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TFM&A, February 2012 David Hudson, UK Country Manager
© 2012 etracker
The Great Web Form Challenge How mouse tracking can help reduce drop-off rates
February 2012 1
Overview
About etracker
Typical applications for web forms
Status quo: software support for website optimisation
Benefits and drawbacks of usability labs
Live demo: Mouse tracking for web form optimisation
Summary and recommendations
© 2012 etracker February 2012 2
About etracker
etracker
Founded in 2000, in Hamburg, Germany
Owned and managed by the company's founders
60 staff and around 500 sales partners
Over 110,000 satisfied customers around the world
UK office since 2011
Important points about our company
Software made in Germany
100% compliance with data protection legislation
No usage or sale of your data
Free personal, English-speaking support
Training and consultancy available as needed
© 2012 etracker February 2012 3
Successful websites: Our customers
© 2012 etracker February 2012 4
Typical applications for web forms
Order forms
Site search
Newsletter subscriptions
Contact & feedback forms
“Send to a friend”
Login
etc.
© 2012 etracker February 2012 5
Full website optimisation – The status quo
© 2012 etracker February 2012 6
Passive user observation Active user survey
Full website optimisation – The status quo
Macro perspective
Overview of the website Web analytics Satisfaction
analysis
Feedback
analysis ?
User-centric
website
optimisation
Macro perspective
Overview of the website
Micro perspective
Detail view of individual
pages
Micro perspective
Detail view of individual
pages
What happens on the
website? Why does it happen?
Where does it
happen? How does it happen?
© 2012 etracker February 2012 7
Unanswered questions
How do visitors interact with a form, in detail?
What are they looking at on a form?
What information do visitors actually perceive?
What text do they actually read?
How do visitors fill in the form field, in detail?
How much time do they need for each individual field?
Which fields lead to drop-offs?
etc.
© 2012 etracker February 2012 8
Full website optimisation – What's missing?
Active user survey Passive user observation
Macro perspective
Overview of the website Web analytics Satisfaction
analysis
Feedback
analysis ?
User-centric
website
optimisation
Macro perspective
Overview of the website
Micro perspective
Detail view of individual
pages
Micro perspective
Detail view of individual
pages Usability labs How does it happen?
© 2012 etracker February 2012 9
Typical drawbacks of usability labs
They don't observe real users, just test participants
There is no real-world context, just a laboratory situation
There is no natural motivation, just artificial tasks
They only evaluate very small samples
They only analyse a few pages – not the whole website
They are very labour-intensive
They involve high costs - financial and time
They are often only a realistic option for large organisations
© 2012 etracker February 2012 10
Full website optimisation – The solution
Active user survey Passive user observation
Macro perspective
Overview of the website Web Analytics Satisfaction
analysis
Feedback
analysis ?
User-centric
website
optimisation
Macro perspective
Overview of the website
Micro perspective
Detail view of individual
pages
Micro perspective
Detail view of individual
pages Usability labs How does it happen?
© 2012 etracker February 2012 11
Full website optimisation – The solution
Active user survey Passive user observation
Web analytics Satisfaction
analysis
Feedback
analysis
Micro perspective
Detail view of individual
pages
User
experience
analytics
© 2012 etracker February 2012 12
User-centric
website
optimisation
How does it happen?
Macro perspective
Overview of the website
Macro perspective
Overview of the website
Micro perspective
Detail view of individual
pages
The solution: User experience analytics
New type of software solution for detailed behaviour analysis
Records and plays back real user behaviour
Mouse movements, scroll activities, all clicks, form interactions
Records and plays back dynamically created content
Easy to install by adding a snippet of HTML tracklet code
Completely invisible, and does not affect visitors
Can be set up for full compliance with data protection requirements
Analysis is possible using any browser
© 2012 etracker February 2012 13
User experience analytics
Live demo
© 2012 etracker February 2012 14
Benefits of user experience analytics for forms analysis
Simple to implement without needing extra staff
Evaluation of large, free samples possible – unadulterated
Real user experience analysis in a natural real-world context
An unaltered "peek over the visitors's shoulder"
Quick and easy to implement, just add a tracklet code
No individual forms programming needed
Cost-effective solution, thanks to monthly subscription model
Makes professional user experience analysis available to SME's
© 2012 etracker February 2012 20
Summary and recommendations
Always put the user at the centre
during form and web optimisation
Analyse the user from
different perspectives
Use cost-effective analysis software
rather than usability labs
User experience analytics leverages
systematic form and website optimisation
Form drop-off rates can often be
reduced by more than 20%
© 2012 etracker February 2012 22
Active user survey Passive user observation
Web Analytics Visitor Voice
Page Feedback
Macro perspective
Overview of the website
Macro perspective
Overview of the website
Micro perspective
Detail view of individual
pages
Micro perspective
Detail view of individual
pages
Full website optimisation with etracker
© 2012 etracker
What happens on the
website? Why does it happen?
How does it happen? Where does it
happen?
February 2012 23
Product editions
SaaS
Inhouse solution
Modes
The etracker Conversion Optimisation Suite
5 highly integrated products –
1 tracklet
Product editions to suit any
requirement
Cost-effective subscription model
Available as a SaaS or as an
inhouse solution
Includes free, personal support
Individual customisation,
consulting and training optional
© 2012 etracker February 2012 24
Unlimited
Advanced
Basic
Lite
etracker UK
Cedar House, Glade Road
Marlow, Bucks, SL7 1DQ
United Kingdom
www.etracker.co.uk
www.etracker.co.uk
Conversion Optimisation Suite
5 products – 1 tracklet
© 2012 etracker February 2012 25
David Hudson
UK Country Manager
Tel: +44 20 33180095