It’s Not You, It’s Your Website!

Presented by:American Marketing Association

Agenda

What is Behavioral Analytics?

Using Behavioral Analytics in the online sales cycle Driving traffic to your website Directing visitors through the conversion process Optimizing critical conversion points

Questions and Answers

WHAT IS BEHAVIORAL ANALYTICS

Traditional Web Analytics

Easily distinguishes between converted and non concerted customers

Conversions include:• Purchasing an item• Booking a flight• Making a reservation

Converted

Non-Converted/ Bounced / No idea...

Behavioral Analytics

Tries to evaluate the macro and micro conversions

Micro-conversions include• Subscribing to newsletter• Bookmarking the site• Using “Contact us” forms• Social networking

Converted Bounced

Subscribed to newsletterLooking for contact information

Tried but failed to purchase!

What is Behavioral Analytics?

Traditional Web Analytics• Aka Clickstream or Click Path Analytics

• Monitors the movement of visitors between webpages• Delivers statistical and quantitative data

What is Behavioral Analytics?

Behavioral Analytics• Aka In-page or Customer Experience Analytics

• Records visitor interactions inside webpages• Focuses on the user experience, instead of just the user path• Delivers qualitative and graphical data

What is Behavioral Analytics?

Traditional Web Analytics

• Transition based• Number of pageviews• Pages per visitor• Bounce rates

• Quantitative Data• Statistical• Impersonal• Charts, graphs &

spreadsheets

Behavioral Analytics

• Interaction based• Mouse movements• Clicks and hovers• Keystrokes

• Qualitative Data• Visual• Intimate• Recordings & heatmaps

Key Takeaways

BEHAVIOURAL ANALYTICS WITHIN THE SALES CYCLE

Behavioural Analytics within the sales cycle

Drive quality traffic to your website

• How to analyze and evaluate traffic sources

Directing visitors through the conversion process

• How to optimize landing pages and visitor behavior

Help customers convert successfully

• How to maximize checkout form completion rates

• Each step of the sales process needs to be optimized• We’re going to be focusing on three critical points in the process

• Defining these steps is the first phase of web optimization• This is relevant to all goal-orientated websites, not just

ecommerce sites

USING CONVERSION FUNNELS TO EVALUATE TRAFFIC SOURCES

Using Conversion Funnels

• Conversions Funnels show where potential customers drop out of your conversion process.

• On their own, they are best used for troubleshooting a website’s flow and finding conversion blockages

Using Conversion Funnels

• However, when combined with segmentation, they uncover a whole lot more information on the performance of you online campaigns.

Using Conversion Funnels

• First, they uncover the conversion rate of each individual campaign.

• This can be broken down further buy segmenting campaigns by specific ads or banners to find what elements were most effective.

• You can also look at historical data if your campaigns have changed over time, or to look for trends in the campaign history.

Using Conversion Funnels

• Finally, they show you to combine different creatives, landing pages and shopping carts to create the “optimum marketing campaign”

Key Takeaways

• All funnels are not created equal - total visitors and converted customers are not the most important things to be looking at when analyzing traffic sources. You might find that a certain traffic source does very well with a specific landing page, but has a problem with a conversion form.

• There is no time like real-time - The performance of marketing channels change often and sometimes drastically, be sure to take a quick look at their performance regularly.

• Don’t be scared to mix and match - Sometimes a landing page from one campaign works better with the PPC ad from another, and a lead generation form from a third. Feel free to experiment, but always base your experiments on actual customer data.

Using Conversion Funnels to evaluate traffic sources

USING HEATMAPS TO OPTIMIZE LANDING, PRODUCT & HOMEPAGES

Using Heatmaps to Optimize Landing, Product & Homepages

Four types of Visitor Behavior Heatmaps

• Click heatmaps• Show you where visitors click within the page• The best indication of customer intent

• Mouse move heatmaps• Show you were customers look within the page• The best indication of what grabs your visitors’ eye

• Attention heatmaps• Show you what parts of the page get the most attention

• Scroll-reach heatmaps• Show you how far down the page visitors scroll

Using Heatmaps to optimize Landing, Product & Homepages

What to look for in a heatmap

• In a Click or Mouse Move heatmap• Focal points• Distraction points• Ignored points

• In a Scroll-Reach or Attention heatmap• Fold height• Critical paragraphs• Cold content

Using Heatmaps to optimize Landing, Product & Homepages

Focal point

Ignored area

• Ensure that all process critical elements are where the customers are looking

• DO NOT assume your visitors will “find things by themselves”

Using Heatmaps to optimize Landing, Product & Homepages

Focal point

Distraction point• Ensure that your

process critical elements are not placed next to or near distraction points

• If it looks like a call to action, customers will treat it like a call to action!

Using Heatmaps to optimize Landing, Product & Homepages

Fold Height

Critical paragraphs

• Ensure that your process critical elements are seen by as many of your customers as possible!

• Know what content customers read and what they don’t, it’s essentially an online survey of your page content and layout

Cold Content

Key Takeaways

• Go with the grain, not against it - If you know your customers behave in a certain way, or focus on a specific area of the page, use this knowledge to your advantage.

• Listen to your customers - Treat your heatmap as an unconscious survey your customers interests. In no time you’ll be building pages based on exactly what your customers want to see.

• Don’t second guess your customers - Never assume your customers are going to spend time looking for specific button or action item on the page, just because you can see it clearly, doesn’t mean they will.

Using Heatmaps to optimize Landing, Product & Homepages

MAXIMIZING FORM CONVERSION RATES

Form Analytics

Drop ReportAt what point do your visitors drop out of the form?

Conversion ReportWhere are the obstructions in you online forms?

Time ReportWhat fields are taking visitors too long to fill?

Blank ReportWhy are visitors not answering certain questions?

Refill ReportWhat fields are confusing your visitors and causing error messages?

• A set of 5 individual reports that collectively analyze the performance of your online forms

These include:

These visitors were not persuaded to interact, came to the wrong place, or were put off by the length of the form

These visitors started filling in the form, but dropped out half way through

These visitors tried to convert, but couldn’t!

Conversion Report

Drop Report

Where and why are visitors dropping out of your form?

This could be:• At the beginning • At a specific field• At the fold

Possible reasons for dropping:• Discouraging, personal or

confusing questions• Length of the form (below

the fold)

Time Report

Longest time spent on the ‘open question’

What questions are taking visitors the longest to answer?

Once we changed the open question to 2 separate questions, visitors spent less time on each question

Time Report

Blank ReportIndicates that a customer didn’t want or understand how to answer a specific question

• This may not always indicate a problem, blank fields are only a cause for alarm if the field is mandatory

• If the field is not mandatory, it will be left blank more often than not

Refill Report

Shows which fields are causing errors that force visitors to go back and fill in a field again

• Indicates that a field’s requirements are too strict or unclear

• Lots of easy wins and quick fixes possible

• Always watch the user videos where possible, you’ll be surprised what you learn!

Key Takeaways

• Start with the low hanging fruit - Focus on those customers who want but are not able to convert first, these problems are usually much easier to fix and have the quickest wins.

• There is no such thing as obvious - Always make sure that visitors clearly know what is required of them in each field, what is mandatory or optional and what they need to do at each stage of the checkout process.

• Shorter is not always better - There are no fixed truths when it comes to form optimization! You cannot rely on data from one form to another, or go with hunches or presumptions. Everything has to be tested, tested and retested

Optimizing form conversion rates

Q&A

Speakers

Shmuli Goldberg Director of Marketing and Communications, ClickTale shmuls@clicktale.com @shmuls

Jennifer Smith Moderator, American Marketing Association