Session Replay and Conversion Rate Optimisation
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Transcript of Session Replay and Conversion Rate Optimisation
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Visitor Session Replay& the CRO Process
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60,000times faster
(source - http://www.billiondollargraphics.com/infographics.html)
The brain processes visual information
than text or numbers
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There’s a field, with white buildings and trees
around the perimeter. In the background you
can see some children playing football. In the
foreground there is a small yellow dog, sat on
his haunches, wearing a yellow vest. He’s sat
in the middle of a set of children’s football
goalposts, made out of white plastic. He looks
alert. From the left, a human hand emerges
holding a miniature football. The hand throws
the ball and the dog catches it enthusiastically.
So it’s hard to
process blocks of
text like this…
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But it’s easy to process
visual information like this
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Short Normal Full Length Yorker
B W B W B W B W
OO 0 0 7 0 0 0 1 0
Off 19 0 10 3 4 1 3 0
Mid 15 0 15 1 4 0 3 0
Leg 2 0 5 0 0 0 1 0
OL 0 0 3 0 2 0 2 0
It’s the same for numbers.
Take this cricket data…
Without expert knowledge
it’s hard to make sense of.
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This is the same data
presented in a visual
way, using a heatmap.
The story becomes more
clear.
Frequently bowling here
Blue crosses mean wickets –
this is good
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My advice would be
simple – bowl more
here.Bowl less here
Bowl more here
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Traditional
analytics
Hard to
action
Something
is missing
It’s similar with analytics and CRO.
Using just analytics to improve your
website can be difficult.
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We’re missing evidence of the user
and their perspective – what website
did they receive? How did they
interact with it? What kind of
experience did they have?
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Traditional
analytics
Easy to
action
Decibel
Insight
Putting behavioural insights into the
process makes it easier to make
good decisions.
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Digital Customer Experience
What
they saw
What
they didThe
result
It’s about understanding the digital
customer experience more fully…
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Decibel Insight is a set of tools
designed to show you the digital
customer experience for yourself
- Session replay
- Heatmaps
- Form analytics
- Funnels
- Audience segmentation
- Analytics & testing integrated
- Works across devices
- Hybrid-app compatible
- Enterprise setup
- ISO 27001 security
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Watch back Troubleshoot
Understand users
Improve forms Optimize content
Enhance testing Examine mobileFix broken pages
Use Cases
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What it Enhances
AnalyticsInvestigate anomalies
AB/MV TestingInform & evaluate testing
Voice of CustomerUnderstand feedback
PersonalizationAnalyze impact
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Replay Example – Thames Water
- User seeking information
- Circular navigation
- Broken button
- Clear frustration
In this example, Thames Water
found some easy fixes on their
contact us page
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Replay Example 2 – River Island
- User asked for email twice
- Error messaging missing
- Struggle to complete purchase
- Simple fix to form
River Island spotted difficulties
with the error messaging on forms
during their checkout
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Replay Example 3 – Bang & Olufsen
- Unresponsive buttons
- Broken menu expansion
- Visitor clicks multiple times
- Clear frustration expressed!
Bang & Olufsen discovered some
issues with their mobile drop down
menus
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“An ounce of real life is worth
a pound of theoretical debate”
Emily Franson
Director of Web Marketing
Novell
Forget about guesswork, speculation
and gut instinct. They’re the enemy of
good site optimisation.
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Get a fresh perspective
Phil Haslehurst
@decibelphil
This is me. Drop me a
line and follow me on
Twitter – and let me
know if you’d like more
information about this
presentation.
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www.decibelinsight.com