Reallymoving.com, a comparison website that helps people find the best price for moving services, increased their conversion rate by 18%, engagement time by 52% and reduced bounce rate by 10%.
A few words about Reallymoving.com:
Reallymoving.com provides price comparison quotes on a range of moving services including removals, conveyancing and surveys. Launched in 1999, the site currently generates leads equivalent to 40% of the moving home market in the UK.
Challenge and Strategy
Crafted Media were tasked with redesigning their quote pages in order to generate an improved conversion rate. This would enable them to drive efficiencies in PPC spend, as well as convert more leads from their organic traffic sources.
Due to how successful they already are, a key challenge was introducing a new form design which needed to “hit the ground running” to ensure a steady flow of quotes. They couldn’t afford to have a period of trial and error while improvements were found. We focused on a period of intensive research through ClickTale, around user behavior and identifying possible abandonment points or unclear actions.
Optimizing Forms with ClickTale
- Uncovering common usability obstacles
At first we focused on the aggregated data, particularly on the Mouse Move and Attention Heatmaps. Through these we could identify areas of the form that people were missing, resulting in an error message and possible abandonment, as well as whether they were searching for supporting information or being drawn away from the form into other areas of the site. Through this we identified several form fields which weren’t getting the appropriate level of attention, as well as possible distractions that would take a visitor away from the conversion funnel.
- Diagnosing the problem based on individual recordings
Once we had the overall view we spent a lot of time viewing individual visits moving through the forms. Here we were particularly looking for specific use cases that weren’t handled in the best way. An example was that the date field required a four digit year, yet there wasn’t a specific error message explaining this and we noticed several visitors drop out at that point. In the new form we had a relevant error message and the option of using a date picker calendar, reducing friction at that point.
- Reacting to unusual funnels
We also noticed lots of people moving through to pages such as “about us”, looking for more information on the site and its offering. We segmented the visits into those from paid search and it was particularly prevalent, presumably as people were being delivered directly to the form from a suitable action-orientated search phrase. Due to this we felt we needed to strengthen the comfort element of the forms, and give people reassurance on the quote page, keeping people in the funnel.
- Segmenting by different customer needs
The scope of the project was for a redesign for the quote page across all 5 services offered by Reallymoving.com. Therefore it was crucial we were able to segment the ClickTale data by the different pages. This granularity ensured we were making informed decisions on individual pages, rather than simply focussing on the whole, which might not translate to the specific services.
Analysis and Findings
Once we had collated the findings from ClickTale we sat down with the design and copy teams and looked at messaging and layouts. Having ClickTale was a key element of that process as we could easily refer back to actual user experience examples when looking at Form Analytics or Attention Heatmaps.
The new form was a significant departure from the old one and was designed to solve as many issues raised by the ClickTale data as possible.
The new form designs were A/B tested against the old using Google’s Website Optimiser and the results were significant. The benefit ranged from an observed improvement in conversion rate of between 8% and 18% across the 5 different services.
We reduced Bounce Rate by between 5% and 10%, but a key metric was an improvement in the time on the page of between 28% to 52%; clearly showing much greater engagement with the forms. Overall, there was a significant increase in the number of inquiries generated by the new forms.
Using ClickTale we continued to optimize the forms and went through an iterative process with additional tweaks as a result of user tracking which increased the conversion rate on an ongoing basis.
A few words about Shakenkan
Shakenkan is a chain of garages based in and around Tokyo that specializes in helping car-owners to pass the mandatory car inspection every two years. Shakenkan has traditionally distributed thousands of paper flyers, but have found that this technique is not very cost effective. Their strategy has therefore gone more online where the goal of the website is to generate reservations.
Challenge and Strategy
Principle Co. were tasked with increasing the conversion rates of visitors making a reservation at their local Shakenkan garage. There were three main areas of the site where they used ClickTale in order to increase conversion:
- Driving Visitors from the Homepage down the Conversion Funnel – The homepage is the most popular landing page with 34% of visitors landing there. What do visitors look for when they first arrive on the website?
- High Abandonment Rate on the Pricing Page – The price chart page is the most viewed page on the site. Many customers are price sensitive and Shakenkan is conscious that they are not the cheapest available on the market. Visitors are always going to check the pricing page so what more can be done to ensure that visitors don’t abandon the site after checking the pricing?
- Low Form Completion Rate – A disappointing 20.32% of visitors who reach the reservation form actually go ahead and complete it. What can be done to ensure that a higher percentage successfully complete the reservation?
Analysis and Findings
Removing Two Steps of the Funnel by Optimizing the Homepage ClickTale’s Mouse Move Heatmap and Click Heatmap showed that of all the content on the homepage, visitors were most interested in finding information on the location of the garages. They were therefore searching for a link to the garage information page. Since customers have to bring their cars to the garage, it made sense that the location is one of the most important pieces of information for visitors.
To address this need, rather than forcing visitors to click through to another page, they decided to include a map on the homepage. The map also included pins indicating the location of all the branches with all relevant contact information.
Before the change, visitors had to make at least two clicks before finding this vital information.
Adding a Highly Appealing Call-to-Action on the Pricing Page
The Mouse Move Heatmap of the pricing table shows that there is great interest in the prices. Shakenkan were aware that their prices were not the lowest around so in order to prevent a high abandonment on this page, they needed to divert attention elsewhere. One of the more unique aspects of their offering is that customers can use credit card, which many other competitors do not offer. Realizing that a cashless payment was a Unique Selling Point, they added a large button below the pricing table which says “Shakenkan’s service is Cashless” and leads to the page where detailed information is listed. This way attention was diverted from a weakness to one of their strengths.
On analyzing their reservation form with ClickTale Form Analytics, they revealed that a massive 66% left the form without interacting with it at all. They concluded from this that the form was so long that it was an immediate turn-off for potential customers.
Furthermore, according to ClickTale’s Drop Report, the fields which visitors were more reluctant to fill were related to specifying a time to bring the car to the garage. Not everyone knew the answer and many were therefore abandoning the form as a result.
All unnecessary fields were removed, which immediately reduced the number of fields from 18 to 11. In addition, for questions related to specifying the time to bring the car to the garage, they added the message in red letters stating “You don’t have to fill this out if you don’t know”.
The addition of the interactive map on the homepage, cut out two steps of the funnel, and increased the conversion rate by 88.2%.
After emphasizing the cashless payment method on the pricing page, abandonment was significantly reduced and conversion rates from the pricing page increased by 23.45%.
The reservation form completion rates increased by 71.1% by removing seven fields and more clearly stating when a field was optional.
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.
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.
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.
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.
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.
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.
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.
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.
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).
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 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 heatmaps – Mouse Move, Mouse Click, Attention & Scroll Reach – for all your webpages – so you can better understand how hundreds of visitors behave in aggregate.
Want to learn more about how the ClickTale system can help you optimize your website and increase conversion rates? Click here.
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 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.
Improving the Search Page
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
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.
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
- We increased registrations by over 50% and now always convert over 3%.
- Following the changes, the Alexa ranking of Manager Online rose 30%.
- The redesign of the search pages has made space for ads which will create a new source of revenue for the business.
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 email@example.com
ClickTale Launches Free Priceless Plan to Help Companies Understand How Customers Interact With Their Websites
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.
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
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.
Want to learn more about how the ClickTale solution can help you optimize your website and increase conversion rates? Click here.
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.
How do retailers get ready for back-to-school sales? Here are some common trends we observe among all eCommerce sites.
- Create more targeted deals that are related to school but which are also good for families; for example, SUV promotions or college loans.
- 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.
- Put images of children EVERYWHERE – in school, in the park, in cars – EVERYWHERE.
- Launch email campaigns with special promotions targeting families, moms and dads. Promote products that cater to their needs in the upcoming school year.
- 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.
- 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 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.