TRACKING USER BEHAVIOUR TO OPTIMIZE CONVERSION

G. Lardon - LBi

This version increased clicks on the call-to-action by 68%

Eye tracking

Misconception 1

“Heatmaps can be generalised”

MisconceptionsMisconception 2

“If there’s no ‘heat’, users didn’t see it”

Misconception 3

“You can see what someone is thinking”

Think Aloud

RETROSPECTIVE Think Aloud

Case

Active in Europe since 1995 Operating in 7 European countries

from Brussels HQ Renting out storage space to

private users (70%) and business users (30%)

Active on the internet since 1999 Web is primary lead-generation

channel since 2004

Key question:

How easy do users find the entry point for making a reservation?

3 out of 6 end users did not find this entry point

First observations

First 3 seconds of a respondent that found and understood the homepage immediately

2 / 5 respondents showed difficulties to get started.One was assisted after 48 sec

First observations

First observations

It took one respondent 28 sec to find and understand the starting point and click to get started

Observations - alternative

First 5 sec on the homepage: the respondent started typing after 5,8 seconds.

Observations - alternative

First 5 sec on the homepage: the respondent started typing after 4,8 seconds

Results

« Find your store and reserve your unit »

Noticed by 3/5 respondents

Label not well understood

20 – 30 seconds to entry point

« Start here »

Noticed and understood by all

Label is clear and actionable

Within 7 sec

Misconception 4

“Eye-tracking is expensive”

• 1st day: Preparing the tests

• 2nd day: Conducting the tests

• 3rd day: Analysing the tests

User testing approach

Advantages

• Clear additional insights into behavior • Measurable behavior• Objective data and results on behavior • Very visual results for better understanding • Persuasive results

Conclusions

DEMO

Mobile Test Lab

THANK YOU+32 (0) 479 296 504Gino.Lardon@LBi.com@glardon