A Case Study in Increasing Lead Generation From our Partner Principle C

Mitch Schneider
January 20, 2014

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

pit45 A Case Study in Increasing Lead Generation From our Partner Principle CPrinciple 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:

  1. 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?
  2. 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?
  3. 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.

pit45 b4 after A Case Study in Increasing Lead Generation From our Partner Principle C

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.

Pit45 23 A Case Study in Increasing Lead Generation From our Partner Principle C

Removing Unnecessary Form Fields and Clearly Stating which are Optional Pit45 24 A Case Study in Increasing Lead Generation From our Partner Principle C

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 Results Pit45 25 A Case Study in Increasing Lead Generation From our Partner Principle C

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.

A Case Study in the Non Profit Sector From Our Partner Visiplus

Mitch Schneider
December 8, 2013

A few words about Médecins du Monde:

For 30 years Médecins du Monde has been involved in treating the most vulnerable populations; Bearing witness to obstacles encountered to health care access; Obtaining sustainable improvements to health policies and medical practices so as to attain equal access to health care for all.

Medecin A Case Study in the Non Profit Sector From Our Partner Visiplus

1. The Challenge

As a non-profit, raising money through donations is critical ensuring that Médecins du Monde can continue to fund their important work. Small donations from members of the public is an important channel for the organization to raise funds and the online donation page is a central element for this. By improving the layout, content and form on the donation page, they hoped to see an increase in conversion rates.

Medecin1 A Case Study in the Non Profit Sector From Our Partner Visiplus

2. The Donation Page

Using ClickTale’s Form Analytics Conversion Report, they discovered the global performance of the form and the visitors’ interactions.
The conversion rate was 12% with more than 63% of the visitors leaving the page without interacting with the form whatsoever. Additionally, 24% of visitors left the form after they started to complete their details.

Medecin2 A Case Study in the Non Profit Sector From Our Partner VisiplusThis suggested that the form was too complex and/or too long to complete, even for visitors that had already decided that they want to make a donation online.They also used the Drop Report and Time Report in order to understand which fields were not performing well and why.

Medecin3 A Case Study in the Non Profit Sector From Our Partner Visiplus

Using ClickTale they identified that the entire page needed a revamp including layout, fields and design. The main changes included:

  • Adding a background picture (empathy);
  • Adding a UVP (Unique Value Proposition) and form title at the top of the page;
  • Adding contact information (working as reinsurance elements);
  • Revamping the form layout (split into three steps/fields redesign);
  • Optimizing the form fields (explain/remove fields)
  • Adding a proof of success and “clients’ benefits” near the submit button;
  • Optimizing the submit button (color, size, design, and content)

The donation page: Before and After

Medecin4 A Case Study in the Non Profit Sector From Our Partner Visiplus3. The Results

Using ClickTale, Médecins du Monde increased conversion rates of the online donation page by 52.6% from 12% to 18.4%. In real terms, this increased monthly online donations from €30,000 to €45,780.

Medecin5 A Case Study in the Non Profit Sector From Our Partner Visiplus

 

 

VISIPLUS is a ClickTale Certified Partner in France: Visiplus est une agence conseil en référencement et Web marketing. Depuis 2002, nous accompagnons nos clients dans leur stratégie de visibilité sur le Web en leur proposant des solutions de marketing digital orientées conversion ainsi que des formations dans les différentes spécialités du e-Marketing. www.visiplus.com

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

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

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.

 

 

Best Web Usability Practices For Optimum User Experience

Mitch Schneider
August 5, 2013

Improved website design leads to better results. More people are inclined to use a well-presented site, the customer experience improves, sales rise and ultimately − revenues increase. But what goes into creating a great site?

Usability eBook Best Web Usability Practices For Optimum User Experience

Click here to download the eBook

A look at top five news sites reveals some simple usability practices and design guidelines that can be easily applied to a wide range of websites. The success of a site relates to a combination of factors including its appearance, functionality and content. By identifying the successful approaches to site design utilized by top news sites and integrating some of these same attributes into your own site, you can improve your site’s readability, popularity and conversion rates, contributing to its overall success.

We’ve put this “Usability Best Practices” eBook together in order for you to learn some of the most successful usability techniques and methodologies that you can adopt to improve the engagement and performance of your website. This comparative research surveys top websites to distil the common attributes that allow them to consistently get more traffic and higher engagement.

Here are the top 5 insights that you will gain by downloading the eBook:

  1. Strategic use of visuals and images
  2. Powerful and sophisticated calls to action
  3. Effective website hierarchy and navigation
  4. Smart use of brand identity
  5. Helpful ways to immerse visitors in content

Download the eBook and 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.

 

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