CLICKTALE Analysis Jessica Braman ClickTale Customer Experience Consultant Confidential Agenda 2 The Purpose Comparison to previous page Homepage recommendations Performance Suggestions Recommendations Plan Confidential The Purpose 3 Utilizing ClickTale and ancillary research data, this report provides specific observations and actionable recommendations as to how ClickTale can improve its website user experience and increase the conversion rate. The primary focus of this analysis is to provide insights of visitor in- page behavior on ClickTales homepage and compare the current homepage to the previous one The relevant KPIs that guided this analysis included: Click-Through-Rate (CTR) on Call-To-Action (CTAs) for the get a demo buttons Visitor engagement time Confidential Homepage - Function & Use-Case 4 Page Function The homepage is used as the central anchor for the website A range of visitors with different needs must be able to easily navigate to relevant content The homepage should guide visitors through the conventional funnel Page Functional KPI Conversion rates Engagement time Page Use-Case There is a high soft bounce rate Visitors have minimal interaction with the elements below the page fold Visitors are unable to easily find the sign in call to action element Confidential Homepage Comparison 5 New Design Since 20/3/14 Old Design Until 20/3/14 Confidential 6 Observation Visitor conversion has decreased in the new design Source: Hubspot, 15 examples of brilliant homepage design15 examples of brilliant homepage design Visited homepage 28,305 visitors Clicked on get started or demo 278 visitors 7.2% Old Design (19/2-19/3) Visited Homepage 26,290 visitors Clicked on get a free plan or demo 927 visitors 3.4% New Design (24/5-24/6) Confidential 7 Observation The new page design has lower bounce rates and slightly higher engagement time, however, has more errors per pageview Errors0.83/page view0.02/page view Clicks1.01/page view0.98/page view Engagement28 seconds25 seconds Bounce rate37.25%39.49% Pageviews42,99847,108 Average load time442ms2,400ms Old Design (19/2-19/3) New Design (24/5-24/6) The new design shows an improvement in key performance indicators such as bounce rate, engagement and average load time; however, has lower conversion rates ClickTale GA Pingdom Confidential Homepage Recommendations 8 Recommendation #7 Minimize loading time Recommendation #6 Shorten the length of the page Recommendation #3 Add a section about the company in the main navigation bar Recommendation #1 Add a short sentence about ClickTale in order to decrease bounce rates and to quickly explain to visitors what ClickTale does Recommendation #4 Make the log in call to action button clearer Recommendation #5 Offer search predictions to improve the user experience Recommendation #2 Make the video more dominant and place it above the call to action buttons Confidential 9 Observation Recommendation #1- Add a short sentence about ClickTale There is a high soft bounce rate indicating visitors are looking for information that they are unable to find 33% of visitors leave the website without interacting with other pages on the website Out of the total bouncers 72% are soft bouncers meaning they spend over 10 seconds engaging with the page before leaving the website, indicating that they were searching for something that they could not easily find and so decided to leave the webpage Decrease bounce rates by helping bouncers quickly scan the page and understand what the company does by adding a short explanation above the page fold Total Bounce Rate Best Practice Source: Hubspot, 15 examples of brilliant homepage design15 examples of brilliant homepage design Confidential 10 Observation Soft Bouncers are trying to better understand what ClickTale does By adding a short sentence about what ClickTale does at the top of the page bounce rate will decrease 2 Soft bouncers are scanning the page in order to find more information about what ClickTale does, however are unsuccessful and thus leave the page 1 Recommendation #1- Add a short sentence about ClickTale Confidential 11 Observation Recommendation #2- Make the video more dominant and place it above the call to action buttons Visitors watching the video are more likely to convert, however few visitors are watching the video Visited homepage 23,089 visitors Did not click on demo video 22,658 visitors 98% Clicked on get a free plan or demo 773 visitors 3% Did not watch video Visited Homepage 23,089 visitors Clicked on demo video 431 visitors 2% Clicked on get a free plan or demo 37 visitors 9% Watched video Visitors clicking on the demo video are ~6% more likely to convert and click on the get a free plan or demo call to action buttons than visitors who did not click on the video By making the video more dominant more visitors will click on it, and thus increase conversion People are used to working in steps and without guidance can get lost. The current layout of the page does not logically guide the visitor, since it indicates that users should first receive a demo or free trial and then watch the explanatory video. It is recommended to place the video above or on the same level as the call to action buttons Source: 10tcpalmer, The Importance Of Giving Clear InstructionThe Importance Of Giving Clear Instructio New visitors Confidential 12 Benchmark Data Online video is increasing in importance and effectiveness when it comes to purchase decisions Video content helps build a trust relationship with the consumer Nearly of consumers are more likely to purchase a product or service if they can watch a video explaining it beforehand Video content is increasing in popularity and statistics show that in one week 94% of online consumers watched a video online Source: eConsultancy, 96% of consumers find video useful when buying online96% of consumers find video useful when buying online Consumers perception of companies that produce video content Recommendation #2- Make the video more dominant and place it above the call to action buttons Confidential 13 Observation Recommendation #3- Add a section about the company in the main navigation bar Visitors are not finding the about us section Improve users experience by enabling them to easily navigate to the about us section by accessing it through the main navigation bar 2 Users are scrolling up and down the page looking for the about us section 1 Confidential 14 Benchmark Data Recommendation #3- Add a section about the company in the main navigation bar About us sections help build trust, lower buying risk and establish a companys competitive advantage About Us pages are considered one of the most important pages on a website since they help establish trust and lower buying risk for potential customers Statistically, about us pages get the most views on company websites, and are usually reached by the visitor within three or four clicks making it the most clicked page on websites The about us page helps establish a companys competitive advantage and thus it is of strategic importance that potential clients can easily find and access this page Source: IMEG, Why your about us page is important?Why your about us page is important? Best Practice Confidential 15 Observation Recommendation #4- Make the log in call to action button clearer Visitors are struggling to find the sign in call to action button Ease users experience by making the sign in call to action button stand out more by using high contrast colors, different shapes, or larger fonts 3 Users are not finding the sign in call to action button easily and are hovering around the elements at the top of the page until they find it 1 The sign in call to action button is the most clicked on element in the homepage with 33.4% of clicks, and thus is one of the most important elements on the page 2 Recording date: 11/7/14 Confidential 16 Observation Visitors are receiving error pages when searching incorrectly Improve user experience by offering instant results through auto-complete and auto-suggest 2 Visitors are receiving errors when searching for key words that dont exist or by entering spelling mistakes 1 Recommendation #5- Offer search predictions to improve the user experience Confidential 17 Search functions with auto-complete and auto-suggest help companies guide visitors to desired results Recommendation #5- Offer search predictions to improve the user experience Benchmark Data Search functions are strategic tools that in addition to finding customers what they are looking for, are also a valuable way of communicating with customers to learn more about offerings and by using auto-suggest can help guide visitors to desired conversion funnels An effective search functions can help improve conversion rates. E-commerce studies have found that customers who use an onsite search box result have an average conversion rate of 2.4% against the 1.7% rate of customers who dont Best Practice Source: My Customer, The importance of smart search to your site, your company and your customerThe importance of smart search to your site, your company and your customer Confidential 18 Observation Recommendation #6- Shorten the length of the page Elements below the fold are receiving little engagement and few visitors are reaching them Attention Heat map 5,000 pageviews Scroll reach Heat map 5,000 pageviews Engagement time and visitors scroll reach significantly decreases below the page fold 1 Fold height 17 sec Scroll reach average 21 sec90 % 18 sec73 % 10 sec48 % 10 sec34 % 9 sec27 % 7 sec19 % 8 sec18 % 10 sec16 % 8 sec13 % Less than 40% of visitors are reaching the customers section 2 Average scroll reach stands at 39% of the pages height % Confidential 19 Observation Recommendation #6- Shorten the length of the page Both new and returning visitors have minimal interaction with the elements below the page fold New visitors 5,000 pageviews Returning visitors 5,000 pageviews Fold height Confidential 20 Homepage Summary Recommendation #7 - Minimize loading time Page loading time is slow and should be minimized to improve user experience and increase conversion Active Page Summary Average load time stands at seconds. Studies have shown that 32% of consumers will start abandoning slow sites between one and five seconds and thus loading time should be minimized Studies show that a 1 second delay in page load time can result in 11% fewer pageviews, 16% decreased customer satisfaction and 7% lost conversions Loading time also affects search engine optimization and thus your positioning on Google search results Pageviews71,870 Visitors41,700 Average load time10.52 seconds Errors0.83/page view Clicks1.00/page view Engagement27 seconds Scroll reach39% Source: Blog of Metrics 2010, Firefox and page load speed, IMPACT branding and design, The Importance Of Website Load TimeFirefox and page load speed The Importance Of Website Load Time Confidential 21 Performance Suggestions Within a ~50 day period over 50,000 JavaScript errors were found on the homepage Homepage JavaScript Summary Total JavaScript errors59,758 Visitors experiencing errors 7,347 % of visitors experiencing errors 18% Pageviews experiencing errors 8,208 % Pageviews experiencing errors 11% Check your JS errors here and provide the list of details to your development team.here Confidential 22 Performance Suggestions Chrome 39 has the most JavaScript errors, while Firefox 29 has the most pageviews with errors Top 10 Browsers with Most JS Errors (Site wide, 1/6/14-13/7/14) Confidential 23 Easiness Minimize loading time Offer search predictions to improve the user experience Shorten page Add a short sentence about ClickTale in order to decrease bounce rates and to quickly explain to visitors what ClickTale does Make the video more dominant and consider placing it above the call to action buttons Consider adding a section about the company in the main navigation bar Make the log in call to action button clearer Materiality Recommendations Plan Confidential 24 Thank you! Questions? Sivan Ben-David Customer Experience Analyst Tel: ext. 845 Mobile: