5 Tools You Should Be Using To Maximize Conversion Rates

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&HOSTED BY:
You Should Be Using
To Maximize
Conversion Rates
5 Tools

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Your Presenters
Kate Wilcox
CRO Coordinator at Hanapin Marketing
@katewilcoxppc
Sushant Sharma
Co-Marketing Manager at VWO
@sushant6759

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Join the conversation
Include the hashtag
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tweets.
Or use the webinar question
box to send us questions.

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Live Poll Question #1
How long have you been in
PPC?
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A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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How long have you been into
CRO?
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A. Less than 6 months
B. 6-12 months
C. 1-2 years
D. 2+ years

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What technologies/tools have you
used for Conversion Rate
Optimization? #thinkppc
A. Optimizely
B. VWO
A. Hotjar
A. Crazy Egg
A. None of these

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Agenda
➔ Heatmaps & Clickmaps
➔ Form Analysis & Tracking
➔ Scrollmaps
➔ Eye Tracking & Mouse Tracking
➔ Visitor Recording
➔ Live Q&A

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Heatmaps & Clickmaps
➔ Are you users’ expectations aligning with your
site’s functions and conversion path?
➔ Where is the attention on your page going?
➔ Are users highly engaged with a component on
the page that can assist that conversion?

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If your users are clicking on
something that has no click-
enabled function, determine
why they are clicking that
component.
User Expectations
Should it be a
button?

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User Expectations
Users were engaging with this piece of
information as if it were a drop down menu.
➔ Bullet points acting as false cues
➔ Also indicates that users are seeking
more information, especially concerning
this point

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User Expectations
Clarity. Clarity. Clarity.
➔ Copy alteration or
linking this text can
create a more solid
alignment between
function and user
expectation.
(Copy higher on the page)
Locations

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➔ Is the attention on the page where you
want it to be?
➔ If not, what is harboring that attention
instead?
➔ How can we redirect that attention?
➔ Can identify components that may need
to brought onto the page to prevent user
bounce.
An unusual amount of users are leaving the page
via the “Support” link in the footer.
Attention

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➔ ↑ Engagement = ↑ Demand
◆ We want to supply that demand
Useful Components
Test:
Relocated testimonials to third spot on page (higher)
Original Variation Delta
(Lift)
Call
(Conv.
Rate)
9.38% 19.64% 110.53%
Form
Submission
(Conv.
Rate)
1.04% 2.63% 152.63%

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If very little to no users are engaging with a
component, it can most likely be removed or
relocated.
Useful Components
Mobile e-commerce
homepage:
These sections are redundant and
have low engagement
➔ They can go

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Form Analysis and Tracking

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Form Analysis and Tracking
Track how your visitors are interacting with the form on your website
Identify how well your web forms perform, spot the errors or any
sections where visitors may be having trouble or getting confused, and
more
Collect user data from Form Analysis reports:
➔ Funnel Conversion Report
➔ Field Level Report

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Form Analysis and Tracking | Funnel Conversion
Report
Identify drop-offs at each stage of the Conversion Funnel

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Form Analysis and Tracking | Field Level Report

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Form Testing and Optimization
You just need to know ONE thing to make a super-converting form
NOBODY LIKES FILLING FORMS!
Every form analysis gives the same conclusion:
Minimizing “form-friction” and making forms more
intuitive gets you more conversions.
And here’s how you do that…

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➔ Hide the form fields that users have already filled from appearing on
the rest of the forms.
➔ Use Smart forms use conditional logic to show customized forms to users
based on their history of form submissions.

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CAVEAT - Nonetheless, it is important to know that the “safe” number of form fields
varies for different form types.
While a contact form will (probably) not be effective with 11 form fields, a lead gen
form with the same number of fields might work just fine. There’s only one way to
find out - KEEP A/B TESTING

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Giving out Discounts and Freebies
can exponentially shoot your form
submission rates.
Fashion News gave out 20%
discounts on each email signup.
In our own little experiment, we
found that submit rates increased
by more than 170% by offering a
Free eBook every time a user filled
up the subscription form.

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Form Testing Case Study
➔Brand - Blivakker.vo, leading online beauty shop in Norway.
➔Problem statement - Complicated registration process; no data to validate
this
➔Solution - Form testing to increase signups
➔Test hypothesis - Reducing the number of form fields will increase conversions
Courtesy: http://tribes.no/

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3 fields were removed immediately - account number, phone number and
phone number evening. Deleting more than 3 fields was difficult due to
technical limitations.
These were 3 different versions of the registration form step in the
process;
➔ Control – the original form
➔ Skjema-light – the original form minus 3 form fields (account number,
phone number, evening phone number)
➔ Skjema-uberlight – a completely stripped down form with fewer fields
and less navigational elements
Form Testing Case Study | The A/B Test

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Form Testing Case Study | The A/B Test
The red marker shows which
fields were removed

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Form Testing Case Study | Result

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Form Testing Case Study | Conclusion
➔ Lesser form fields More form submissions
➔ Retain information in forms
➔ Fast, simplified registration key to more conversions

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Scrollmaps
➔ What components of your site are being seen?
➔ Where are users scrolling and are you motivating
them to go
further?
➔ What are your users’ goals? Where are they in the
funnel?

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Scroll Maps
➔ Is pertinent information being seen?
Visibility
★ Don’t count out conversions if your
users aren’t even seeing your
conversion option
The lack of visibility of the email sign-up
option can be a primary factor in why this
site is seeing little to no email sign-ups.

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Scroll Maps
Visibility
➔ Benefits aren’t benefitting
you when they aren’t
being seen.

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Scroll Maps
➔ If you have a page that involves pertinent information or useful information below
the fold, are users scrolling to that spot?
◆ If not, are you motivating them to scroll?
Scroll Motivation

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Scroll Maps
➔ Browsing vs. goals
➔ Above the fold vs. full length
User Goals
★ Mobile vs. desktop
Mobile → Browsing
Desktop → Goals
Mobile Desktop

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Heatmaps + Scrollmaps
➔ Component seeing engagement
in a scrollmap with no activity
on a heatmap
◆ Attention by position
◆ Can be downgraded, removed, or
redesigned
(exception: visibility goal)
➔ Top-of-page oriented activity:
bouncing or goal driven users?
◆ Double check!
In this case, users have goals in mind
→

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Eye Tracking and Mouse Tracking

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Eye Tracking
Eye tracking is a sensor technology that enables a device to
know exactly where your eyes are focused.
Terms You Should Know:
● Fixation: Areas in which a user’s gaze stops moving,
lingering long enough for them to process what they’ve
seen.
● Saccade: The movement of a user’s eyes between
fixation points

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Eye Tracking | Case Study
The eye-tracking team at Cyber-Duck, a browser based
game, ran a study on the homepage prototype.
Gamers could watch their progress over previous chapters by
hitting the “Review” button (CTA) under New York or Buenos
Aires chapters.
Content Courtesy: Usability Geek

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Eye Tracking | Case Study Content Courtesy: Usability Geek
Original Homepage Prototype

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Eye tracking heatmap of all participants

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Gaze plot of one of the participants

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Pros
➔ 100% accuracy. Find out exactly what the testers look at on the
page.
➔ Controlled environment. Your visitors are asked to carry out
pre-determined tasks. You can therefore define exactly what to
test and know the objectives of your testers.
➔ Open dialogue. Visitors can give in-depth feedback and answer
any questions you may have, removing the guesswork regarding
visitor motive and satisfaction.
Eye Tracking | Pros Content Courtesy: Clicktale

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Eye Tracking | Cons
Cons
➔ Cost. Comes with an extremely hefty price tag, requiring
specialist equipment and staff. The cost can increase with more
participants and higher frequency of testing.
➔ Limited scope. The number of participants, screen size
measurements, and variety of participants is limited. Your data
results are based on a small sampling of unique visitors.
➔ Strong observer effect. Visitors know that their every move is
being monitored, therefore cannot be expected to act naturally.
High chance of the Hawthorne effect.
Content Courtesy: Clicktale

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➔ Cheaper alternative to Eye Tracking
➔ Accurate visual representation of visual data over
a page
➔ Reveals onpage accessibility and navigational
patterns
➔ Average distance between cursor and eye gaze is
90 pixels
Mouse Tracking

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Mouse Tracking | example Content Courtesy: Picnet.au
Heatmap (Movement +
Clicks) for Picnet’s About
Us page.
Notice the eye gaze,
mouse concentration at
the “About Us” button.

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Mouse Tracking | example Content Courtesy: Picnet.au
Mouse Tracking for
Picnet’s About Us page.
Mouse tracking revealed
users are flowing out of
the About Us link towards
the CTA.

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Use Mouse Tracking to answer questions like:
➔ Are guarantee badges getting enough attention?
Should they be moved closer to the add-to-cart
and/or checkout button?
➔ Are users failing to see the ‘free delivery’ promise,
with little to no activity in that area?
➔ Do visitors hover over the product
recommendation carousel?
Mouse Tracking

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Mouse Tracking | Pros Content Courtesy: Clicktale
Pros
➔ Natural environment. Tests take place in the visitors’ own home
or office, providing accurate usability results with a wide array of
browsers/operating systems/screen sizes.
➔ No observer effect. Visitors navigate your website naturally,
completely unaware they are being tested.
➔ Global participation. Test visitors from all over the world. As long
as traffic is coming to your site, you can test continually.
➔ Low Cost. Mouse tracking analytics costs a fraction of the cost of
eye tracking, and requires no specialist equipment or skills.

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Mouse Tracking | Cons
Cons
➔ No pre-defined tests. You cannot specify what you would like to
test. You have to rely on the visitors’ own objectives.
➔ No research control. You cannot change or control the
environment in which the tests take place.
➔ Minimum visitor feedback. You cannot ask your visitors direct
questions about their experiences, and cannot know exactly
what they are thinking.
(CAVEAT: Unless you are using On-page surveys or any other
feedback polls)
Content Courtesy: Clicktale

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Visitor Recording
➔ What are the signs of users experiencing friction?
➔ Are users engaged with your site?
➔ Are there any functionality errors on the site that
you’re not aware of?

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Visitor Recording
➔ Pauses
◆ Long pauses without the text
to justify such a pause +
twitch movements generally
indicate confusion
Witness Friction
➔ Audio (user testing)
◆ Ignoring their literal words,
listen to their implicit verbals
◆ Deep sighs, grunts (any
sound of frustration),
tonation in voice

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Visitor Recording
Attention
➔ How often are users tabbing out of the site?
➔ How long do users remain on the page when they return?
◆ Cross-browsing same topic or tuning out
If users tuning out is even a mild suspicion, assess your copy and
imagery to see where you can increase engagement throughout the
page.

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Visitor Recording
Attention
● Long pause + lack of movement = page exit
● Preceding page was a dense schedule
● Returns to page and leaves shortly
thereafter
Lands on this page > scrolls >
exits > returns & closes
★ Expectations are not aligning
with experience
○ Assess ad congruency
○ Design tweaks

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Visitor Recording
Experience the Errors
➔ “This page does not exist”, button malfunctions, aesthetic
breaks
➔ Users may encounter errors you never thought to QA
➔ Users experience so many paths that their collective odds of
finding a erroneous page are much higher than an individual’s
Original
Conv. Rate
Variation
Conv. Rate
Delta (Lift)
With Error 9.57% 8.39% -12.32%
Post-Error 3.02% 4.81% 59.32%
Case Study:
Discovered 404 error after 2
weeks of testing

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Would you like an offer?
➔ Get a 2 month free trial of the VWO suite with all features of the
Standard Plan (inclusive of unlimited email tech support)
➔ Get an account analysis by the experts at Hanapin (For accounts
spending 15k+/month)
➔ Both
➔ No Thanks!

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Thank you for attending our webinar!
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Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
VWO Feedback: sushant.sharma@wingify.com

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