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.

Integration Options to Increase Your Digital Marketing Power

Mitch Schneider
August 7, 2013

Do you want to understand how ClickTale Core integrates into your online optimization cycle? Walk with us through this webinar to see how you can increase your digital marketing power using ClickTale Core in conjunction with the leading tools and platforms in web analytics, A/B testing and voice of customer.

Seton ClickTale Heatmap Integration Options to Increase Your Digital Marketing Power

In this webinar you will see real examples of leading companies using ClickTale Core to gain further insights and knowledge about visitors’ behavior. It covers three case studies:

  1. RSA – Web Analytics Integration
  2. Brady Corp – A/B Testing Integration
  3. Hotels London – Customer Voice Integration

Don’t miss our next webinar. Register for ClickTale’s free live training sessions by clicking here!

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.

 

 

21 Great Tips on Website Form Optimization

Mitch Schneider
June 5, 2013

You can shed a lot of sweat and tears redesigning each page of your website, however if the last page of your funnel, the form(s), is not optimized with the same precision and personal touch as the pages before it, your time and money are as good as wasted.

ClickTale Giant Book Of Form Optimization 21 Great Tips on Website Form Optimization

Click here to download the eBook

After analyzing the forms of 830 of the web’s top performing websites, ClickTale has developed and summarized 21 of the most helpful tips in this easy-to-navigate Giant Book of Form Optimization. Learn all the key tips you need to personalize your web form redesigns according to both the industry and type of form you are optimizing, enabling your visitors to reach their goals, while simultaneously achieving your own.

This eBook is divided by the five usability components of web form analysis, including:

1)      The CTA (call to action)

2)      The Supporting Elements

3)      The Page Design

4)      The Form Field

5)      The Convenience Factor

Download the eBook if you want to optimize your forms for maximum conversions.

Please share your thoughts in the comments section below 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 the Experts Do Web Optimization

ClickTale
November 12, 2012

Wondering how to save 80% of your time on web page analysis? Or better yet, how to present your analysis reports at department meetings?

IMG 12112012 1150121 How the Experts Do Web OptimizationClickTale’s Time-Saver Project Template is meant for analytics beginners and buffs alike to help you achieve three goals:

✓ Maximize your website’s effectiveness
✓ Cut down hours off of your analysis processes
✓ Become a team leader amongst your colleagues

Page by page you are guided through the before, after and during of your website analysis process. All questions are already asked and next steps are already outlined.

Download The Time-Saver Template today!

ClickTale and Optimizely Integrate for Smarter A/B and Multivariate Testing

Ora Svetlana Levit
November 1, 2012

Earlier this year, we were flipping through Wired magazine when we chanced upon a fascinating article on how the Director of Analytics for Barack Obama’s 2008 Presidential Campaign introduced the team to A/B testing. The tests he ran increased sign-up conversions, raising an extra $75 million in donations (over $100 million in donations total). Incredible!

After wrapping up the successful campaign as Director of Analytics, Dan Siroker went on to co-found Optimizely, a tool designed to make A/B testing easy for anyone, including ordinary marketing folk. Optimizely’s platform uses a powerful graphical interface that lets clients drag, resize, retype, insert and delete on the fly. We knew that we wanted to be working with these guys!

A Winning Combination

After a few months of development, we are now very proud to offer ClickTale customers the chance to tightly integrate their recordings and heatmaps with Optimizely’s A/B and multivariate testing platform.

When you’re running a test, Optimizely shows you which version converts better, taking the guesswork out of design changes. Integrating an A/B testing tool like Optimizely with a heatmapping tool like ClickTale, can help you understand the reasons behind visitor behavior, valuable information that can help you significantly improve your website’s performance level.

Read More »

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