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.

 

Seven Top Web-Analytics Experts to Follow on Twitter

Mitch Schneider
August 14, 2013

As web-analytics professionals, we all crave top notch, fresh content to expand our knowledge and stay up to date with what’s been going on in our industry. But our days are filled being pulled in many different directions, which can make it really challenging to keep up with all the new and top content on the web.

In order to be in the know and to advance your career, keep on top of best practices, cool tips and free website swag, you should acquaint yourself with these seven personalities if you’re not already following them already. Learn the terminology these well-established and up-and-coming digital and web analysts are using and what trends they are talking about; these are the words and phrases you’ll need to know and drop into web analytics conversations on a regular basis.

twitter bird follow me Seven Top Web Analytics Experts to Follow on Twitter

  • Avinash Kaushik @avinash – The original guru of web analytics, Avinash is now the Digital Marketing Evangelist at Google.
  • Jim Sterne @jimsterne – Founder of the eMetrics Summit and the Digital Analytics Association (DAA), Jim has been at the forefront of Internet marketing since the beginning.
  • Rudi Shumpert @RudiShumpert – The  man to follow for the latest on tag-management systems.
  • Justin Cutroni @justincutroni – The  new Google Analytics Advocate responsible for helping organizations to integrate data analysis into their decision making processes.
  • Adam Greco @adamgreco – A  long-standing member of the web-analytics community, Adam has been involved in shaping the industry to ensure that web-analytics data can be used to actively help businesses.
  • Gary Angel @garyangel – Gary is described by Semphonics as a groundbreaking pioneer.
  • Michele Kiss @MicheleJKiss – Michele has great articles on her old blog and is building up a new blog at Web Analytics Demystified, where she has recently become a partner.

7 Twitter Experts1 Seven Top Web Analytics Experts to Follow on Twitter

 

Why should you follow them? Because they are in the know! Whether you’re a rookie in web analytics or have already built a reputation for yourself, following these professionals will help you build an excellent knowledge base of what’s going on in the digital-analytics sphere. Stay on top of conferences, innovations, lectures; be updated whenever a new blog post or article is published; get comfortable with the vocabulary of web analytics; and communicate more closely with some of today’s top personalities in the digital-analysis world. After all, in this fast-paced industry, if you remain standing in the same place, you’re actually falling behind.

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.

 

 

 

Integration Options to Increase Your Digital Marketing Power

Mitch Schneider
August 7, 2013

Do you want to understand how ClickTale Core integrates into your online optimization cycle? Walk with us through this webinar to see how you can increase your digital marketing power using ClickTale Core in conjunction with the leading tools and platforms in web analytics, A/B testing and voice of customer.

Seton ClickTale Heatmap Integration Options to Increase Your Digital Marketing Power

In this webinar you will see real examples of leading companies using ClickTale Core to gain further insights and knowledge about visitors’ behavior. It covers three case studies:

  1. RSA – Web Analytics Integration
  2. Brady Corp – A/B Testing Integration
  3. Hotels London – Customer Voice Integration

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.

 

 

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.

 

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.

 

 

 

 

 

21 Great Tips on Website Form Optimization

Mitch Schneider
June 5, 2013

You can shed a lot of sweat and tears redesigning each page of your website, however if the last page of your funnel, the form(s), is not optimized with the same precision and personal touch as the pages before it, your time and money are as good as wasted.

ClickTale Giant Book Of Form Optimization 21 Great Tips on Website Form Optimization

Click here to download the eBook

After analyzing the forms of 830 of the web’s top performing websites, ClickTale has developed and summarized 21 of the most helpful tips in this easy-to-navigate Giant Book of Form Optimization. Learn all the key tips you need to personalize your web form redesigns according to both the industry and type of form you are optimizing, enabling your visitors to reach their goals, while simultaneously achieving your own.

This eBook is divided by the five usability components of web form analysis, including:

1)      The CTA (call to action)

2)      The Supporting Elements

3)      The Page Design

4)      The Form Field

5)      The Convenience Factor

Download the eBook if you want to optimize your forms for maximum conversions.

Please 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.

 

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.

 

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.

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