After two decades of designing sites for digital businesses, we all know the drill: it’s critical to understand visitor behavior if we want to get customer experience “right.” Each page on your site has a purpose, which is to drive customers to the next step in the funnel or create engagement with your brand. But how can we quantify and measure the impact of specific behaviors?
Two recent stories brought home the fact that for too many businesses, the black box of quantifying in-page behaviors can obscure important information, namely, what your customers are trying to tell you about your site.
Our own success story: Request a demo/meeting
At Clicktale, we depend on our digital touchpoints to keep sales pipelines filled with qualified leads. For our digital marketing team, the overarching goal of every interaction is to funnel visitors to the “request a demo” page that transforms them into leads.
In keeping with best practices, our “request a demo” page was clean and simple. The page was devoid of distracting choices – it featured no extra text, no links, just a form for contact details and a lush video designed to deliver a final, compelling push to receive a demo from a rep.
Despite the healthy numbers of visitors who clicked “request a demo” from other site pages, and the careful, strategic design of the “request” page itself, most prospects were developing cold feet: 77% ultimately declined to enter their names, business info and/or contact details and press the “submit” CTA.
We set out to discover what was causing visitors to drop from the page – and what encouraged them to stay. Through the Clicktale Experience Cloud’s influential segments, we saw a dramatic exit rate from the page for the segment of visitors who watched the video. We then looked at sample recordings from this segment, and created a sequence in Path Quantification based on visitors who clicked on the “play video” button. Within a short time, the picture came clear: the video was distracting a significant number of visitors away from the page, though many of them were then navigating to our Solution section to learn more about our features.
Visitors interacting with the video were getting distracted and not completing the form
But for this page, our task was clear: redesign the page without the video. Once the new page was relaunched without the video (now called “request a meeting”) the average number of monthly leads jumped by 8%.
Upon removing the video the percentage of visitors completing the form rose by 8%
Uplift in form completions as shown in the Clicktale Experience Center
Story 2: Leading e-commerce retailer
Following a redesign of their site, a leading retailer of quality watches set out to understand how the information sections of their product pages impacted customer behavior and ultimately, conversions. For the analysis, they examined two collections of smart watches: one was more fashion oriented, while the other was designed with a more techy-functional feel.
Product page layout was the same for both collections. However, customer interactions differed substantially: For the fashion-oriented watches, customers interacted substantially more with color options and the product video. For functional watches, customers interacted more heavily with technical information fields.
Even more interestingly, Clicktale’s Path Quantification feature revealed that the paths customers took through the product page for the different collections strongly impacted conversion. For functional watches, customers who interacted heavily with informational fields converted at much higher rates than those who interacted with image and style fields, while higher conversion for the fashion line was associated with high interaction with fashion-related fields such as images and suggestions to complete the look.
The Path Quantification feature within Clicktale’s Path Analytics suite is actively helping Clicktale’s customers – and Clicktale itself – to bring better experiences to market and contributing to amazing results. Are you using in-page pathing to quantify the impact of visitor behaviors or uncover successful (or unsuccessful) patterns? Let us know! Tweet your answers to us at @Clicktale