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

ClickTale Core Testimonial Featuring Amir Weiss From MetLife

Mitch Schneider
December 3, 2013

Do you want to improve your users’ experience and want a product that goes beyond the cold numbers that helps you understand what they are doing on your website? What if you had a tool that lets you uncover their behavior, find opportunities to improve sales, and improve registration? Check out this video where Amir Weiss, VP Global eBusines, MetLife, talks about the benefits of the ClickTale Core solution.

 

 

 

 

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.

ClickTale Launches Free Priceless Plan to Help Companies Understand How Customers Interact With Their Websites

Mitch Schneider
October 17, 2013

If you have a website, understanding your users is a primary concern to optimize the usability of your online service.

Can you explain precisely the dynamic behavior of your visitors on any of your website pages? Every user has a story and ClickTale™ tells you that story.

scr04 ClickTale Launches Free Priceless Plan to Help Companies Understand How Customers Interact With Their Websites

ClickTale is now making its product available to everyone by launching the new free Priceless™ Plan, and to celebrate, we are giving away three amazing prizes! The ClickTale Priceless Plan offers everyone the possibility to maximize their website’s potential, obtain insights about how their visitors interact with their webpages, and increase conversion rates – all for free!

Anyone who signs up for the Priceless plan will benefit, free of charge, from:

  • 5,000 recorded pageviews per month
  • Visitors’ recorded sessions
  • Four types of heatmapson all pages – Mouse Move, Mouse Click, Attention & Scroll Reach
  • Full Conversion Funnels
  • Form analytics’ key statistics to help optimize online forms

scr07 ClickTale Launches Free Priceless Plan to Help Companies Understand How Customers Interact With Their Websites

 

About the ClickTale Competition

All you have to do is first sign up for the ClickTale Priceless Plan, use it, share with us the lessons you learn, the insights you obtain and how you plan to implement any changes, and then send us screenshots of your findings.

1.       First prize – all paid-for expense trip to one of ClickTale’s upcoming user summits for one person + a write-up in ClickTale’s social-media pages + 3 hours of free consultation service with one of ClickTale’s Customer Experience Experts + one year free subscription to ClickTale  Core’s Premium plan.

2.       Second prize – 3-month subscription to ClickTale Core’s Premium plan + 2 hours free consultation with one of ClickTale’s Customer Experience Experts + a write-up in ClickTale’s social-media pages.

3.       Third prize – 3-month free subscription to ClickTale Core Premium plan + a write-up in ClickTale’s social-media pages.

Deadline for submission of findings using ClickTale: Friday, December 20, 2013.

Are you ready to optimize your website? Which of the prizes would you like to win most? 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 solution can help you optimize your website and increase conversion rates? Click here.

Back to School eCommerce Trends

Mitch Schneider
September 22, 2013

Guest Post: Michal Harel

 

As the back-to-school frenzy comes to a close, we saw how many eCommerce sites were gearing up to handle this HOT period of the year. Traditionally, the companies that had most to gain from the back‑to-school season were those engaged in selling apparel, books, school stationery, and other large depots. In recent years, however, virtually every eCommerce site wants to have a piece of the pie, and even cars and home appliance retailers have their own ‘back-to-school’ slogan.

Back to School Back to School eCommerce Trends

How do retailers get ready for back-to-school sales? Here are some common trends we observe among all eCommerce sites.

  1. Create more targeted deals that are related to school but which are also good for families; for example, SUV promotions or college loans.
  2. Adapt the homepage a few weeks in advance of school starting. You can change its color to fall colors or modify the layout to fit a specific promotion. Also change the page’s keywords to optimize SEO.
  3. Put images of children EVERYWHERE – in school, in the park, in cars – EVERYWHERE.
  4. Launch email campaigns with special promotions targeting families, moms and dads. Promote products that cater to their needs in the upcoming school year.
  5. Personalize, personalize and personalize. Look at referral URLs to search for keywords like ‘school’ or ‘learning’ to personalize your landing pages for visitors coming from these referral URLs. Feature relevant promotions.
  6. Make few changes. Try to stay away from user interface and platform changes. On the one hand, you won’t confuse returning customers who get a ‘familiar face’ when they land on your site or want to make a purchase. On the other, you don’t risk having technical errors on new pages that may cause visitors to drop the session.

Visitors compare deals in most eCommerce sites. We can clearly see sessions that are pause and reloaded, which takes several minutes. Others will copy a product’s name and specifications before leaving the site, which is a clear indication that they are window shopping somewhere else.

When competition is fierce and the web is inundated with competitive deals, try to simplify your users’ experience. Make it easier for them to convert, provide all information they need, don’t hide shipping costs or other important information.

In short, make sure your customers have a pleasant journey through your pages so they return for Thanksgiving.

 

 

 

Michal Harel Back to School eCommerce Trends Michal Harel is a Customer Experience Consultant at ClickTale. As such she provides ongoing consulting services to some of Clicktale’s largest      enterprise customers (Fortune 500 companies) to help them optimize digital interactive strategies and tactics,  gain unique insights into and across  various digital channels and help them use this insight to drive better ROI.

Michal has over 10 years of experience working with enterprise customers. Prior to joining Clicktale, Michal worked as an Account Executive for IBM  Canada (based in Toronto) working on large outsourcing deals, managing global delivery projects and groups, mainly in the Financial sector.Prior to  that, Michal practiced law for a few years, when she worked for Bank Leumi Le Israel and for the Israeli Securities Authority.

Michal Holds an LL.B and BBA from the Interdisciplinary Center In Herzliya, LL.M from Tel Aviv University and an MBA from Rotman School of Management- University of Toronto.

 

 

A Case Study About Lead Generation From Our Partner Visiplus

Mitch Schneider
September 12, 2013

A few words about Honka:

Honka is the leading manufacturer of energy efficient custom built homes, solid timber houses, single residential houses, eco-friendly houses and leisure homes. Founded in Finland, their website is now in nine languages. Honka A Case Study About Lead Generation From Our Partner Visiplus

The Challenge

A major marketing channel for Honka is distributing their catalogue to prospective customers and building up their customer base. One of the main goals of the website is driving visitors to sign up to receive the catalogue in the mail. They therefore decided to use ClickTale to help convert more of their visitors to sign up. To reach this goal they analyzed and improved two key elements:

1. The link from the homepage leading to the ”free catalog form page”
2.  The “free catalog form page” (layout, form and content).

Honka1 A Case Study About Lead Generation From Our Partner Visiplus

The Home Page

Honka2 A Case Study About Lead Generation From Our Partner Visiplus

The Attention and Scroll Reach Heatmaps showed that the position of the link driving visitors to the catalogue sign-up was good (89% of visitors saw it), but only 0.3% of visitors actually clicked on it. To address this issue, they added a new banner (which leads to the form page) right under the visitor’s Flash banner in order to make sure the banner is seen and clicked.
 

Honka Before After A Case Study About Lead Generation From Our Partner Visiplus

The Catalogue Sign Up Page

Using ClickTale’s Form Analytics, they discovered that the conversion rate of the form was only 5.16%. More than 67% of the visitors left the page without interacting and 27% gave up after interacting with it. The data highlighted that the form was too complex, with visitors struggling to find the key information or benefits to convince them to complete the form. Some of the fields were not absolutely necessary and were causing visitors to drop off such as asking for their budget. Additionally, the Scroll-Reach Heatmap showed that the form was so long that many visitors never scrolled down to the end. In other words, it was far too long!

Honka revamped the whole page and form layout. The main changes were:

  • Reduced the fields to the minimum (and reduced page length at the same time)
  • Improved the submit button (contrast color, size and anchor text, thumbnails)
  • Added some pictures next to the form in order to influence the “desire”
  • Removed some distractions on the page (e.g. menu, bottom links)
  • Added reassurance elements.

Hinka Before After 2 A Case Study About Lead Generation From Our Partner Visiplus

The Results

Honka3 A Case Study About Lead Generation From Our Partner Visiplus

Honka managed to make huge improvements to the clickthrough rate from the homepage to the free catalogue sign-up page as well as the completion rates on the form.  

  1. The percentage of visitors clicking from the homepage to the form rose from a disappointing 0.3% to a much improved 11.2%.
  2. By revamping the entire form. The new and improved version increased conversion rates by a staggering 410%.

 

 

 

 

 

 

 

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.

 

 

This Case Study was prepared by Hadrien Montagnac from VISIPLUS, ClickTale´s Certified Partner Agency 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

 

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