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www.sessioncam.com Generating customer insights to inform your testing and optimisation strategy
| Date post: | 16-Aug-2015 |
| Category: |
Technology |
| Upload: | the-research-thing |
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www.sessioncam.com
Generating customer insights to inform your testing and optimisation strategy
www.sessioncam.com
Data driven tests are
7.7than UX tests
So let’s start with an insight
eConsultancy Research
times more
effective
www.sessioncam.com
How effective are these approaches in helping to understand the customer experience?
Source: Econsultancy - “Reducing Customer Struggle 2013”
[based on 582 responses from e-commerce professionals]
7
www.sessioncam.com
DEMO
https://console.sessioncam.com/Dashboard/Playback/?Se
ssionId=cc694ed2-aa0b-4f45-9932-
6a2f98b6b3d3&StartTime=635725505750000000&Hostna
meId=decb5f09-7c98-e311-945d-12313928a8b9
www.sessioncam.com
Three ways to gain insights from a replay solution
Session Replay
Heat Maps
Funnels
1
2
3
www.sessioncam.com
• We noticed a large number of visitors who were attempting to insure pets who were under 8 weeks old and therefore unable to progress.
• This enabled a simple fix to tell customers to pick a cover date that started in the future
Drop off on this page reduced from 61% to 48%
Session Replay insight
www.sessioncam.com
• 15% of customers missed the first question in step 2
• The tiny red star next to the field just wasn’t getting their attention when they couldn’t continue to the next page
Session Replay insight
www.sessioncam.com
Session Replay insight
• People lose their products when they click in to one of the delivery options and are returned to the trolley page with a ‘your trolley is currently empty’ message.
• Other customers appeared to have an item in their trolley but when they hovered over the trolley icon they were shown to have no products.
www.sessioncam.com
• 8% of visitors exit after interacting with the postcode field.
• A significant number of visitors completely miss the ‘Find my address’ button after entering in their postcode
• These visitors only notice they had missed the address lookup after attempting to submit the form which generates an error.
Funnel insight
www.sessioncam.com
• We noticed a significant number of people who have issues with the form field, either entering their postcode in the wrong format or entering a town name that was not recognised.
• This is an opportunity to include an intelligent ‘presumptive’ search function to eliminate spelling errors
Funnel insight
www.sessioncam.com
• Several customers repeatedly click on the delivery option content on the right hand side of the page
• These delivery options are clearly mistaken for clickable links, and leave the customer frustrated as they want more information
‘Click’ Heat Map insight
www.sessioncam.com
• A key call to action is lost here by being hidden between two other parts of the page
• Both the click and the mouse movement heatmap demonstrate that the cross sell CTA is lost and receives little attention
‘Click’ and ‘Mouse Movement’ Heat Map insight
www.sessioncam.com
‘Scroll’ Heat Map insight
• On this purchase journey 9% of visitors exit at this point
• Many customers scroll through the benefits of the products but don’t make it as far down as the ‘continue button’
www.sessioncam.com
Session ReplayWeb Analytics
A/B Testing
Live Chat
VOTC
The wider research eco-system
CRO
Playback
www.sessioncam.com
• Theres no doubt that an effective CRO programme will drive continual improvements on your site.
• But it must be fuelled by genuine, meaningful and measurable insights
WHAT? WHY? TEST
Tests rely on effective insights
www.sessioncam.com
Three fundamentals for effective insights
Customer behaviour from
real customers in the real world
GENUINE
True insight into why a problem is
occurring, to create clear test
variants
MEANINGFUL
We can quantify the scale of the
insight, thus calculating the
ROI
MEASURABLE
Playback Solution
www.sessioncam.com
Find insight on your
live site using
SessionCam to
generate insights
that can be tested
in your MVT
programme
Run the tests on
MVT and watch
sessions from both
the winning and
losing variant to
understand why
one beat the others
Continue to monitor
performance via
SessionCam to
ensure it stands the
test of time
1. Uncover insights 2. Test in MVT 3.Re-validate
Using session replay and MVT together
4. And back again!
Playback Solution Playback SolutionMVT – A/B programme
www.sessioncam.com
Questions?
