The fruits of your labor are in the website’s conversion numbers. What if there was a way you could analyze how users scroll and click across your website? ClickTale’s Mouse-Tracking Suite lets you see your site through the eyes of your visitors. By tracking their mouse movements and optimizing their experience you can increase conversion rates and maximize your ROI.

After you analyze how people move with the mouse around your website, you understand their behavior, and can make simple changes that will keep them coming back.

Here are several recommendations that will help your website to stand out and you to maximize conversions.

Search Box

The most important tool in a travel website is the search box. In addition to the search query itself, there should be a lot of content surrounding the search box, such as Most Viewed, Recently Viewed (depending on your history), Recently Searched, and Promotions.

A great deal of money and resources go into this content to try to catch your visitors’ attention. However, by analyzing how people move with the mouse or scroll up/down in thousands of travel webpages, we learned that a great majority of visitors focus their attention on the search query only. They search for the specific destination they had in mind when they came to your page. So focus your energy in the search box. Provide at least three filters (no more) to cater to different user preferences, and don’t go overboard with the number of results on each page (the average visitor scrolls through only 10 results).

Personalization

Today, web salesmanship is all about personalization. Your visitors need to be swept off their feet and encouraged not to check travel prices elsewhere. Design and tailor your pages according to the specific profile, usage patterns and behavior of your visitors. Segment your audience by age, gender, geography and many other filters. The more you segment and break down your visitors, the better your chances are of narrowing down specific customer profiles. If you want to sell travel packages to the Caribbean, for example, maybe your target visitors should be residents of London where it’s always raining.

Calendars

Calendars usually have either a drop-down menu or an actual calendar appearing when people click. Visitors tend to interact more with an actual calendar than with drop-down menus. Make sure the functionality of the calendar is such that the search is made easy, without causing frustration or page abandonment.

If they are looking for a flight, for example, after they select the departure date you want to automatically update the arrival date with a day +1 to be the default. This is a great practice that enables them to go through the process as quickly as possible. The same applies to hotel booking. After they select the check-in date, provide them with a range of prices within a period of, for example, ± 3 days. This prevents them from going back and forth to compare offers and makes their navigation more flexible and pleasant.

If you want to reap benefits from analyzing the way users scroll and click across your website, ClickTale has a plan for you. The ClickTale Priceless™ Plan offers everyone the possibility to maximize their website’s potential, obtain insights about how their visitors interact with their web pages, and increase conversion rates – all free of charge. The Priceless Plan offers four types of heatmapsMouse Move, Mouse Click, Attention & Scroll Reach – for all your webpages – so you can better understand how hundreds of visitors behave in aggregate.

 

Please share your thoughts in the comments section or on Twitter, or Facebook where we are always listening.

Want to learn more about how the ClickTale system can help you optimize your website and increase conversion rates? Click here.

 

A Case Study in B2C Services From Our Partner Pakua

Mitch Schneider
November 6, 2013

A few words about Managers Online:

Manager Online is a career site, where businesses can post employment opportunities and online users can search for jobs. It was founded in 2001, when the internet’s popularity in Brazil really took off.

Manager Online A Case Study in B2C Services From Our Partner Pakua

The Challenge

Manager Online was struggling with a host of usability pitfalls, causing only 2% of visitors to successfully register. We realized that the homepage was in need of a complete redesign. Visitors specifically had a hard time while completing the checkout form and would often abandon the registration process, and the site as a whole. Additionally, there weren’t any filters or menus on the search page for visitors to easily navigate the site.

Manager Online HP A Case Study in B2C Services From Our Partner Pakua

Improving the Search Page

Manager Online HM1 A Case Study in B2C Services From Our Partner Pakua

The Scroll Reach and Attention Heatmaps showed us that 60% of visitors scrolled down enough to view only the first 5 items on the results page even though it had 15 job opportunities!

 

 

 

 

Manager Online HM2 A Case Study in B2C Services From Our Partner Pakua

Using the Mouse Click Heatmap, we discovered that the major call to action (register) was not being clicked on enough.

We also found that job-seekers were only reviewing the results on the first 3 pages.

 

 

The Homepage: Before & After

Before

Manager Online HP1 A Case Study in B2C Services From Our Partner Pakua

 

 

 

Using ClickTale we identified that the homepage needed to be geared towards getting visitors to register. It therefore needed to be uncluttered with the addition of a clearer key call to action.

 

 

 

 

 



 

After

Manager Online HP2 A Case Study in B2C Services From Our Partner PakuaThe changes in the Homepage included:

Registration box moved higher, larger, simpler with bright yellow button.

  • Text in the “Register” call to action now reads “7 days for free”.
  • All other content on the page that wasn’t essential was removed.
  • The filter search call to action was lifted higher on the page.
  • The addition of a display of current job opportunities in real-time

 

 

 

 

 

 

 

Results

  1. We increased registrations by over 50% and now always convert over 3%.
  2. Following the changes, the Alexa ranking of Manager Online rose 30%.
  3. The redesign of the search pages has made space for ads which will create a new source of revenue for the business.


Please share your thoughts in the comments section or on Twitter, or Facebook where we are always listening.

Want to learn more about how the ClickTale system can help you optimize your website and increase conversion rates? Click here.

 

 

PAKUA is a ClickTale´s Certified Partner in Brazil: “Gostamos de tecnologia e temos expertise do negócio dentro do segmento de marketing e de comunicação corporativa. Esta união de experiências e de conhecimentos, faz com que a Pakua ofereça aos seus clientes um atendimento diferenciado e o desenvolvimento de diversos tipos de projetos para atender as necessidades deste público-alvo.” http://www.pakua-it.com.br

CLICKTALE is the leading company in Customer Experience Analytics, the next generation of web analytics solutions, monitoring website visitors’ complete online behavior and providing deep insights that help companies improve online customer experiences and increase revenues. Visit www.clicktale.com or contact us at sales@clicktale.com

How to Get the Most From Your Website A/B Testing

Mitch Schneider
November 6, 2013

Guest Post: Ramel Levin

 

In today’s conversion-driven digital markets, A/B testing is a fundamental tool that takes the guesswork out of website optimization. It is a great way to quickly try to improve the design and performance of your web pages.

AB Testing How to Get the Most From Your Website A/B Testing

This short article discusses three specific issues that can improve your A/B testing and lead to better website optimization:

  • Data-driven versus user experience-driven testing
  • Audience segmentation
  • Testing procedure

Before You Start

A/B testing is a valuable tool that enables the comparison of two versions of a web page to identify which of them elicits more responses, causes more visitors to subscribe to a service, or leads to more conversions. But how do you choose which pages to test? And on each page, what elements should you test?

You can start with best practices. Most web analysts will recommend testing calls to action, the content placed above or below the fold, and the structure of a registration form because all of these can lead to quick wins and have a strong impact on conversion.

You can also make a hypothesis about which areas of a page may be causing frustration or abandonment. This process can be aided by in-page web analytics, which monitor your visitors’ behavior on the page (including where they are clicking, hovering or abandoning a funnel) and provide insights into which page elements to A/B test.

1.     Data-Driven Versus User Experience-Driven Tests

Data-driven A/B testing relies on hard numbers, including on the mathematical analysis of how people use your webpages, click different elements and interact with every section. It is based on statistics, calculations, responses to questionnaires and/or feedback forms that you ask your visitors to complete. Data-driven A/B testing is structured, stable and easy to measure.

User experience (UX)-driven tests, on the other hand, are based on hundreds or thousands of theories involving issues like font type, font size, color, position of the call to action, page design and more. In many ways, user experience is related to creativity and personal opinion, which are very hard to measure.

Data-driven A/B testing should be your goal. Gather as much significant data as possible, structure it to ensure high-quality results, test and analyze it, and draw conclusions. The result of the A/B test of your home page may lead to the conclusion that no changes are required. However, if the test was conducted scientifically using large amounts of data and relying on tools that provide you with insights into your visitors’ behavior, then you will know the results of the test are valid.

2.     Segment Your A/B Test Audience

Today, more and more companies personalize their web pages to more accurately deliver their messages and campaigns to different target audiences. To accomplish this, it is important to be able to segment visitors. For example, you can segment the target population of an A/B test by new versus returning visitors. If you sell a service to which your customers are already subscribed, you do not want to offer them something they already have, but rather show them a page with other supplementary products, a training video, the page of your support organization or information about how they can maximize the benefits of your service.

This methodology is also known as targeted A/B testing; you do not test with everybody…only with specific segments of the target population. As author Avinash Kaushik states in Web Analytics 2.0, “Absolutely nothing is more important in analytics than segmentation. Why? Because monoliths don’t come to our websites. I know that seems like such a shock. Yet most of our reporting and analysis happens at an aggregate level…Different types of visitors come to your website. And they all come with different intentions, with different problems or solutions, and with different personas. This unique phenomenon mandates that you have a very effective and persistent segmentation strategy as part of your web-analytics process.”

Other popular segmentation options for A/B testing include:

  • Geographical location—This is useful if you’re considering localizing your website or if you wish to further outline the services you provide to specific locations (for example, shipping).
  • Source—This method enables you to segment your visitors according to what brought them to your website (e.g. PPC campaigns, social channels, email campaigns or organic web search). It is very useful when you’re trying to measure the success of a campaign or when deciding on your company’s marketing budget.
  • Previous behavior—You can target your message or campaign based on whether a visitor has previously shopped on your site, visited but not shopped, or has items in the shopping cart from a previous visit. It also allows you to assess the user experience and make improvements where necessary.

If you want to test other behavioral aspects like how visitors respond to a color or message, you can run a multivariate test or factorial experiment to test different combinations of different sections or elements of a page.

In summary, segmentation provides an infinite number of possibilities for tests that you can run, further perfecting your optimization cycle.

3.     Test, Test and Retest

Many businesses make the mistake of A/B testing a web page, analyzing the results, making the changes (if the results of the A/B test show that changes are indeed needed), and then moving on to another page.

This should not be the case, however. After running the A/B test, you may learn that your original hypothesis was incorrect, that the results are inconclusive, or that both versions of a tested page had the same conversion rate. This does not mean you should stop testing; it only means that you should go back to the drawing board, study your visitors’ behavior, make another hypothesis and test again. This is the only way to ensure a continued process of optimization.

Testing is a cyclic and iterative process. You can run many tests on different sections of the same webpage or test a single element (for example, a call to action) across several pages. Moreover, user preferences change over time, the devices they use to interact with your website are constantly advancing, and you want to make sure that they always have an optimum experience and that they keep converting. This can only be achieved through continuous testing.

What’s Next?

After collecting the data, segmenting it, conducting the test, analyzing the results and making the changes, you can move on to understanding why one version performed or behaved better than another. This can be achieved with in-page analytics tools like heat maps, visitors’ recordings and form analytics. These provide actual insights into your visitors’ behaviors when they interact with your pages, explaining why they reacted differently to each version.

The visualization of people’s actual behavior online will help you draw conclusions that you can implement across all website pages, so that you can enhance your visitors’ experience, increase conversion and improve your bottom line.

 

 

Ramel Levin 140x140 How to Get the Most From Your Website A/B TestingAs VP of Marketing, Ramel is responsible for the ClickTale brand, marketing communication, marketing acquisition and retention.
Ramel has over 20 years in the Hi-Tech Development & Marketing industries. Prior to joining ClickTale, he was the Marketing Director at Panaya, where he led the company’s entrance into new markets as well as grow existing markets. Earlier in his career, Ramel was Marketing Director at ARX for over 6 years and was also the founder of WorldMate, where he led a mobile bootstrap from inception to a multi-million dollar revenue company.
Ramel holds an MBA from Hebrew University and a B.A. in Psychology & Computer Science from Bar-Ilan University, both in Israel.

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