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