Session Replay and Conversion Rate Optimisation
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Transcript of 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 knowledge
it’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 to
action
Decibel
Insight
Putting behavioural insights into the
process makes it easier to make
good decisions.
Digital Customer Experience
What
they saw
What
they didThe
result
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 – Thames Water
- User seeking information
- Circular navigation
- Broken button
- Clear frustration
In this example, Thames Water
found some easy fixes on their
contact us page
Replay Example 2 – River Island
- User asked for email twice
- Error messaging missing
- Struggle to complete purchase
- Simple fix to form
River Island spotted difficulties
with the error messaging on forms
during their checkout
Replay Example 3 – Bang & Olufsen
- Unresponsive buttons
- Broken menu expansion
- Visitor clicks multiple times
- Clear frustration expressed!
Bang & Olufsen discovered some
issues with their mobile drop down
menus
“An ounce of real life is worth
a pound of theoretical debate”
Emily Franson
Director of Web Marketing
Novell
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