Segmenting by Meaning

Mitch Schneider
January 14, 2014

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.

form segmentation ClickTale Segmenting by Meaning

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.

 

ClickTale is Very Fast!

Dr. Tal Schwartz
December 30, 2013

There is no better time like the present to celebrate ClickTale’s accomplishments this year!

I am proud to announce that we were recognized as one of the 20 fastest growing companies in Europe, the Middle East and Africa, according to Deloitte’s Technology Fast 500 EMEA . Earlier this year, we were also honored as one of the ten fastest growing companies in Israel as part of the Deloitte Technology Fast 50.

Deoloitte ClickTale is Very Fast!

Our revenues have grown by an astounding 5,553% over a five-year period from 2008 to 2012. What makes this achievement even more impressive is that our growth was almost entirely funded by our customers, allowing us to bootstrap our way to success.

And our growth continues to hockey stick. In addition to gaining new happy customers every day, we are establishing closer ties with both customers and prospects via regular user meetings in both Europe and the United States, and continue to expand internationally, opening our offices in the United States in 2014.

To continue the momentum, ClickTale has also been nominated as the Best Israeli Enterprise Startup of 2013 by the Geek Awards. We are anxiously awaiting the results of this competition.

The future couldn’t look brighter for us, our customers, partners and employees – all of you play a pivotal role in our amazing growth.

I’d like to take this opportunity to thank each and every one of you and wish you Merry Christmas and a Happy New Year.

 

The Expert Faces behind ClickTale Featuring Jessica Braman

Mitch Schneider
December 12, 2013

We would like to introduce you to Jessica Braman, a Customer Experience Consultant here at ClickTale. From daily client interaction and engagement management, all the way to the execution of a client-centric strategic approach, to developing a trusted adviser relationship with enterprise clients by delivering quantifiable value, Jessica has done it all. Check out this video to gain some insight into what Jessica has learned in 2013 and how you can apply it to your website in 2014.

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.

 

 

 

 

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.

 

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

 

ClickTale Made the Tealium Digital 100

Mitch Schneider
August 22, 2013

It is always a great day around the ClickTale offices when we receive recognition for what we do; and making it onto  the inaugural Tealium Digital 100, a new index that reflects the most deployed digital marketing solutions on enterprise websites, is one of those days.

digital100 ClickTale Made the Tealium Digital 100

Early last week, we were pleasantly surprised when Tealium announced that we were included in their inaugural launch of the Digital 100, which shows the most deployed digital marketing solutions for enterprise websites. The index reflects what digital marketers are actually using to drive results versus what they say they are using, and can be used by marketers as a starting point for understanding top vendors in the digital-marketing landscape. Tealium collected this information by looking at the vendor tags that are deployed by their 300+ clients, representing thousands of websites worldwide.

Analytics, which is key to measuring and optimizing digital performance, ranked as the second most populous category with 17 vendors. This includes traditional analytics solutions such as Google Analytics and Adobe SiteCatalyst, as well as new vendors for revenue attribution, in-page analytics, and customer experience measurement. Optimization/personalization vendors represented a substantial portion of the Tealium Digital 100 landscape with 12 vendors in the category. This shows enterprises are getting more sophisticated in supplying online visitors with personalized content and products, as well as testing different offers against each other.

“This data shows the dominant role that advertising technologies continue to play in generating online results. We see a highly diverse market, comprised of both traditional ad networks, as well as newer technologies such as retargeting solutions and demand-side platforms,” said Erik Bratt, Vice President of Marketing for Tealium. “The large number of online advertising vendors is a testament to the continuous innovation being made in this healthy category.”

It’s very gratifying when our work is acknowledged by industry analysts, publications and thought leaders. Our sincerest thanks to Tealium for including us in their Digital 100.

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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