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.