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.

 

How to Track and Optimize Your Marketing Campaigns

Mitch Schneider
June 26, 2013

Want to take the guesswork out of marketing and ensure you’re spending your money wisely? We’ve put together this webinar to help you learn how to cut your marketing budget by identifying which elements of your campaigns give you the best ROI.

In this webinar, we’ll be going over 4 main aspects of how to track and optimize your marketing campaigns .

  1. Marketing Channel & Traffic Source
    Let’s focus on 2 channel segments – Marketing  Channel. What channel did your clients come in from?  Did they come in from PPC, SEO, Email marketing, Referral, social networks?
    Traffic source – Not a specific marketing channel,e.g. Google, Bing, Yahoo. We used a segmented view funnel so we can see side by side conversion.
  2. Landing Page Optimization
    We identified problem areas. This specific marketing channel isn’t performing the way we like, so instead of leaving it entirely, we want to understand how to improve this weak area. How do we maximize the interaction here? The first area to focus on is the landing page.  Improving your landing page performance not only boosts your SEO ranking, but in terms of  paid traffic and PPC you see it increases your Adwords quality score which lowers your cost per click on both display and PPC campaigns. The key here is to understand the visitor intentions. When you know why your visitors is looking for your site and what they want to do you can then tailor your landing page exactly towards what they are looking for. A/B test your landing page so you’re not guessing what works and what doesn’t work.
  3. Keyword Optimization
    Understanding the intention behind a search term is the key behind high-converting marketing campaigns.  A lot of times we’ll  break up marketing campaigns based solely on linguistics and semantics. When we really should be looking at what the visitor was looking to accomplish when they put in a search keyword? What’s their intended activity? Once you understand that, you’ll be able to tailor the experience, the advertisement and the landing page directly back to the visitor and it will increase conversions . This will also help you budget wisely so that  in terms of paid marketing campaigns understanding how visitors from a specific keyword react helps you understand what keywords are worth placing a higher bid on.
  4. Integrations
    You have to look at the full picture in order to take as much of the guess work out of marketing as possible. You need to make sure that data does not stand alone. You’re not just getting one picture from one side, you should look for the full picture of visitor interactions, both quantitatively and qualitatively. Understand why one factor converts better than another.

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.

 

 

 

 

 

Mobile Web: New Design Strategies That Drive Revenue and Engagement

Ariel Geifman
June 2, 2013

Mobile web design is a whole new world for web designers and user experience experts.  In a recent webcast, ClickTale, Forrester Research, and the American Marketing Association, explored these differences in detail.

The webcast explored how mobile phones are diverging from PCs both in terms of what they can do and how consumers use them. Online businesses are fast realizing that they need a unique approach to designing smartphone and tablet-optimized websites. To address this, designers are embracing Mobile First. Mobile First doesn’t necessarily mean that mobile is their highest priority, but rather that it is top of mind from the beginning.

Check out this webcast to learn:

  • What does Mobile First mean?
  • What is the role of analytics in designing and delivering future mobile services?
  • How ClickTale Touch™ is helping leading websites to reveal how visitors behave on smartphone and tablets, compared to desktop?

GUEST SPEAKER:
Julie Ask, Vice President, Principal Analyst Serving eBusiness & Channel Strategy Professionals, Forrester Research, Inc.

SPEAKER:
Hadas Sheinfeld
, Vice President of Product Management, ClickTale

MODERATOR:
Anthony Salas, American Marketing Association

Landing Page Optimization: 5 Killer Tips for Nailing Conversion Rates and Crushing Lead Gen Targets

Ariel Geifman
May 19, 2013

Bummer! you just missed another one. Someone clicked on your ad, took a few seconds to look at your page… But then, his mouse started going slowly upwards… and left… and before you know it he hits the back button and he’s gone. Probably forever… This is why you need to master landing page optimization techniques. The more landing page optimization you practice, the less back buttons you’re going to see.

Landing Page Optimization Landing Page Optimization: 5 Killer Tips for Nailing Conversion Rates and Crushing Lead Gen Targets

It takes only a few seconds for the landing page visitor to decide whether he or she is going to convert or add up to the grim statistic called “bounce rate”. This mere fact makes landing page optimization such a crucial process for every business aiming to increase online sales or lead generation.

In his 2005 book “Blink,” Malcolm Gladwell presents an idea from psychology and behavioral economics of a mental process called “blink”—an unconscious process that allows people to make decisions rapidly and automatically with relatively little information. On your landing pages “Blink” can work for you or against you—which is why some well-optimized pages get off-the-chart performance while others muddle along.

The main challenge when optimizing landing pages is that traditional web analytics tools offer very little insights to what users are doing on the landing page and what drives them to convert or leave. Conventionally, the best web analytics tools are designed to measure traffic between one page and the other, while stopping short of any analysis of what happens on the landing page itself. Web analytics reports are great if you want to measure traffic, but for measuring user experience you need something else…  Here are 5 tips that marketing pros leverage for optimizing landing pages:

1. Mouse Move heatmap

One of the major breakthroughs in user experience analytics is the discovery that there is an 84% to 88% correlation between mouse moves and eye movement.  Therefore, website mouse tracking offers an affordable alternative to costly eye tracking studies. In fact, mouse tracking can be one of the best ways to see what users are doing once they reach your landing page and is an invaluable tool in landing page optimization.

One of the best ways to optimize your lading page is to look at segmented mouse heatmaps. Examining the mouse movement tracking heatmaps for users who converted against heatmaps of users who did not convert can reveal powerful insights about the parts of the landing page that drive conversions and those that do not.

2. Mouse Movement Recordings

Bring the popcorn and sodas, you’re about to watch what your users are doing on your landing page.  Mouse movement recordings allow you to optimize your landing page by watching visitors’ mouse movements step by step. This is one of the best tools for understanding user experience—almost like looking your visitors over the shoulder.

This is also one of the more simple types of analysis that you can do in order to optimize your landing page.  No numbers, no reports, just putting yourself in your visitor’s shoes an trying to understand what makes them tick on your landing page.

3. Web Analytics Click Through Analysis

Here is a surprising fact—most of the clicks on your landing page are actually in places where there is no link… It’s not that you landing page visitors are not smart; it’s more about unclear user experience.  Click heatmaps can show you whether users are finding your landing page unclear, or think that some of the images or graphics are clickable.

Another important landing page optimization tactic with click through analysis is to see whether users click on your call to action. If the call to action is under the fold or users just don’t notice it, a landing page redesign may be in order. Your click heatmaps are a great tool for fixing these users experience issues and optimize your landing page.

4. Landing Page Form Analytics

The form on your landing page is the moment of truth.  All of the blood, sweat, work and tears, including tons of advertising dollars and web design effort went to this one crucial moment, which will determine whether you landing page will get another conversion or not.

You cannot complete a landing page optimization process without conducting a thorough form analysis.  This tool tells you which fields generate the highest abandonment rate on your landing page form. You can see the statistics for the proportion of users who’ve decided to abandon the form after each step. In some cases, removing one field can do wonders for your landing page conversion rate.

Another benefit of Form Analytics for your landing page is the ability to spot form validation problems that are hard to find any other way. For example, some international visitors have postal codes with more digits than what your form permits. All in all, form Analytics is crucial for every landing page optimization project.

5. Traffic Sources Analysis

Not all traffic is created equal.  With different advertising channels and keywords, it’s important to optimize your landing page to the different traffic sources. There are two ways that you can work on the optimization process:

First, see which traffic sources deliver the best value. If you can optimize your budget by moving some of the investment from channels with lower conversion to channels with higher conversion you immediately improve your ROI.

Second, conduct your landing page optimization by channel—examine your heatmaps, visitor recordings and form analytics to see whether you need to create additional landing pages for some channels. Just remember, “Blink” means that if your landing page didn’t resonate in the first few seconds, it probably never will.

Are You Ready to Optimize Your Landing Page?

Just a few seconds—and they’re gone.  This is what makes landing page optimization such a crucial endeavor for online marketers. Mastery of landing page optimization is what makes marketing superheroes.

These five tools offer a great foundation for increasing your landing page conversion, sales and leads. Just remember, landing page optimization is an ongoing process, and if you don’t convert everybody, you always have room to improve.

 

Goodbye Clutter—Hello Increased Conversions: 4 Things You Can Learn from Facebook’s Newsfeed Makeover

Ariel Geifman
March 12, 2013

“Goodbye Clutter.”  The title that Facebook chose for their newsfeed makeover page says it all—the company is getting serious about user experience.  While Facebook has made some changes in the past in order to accommodate more images and video, it seems that now they even took it one notch higher.

Facebook Goodbye Clutter—Hello Increased Conversions: 4 Things You Can Learn from Facebook’s Newsfeed Makeover

If you are into user experience, it’s great to be working for Facebook.  Every day, hundreds of millions of highly engaged users spend hours on Facebook, making it one of the largest usability labs on earth.  On top of this, Facebook has the money and experts to analyze the data and come up with powerful usability insights.

So, Facebook has done the research, got the insights and built their new look. What works for Facebook can also work for you!  What can you learn from the Facebook newsfeed makeover that can increase conversion rates on your website?

1.     Vibrant visuals bring your site to life

A picture is worth a thousand words…  And Facebook decided to change their newsfeed to reflect that.  Facebook has decided to put more emphasis on visuals and take some of the emphasis away from text with its new look. I guess that nearly all of us had the experience where our images got far more shares, likes and comments as compared to our status updates without images.

Therefore, we need to learn from the new Facebook user experience to get more images to our sites.  Great visuals to add can range from product images to illustrations and eye catching infographics. Like in Facebook, images generate engagement and higher engagement leads to higher a conversion rate.

2.     Videos are here—big time

If a picture is worth a thousand words, imagine what 30 frames per second can do!  Videos are now taking center stage and are more inviting and engaging than ever.  The reason for this is probably that Facebook learned that videos leave people on the site for longer and get more feedback.

Do you have videos on your site?  Do you have a plan for creating a video blog or video presentations for your products or services?  Professional looking videos are now easier to produce than ever, so take this advice from Facebook and get more videos on your site.

3.     Give people choice

Remember the guy from high school that’s constantly updating his feed and never stops?  Now you don’t have to see his updates anymore.  The days of one feed fits all are long gone and now you can choose which feed you want to see.  Your choice can range from all friends, most recent, music, games and more.

Is your website one size fits all?  A case study from Magazine.co.uk shows that making it easier for users to navigate to the magazine that they are looking for boosted overall magazine sales by 28%.  Making sure that your visitors find it easy to navigate to the pages that they find interesting is likely to lower your bounce rate and increase the time users spend on your site.

4.     Go mobile

One of the major changes in the new makeover is a cleaner look for mobile.  Mobile is becoming a major source for traffic and should be on every site owner’s mind.  Yet, mobile user experience is very different from the desktop one.  Hand gestures instead of clicks mean that you need to optimize your site differently for mobile users, so follow the Facebook example and make sure that you are mobile friendly.

Do you like the new look?

Whether you like it or not, Facebook’s new look is here to stay.  Nevertheless, Facebook is one of the largest usability labs in the world, so make sure that you take the best insights that led to the newsfeed makeover and apply them to your site.

Tweet your takeaways from the Facebook newsfeed makeover using #ClickTale

 

So How Much Is Improving Conversion Rate Worth? Calculating the “Return on Web Analytics”

Ariel Geifman
February 27, 2013

Web Analytics So How Much Is Improving Conversion Rate Worth?  Calculating the “Return on Web Analytics”Web analytics are a major investment for any online website both in terms of tools and personnel.  However, web analytics teams and tools face the challenge of actually showing their contribution to the top line in order to compete for budget.  More specifically, the challenge is to take all of the advice and suggestions for improvement and show how much incremental revenue they contributed to the company.

Can web analytics experts just sit idle when organizations are scrutinizing every investment and CEOs are looking for higher ROI?  How can web analytics increase accountability and turn its perception from a cost center to a revenue generating machine?  Avinash Kaushik and Jesse Nichols suggest that it is time to start calculating the ROI, or as Nichols calls it, “Return on Analytics” (ROA).

It seems that everyone is jumping on the ROI bandwagon these days.  Marketing is measured by Return on Ad Spend and new product features are measured on incremental sales.  Internal tools are measured on the work (and cost) that they save to the organization.

According to Kaushik and Nichols, the challenge in Web Analytics is that it improves the ROI and performance of other teams which makes it hard to calculate its contribution directly.  For example, if an analyst improved conversion rate by 50%, marketing can then say that ROI on ad spend is 50% higher and therefore more budget should be allocated to Marketing.

Kaushik and Nichols have a different suggestion.  Their solution is to sum up the improvement over a period of time and divide it by the total investment in analytics.

For example, let’s imagine company is investing $30k in analytics and gets a return of $120k in monthly sales—or overall a 400% ROI.  Now, they hire a web analytics expert that is able to take the same investment in marketing increase conversion rate and user experience and turn it in to $180k in revenue.

The challenge is that right now, the Marketing team actually claim credit for the improvement, while it is hard for the analytics team to be recognized for it.  However, by calculating the ROA, the web analytics team can show their true worth.

Let’s assume that the company invests $5k per months in web analytics tools and services. So a monthly improvement of $60k in revenue and $5k in cost delivers an ROI of 1,200%.  You don’t need to be a finance professor to know that is a great return.

To get the place they deserve in the organization’s totem pole, the analytics team need to be able to show indecisively the contribution that they are making to the organization’s top line.  If they would like to justify the investment in more sophisticated tools they should compete with the other departments on ROI or ROA.

Keeping Your Clients Engaged: Conversion Optimization for Law Firms

Ariel Geifman
February 26, 2013

Filling long and exhausting forms and reading oceans of text in legalese may be part a lawyer’s typical day, yet it seems that visitors to law firms’ websites expect a different experience.  New analysis shows that in order to generate leads online, law firms should avoid those habits that became synonymous with the trade.

A new post by John McDougall reviews how ClickTale can help law firms convert more of their website visitors through tracking user behavior and improving landing page conversion rates.  McDougall is the CEO of McDougal Interactive, an expert in online marketing for law firms and the publisher of The Lead Review.

As the article points out, most law firms are way too focused on driving traffic and are not focusing enough on converting the traffic that they already have to leads.  McDougall used ClickTale in order to track customers along their conversion funnel, see how far they scroll down, which links they click and how they interact with forms.

McDougall recommends that in the first stage of any analysis, website owners should start watching user recordings with the aim of putting themselves in their visitors’ shoes and see why users are not engaged more deeply.  Another good analysis is to watch users who come from a favorite keyword through organic search and track the experience that they are having.  Only from this analysis, he says, you can typically find a couple of quick wins such as JavaScript error or browser compatibility.

According to McDougall, form analytics is one of the most helpful features ClickTale offers.  For law firms, lead generation is one of the most important goals for the website.  Yet, according to McDougall, law firms use very long forms that typically have lower performance.  Another important feature is the Scroll-Reach map that can teach you what portion of users actually see your call to action.

Even for law firms, data and knowledge are key to a higher conversion rate and better user experience.  There is something in common for law and web analytics—good due diligence lets you win more cases and visitors.

 

Measuring Usability Quantitatively

ClickTale
April 30, 2012

Guest Post By Enric Quintero, Metriplica.com

The usability concept is understood as the measurement of the difference between the ideal interaction and the real one taken by our target audience.

At the start of the internet, both types of interactions (ideal and actual) differed greatly. There wasn’t much of a handicap for a user given the novelty of the web and the unlimited possibilities this new channel offered. You could double your conversion rates simply by solving design errors. Today, that time has passed and a usable site isn’t enough to convert, but only enough to reduce bounce rate and keep users on your site. Additionally, current website users are “impatient” in nature, considering the average wait time for a page to load before leaving a site is all but 5 seconds.

Read More »

Hi-Tech Geo Hot Spots Around the World

Talya Rachel Judovits
April 19, 2012

Today, we’re heatmapping for red hot engagement with the hi-tech world. We want to know where exactly do us tech geeks hang out for endless working hours, where do our sparks of genius come alive and benefit modernity for a short while until the next best thing surfaces. These here below are my tech city picks across the globe, but comment below to clue me in on some of your other favorites!

Asia

Tokyo, Japan

Hi Tech Toilet by Alan Levine Hi Tech Geo Hot Spots Around the World

This is the birth place of hi-tech toilets. Need I write more? Seriously, these TOTOs you won’t find in Kansas, but they are just one example of the constant hi-tech innovation coming out of Japan, including the big names we have come to know and love such as Samsung, Panasonic and Sony, among many others.

 

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