SessionCam: Generating customer insights

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?

www.sessioncam.com

Will [email protected]

@willleuch