Visitor Session Replay and Conversion Rate Optimisation

Visitor Session Replay& the CRO Process

60,000times faster

(source - http://www.billiondollargraphics.com/infographics.html)

The brain processes visual information

than text or numbers

There’s a field, with white buildings and trees around the perimeter. In the background you can see some children playing football. In the foreground there is a small yellow dog, sat on his haunches, wearing a yellow vest. He’s sat in the middle of a set of children’s football goalposts, made out of white plastic. He looks alert. From the left, a human hand emerges holding a miniature football. The hand throws the ball and the dog catches it enthusiastically.

So it’s hard to process blocks of text like this…

But it’s easy to process visual information like this

Short Normal Full Length Yorker

B W B W B W B W

OO 0 0 7 0 0 0 1 0

Off 19 0 10 3 4 1 3 0

Mid 15 0 15 1 4 0 3 0

Leg 2 0 5 0 0 0 1 0

OL 0 0 3 0 2 0 2 0

It’s the same for numbers. Take this cricket data…

Without expert knowledgeit’s hard to make sense of.

This is the same data presented in a visual way, using a heatmap. The story becomes more clear.

Frequently bowling here

Blue crosses mean wickets – this is good

My advice would be simple – bowl more here. Bowl less here

Bowl more here

Traditional analytics

Hard to action

Something is missing

It’s similar with analytics and CRO.Using just analytics to improve your website can be difficult.

We’re missing evidence of the user and their perspective – what website did they receive? How did they interact with it? What kind of experience did they have?

Traditional analytics

Easy toaction

Decibel Insight

Putting behavioural insights into the process makes it easier to make good decisions.

Digital Customer Experience

Whatthey saw

Whatthey did

Theresult

It’s about understanding the digital customer experience more fully…

Decibel Insight is a set of tools designed to show you the digital customer experience for yourself- Session replay- Heatmaps- Form analytics- Funnels- Audience segmentation

- Analytics & testing integrated- Works across devices- Hybrid-app compatible- Enterprise setup- ISO 27001 security

Watch back Troubleshoot

Understand users

Improve forms Optimize content

Enhance testing Examine mobileFix broken pages

Use Cases

What it Enhances

AnalyticsInvestigate anomalies

AB/MV TestingInform & evaluate testing

Voice of CustomerUnderstand feedback

PersonalizationAnalyze impact

Replay Example Use Cases

- Users were seeking information- Struggled to interact with the pages- Found circular navigation- Found broken interactivity

Utilities company – discovered issues with their contact us page causing users to get frustrated.

- User asked for email twice- Error messaging missing- Struggle to complete purchase- Simple fix to form

Clothing retailer spotted challenges with new account setup:

- Unresponsive buttons- Broken menu expansion- Visitor clicks multiple times- Clear frustration expressed!

Electronics retailer found broken mobile functionality that was spoiling user experience:

“An ounce of real life is wortha pound of theoretical debate”Emily FransonDirector of Web MarketingNovell

Forget about guesswork, speculation and gut instinct. They’re the enemy of good site optimisation.

Get a fresh perspective

Phil Haslehurst@decibelphil

This is me. Drop me a line and follow me on Twitter – and let me know if you’d like more information about this presentation.

www.decibelinsight.com