Optimizing form landing pages isn't always intuitive - British Gas case study

Clicktale has shown us that on many occasions, our customers haven't been translating our intent as fully as we thought they were. Tom Fox, Senior Analytics Web Manager, Centrica, British Gas

British Gas is a two hundred year old company, employing over 30,000 people in the UK. But sometimes even the best of us need help in optimizing our digital customer experience - and the solution isn't always as intuitive as we think!

In the following online presentation, recorded at the recent Adobe Summit 2014, you can hear Clicktale's Chief Revenue Officer, David Davidoff and British Gas' Senior Web Analytics Manager, Tom Fox walk us through a real scenario where British Gas were able to make a significant difference to their form registration conversion by delving deep into the digital customer experience.

Here are some highlights of the story:

Booking a Service Visit is Supposed to Be Easy!

Albert Einstein once said: if I had one hour to solve a problem, I'd think 55 minutes thinking about the problem and 5 minutes thinking about solutions. David Davidoff, Chief Revenue Officer, Clicktale

To help their customers, British Gas created an online form where they can book a service visit without having to pick up the phone.

The form was supposed to be easy: Only 2 fields were required to be filled in, a unique reference number and an area code. British Gas then sent out letters and emails to their customers telling them they can book a service visit online.

The problem was that while email recipients were succeeding in completing the online form, too many paper letter recipients were not.

Comparing Email Recipients with Paper Letter Recipients:

Using their Adobe Analytics segments combined with their Clicktale heatmaps, Tom and his team were able to compare the on-page experience for email recipients with paper letter recipients. Here's what it looked like:

The Clicktale heatmap combined with the tool's Link Analytics data showed that people entering the form page from a paper letter (right hand heatmap) were hesitating 4 times as long over the unique reference number field compared to people entering the page from an email! The paper letter users were also moving more to the top of the page to the "Where can I find this" link.

Obviously, they were confused about something in relation to the unique reference number. Tom's suspicions could only be confirmed by a look at how users behaved on the page:

Drill Down to the Session Playback to Confirm Suspicions

Tom's team looked at a number of the paper letter users' behavior on the form page using the Clicktale Session Playback tool. Here's what they found:

People were entering the wrong "unique reference number" into the top field! Users were instead, entering their "letter reference number" which was at the top of the letter they had received. The solution was to immediately change the format of the paper letters to make the true unique reference number more prominent!

75% of Users Tried to Fill Out the Form Field More than Once!

Tom's suspicions were laid to rest when he then looked at the Clicktale Form Analytics suite's refill metric. This showed that a massive 75% of form visitors who came from a paper letter were trying to fill out the unique reference number field more than once - a clear symptom of customer struggle and bounce.

To find out how British Gas fixed their form conversion, listen to the full case study.

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