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.

 

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

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

 

Boost Your Website’s Performance With 4 Simple Steps

Mitch Schneider
June 3, 2013

As marketers we put a lot of effort into generating traffic to our website. However, the conversions may not be what we are looking for. So we put more effort into generating more traffic only to achieve the same results.  The problem with that is we’re focusing too much on the top of the funnel and not spending enough time figuring out how to bring them down the funnel. Now you’re probably asking yourself, where should I begin? Well, we’ve put together 4 simple steps you can take in order to improve your website’s performance.

 

1) Javascript Errors
This is probably the simplest of areas to drill down into and understand why visitors are not converting, or are having issues interacting with your website. There’s a definite quick fix to achieve instant results. Looking at where and when the Javascript errors are occurring, you can go back to the code or bring it to your developer and fix the error. Once it is fixed you can see an immediate jump in the conversion rate.

  • What does that mean for you? Imagine you had a Javascript error in your checkout form. Knowing it exists can often come too late, and you’re losing customers. Knowing about it ahead of time can eliminate this problem.

2)      Engagement Times Rather Than Visit Duration
More often than not, when we focus on web analytics we’re focusing on how long the page has been open for.  We like to think that this seemingly gives us an indication to the level of interest the visitor has for that page. What if the person walked away for a while and had the web page open?
A more accurate indication of interest is engagement time. We like to look at the engagement time or even attention time on that page. By focusing on the levels of interaction through mouse movesclicking, scrolling, and hovering we can find what content the visitors care about the most, what they read, and what they completely skip over. Once we have the full picture we can make the necessary changes to increase engagement on the pages.

  • What is the difference between customers who spend 10 seconds on your page or 30 seconds on your page? Do one of those groups convert better? If so, what is that user group doing differently? Once you understand the engagement time, your page will automatically convert better!

link analytics Boost Your Website’s Performance With 4 Simple Steps

3)      Better Call To Action
This is something common throughout all industries.  It doesn’t matter what you’re selling or how you’re selling it. Your Call To Action is really important. If you’re having issues with with your Call To Action button it might be time reexamine the location, color, and/or the wording and then testing it out.

  • We always recommend putting at least one main Call To Action above the fold.
  • Try testing out different colors. Certain color creations have different emotional actions.
  • What you’re saying should be strong and it should also stand out. You want them to click on that button, do so by making it actionable.

4)      Clutter Overload
When you look at the bounce rate do you ever wonder why it’s so high? Was it a hard bounce, medium bounce, or soft bounce? It could be there’s too much clutter on the page. When there’s too much clutter people have to ask themselves where is the Call To Action? Why did I come here again? Where should I be clicking? It’s really important to have a focus on a page.

  • ‘Clutter’ is subjective. The question is: is what the visitor looking for clear enough to find? If not, make sure it is to ensure that they get to it quickly and clicks through!

Once you’ve made a few changes to your website, do some testing. Compare the results before you made the changes. Using these 4 simple steps will help you improve your website’s performance and ultimately see higher conversion rates.

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.

 

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