Lots of cases that show you how user research can help you increase conversions. From user testing with eyetracking, scrollmaps and click heatmpas over online surveys to Google Analytics. Enjoy!

1. How user research can help you
to improve conversions: 6 cases
Els Aerts
@els_aerts

2. These slides were for a presentation I
gave on Conversion World 2016, the
online CRO conference.
You’ll see these text balloons pop up
when I explain things that might not
be clear wiyjout hearing the talk.

3. How user research can help you
to improve conversions: 6 cases
12
Els Aerts
@els_aerts
I went a little nuts and
doubled the number of
cases. 

4. User Research
Since
2001
Usability & Information Architecture
AB-testing

5. Some of our clients

7. We made a B-version (the one
on the right) of this homepage
based on gut feeling. The
result of the AB-test? Nothing.

8. That’s what happens when you
do stuff based only on expert
input.

9. Since
2001
Which is a trap even (or
especially?) experienced
experts can fall into.

10. But there is no crystal ball of expert knowledge that has all
the answers.
You need to look at the data. User research data.

11. STOP EGO TESTING

12. "The more I learn,
the more I realize
how much I don't know."
Albert Einstein

13. Start listening to your users
@els_aerts

14. User research doesn't have to take ages

15. Use your users to find the gaps in your website

16. Which methods can you use?
• Google Analytics
• User testing (Morae)
• Eyetracking (MyGaze eyetracker)
• User sessions recording (Mouseflow, Inspectlet, Hotjar)
• Mouse heatmaps (Hotjar, CrazyEgg)
• Form analysis (Formisimo)
• Targeted mini surveys (Hotjar, Qualaroo)

17. User testing with eyetracking
@els_aerts

20. + 45,9% clicks on "Get a quote"
+ 15,6% clicks on "Book a test drive"

21. Heatmaps
@els_aerts

22. 23% of visitors click to download the lookbook.
But there are also still lots of clicks on the left
menu.

23. • No left menu?
• 46% of visitors click to download the lookbook.
That’s +100%!
• Also nice: +22% more clicks on ‘Contact us’

26. We moved the important
information above the fold.
And decluttered the page.

27. When you see a heatmap like
this…

28. People are drowning, not waving.

29. 30% of visitors scroll to the end of the article
21% get to the area with ‘related links’
15% see the newsletter subscription box

30. Original
Scrolling newsletter
box
Variation
Related articles
directly underneath
the article

31. Original
525,1% more newsletter
subscribers
Variation
96,5% more clicks to
related articles

32. Surveys
@els_aerts

33. Some of my favorite questions
• On website
• What is the purpose of your visit to our website today?
• What are the most important things when buying …?
• What convinced you the most to decide to ask a quote?
• Was there something that made you hesitate? If so, what?
• Existing clients
• What would you miss most if your X broke down / if we took away X?
• What do you like the most about X?
• What's the most important thing X helped you to achieve?

34. What is the purpose of your visit to our website today?

35. 23 x more people use the dealer locator

36. What is the purpose of your visit to our website today?

37. 120,4% more dealer searches.
Because on mobile, the top task was not to
find a car but to find a dealer.

39. What convinced you the most to decide to ask a
quote?
Was there something that made you hesitate?
If so, what?
77,1% more requests for quote

40. “Stop selling your products the way
you want to sell them.
Sell them the way people want to buy them.”

41. Google Analytics
@els_aerts

42. 25% of all clicks
20%
35%
2 to 10%

43. 28% more clicks

44. + 10% brochure downloads.
Because we stopped hiding the
content. And we put the stuff
people were looking at the most
(exterior and interior pictures) first.

45. There is no ‘average visitor’
People using the brand name, are much
more inclined to become a customer!
If people don’t use the brand
name, conversion rates are much
lower.

46. There are loads more tools

47. The best user research toolThe best user research tool

48. Get our free ebook now
 10 conversion tips that work on every website
 15 cases from the real world
 6 best practices from leading websites
 www.agconsult.com/ebook.html
 www.slideshare.net/agconsult
Already over 11.186 downloads

49. That's it.
Thank you very much!
@els_aerts