Blasting the analytics myths - what your users do vs. what you think they do, Clicktale

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Blasting the Analytics Myths What your users do vs. what you think they do

Internet World/Big Data Show 2013Jonny SteelApril 2013

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What is In-Page Analytics?

Traditional Web Analytics• Clickstream – navigation between web pages

• Statistical & Quantitative Data

In-Page Analytics• Entire experience – between and inside the web page

• Behavioral & User Experience Data

In-Page Analytics focus on what happens within the pages themselves

1st

Page

2nd

Page

3rd

Page

Traditional Analytics look at the transitions between pages

2nd

Page

3rd

Page

1st

Page


A New Era of Agile Online Marketing

– Independence from IT

– Eliminate Guesswork

– Speed


The 3 Pillars of Web Optimization

Traditional Web Analytics

CEA / In-Page Analytics

A/B & M

ultivariate Testing


The Online Optimization Cycle™

Visualize User

Experience

Propose Experiments

Run Experiments

Analyze Results

Make Site Changes

MonitorSite Traffic


A Best Practice for Businesses


Step 1: Zip Code

Step 2: Who is the Patient

Step 3: Dental Need

Step 4: Payment & Insurance

Step 5: Personal Information Customer Gets a Call

Anatomy of 1-800-DENTIST Funnel

Customer Enters Site


1-800-DENTIST Landing Page – BEFORE


1-800-DENTIST Landing Page – TEST VERSION


TEST VERSION – Scroll Heatmap


The Result – 28% Increase in Conversion


Increasing Conversion Rates in Forms

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In-Page Analytics with A/B testing

Traditional A/B Testing

Statistical Results

• Delivers numerical results

• Can’t focus on split or micro conversions

Incomplete Conclusions

• You know which test won, not why

• Little room for growth or next tests

A/B Testing with In-Page Analytics

Complete Results

• Accepts that pages don’t exist in a vacuum

• Love your bottom line

Increased Visibility

• Tests change behavior and affects results

• Recognize new opportunities

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Thank You

Please stay in touch:Jonny Steel

@[email protected]

Blasting the analytics myths - what your users do vs. what you think they do, Clicktale

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