Content Management & Web Analytics Theatre; The great web form challenge: how mouse tracking can help reduce drop-off rates

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


Successful websites: Our customers


Typical applications for web forms

Order forms

Site search

Newsletter subscriptions

Contact & feedback forms

“Send to a friend”

Login

etc.


Full website optimisation – The status quo


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


pages

What happens on the

website? Why does it happen?

Where does it

happen? How does it happen?


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.


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


Micro perspective


pages

Micro perspective


pages Usability labs How does it happen?


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


Full website optimisation – The solution


Macro perspective

Overview of the website Web Analytics Satisfaction

analysis

Feedback

analysis ?

User-centric

website

optimisation

Macro perspective


Micro perspective


pages

Micro perspective


pages Usability labs How does it happen?


Full website optimisation – The solution


Web analytics Satisfaction

analysis

Feedback

analysis

Micro perspective


pages

User

experience

analytics


User-centric

website

optimisation

How does it happen?

Macro perspective


Macro perspective


Micro perspective


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


User experience analytics

Live demo


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


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%



Web Analytics Visitor Voice

Page Feedback

Macro perspective


Macro perspective


Micro perspective


pages

Micro perspective


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


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


David Hudson

UK Country Manager

Tel: +44 20 33180095

[email protected]

Content Management & Web Analytics Theatre; The great web form challenge: how mouse tracking can help reduce drop-off rates

Technology

website optimisation

website optimisation

web optimisation

etracker etracker

web form optimisation

forms analysis simple

form field

great web form challenge