By Lucie Buisson, VP of Product, Contentsquare
At Contentsquare, we envision a world where every digital interaction improves lives. As we spend more and more time online these days, it’s important to us that the experience is meaningful.
But today, the digital world is plagued by poor experiences. Brands have traditionally been unable to deliver the experiences customers want online because they haven’t been able to easily understand what their customers really want. It’s not just about making sure your customers can find the right product pages or the contact us page — it’s much more nuanced than that. Your customer’s changeable mindset and intent can completely change their behavior online, and most brands can’t tailor the experience needed on demand.
But we do believe that brands have the ability to improve people’s lives. Making the time you spend online more meaningful doesn’t have to be impossible — and so our strategy for achieving our vision has always been to empower brands with unique behavioral insights to create better experiences.
To that end, we took the strategic decision to acquire experience analytics company Clicktale in July 2019. While both Contentsquare and Clicktale are rooted in customer behavioral data and insights, Clicktale’s session replay and heatmaps complement Contentsquare’s page zoning and customer journeys capabilities. Today, just 90 days after that acquisition, we are releasing major new capabilities of the Contentsquare platform, which includes innovation driven by the combined R&D and product team of more than 170 innovators strong.
9 trillion reasons to use Contentsquare
Now, we can confidently offer the most complete experience analytics platform on the market. None of our competitors can give you the level of insight into your customer behavior we can thanks in part to the fact that our solution analyses 9 trillion digital interactions every day for each of our customers.
Now, the combined product is the only complete system of insight that offers brands the ability to do all of the following:
- Surface customer behavior insights easily through intuitive visualizations and behavioral anomaly detection, so you never miss an opportunity to improve the experience
- Identify and prioritize innovations to accelerate growth by better analyzing the performance and revenue potential of experiments, content, marketing and merchandising
- Troubleshoot user experience issues, connecting to voice-of-the-customer technology and alerting on abnormal changes in online behavior
- Quantify and predict the financial impact of potential actions you can take to improve experience
- Activate contextual personalization with third-party systems by aligning experiences with actual customer behavior rather than less meaningful attributes like demographics or gender
No other solution can give you a better level of insight to help you understand and create insight-driven innovation.
Into the future — where our product will sit within the customer touchpoints ecosystem
Improving any kind of digital experience, whether it’s on desktop, mobile or any other channel, starts with collecting the right kind of behavioral data. Customers behave differently depending on the touchpoint you interact with them on, and so it’s important to measure precisely how those customers are using your channels so you can tailor the experience accordingly.
And behaviors won’t necessarily stay the same over time, either, so simply analyzing behavior just once won’t be enough. You need to continuously measure behavior over time so you can tailor your experience to whatever nuanced behavioral changes your customers portray.
But the touchpoints themselves are starting to evolve. In the next three years or so, we’re going to see a shift in the types of interactions between brands and customers. By 2021, experiences will be more conversational, mobile, personalized, social and immersive. All these trends are going to transform the customer touchpoints ecosystem, whether it’s the brand’s own digital channels, physical channels, third-party channels or marketplaces.
If you want to create a great overall experience for your customers, you can’t solely focus on your own digital channels like your desktop and mobile sites. You have to provide a consistent experience across all touchpoints, and do the marketing basics (like providing the right product at the right price) well. That’s why our vision for our product is to help you with a significant proportion of those touchpoints — beyond just digital.
Once you’re measuring all your channels though, the key, of course, is to unify all that data and product intuitive visualizations so even the non-digital business units in your organization can understand it and draw insights from it. Only then can we start to realize a vision where digital interactions improve lives — when the whole organization is on board.
Those organizations that lead on digital experience tend to see benefits of 3–5x on measures such as lead generation, conversion, price premiums and loyalty as a result of offering a great experience across the board. And customers are more likely to pay a premium price when they have a great experience versus a poor one.
At Contentsquare, we can help you to compete with the digital leaders, and help you gain an insight into your customers like never before. Request a demo to find out how.Summer Marketing Campaigns: What 18.6 Million Visitor Sessions Reveal About Summer Sales
With summer drawing to a close, we thought it would be a good time to review one of the season’s most popular digital objectives: summer sales. Never ones to miss out on a data opportunity, we surveyed millions of digital visitor sessions to understand exactly how consumers interact with summer promotions, and how these campaigns are impacting revenue for brands.
In this article, we’ll share what online summer shopping reveals about desktop and mobile use, as well as the difference in digital behavior between buyers and nonbuyers. Relying on unique behavioral and revenue attribution metrics to understand how shoppers consume digital content, we’ll be sharing key insights into the customer journeys of summer bargain hunters.
Summer Sales in the Digital Experience Defined
A summer sale — in the context of digital experience — is defined as a marketing campaign centered on promotions and deals that explicitly mention the season. It often manifests in banners or carousels, with call-outs that feature discounts, naturally ones that allude to the summer.
In this way, summer marketing campaigns are more broadly encompassing; they don’t refer to just a single holiday such as the Fourth of July and as such, can exist longer than a typical, holiday-focused sale.
In terms of UX and website design, summer sales take precedence in a designated section of a page, such as a menu, slideshow, or the aforementioned banners.
For the purpose of this article, we analyzed customer interactions across 8 websites, in four retail sub-sectors: apparel, accessories, beauty and jewelry. We included all visitor sessions on these sites for the month of July (July 1st – 31st).
Our survey on summer sales drew data from 18.6 million user sessions with a total of 122.4 million pages collected. From this wide set of data, we were able to glean a twofold macro comparison: that of typical behavior on desktop vs. mobile and tablet, and that of buyers vs nonbuyers during the summer sales period we studied in the US.
Let’s learn how summer sales in 2019 performed in the ecommerce retail industry, in addition to how visitors interacted with summer sales content.
Device Performance for Summer Sales in 2019: Desktop Vs Mobile Vs Tablet
The biggest conversion driver for summer marketing campaigns in 2019 was desktop sales, par for the course based on the findings from our mobile report. Coming in at 4%, the average desktop conversion rate is double that of mobile. This manifests even more prominently in the average cart, which is 14.7% higher on desktop than on mobile — $106.99 on desktop, vs $93.30 on mobile.
Meanwhile, the average cart on tablet is extraordinarily close to that of desktop, at $106.68. This average is inversely related to summer sales traffic by device, since mobile reaps the highest traffic: 68.01% of sessions, representing a whopping 12.65 million sessions. This number dwarfs tablet sessions, which garner only 5.72% of traffic. Desktop traffic came squarely in between at 26.15%.
Much in keeping with our mobile report, mobile also bore the highest share of bounces, which averaged in at 41% — 6% higher than the desktop rate of 35%. The bounce rate on tablet was in between at 38%.
Time Per Session, Number of Pageviews & Time Spent on Site:
With an average session time of 8 minutes 9 seconds and 6.9 pageviews per session, the data shows that the bulk of summer sale browsing occurs on desktop. Mobile had the lowest stats on both accounts, with an average session time of 4 minutes 8 seconds, across 5.4 pageviews.
Despite mobile visitors seemingly unwilling to linger too long on a site, this audience still rakes in the highest sales volume with 257,000 sales, vs 222,608 for desktop. Nonetheless, desktop revenue remained the highest at $24.8 million.
So what does this tell us? That the gap between user expectations and user experience on mobile prevails, as desktop reigns supreme, with its lowest bounce rates and highest conversions. But with mobile traffic beating out all device types, mobile still presents a tremendous revenue opportunity.
Summer Sales 2019: Zooming In On The Homepage
The first thing we noticed when analyzing homepage interactions was that all summer sale shoppers click mostly on the menu to get to the products (28.10% click rate). The Sale tab on the menu drives only 2.88% of clicks versus 4.91% on the sale banner. It appears that when looking for a shortcut to a summer deal, shoppers will sooner click the banner than the Sale section on the navigation bar.
Although it has a fairly low click rate compared to the rest of the menu, the Sale tab on the menu boasts a healthy Conversion Rate per Click — 11.46% versus 6.35% for the menu — implying that those who do click on it are determined to convert.
However, the Sale tab was defeated by the sales banners, which generate the highest conversion rate per click at 12.09%.
The high hesitation time on the banner (1.41% versus 0.92% for the Sale tab on the menu) points to a need for optimization; perhaps the wording isn’t clear, or visitors are not sure where or what to click.
Summer Sales: Comparing The Behavior of Buyers And Nonbuyers
Buyer Vs Nonbuyers: Time on Page
We found that shoppers who ended up making a purchase spent almost twice as long browsing as those who didn’t buy anything (28 minutes versus 15 minutes). Buyers also consume many more pages than nonbuyers: 28 vs only 6 by nonbuyers.
Once they’re on the page, however, they essentially dedicate the same amount of attention to it — 58 seconds for buyers vs 53 seconds for those who don’t complete a purchase. These two audiences also appear to scroll in a similar fashion, with a 59% scroll rate for buyers and 57% for nonbuyers.
Visitors who made purchases consistently exhibited the highest number of pageviews across a wide scope of pages, including category, product and checkout. They viewed three times as many product pages on average than nonbuyers, and more than twice the number of category pages.
Buyers Vs Nonbuyers: Interaction, Interest & Hesitation
Overall, buyers were more likely to interact with the search bar than those who stuck to window-shopping, with 26% more clicks on this element. Much like other consumers, shoppers who end up making a purchase tended to access their summer bargains via banners instead of the Sale tab on the menu — 6.20% versus 2.90%.
To maximize sales, make sure the search bar is prominent — making it sticky assures its viability no matter how far users scroll — and offer the best deals on your banners to take advantage of this interest.
Nonbuyers manifested a larger degree of interest for the homepage menu, with an almost 10% higher click rate than buyers. Nonbuyers were about as likely to click on the Sale tab as buyers (that is to say, not that much), but nonbuyers exhibit a much lower float time on this element, suggesting they are just as keen to score a bargain.
Their higher menu engagement and low hesitation time imply that non-buying visitors are interested in products, but may not have found exactly what they were looking for. Therein lies the need to optimize your homepage elements for this group, particularly the menu; distinct items that are hard to categorize should have their own menu category, or at least exist as a sub-category.
Nonbuyers have a considerably higher average time before first click on the Sales banner, search bar, Sale tab and menu elements, showing that they ingest content much longer before clicking on it.
Their hesitation also points to a more cautious attitude. Buyers arrive at summer sales elements with the intent to buy, while nonbuyers are far more careful, which inhibits them from buying. Thus, it is best to accentuate the savings aspect of your sales, sometimes across each item to lure in nonbuyers. Perhaps they won’t convert the first time around, but this will bring them back.
Tips to Optimize Your Summer Sales Campaigns
Understanding how visitor segments interact with promotional elements such as banners and the Sale tab on your menu is the first step to understanding how these areas of your site may fall short of user expectations. Optimizing the experience based on the unique behavior trends associated with various device and segments will ensure you make the most of the season’s revenue potential.
One of the first things you should do is look into what’s causing high bounce rates on mobile. This can be due to your touch areas being too small and other easy design fixes that can put an end to user frustration and therefore, exits.
There could also be a variety of internal issues on your mobile site or app hindering your UX and we provide 3 areas of improvement to optimize the mobile UX. Tablet users may also face the same issues that mobile users confront and can therefore rely on similar optimization tactics.
Whether they end up clicking the Purchase button or not, visitors tend to be more attracted to promotional banners than to the Sale tab on your navigation bar, so it is important to concert your tactics on optimizing this region. Take advantage of the higher engagement on the banner by highlighting products through images and text call-outs and maximize interactions by making the entire area clickable.
Given that the menu receives the highest click rate among buyers and nonbuyers, you should focus your UX efforts on this element as well. Capitalize on it by including all the necessary categories possible on desktop, but keep it simpler on mobile. Make sure it includes a Sale tab for visitors who want a shortcut to discounted products.Lapeyre Chooses Contentsquare to Boost its Customer Experience Strategy
French homeware giant Lapeyre chose Contentsquare to help accelerate digital growth and implement a data-driven customer experience strategy. Here’s a closer look at the reasons why…
Main objective: Continued Growth, Customer-Centricity and a Data-Driven Organization
Lapeyre, a subsidiary of the multinational French corporation Saint Gobain, has partnered with Contentsquare to bolster its digital strategy with actionable insights into digital customer behavior. Lapeyre.fr is at the heart of the brand’s customer experience strategy, and the digital team was looking for a solution to measure visitor behavior and help improve customer journeys across the board.
To stay ahead in a highly competitive market, Laypeyre’s goal was twofold: maintain the double-digit growth of its online sales while guaranteeing a seamless omnichannel experience for customers thanks to a data-driven organization.
Contentsquare, a Logical Choice for an Optimized Customer Experience Strategy
There are several reasons the popular homeware store decided to partner with Contentsquare, not least the platform’s ability to capture and analyze millions of visitor sessions, and to provide actionable recommendations without the need for a tagging plan. Accessibility and ease of use were also key decision factors.
Immediate ROI and continued UX improvements
Using the journey analysis feature and the zone-based heatmaps, Lapeyre was able to start leveraging Contentsquare recommendations right away.
This allowed teams to prioritize optimization efforts but also had an impact on the testing strategy, generating uplift with fewer, more focused tests.
The objective: continuous improvement of the User Experience (UX) on ideal purchase journeys and a steady conversion rate optimization.
Interview with Yann Guillaud, Head of E-Commerce at Lapeyre
Contentsquare : What commercial challenges is Lapeyre facing today? Is the competition fierce?
Yann GUILLAUD : Yes, there is heavy competition. Lapeyre exists in a complex and competitive environment, at the crossroads of many different types of brands. There are the DIY/home improvement giants (Leroy Merlin, Castorama), the specialized stores (kitchen outfitters, carpentry and joinery specialists, etc…) and the furniture brands (Ikea, But, etc).
Today, Lapeyre’s goal is twofold: to grow revenue and to offer a seamless, omnichannel user experience. This is a necessity for all brick-and-mortar brands. We are focusing our efforts on acquiring revenue-generating traffic and we’ve already significantly increased our conversion rate.
We also encourage our customers to head in-store to benefit from the expertise of our sales associates, particularly when it comes to bigger home renovation projects (such as kitchen or bathroom remodels) or for tailor-made products (windows, doors, staircases). That’s why drive-to-store and in-store appointments are also an objective for us.
Contentsquare : How does Contentsquare fit into your sales strategy?
Yann GUILLAUD : Contentsquare is perfectly aligned with our growth objectives and our customer experience goals. Thanks to Contentsquare and the AI alerts feature, our team is not only capable of identifying short-term and long-term growth opportunities, but also to streamline the user experience on a daily basis.
Contentsquare : Which teams use Contentsquare at Lapeyre?
Yann GUILLAUD : The Contentsquare platform is mainly used by the eCommerce teams, and that’s why we chose this solution. Its ease of use, which requires no prior expertise (code, etc) was a key factor in our decision.Community, Content and eCommerce Conversions: How GoPro’s Bold Brand Experience Strategy Paid Off
GoPro has been democratizing the way people capture and share life moments since 2002. As social media continues to turn everyone and their mother into a content creator, the brand has been making professional quality photography available to everyone with a video story to tell.
GoPro has gotten its camera in skateparks and oceans, on trails and slopes the world over, and to a large extent, its brand-building activities have organically been taken over by its active and energetic community of fans.
This community of thrill-seekers and storytellers is responsible for the tight link between GoPro’s product and the action-packed content and raw footage that has become synonymous with the brand. A lot of this content lives on the GoPro platform and is a key part of the GoPro.com visitor experience.
GoPro, Its UX and Direct-to-Consumer Sales Goals
A lifestyle-dedicated supplier of action cameras since 2002, GoPro isn’t just selling a camera — it’s promoting the ability to create lasting visual memories of your life adventures. As such, the site is much more than just a showcase of the product — it has to communicate the possibilities of the brand.
This is not to say that consumers merely head to the GoPro site to immerse themselves in the brand universe; they also make purchases and purchase decisions that may see them converting on partner vendor sites. As such, eCommerce conversions are a must for the brand.
Aside from the additional selling opportunities other marketplaces offer, they also bring forth the additional challenge of engaging customers and influencing their purchase decisions to favor the brand above its competitors.
For GoPro, onsite sales represent larger margins, of course, but more importantly, they afford the brand greater control of the customer experience within the GoPro.com ecosystem, and a richer opportunity to connect with its community of users.
For this reason, the brand has been actively focused on increasing its direct-to-consumer sales, while at the same time providing a meaningful experience to consumers who may go on to convert elsewhere.
Laying Out an Impactful Content Plan
To achieve the broad objective of increasing direct-to-customer sales, the brand began by focusing on its most heavily trafficked page (and primary revenue stream): the Hero7 camera product detail page.
The previous iteration of the page had been fairly simple, and the team felt it lacked the visual wow factor the brand has come to be known for. The team was keen to try out a new, media-rich version of the page that would give prospective customers a first-person view of the camera’s capabilities.
The challenge was: how to go bold with the content while keeping the customer journey friction free? How to know what content was encouraging engagement and conversions? And more to the point… how much content is too much content?
Gaining Visible Insights into the Customer Journey & Page Elements
To understand the content ROI of the Hero7 camera product page, the brand first dived into a broader depiction of analytics, that of the customer journey, to see how the visitors were arriving at the page.
After analyzing user paths, the client looked at the in-page behavior of the product page using Contentsquare’s zone-based heatmaps. Through this feature, the brand studied individual page elements to determine what exactly gave rise to conversions, hesitations and bounces.
Looking at unique metrics such as engagement rate and attractiveness rate as well as click rate, the team was able to understand how visitors consumed the content, which elements triggered interactions and which were UX dead-ends.
UX Implementations & Their Outcomes
Based on the data that our sunburst and behavioral metrics provided, GoPro confidently redesigned the product page by way of bulking it up with more content. This spurred a more customer-centric experience for the site visitors in that it focused on their unique consumer journeys and their personal interactions with distinct site elements.
Since videos received a lot of clicks and views, there was clearly a hunger for this kind of content and the client decided to capitalize on that.
The redesign provided a unique customer experience that allured and engaged a stronger community of customers. This resulted in a whopping 80% increase in conversions. The mission of upping direct-to-customer sales was decidedly accomplished.
Unique metrics from Contentsquare overlaid on GoPro’s page elements helped foster UX decision-making.
Casting Unique Experiences for Unique Brands
The GoPro case shows that behavioral analytics don’t only serve as evidential data to use for making basic UX decisions. While we highlight that data keeps you aware of the goings on of your website and helps streamline the path to conversions, it can hold even more power.
As the GoPro case has proved, content holds a major position in the customer decision journey and in the UX space at large. It can act as the deciding factor behind a user’s ultimate hesitation — that of leaving, or that of converting.
For GoPro, content is paramount, as the content is intertwined with the product itself, and is a vehicle for articulating the brand’s uniqueness.
Whether or not your end goal and overall branding is content-heavy, you should always consult with behavioral data to see how your website is accessed and used. Data adds a safety net to your innovation strategy, and helps you better align your creative content with the needs and preferences of your customers and brand ambassadors.Datawords and Contentsquare Partner to Provide a 360-Degree Solution on Global Consumer Behavior
PARIS, France & NEW YORK, NY, May 16, 2019 — Contentsquare, the leading digital experience optimization platform trusted by brands like GoPro, Sephora, Walmart and LVMH, and Datawords, the global leader in e-multicultural technologies that works with brands like L’Oréal, Audi, Benefit Cosmetics and Harry Winston, announced today a strategic partnership to provide their clients and prospects with a solution that combines culturally-relevant digital content with digital user experience (UX) insights to improve customer engagement and revenue around the world.
Today, consumers expect a more personalized experience wherever they are and however they connect. In order for premium brands to stay competitive, it’s vital that they understand and anticipate the unique expectations of customers across borders. With globalized UX insights, brands will have the power to understand how customers in different regions are interacting with their apps and websites, and therefore be able to quickly adapt to boost engagement and conversion.
Now brands can quickly understand how and why their visitor behavior varies by region and customize local experience to increase business across the board.
“We are always looking for innovative solutions that immediately help our clients improve their Digital Happiness Index scores and bottom line results,” said Jonathan Cherki, CEO and founder Contentsquare. “With an increasing number of our clients operating across borders, we are partnering with Datawords to give these multi-nationals another advantage. Now brands can quickly understand how and why their visitor behavior varies by region and customize local experience to increase business across the board.”
Datawords’ multicultural understanding of the international digital landscape combined with Contentsquare’s leading expert knowledge in user experience will allow digital marketers to unlock the doors of new opportunities with international consumers.
Together, we will help international brands get a deeper understanding of their customers’ UX all over the world as well as adapt and streamline their digital campaigns to the local tech environment and cultural context.
“We are thrilled to announce this new partnership with Contentsquare, a company with which we already share many values and clients in different sectors,” said Alexandre Crazover Co-founder of Datawords. “Together, we will help international brands get a deeper understanding of their customers’ UX all over the world as well as adapt and streamline their digital campaigns to the local tech environment and cultural context.”
Created in 2000, Datawords combines the understanding of local cultures and technological expertise to implement the international strategies of major global brands on any digital platform. Headed by a team of co-founders, Datawords is today established in Europe, Asia and the USA. Datawords differentiates itself with e-multicultural technologies and the diverse backgrounds of its 600 employees who represent 50 nationalities and more than 60 languages. Datawords recorded a $75m turnover in 2018. Vanksen, 87seconds and Digiprod are also part of the Datawords Group.
More info on www.datawords.com and on LinkedIn.
UX analytics can help you see how your website is being accessed and used. But did you know you can take this to the next level by extracting behavioral data on your site visitors, such that displays the consumer decision journey? This kind of insight reveals why and how users are interacting with your website.
Customer journey maps help you amass a comprehensive snapshot of all the pages your customers visit on your website during each stay.
Along with customer journey mapping, there is a slew of other UX analytics data that showcases a more granular view of visitors’ site meanderings. This type of data has a twofold capacity: understanding your customers’ mindset as they navigate your site, and digging into what drives (or stalls) the consumer decision journey.
Customer Journey Analysis: Your Customers’ Page by Page Motions
Customer journey analysis aggregates user interactions on your site to help you understand the many paths visitors take through your platform. Mapping out the steps visitors take on your website can help you understand user intent and locate stumbling blocks along the customer decision journey.
You may, for example, notice a spike in one of your site pages. Viewing the traffic on these pages alone won’t reveal much about why or how your users have landed there. That’s where customer journey analysis is useful: it shows all the pages your consumers have gone through before reaching a particular page, or, as most business owners would prefer, before they covert. It’s also useful for revealing where visitors get lost, abandon their journey or bounce.
Accessing this start-to-finish view of journeys allows you to drill down into the navigation patterns of your most valuable behavioral segments for a more granular understanding of what is preventing them from reaching their goal(s).
You may notice some visitors go back and forth multiple times between the category and product page before exiting your site — are they happily window-shopping or are they stuck in a loop, unable to find what they are looking for?
The answer is in the consumer’s decision journey — visitors are communicating their frustrations and delight with the user experience through each of their interactions. Being able to measure engagement (but also revenue metrics) on each in-page element of your site is the next step to removing the roadblocks to conversion.
Behavioral Insights From Granular Data: Your Visitors’ In-Page Experience
While customer journey analysis provides an overview, a first look with a high-level vantage point at how visitors peruse your site pages, it’s important to follow it up with an in-depth, in-page analysis. The following section highlights just a few of the metrics that can add a layer of insight to your understanding of your consumer decision journeys and help you derive a deep-read of your customers’ UX on your website. These bits of behavioral analytics will help drive your understanding of your customer’s decision journey into much further detail.
If your content is engaging, there’s a good chance it’s having a positive impact on your consumers’ decision journey. So how do you go about measuring a concept as subjective as engagement? We dot it by combining two other behavior KPIs.
Since clicks are often representative of interest, at least some degree of it, we base the engagement levels off of them. While hovers may also indicate interest among users, they can also point to confusion and even hesitation among site users.
That’s why to measure the engagement rate, we calculate how many visitors clicked on a zone after hovering over it. Specifically, this is reflected as a percentage of visitors who clicked after hovering. Before your customers convert, or if they choose to leave without converting, this KPI divulges which elements are intuitive and which aren’t, which essentially shows you how such elements contribute to your customers’ decision journey.
Piggybacking off of the importance of clicks, click rate delves even further into analyzing how clicks contribute to consumer decision-making. The click rate observes how many clicks occurred in relation to page views, since viewing a page alone does not guarantee engagement.
The click rate is a calculation of the number of page views where a zone was clicked divided by the total number of page views. This metric allows you to determine how many site visitors clicked at least once on a zone (or in-page element) for each page view.
This is relevant to understanding customers’ decision journey since not all page views will lead to clicks and not all zones will receive clicks either.
Understanding how many times visitors clicked at least once on a zone during a page view helps you understand which zones are most engaging to customers. This conveys how these zones and their usage contribute to navigation and bring visitors closer to meeting their goals.
Understanding where users hesitate on your website can convey either interest or confusion and is measured as the time elapsed between the last hover and the first click on a zone. While some site elements allow you to infer your visitors’ sentiments when they hesitate, others might require some more digging.
Perhaps the copy isn’t clear, maybe an element’s clickability is murky. In either case, you should survey hesitation time in order to understand if your content is easily understood.
This metric is ideal for interpreting whether images are being consumed properly. For example, if a text-heavy visual has a high hesitation rate, it could simply be a sign that the content is being consumed as intended. On the other hand, a visual with little copy and a high hesitation rate could convey confusion and present an argument for optimizing the UX of this area.
Conversion Rate Per Click
Clicks are demonstrative of some level of interest, but wouldn’t it be great to know if clicking on a zone impacts your behavior and conversion goals? Well, there’s a certain UX metric that can measure just that: conversion rate per click. This metric is determined by the number of users who clicked on a zone and completed the behavior, divided by the number of users who clicked on the zone.
This is especially useful when analyzing a category page, in that it shows which zones are helping customers achieve the goal of reaching a product page. After all, they need to be on a product page to view your products and most importantly, buy them. When users are on a product page, this metric helps you analyze which zones are helping customers accomplish the goal of adding to their cart.
In these respects, this metric gauges the performance of zones according to your business objectives. It helps you see the strengths and weakness of your content and pinpoints the role of the zones on a page in propelling your visitors’ decisions.
Understanding Your Customers’ Decision Journey
When analyzing visitor journeys on your site, it can be tricky to understand why your site users behave the way they do. Digital behavior insights can help you visualize the frustrations and impediments along the decision journey, helping you see which elements of your platforms are intuitive or obtuse, clickable or not, conducive conversions or off-putting.
Key to improving the experience for customers is first and foremost understanding what it is they are trying to achieve on your site. With a bird’s eye view of their navigation and an elemental analysis of each touchpoint, you can optimize the decision process and maximize conversions.How Customer Behavior Analysis Can Help You Understand Your Customers
Wouldn’t it be nice to gain access to your customer’s every behavior on your website, much like search engines (Google, etc.) extract all the goings-on in your site through their crawling process?
Accessing a deep read of your customer’s digital experience will allow you to know where they’re struggling, as well as where they’re kept engaged and digitally happy.
This is of the essence where user experience (UX) is concerned, enabling brands to create experiences that delight and add value to their customers’ lives. It’s even more crucial when you consider that a visitor who has a bad experience is unlikely to return to a website, much less convert.
Visitors to a site communicate their frustration and satisfaction with every click, hover and tap — tracking these behaviors is the first step towards deciphering the digital conversation to help them achieve their goals.
What is Customer Behavior Analysis?
Customer behavior analysis has a rather self-evident purpose: the methods of analyzing user behaviors of a particular website. It reveals the areas of a site that users engage with, their points of friction and hesitation, and where they show interest or unsurety. It also refers to a slew of other behaviors such as how they click, tap or scroll, empowering you to better understand the impact of your website’s User Experience (UX).
The data and metrics of customer behavior analysis allow brands and marketers to make informed decisions on how to communicate with their audience, along with improving the customer journey on their digital platforms. User behavior analysis pivots you forward in optimizing both the UX of your website, your conversion rates and producing desired customer behaviors (purchases, sign-ups, engagement, etc).
In this way, understanding your customers can spur brand loyalty, in an optimized site, that is. If you understand where users are struggling, you’ll know exactly what to tweak to maintain a healthy brand perception. This keeps visitors engaged with your site and then making their way back to it, the foundation for brand loyalty.
The following is an examination of customer behaviors and their accompanying metrics for a behavioral analysis.
Zooming in on Visiting Manners
We’ll start with the basics; in order to extract insights about visitor behavior, we begin with their visit to your website. Now that they’ve made it to your site, you ought to parse the way they spend their visits and the way they leave, such as through bouncing. This behavior will help you arrive at the elements — whether specific zones or overall design of a page — that need improvement.
Metrics that capture the manners of user visits:
- Visit Time – This metric determines the duration of each session spent on your site. It is a measure of the average time visitors spend from their entry on the site to their exit. It is useful to have, as it can show you how visit duration varies based on unique customer journeys.
- Bounce Rate – The bounce rate shows the stickiness of your website along with the interest users have in the site or offering. The calculation is the ratio between the visitors who entered the site and left it without visiting another page. You should know that if a user scrolls, clicks through images and reads content, but doesn’t make it to a second page, it qualifies as a bounce.
Content Awareness & Views to Establish Your Brand
It is needless to say that if your site visitors don’t see your content, they won’t engage with it, let alone convert. That’s why you need to be kept informed on whether they see certain elements and to know the time they spent viewing them. This behavior is necessary to follow since it shows you how much of your content is known to your users. Before the users engage or hesitate, they come into view with your content, as it enters their consciousness… or not, so you have to measure to be certain.
Metrics that capture points of user awareness:
- Exposure Time – Showing the average time that zone was viewed during a page view, this metric pins down the zones that were viewed the longest. This is important in gauging a visitor’s’ awareness and viewing habits of your content, since it allows you to see which sections they are scrolling past and possibly ignoring.
- Exposure Rate – Identifying how far down a page your visitors are scrolling, this metric tells you how much of your creative content visitors are actually exposed to.
Hesitation: A Behavior Signaling Confusion or Interest in the Content
User hesitation is defined by inactivity while at or around a clickable or interactive element. It reveals your site visitors’ inactivity within areas that would typically require some kind of action. This is also important to record as it shows whether your content is easily understood or leads visitors to pause, or hesitate.
Metrics that capture points of hesitation:
- Hesitation Time – the time elapsed between the last hover and the first click on a zone. This metric helps you understand if your customers are hesitating because they have trouble understanding or accessing your content. However, it may also reveal that they are interested in the content on which they are hesitating.
- Float Time – pointing to the average time spent hovering over an element, this metric also reveals if your users are digesting your content or are confused by it. Since it can represent either interest or confusion, it’s vital to take the type of element being looked at into consideration. Ex: High float times are positive for images viewed, negative when on a CTA.
These metrics should lead you to consider — of the people who hesitate, are they understanding your content? Once you know where your users are hesitating, you can make a move to tackle this hypothetical, from where you can optimize the hesitated elements of your UX.
Engagement: Showing How Well Your Elements Are Understood
Engagement can easily be seen as the opposite of hesitation, as it shows the points in which users are taking action with, or using, site elements. Engagement is a critical behavior to keep track of, as it conveys how intuitive site elements are. When an element is intuitive, it has a high capacity for demonstrating how it should be used by its design alone. For example, a CTA should be easy to see as a clickable element.
Metrics that capture points of engagement:
- Engagement Rate- Relays how intuitive an element is, determined by the number of page views with a click on the zone divided by the number of page views with a hover on the zone. Essentially, it tells you how well your users are engaging with a site element. Getting insight into this behavior allows you to understand if your site elements are doing their job, or at least appear to be. Ex: a clickable element must look clickable, otherwise, no one will engage, i.e., click on it.
- Click Recurrence- Measuring engagement and frustration, this metric shows the average number of times an element was clicked when engaged with during a page view. It’s calculated by the total of clicks on the zone / total number of page views with at least one click on the zone. It allows you to understand if a page element was satisfying or frustrating for your users. It also shows you if users are trying to engage with non- clickable elements. If so, you should change such elements accordingly.
Conversions: A UX Behavior in Itself
The behavior at the very bottom of the sales funnel and every brand’s ultimate goal for their site visitors, conversions need little introduction. These can be segmented as an overall user behavior, one that signifies the highest level of interest with your products.
Metrics that capture points of conversion:
- Conversion rate per click – this metric is able to help you decide if there is an impact on your behavior or conversion goal when a zone gets clicked. As such, it only applies to clickable zones. The calculation is the number of users who click on a zone and accomplished the behavior divided by the number of users who clicked on the zone. You can use this metric to see which zones are helping customers achieve the goal of clicking on a product page. If on a product page, this metric shows which zones help customers add to their carts.
- Conversion rate per hover – similar to the above metric, this one shows you if hovering over a zone impacts the behavior or conversion goal. It’s measured by the number of users who accomplished the behavior and hovered over the zone / number of users who hovered the zone. It helps you decide if hovering over a product’s details result in a high or higher conversion rate.
Customer Behavior Analysis: The First Towards UX Optimization
Site behavior can be measured through a variety of metrics, the more nuanced they are, the more precisely you can understand why your consumers and site visitors behave the way they do. As you can see, each behavior is not only measured by a single metric, in fact there are many more that can be attributed to the broader sense of a behavior. Thus, each behavior is not limited to the metrics laid out in this article. Scoping them out on your website is the first step towards UX optimization, achieving digital happiness for your customers and potential customers and ultimately attaining more conversions.Analyzing Visitor Behavior For Conversion Rate Optimization
There’s More to Conversion Rate Optimization
You’re probably aware of the weight that analytics carry in your overall marketing executions. While quantitative analytics solutions give you a good indication of what is happening on your website (conversions, bounces, etc), they don’t present a granular understanding of your customers’ user experience. And when it comes to conversion rate optimization (CRO), the more you know, the better.
Behavioral analytics put forth a deep reading of how visitors interact with individual elements on your web, mobile site and app. By tracking advanced KPIs, behavior-based solutions allow you to discover high points of friction and hesitation, which traditional programs analytics do not offer. They also reveal the areas of your site that contribute to engagement and conversion goals.
Let’s take a gander at the more latent analytics waiting to be used at your disposal for CRO.
Behavioral Analysis to Improve Conversion Rates
In the context of website and mobile analytics, behaviors and their derivative behavioral analysis can be narrowed down to a few quick, yet vital actions that users take on your website.
So what are behaviors in the context of site analytics? A behavior is a navigational action made by a user that gets recorded by a tag. Such an action can be culled and accessed as part of a UX optimization strategy to improve a website’s conversion rate. Behaviors can include page views, clicks and hovers (to name a few) — with each event painting a nuanced picture of how your site is used.
Since 90% of behaviors occur between clicks, a true observation into behavior would require looking at the behaviors beyond clicks alone. These include the behaviors not limited to a single action, such as frustration, hesitation and engagement.
Being able to understand the customer story behind behaviors is key to rolling out the improvements that will have a positive impact on engagement and conversion rate optimization. Clicks, for example, can signify both interest AND frustration — what matters is figuring out which it is.
Behavioral Analysis Starts with Customer Journeys
The first step of a behavioral analysis is to identify where on your site lie the biggest issues and opportunities. This comes from surveying the customer journey. This journey grants a step by step view into how visitors traverse across your website, mobile sites and apps. You can see all the pages users have visited to put together the story behind their digital journey: where they leave and what has led them to conversion. These paths make up the user flow, a crucial aspect of UX that gives you a clear vantage point to the visitor’s intent, which is much-needed to landing conversions.
For example, a site visitor may be on your site for a number of reasons: to window-shop, check out their local store’s opening hours, add a promotional code to a cart to see the price difference, etc.
Customer journeys are visualizations that shine a light on user intent — vital information when you’re trying to develop a customer-centric digital experience. Understanding customer intent will help you optimize your content and know how to best guide visitors down the conversion funnel. It’s also the cornerstone of a satisfying experience, which itself is a guarantee of long-term customer loyalty. If visitors do not convert on their first go, a good UX will spur them to in future visits.
For example, a number of airlines have earned a negative reputation due to their substandard customer experience. But their low prices have gained them the ability to capture a solid customer base. Airlines that offer low prices coupled with good customer experiences (including digital) will undoubtedly give these shoddy airlines a run for their money due to their competitive edge.
Customer journeys present you with a detailed view of where your visitors drop by on your platform, a function that allows you to see where they enter, where they head to next and all the pages in between exits and conversions. Viewing them will help you understand how your site is being used and how to optimize these journeys to ramp up the conversion rate.
For example, if the bounce rate for a landing page is at 60%, a behavioral analysis will provide insight into why visitors are bouncing. This is because it shows you what users do on a page before they bounce, which you ought to look at to make the proper optimizations.
Other issues affecting conversions can manifest as repeated attempts on a payment or login page. This suggests a struggle and thereby, frustration within users. Identifying this is a must in order to improve the conversion rate.
Zone-Based Heatmaps for Better Readings
Now that you’ve identified your most critical opportunities and issues, the next step is to answer why they are happening and how you can improve. That’s where we dovetail customer journey analysis with zone-based heatmaps, as they perfect the heat map with a more granular measure of digital behavior. Traditional heat maps appear as a big blob of colors on a page, showing the areas with the most engagement. They don’t however, give you insight into the performance of each page element.
That’s where zone-based heat maps come to the rescue. Like regular heat maps, zone-based maps are highly visual aides that display the most and least popular places on a site page in different colors. However, they have the added capacity of gauging each site element, so you can understand how visitors interact with each one, and what role they play in the overall customer experience.
To do this, zone-based heat maps are numbers-based, so along with the colors, they display attribution and performance metrics, such as click attribution, time spent on each element, conversion rates, revenue per click, etc.
Having this information on hand can help teams pinpoint precise areas of hesitation and engagement, allowing them to carry out targeted, data-backed optimizations. For example, rethinking the location of an image that visitors find attractive but is hidden beneath the fold can have a positive impact on revenue.
What’s more is that today, teams don’t even need to tag elements manually, thanks to the technology that scans all your site elements with precision, identifying CTAs, photos, text, carousels and other content in the process. This kind of smart technology is far ahead of the kind you’d get with a traditional analytics solution.
Reining in Confusion & Interest by Observing Hesitations
Behavioral analytics has the capacity to determine not just where people visit, but to also reveal what feelings individual elements of content trigger within visitors.
One of the things it can reveal is if and where users are hesitating on your website. You can leverage hesitation time, a metric that relays the average time elapsed from the last hover to the first click on a zone, which shows you whether your content is easily understood, or if it causes users to hesitate. Understanding this gives you a data-backed picture of the content that stalls visitors — crucial knowledge when deciding on where to optimize the UX for better conversions.
Scroll Behavior to Identify Exposure
Scroll behavior is crucial to evaluate in order to optimize conversion rates. A user’s scroll behavior depicts which part of a page garners engagement. When analyzing scrolling behavior, you can surmise that users are scrolling when they read something or are in search of a particular piece of information. In either case, there exists some level of interest in your content.
This behavior allows marketers, along with web designers to comprehend exactly how to tinker with page length, or the length of an in-page element that has a scrolling function. In short, scrolling behavior provides context into the impact of longer content. This is especially important for conversion rate optimization, as many scrollable elements lead to CTAs.
Scrolling behavior can be analyzed by way of exposure time, which you can use to see the elements users are scrolling past, to see if they are missing or ignoring a particular element. Or you can also refer to exposure rate, which reveals how far down users are scrolling on a page on average.
This can help you uncover real gems under the fold — areas of the page where visitors who scrolled far enough stopped to linger and engage with the zone. This insight, combined with the hover to conversion rate, can highlight highpoints of visitor engagement that would benefit from more visibility.
Measuring User Engagement with A Designated Metric
Conversion rate optimization can be bolstered by creating engaging content, but no matter how well you think your content is faring, it has to be measured for its efficacy. Traditional analytics fall short here because it cannot distinguish whether an abundance of clicks conveys positive engagement or frustration. Fortunately, there is a formulaic way to measure user engagement.
With the engagement rate metric, you can determine how intuitive your site elements are, i.e., how well users are able to understand how they work and what they do. The metric is calculated by dividing the number of page views who click on a zone by the number of page views with a hover on the zone. This represents the percentage of visitors who clicked on a zone or element after hovering over it.
Clickable elements, especially those that lead to conversions, should have high engagement rates, as this metric essentially shows if a zone has good affordance in light of clickability. So you should make all the aspects of the zone underscore that it’s clickable. This metric will show you if you need to make any changes to such site elements.
The engagement rate of an element can also be used to guide you where on a page to place an element. For example, elements with high exposure and a low engagement rate show that while visitors see these elements and are hovering over them, they don’t click.
Such a scenario reveals either confusion or a lack of interest in users. Thus, this insight points to the need to clarify these elements, i.e., they should clearly show why users should click on them and what they’ll see when they click.
Performance Targeting by Way of Benchmarking
Performance targeting comes from a kind of competitive analysis, one that brings you a side-by-side comparison of content element performance and the like. Performance targeting provides data and insights on how your website is performing against industry averages, essentially showing you the behavioral standards sector by sector.
Additionally, it scraps the need to scout out analytical sources of industry averages, which are not readily available to the public. Performance targeting puts various benchmarks on display for comparison (such as engagement, conversion and revenue). Additionally, it provides insights into content element performance — average locations and sizes for common site elements like the search bar, menu and homepage hero banner.
Lastly, it shows the typical behavioral standards on websites in a particular industry. This allows you to determine exactly what type of content to target and how to modify for better engagement and CRO.
Summing Up Unique Behavioral Analysis for CRO
Collating analytics should — and usually does — involve examining the most relevant metrics for conversion rate optimization. These bits of data will help you configure the best practices for the UX, as well as weed out the harmful elements of your website. But common behavioral analyses and their corresponding metrics like bounce rate and conversions are not enough, certainly not for conversion rate optimization. To tap into the minds of your site users and potential customers, you need to employ a unique behavioral analytics solution, which provides additional data-based perspectives and a slew of insight that will prove invaluable for conversion rates.