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      Archive for the ‘ClickTale’ Category

      Get Big Conversion Results from Small Website Changes

      posted by clicktale 1:25 PM
      Tuesday, July 29, 2014

      If you know exactly how visitors are interacting within the pages of your website then you can take your optimization efforts to a whole new level. Suddenly you will discover small elements that you never thought could impact your conversion so badly:

      - The positioning of a promotional banner that’s hiding your call to action.

      - The form field that’s discouraging people from checking out.  

      - The poorly-worded instructions that cause customer frustration. 

      The list of potential website pain-points are many and varied according to the industry and specific conversion goals of the digital channel. But in every case, if left undiscovered, such optimization issues can be fatal to the long-term success of an online business.

      This infographic explains how ClickTale uses real customer insights to provide marketing with a deep understanding of how visitors experience your site. And from that – a clear indication of why your conversion may be lower than it should. Without such a granular view you are limited to the ‘what’, ‘where’ and ‘who’, which, while important (and provided by regular analytics tools), does not answer the vital ‘experience-level’ questions that you need to create optimal customer experience and meaningful conversion uplift.

      strong.final  Get Big Conversion Results from Small Website Changes

      3 Ways to Make Online Customers Stay With You For Life

      posted by clicktale 9:25 AM
      Wednesday, July 23, 2014

      customer lifetime value 3 Ways to Make Online Customers Stay With You For Life Customer lifetime value (CLV) is a prediction of the total value that a customer will bring to a business over the lifetime of the relationship.

      CMO’s today recognize that growing the online CLV is a strategic imperative. The majority of customer interaction with a brand going forward will be via digital channels. Just in the retail sector alone, digital channels are responsible for nearly 10% of direct revenues and over 50% of indirect revenues today.

      It’s all very well thinking about how your online business is going to acquire more customers. But if your conversion rate is only 1% then the wastage in time and resources is enormous.

      The so-called 80-20 rule (aka; the Pareto principle) also helps highlight that most of your online business (roughly 80%) comes from a only a small number of engaged visitors (roughly 20%).

      CLV is therefore the lens through which we should be looking at future business growth. And our main question should be: how do we optimize customer acquisition spending for maximum CLV?

      3 Ways to Build Customer Lifetime Value using DCX:

      1. Understand your Customers’ Digital Experience

      empathy 3 Ways to Make Online Customers Stay With You For Life A central pillar of sustainable CLV is brand loyalty. A recent Econsultancy report found that an overwhelming 89% of company respondents believed that a great customer experience is key to driving brand loyalty.

      But the only way to really understand your customers is to empathize with their experiences. To see through their own eyes. In the academic world this is known as Standpoint Theory. This states that “our locations within society shape the way in which we understand and communicate with ourselves and the world around us”.  What does this mean for online businesses and CMO’s? That you can only really understand your customers’ pains and frustrations by standing in their shoes.

      Back to the digital world then; Digital Customer Experience (DCX) platforms can provide this level of granularity into the experience of individual customers by recording their every online move – mouse move, click, swipe, scroll and attention.

      This individual-level data can then be analyzed in its own right or automatically compiled to provide a customer experience map for every website page. The same technology can then be used to iron-out hidden or unexpected usability hick-ups that are impacting online customer experience.

      2.  Personalize Your Online Offering

      As any marketer is aware, not all web visitors are equal. From our 80/20 rule it should be obvious that online visitors need to be segmented – and you need to start paying greater attention to those with higher ‘conversion’ potential.

      semgentation 3 Ways to Make Online Customers Stay With You For Life

      - Are there specific customer segments looking for a quick deal?

      - Are there specific demographics that want to compare prices before they checkout?

      - Do some segments insist on reading customer reviews before making a purchase decision?

      Every company should first identify its customer segments using tools such as Adobe Analytics or Google Analytics. Once identified, the next step is to drill down into how those specific segments behave and interact with your site using your DCX platform. Once you’ve identified their behavior – begin to create personalized experiences that maximize the value from your most profitable target segments.

      3. Mitigate Customer Support Issues

      frustration 3 Ways to Make Online Customers Stay With You For Life If a website visitor has already had a negative experience then the damage is already done. Even if he  makes a purchase this one time, it will probably be his last. The problem is that customer support can only react to customer pain. And its expensive. And sometimes – if not managed correctly, it can pour more oil onto the fire by adding frustration to the initial dissatisfaction.

      Voice of Customer (VOC) feedback is often touted as the solution to customer experience optimization. But by the time a customer is frustrated, the feedback they provide is probably less than useful (“this site really sucks!!”). However, by connecting that feedback to the individual Session Playback recording in the DCX software you can immediately understand what caused that customer’s frustration.

      As a customer, how often have you been frustrated by having to explain your experience to a customer support rep? What if you’re transferred again and again – each time having to hold, then explain the same problem to a different person? What if you don’t even speak the same language? The solution is for customer support staff to begin analyzing the Session Playback recordings of their customers in real-time. This way, they will be able to quickly understand the issues and mitigate support issues far more effectively and efficiently.

      Conclusion: Stop Acquisition $$’s Going to Waste!

      - If a customer feels that their online experience is intuitive, fun and informative they will become lifetime customers.

      - If a customer feels that their future support issues will be resolved without stress or frustration they will become lifetime customers.

      - If a customer feels that you – the business, recognize them personally and understand their individual needs then they will remain lifetime customers.

      We live in exciting times for brands. Digital Customer Experience technology offers a powerful way of answering customer expectations and ensuring that the money you spend on acquisition generates more lifetime customers –  the real force multipliers for your business.

      ————————————–

      book a private demo 300x188 3 Ways to Make Online Customers Stay With You For Life Book a Private Demo to find out how ClickTale’s digital customer experience solution can help you transform more website visitors into lifetime customers.

       

       

      Join Our Webinar: Digital Customer Experience Trends 2014

      posted by clicktale 4:33 AM
      Monday, July 21, 2014

      DCX: Now An Integral Part of Enterprise Marketing

      Digital Customer Experience (DCX) is about the marriage of two terms we’re all familiar with: ‘Digital Analytics’ and ‘Customer Experience’.

      Just a few short years ago everyone was talking about the importance of measuring the success of our websites and marketing campaigns. And so was born ‘Digital Analytics’ in the shape of Google Analytics and Adobe Analytics.

      clicktale and analytics4 300x225 Join Our Webinar: Digital Customer Experience Trends 2014

      Digital Analytics and DCX – via ClickTale Software

      In recent years however, marketers have realized that numbers, while essential to the measurement of performance, only provide a partial view of what’s really going on online. What was missing was a ‘qualitative’ indicator – a measure of how people ‘feel’ and ‘behave’ in response to an online experience.

      And by missing out on that ‘qualitative’ indicator, companies found they were losing millions in wasted online revenues, not to mention customer loyalty, repeat business and positive brand reinforcement.

      As a result, the conversation has today shifted towards the idea of not just measuring, but understanding and optimizing the entire customer experience online. (expand the image on the right to see how digital analytics differs from ClickTale’s DCX, for example)

      2 Main Assumptions of Digital Customer Experience

      happy fingers 300x186 Join Our Webinar: Digital Customer Experience Trends 2014Behind this new field of marketing lay 2 main assumptions that represent the new frontier of online businesses success. These assumptions are already part of the day-to-day best practices of some of the most successful brands in the world:

      • That there is more to digital success than one-off conversion.
      • That delivering good website design and compelling content is just the tip of the iceberg to developing real online customer satisfaction.

      Now that online businesses are finally understanding the power of Digital Customer Experience, how do you harness it? How can you better understand and engage your users with your digital resources and marketing tools?

      This Thursday’s webinar will answer many of these essential questions and more:

      Digital Customer Experience Trends 2014

      Forrester Social Join Our Webinar: Digital Customer Experience Trends 2014Thursday July 24th,11:00am-12:00pm EST/3:00-4:00pm GMT

      Join guest speaker John Dalton, VP, Research Director at Forrester Research as he discusses the main trends and insights from the February, 2014 report: “Digital Customer Experience Trends, 2014”.

      Join this Webinar

      Highlights from this report include:

      • The new breed of digital innovators blending online and offline experiences
      • The resurfacing of the privacy debate
      • How failed digital experiences can have serious repercussions on profit and reputation
      • The pursuit for user experience (UX) talent
      • The focus on mobile to drive customer experience innovation

      The Psychology of Color in Web Optimization

      posted by clicktale 3:25 PM
      Thursday, July 17, 2014

      color priming1 The Psychology of Color in Web Optimization

      Will a red call to action result in a higher conversion rate than a green one? One of the most controversial topics in web design is the issue of color. This subject attracts a great deal of attention, based on the notion that the color of an object can affect the way we feel about that object.

      The Priming Effect

      Color is shown to be a significant determinant for both website trust and satisfaction. Color has the potential to communicate meaning to the user and influence the visitors’ perception through the priming effect.

      This is when the exposure to one stimulus then influences the way we response to a further stimulus. In this way the exposure to a certain color can influence the visitor’s reaction towards the site in a ‘carry-over’ effect, meaning that the emotional reaction towards a color can be translated to positive or negative interaction with the website.

      Our Reactions to Color are as Individual as our Experiences

      There have been numerous (unsuccessful) attempts to classify consumer responses to different individual colors. Those finding reveal that the reaction towards color is more determined by personal experiences. As a result, it can’t be universally translated to specific feelings. What this means is that our reactions to color are not absolute. So there is no collective preference for one color over another. So in our initial example, there is very little evidence to support that a ‘green’ call to action will universally make people purchase a product more often than ‘yellow’ or ‘red’.

      Growthgiant ran an A/B test for CareLogger, a health app that allows users to keep track of their diabetes. They tested call to action buttons in two different colors to determine which attracts more clicks. “After 600 signups with the exact same call to action and just a different color button, the red version saw 34% more conversions than the green”.

      growthgiant The Psychology of Color in Web Optimization

      Color is Not as Important as Persona in Determining Conversion

      After seeing these results, most designers would then conclude that the red CTO leads to a higher conversion rate.  But, an analysis of a similar example’s heatmap and session replay showed that that conclusion was based on partial information only.

      The true reason for the difference in conversion is often due to the buyer persona rather than the color: Those that convert tend to be  more ‘impulsive’ buyers (see the left hand heatmap). The  analysis showed that they progressed through the page and the form quickly without attention to details, while those that failed to convert were more focused on the content of the page (the right hand heatmap).

      color priming The Psychology of Color in Web Optimization

      Now that we have this vital information, action items for improving the conversion of the site could include:

      • Shortening and improve the quality of the content
      • Changing the layout on the page to streamline the journey
      • Shortening and simplifying the form, etc.

      Thus color was a questionable part of the overall online customer experience and far less important in contributing to the overall optimization and conversion.

      Use Color in its Relevant Context

      Anthony G. Greenwald and his colleagues observed that people make connections much more quickly between ideas that are already related in their minds.  For example; the strong cognitive link between man and soccer. Or women and makeup. 

      We are primed to connect ‘man’ and ‘soccer’ due to their strong connection in our mind. These connections were developed through the socialization process and are culture related. But we can also use this concept to connect colors with products or offerings.

      pink The Psychology of Color in Web Optimization

      Our reactions towards colors stem from the conditioned links between a certain color and what this color represents.

      Thus, if pink is automatically linked to pretty little girls, this well established connection can be used to communicate a brand’s desired image in the consumer’s mind (Madden et al., 2000). For example, if a new website for girls clothing uses pink,  it actually takes advantage of everything that this color stands for.

      Conclusion: No Hard and Fast Rules

      At the end of the day, there is no set of hard and fast rules that can guide you through the process of choosing the right color for your websites. But, color should be connected to the specific message one wants to convey. Black can fit nicely for a business website but not for a wedding website for example. The usage of a specific color should try to take advantage of our cultural experiences and rely on our existing associations.

       

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      book a private demo The Psychology of Color in Web Optimization

       

      To understand how customers really experience your website, book your own private demo with a ClickTale expert consultant.

       

      Global Insurance Trends & The Online Frontier

      posted by clicktale 4:57 AM
      Monday, July 14, 2014

      It’s no secret that the insurance industry worldwide faces multiple challenges: Price competition in non-life sectors such as motor insurance are driving down premiums and profitability; low interest rates in most western economies deter people from buying savings products; and more competition is popping up from banking, financial and even online giants such as Google and Amazon, who are increasingly dabbling in the insurance game.

      gold rush frontier Global Insurance Trends & The Online Frontier

      As a result, many companies in the space have experienced a contraction in profitability. However, a silver lining does exist. Some companies, feeling that squeeze, have reacted by forcing greater innovation in the online space. And in fact, despite the challenges, the insurance sector has grown at an enormous 26% since 2010 from $4.1 trillion to an expected $5.1 trillion in 2015 - much of it due to online.

      Online Insurance – The Gold Rush Frontier

      Due to the inherent nature of the space which lacks a real ‘shop’ interface with customers, and thanks to the increasing scope of mobile and tablet devices, insurers are rushing to invest in their websites and their website customer experience.

      This new gold rush frontier means that companies can quickly expand their pool of potential customers (using social media), make fast sales and develop brand trust (via the website), communicate and troubleshoot with customers personally (via online chat), and at the same time, keep costs reasonably low.

      And that means that the customers’ online experience is now critical to the business success of the insurance company.

      Multiple Online Journeys & Challenges

      online journeys2 Global Insurance Trends & The Online Frontier

      The customer online journey for an insurance site is typically made up of 3 elements: ‘find’, ‘choose’ and ‘buy’. In addition, these can be further broken down into a number of specific goals.

      A successful insurance website must therefore provide superior user functionality and experience across all of these different goals:

      1. Provide a platform for direct selling of insurance products
      2. Provide a means of researching and comparing different policy products
      3. Viewing specific policy details
      4. Making changes to policies already acquired
      5. Paying premium bills
      6. Contacting customer support/company reps

      To add to the already complex list of tasks above is the fact that online experience trends vary whether the user is looking for life-related products or non-life related products. For example, motor and home insurance products have become far more “commoditized” in recent years and therefore are more of an ‘impulse buy’ today. Conversely, life insurance continues to be much more a ‘considered purchase’.

      Implication: Carefully Study Your Customers’ Online Body Language

      The insurance sector will shortly be a $5.1 trillion business. And the key growth catalyst is the web, helping providers attract new customers while decreasing marketing and administrative expenses.

      In light of the considerable challenges and range of goals that the insurance site must answer, developing a competitive edge is contingent upon a deep understand of online customer experience.  Vendors have no choice but to evaluate the online body language of their web visitors to understand where they struggle and why they potentially leave.

      maze2 Global Insurance Trends & The Online Frontier

      Is your customers’ online journey really optimized?

      Some Questions You Should Be Asking:

      • Does the customer want to checkout quickly and easily on a specific product page? Or are they looking for further information to build trust?
      • Was the customer able to compare policies easily? Or were they intimidated by too much text?
      • Does the website provide a logical flow to the checkout? Or are customers getting frustrated way back on the home page?
      • Is it easy to get a quote?  Or is the online form too invasive and tedious? 

      The only way to answer these and many other similar questions is by using a Digital Customer Experience solution that shows you how customers scan, scroll, click and swipe across and within the different pages of your website.

      Once aggregated into overall trends, this detailed view helps you to optimize your site for your different target audience needs – based on gender, demography etc. (by integrating with Adobe Analytics). Furthermore, it will enable you to apply these customer experience insights to more quickly make the right website optimization changes (by integrating with A/B testing tools).

      Stay tuned for more on website insurance optimization and conversion, coming soon…

      —————————————

      book a private demo Global Insurance Trends & The Online FrontierWant to understand how customers really experience your website?

      Book your own private demo with a ClickTale expert consultant.

       

       

       

       

       

       

       

       

      Webinar: Enhance A/B Testing with Optimizely and ClickTale

      posted by clicktale 3:46 AM
      Wednesday, July 9, 2014

      We’ve spoken about the power of ClickTale and A/B testing quite a few times on this blog; most recently here and here.

      If you understand that A/B testing is in part, a guessing game, and if you further appreciate that there is serious $$ value to be made by reducing that guesswork with clear observations of how customer behave, then tomorrow’s webinar is a must-watch for you:

      Optimizely Social Promo Webinar: Enhance A/B Testing with Optimizely and ClickTaleThursday July 10th, 12:00-12:30PM EDT/4:00-4:30PM GMT

      Join Jessica Braman, Customer Experience Consultant at ClickTale and Ryan Lillis, Optimization Strategist at Optimizely as they discuss integrating ClickTale and Optimizely and how this helped Forbes remove the guesswork from their A/B testing.

      During the webinar you will learn how to:

      • Leverage ClickTale and Optimizely integration to deliver superior digital customer experience.
      • Prioritize your A/B testing hypotheses according to value and urgency.
      • Get conclusive results from your A/B testing.
      • Compare and understand why different versions work better.
      • Quickly identify and resolve areas of customer struggle on your website

      Register Here

      Online Casino Design: To Mimic or Not to Mimic Real Life?

      posted by clicktale 8:25 AM
      Monday, July 7, 2014

      One UX design trend we see popping up again and again is the mimicking of real world objects on the web. Also known as skeuomorphic design, from the greek “skéuos” meaning container or tool and “morph” meaning shape. In the online world this refers to a web object (or functionality) that retains the design, look or functional characteristics of the original.

      Encourage Better Understanding Through Real-World Association

      Used to create a visual metaphor, the main purpose of this design is to increase the familiarity and the association between the product and its real world counterpart. Visitors can thus quickly tap into shared cultural understandings from the world of real objects and things. This helps UX designers to convey complex meanings in a more straightforward manner.

      Gambling Sites: A Practical Web Example

      online gambling 300x225 Online Casino Design: To Mimic or Not to Mimic Real Life?

      A good example of the skeuomorphic design trend can be found in gambling sites, most of which attempt to mimic real-life casinos.

      To start with, there is the sound of coins; then a somewhat dark design to emulate a real casino atmosphere. Sometimes loud music puts players in the right gambling mood; and finally a ‘gambler of the day’ provides a constant reminder to the presence of other players in the game.

      All of these casino-like elements are designed to portray the social air of a real bricks and mortar casino. However – the underlying assumption here is that online gamblers are all “transplanted” live gamblers. Is this assumption really true, then?

      Do Online Needs Differ from Real World Needs?

      Research conducted by Cotte & Latour (2008) found that online players can be clearly distinguished from real-live casino players and have different needs.

      To test their theory they conducted thirty interviews comparing Las Vegas gamblers with online gamblers.

      The results were quite astonishing:

      • Casino gamblers showed negative emotions towards online gambling, primarily because online gambling lacks the desired social interactions of the real-world casino.
      • Conversely, online gamblers also perceived this lack of social connectedness in virtual gambling – but for them it was a positive characteristic, and one of the crucial reasons why they were happy with their choice to gamble from the comfort of their home.

      It was that lack of social connectedness that led them to choose the online environment in the first place.

      gambling real Online Casino Design: To Mimic or Not to Mimic Real Life? Observation: Social Connection is Positive for Real Gamblers. But Negative for Online Gamblers

      This intense and ongoing cycle of social interaction is what helps physical casino gamblers reignite their desire to gamble. In contrast, online gamblers do not go through the same stages of emotional preparation when they play online.

      If we take our example back to UX design then, we arrive at the understanding that some web visitors intentionally choose the digital media in order to escape from real world engagement. So, casino-like, skeuomorphic design elements on a website could actually harm the visitors’ experience, as they are looking for a way to escape from social interactions and from the inherent emotional intensity of the real casino.

      Conclusion: Research Your Audience Before Investing in Skeuomorphic Design

      Because digital media is sometimes used to provides a route of escape from social connection, it may not be so important to re-create “interactive qualities” for some types of websites.

      In short, it is extremely important to learn who your visitors are and what they need or want. Are they social beasts or loners? Do they look for real flesh-and-blood social contact or prefer to just tap the screen? Users must be given the opportunity to disconnect if they want to, as interactions often demand cognitive resources that some people may not be ready to invest!

       

      References
      Cotte, J., & Latour, K. A. (2009). Blackjack in the kitchen: Understanding online versus casino gambling. Journal of Consumer Research, 35(5), 742-758.‏
      Sanfey, Alan G., et al. “The neural basis of economic decision-making in the ultimatum game.” Science 300.5626 (2003): 1755-1758.‏
      Premack, D., & Woodruff, G. (1978). Does the chimpanzee have a theory of mind? Behavioral and brain sciences, 1(04), 515-526.‏

      Why the Mobile Footer Matters…

      posted by clicktale 11:25 AM
      Wednesday, July 2, 2014

      footer 300x200 Why the Mobile Footer Matters...If we follow the traditional rules of web design, then the further you go down the page, the less important the information there. And as a result, we have a self-fulfilling prophecy: Users expect to find less interesting and relevant information – so UX designers don’t generally give the footer space the attention it deserves.

      However, the advent of the smartphone and tablet are in many ways re-writing the rules of digital customer experience.

      Among the many heatmap observations on the differences between mobile and desktop user behavior, it was found that mobile users tend to scroll much further down the page. In fact, most mobile users tend to scroll straight down to the footer – making this part of the website almost as important as the header.

      UX professionals are therefore being forced to apply the same website engagement and optimization rules without discrimination to both top and bottom of their sites. Here’s the proof, as demonstrated on our very own ClickTale website:

      In this case below we’re looking at a heatmap of scroll reach for the desktop site. From this we see that users stayed mainly in the top half of the page (the dark red color) and begin to scroll less as they descend beyond the half-way mark, as the dark red coloration gives way to yellow.

      desktop scroll reach Why the Mobile Footer Matters...

      ClickTale Scroll Reach heatmap for desktop sites

      Now compare this to the mobile version of the same website, below. In this Scroll Reach heatmap for mobile you can clearly see that the red coloration – representing high levels of engagement, continues almost all the way down the page to the footer.

      mobile scroll reach Why the Mobile Footer Matters...

      ClickTale Scroll Reach heatmap for mobile sites

       

      Why the Footer Matters for Mobile:

      swipe 300x200 Why the Mobile Footer Matters...1. Swipe! The swipe function is the main reason why the footer gets far more exposure on mobile sites compared to desktop. It’s simply that much easier to reach the bottom of the page when a single finger swipe or two will do it.

      Compare that to desktop sites where you have to place the mouse over a narrow side bar and then move your arm down towards the edge of your desk. (Surely I’m not the only one who’s elbow has fallen off the edge of the table sometimes!)

      The alternative is not much better either – start looking for the ‘Page Down’ key which is one of the least used keys on the board and gives you far less control than the mouse.

      2. Horizontal layout encourages scroll. A further heatmap observation has to do with the layout of the page. Horizontal layouts tend to prevent people from scrolling and clicking, whereas vertical layouts do the opposite. Due to the narrow shape of the iPhone screen and some other mobile devices then, a horizontal layout works best – and therefore encourages further scrolling down the page!

      5 Ideas to Make Better Use of Footer Real Estate

      1. Mirror  your header. If you find that users are just as engaged with your footer as your header, then why not give them the same navigation functions at both top and bottom?

      2. Provide additional information. Footers can be easily used to convey additional useful information that you can’t display on the header, including the contact us form, subscriptions, site map, company address, etc.

      3. Further reading material. Many sites will use the footer to promote additional content from their website, blogs, forum discussions or external links related to the subject matter that all help to ‘soft sell’ or nurture the visitor further. 

      4. RSS Feed, social share icons, media and search function. Many sites will place these functions at the bottom of the site, particularly if the page is long and content heavy.

      5. Don’t waste this space on SEO and advertisement spam. If you lack what to place in your footer then consider something artistic or illustrative that will help to improve the overall customer experience of your site. Many sites like to include illustrations of the ground (buildings, earth, grass, trees etc.) and using the proximity to the ground and a clear differentiation in color, to clearly mark off the footer from the main body of the site:

       

      footer grass Why the Mobile Footer Matters...

       

       

      The 4 Stages of Reducing Page Bounce

      posted by clicktale 5:05 AM
      Tuesday, July 1, 2014

      bounce edit 300x179 The 4 Stages of Reducing Page BounceA page’s bounce rate is regarded as an extremely effective, yet simple to qualify metric. Depending on your website type, typically the higher the bounce rate the less effective the digital customer experience.

      Knowing your bounce rate can also help determine the quality of your traffic. 

      High bounce rate coupled with large volumes of single source traffic could indicate poor referrals.

      But, knowing that your website’s experience is not effectively optimized is only half the answer. What we really need to know is why the bounce is occurring in order to take the right corrective actions.

      Follow this 4 stage escalation process to help you analyze and reduce webpage bounce:

      1. Are you getting the right traffic? (Hard vs. medium vs. soft bounce)

      The first step in the escalation process is to figure out if your visitors are intentional or unintentional.  If you have ClickTale, the Bounce Rate report will help you identify this via the following 3 types of bounce:

      Bounce Report The 4 Stages of Reducing Page Bounce

      The ClickTale Bounce Rate report

      ‘Hard bounce’ are those visitors with no interest in your page. They usually view only a single page of your website and spend less than 4 seconds engaging. They usually leave your page without even looking at it and in all likelihood, shouldn’t have landed on your page in the first place!

      ‘Medium bounce’ are those visitors who have a little bit of interest in your web page. They probably viewed a single page and had an engagement time of between 4-10 seconds. They may have the potential to come back at a later time with the right messaging or follow-up is in place.

      ‘Soft bounce’ refers to visitors with plenty of interest in your web page. They usually have an engagement time of over 10 seconds. But these visitors still left. Probably because they couldn’t find what they were looking for. Or they were nervous about making a commitment to ‘buy’ or provide their details to the online form.

      2. Does your page load fast enough?

      Before we even look at optimizing the content on the page, make sure the page is technically sound. Does it load fast enough? Are there too many errors? If you have ClickTale, take a look at the Page Console feature which provides exactly this data for every page of your site.

      page console The 4 Stages of Reducing Page Bounce3. Does your content meet visitor expectations?

      Soft and medium bouncers are interested in what content your website has to offer.

      But they’re leaving because there’s something missing from your page. Firstly, re-check your PPC ad campaigns or Organic Search content. Maybe it doesn’t quite promise what your website content actually delivers. 

      Next, if you have ClickTale, take a look at the heatmaps for the page to see if visitors are being distracted by an element you didn’t intend – this can be anything from an unnecessary link to an interactive visual that you never assumed would hurt your conversion. 

      The good news is that these can usually be easily moved or removed altogether, leading to a dramatic about-turn in engagement and conversion.

      North Face heatmap alt The 4 Stages of Reducing Page Bounce

      The North Face moved a single banner that was distracting visitors and improved click rate by 21%

      4. Do your calls to action perform? 

      Once you’ve completed all of the above, check your calls to action. Do they stand out enough on the page? Or are they blending in with additional page elements? Sometimes the most important calls to action fall below the fold line, so most visitors are not even aware they exist.

      Banner blindness – Too many ads and calls to action can stress your visitors. Whether it’s the placement, color, messaging or size, visitors may not be engaging or utilizing your calls-to-action to progress further along the conversion process.

      Once you’ve analyzed your heatmaps, drill down further into the individual Session Playback recordings which enable you to follow the movement of individual customers as they scroll and engage across a page. This will help to understand why customers may not be engaging with specific elements and calls to action.

      Conclusion 

      Bounced visitors don’t have to be lost customers. If you can identify the type of bounce, you can better determine the amount of real money being left on the table.  A timely response can then save your company millions in revenue – especially if the fix is something that can be achieved relatively quickly and economically – as is often the case!

       

       

      Webinar: ‘Fast Track Your Web Optimization ROI’

      posted by clicktale 9:25 AM
      Friday, June 27, 2014

      Demo Social Webinar: Fast Track Your Web Optimization ROI Following on from yesterday’s post, here’s a bit more information on Monday’s up-coming webinar! Make sure to register now!

      - Ever wondered how web visitors really respond to the layout and content of your web pages?

      - Ever wanted to understand why potential customers abandon important landing pages and forms?

      Sometimes, the smallest negative customer experience can have drastic effects on your overall conversion. And you’ll never know why. Until now.

      Join Shai Tamari, Pre Sales Manager for ClickTale, on Monday June 30th, 2:00-2:30PM EST/11:00-11:30AM PDT, where he explains how sophisticated in-page customer experience data can transform your website’s potential!

      This webinar will show you how to understand and interpret what visitors are doing on every page of your website and how this knowledge can be used to create a winning digital customer experience.

      During the webinar you will learn:
      - How to create a successful customer experience analysis using ClickTale
      - How traditional analytics integrates with in-page Digital Customer Experience insights
      - The ClickTale toolset: Session Playback, Heatmaps, Conversion Funnels and more.

      REGISTER HERE

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