Have you ever faced down a giant table or spreadsheet of data and thought, “I have no idea what to do with this”?
As marketers we’ve all probably had those deer-in-the-headlights moments once or twice, where we’ve floundered to figure out what the hell we’re looking at.
Crazy Egg was built on the premise of simplicity and ease of use, for those that I fondly like to call “Google Analytics-averse” – but there’s always room for improvement when it comes to helping folks switch from analysis to action mode.
Whether you’re a UX designer, small business owner, SEO expert or growth marketer, if you’ve recently hit a wall when trying to interpret a user behavior report this post is for you!
Struggling to hit the following goals?
- Optimizing on-page content
- Bounce/exit rate reduction
- Form analysis
- Increasing conversion
Read on for advice from our resident analytics expert, Neil, based on five real questions he’s been asked by our customers.
1. How much data should I gather before I analyze my user behavior reports?
There is no hard and fast rule on when a heatmap, scrollmap or confetti report has gathered enough data to be analyzed, but here’s a general guideline to follow:
Once your snapshot has reached 5,000 visitors*, you’ll be in a great position to identify trends in website visitor behavior and understand where the greatest opportunities for conversion rate improvement are.
*There’s a caveat, however. If the page has a 90% exit rate, then we have a problem because there’s not enough “clicks” to analyze.
2. What should I do if my traffic is too low?
We’re all about conversion rate optimization here at Crazy Egg, but sometimes we need to take a step back and admit that not all websites are created equal. While we would like to help all our customers make the most of the traffic they already have, the truth is that some just don’t have enough data yet for us to be able to make recommendations.
Let’s say you have 500 visitors. Of these, 30% bounce. That leaves us with 350 who will interact with your website in some way. If just 10% of these act in a strange manner, you could easily make the wrong conclusions when you analyze your user behavior reports.
Indeed, on my first 3 days on duty, I had almost 100 people ask for help analyzing their snapshot reports to come up with a conversion rate action plan. It turns out that what they really needed is help driving traffic first.
This is one of the biggest pain point for SMB’s. Luckily, we have one of the best people in the world at driving website traffic as a co-founder!
Now, none of this is to say you can’t still make use of other Crazy Egg features. When you find yourself in a position where you haven’t accumulated enough interactions yet, this is the perfect time to use Recordings.
By setting up Recordings on the specific pages you’ve noted have low performance, you can literally look at what your visitors are doing and understand in one afternoon why they’re struggling — and how to fix it.
3. How do I reduce my bounce rates and/or increase my sales?
When a customer wants to reduce Bounce rates on a given page, I’ve advised them to focus on exit rates instead, following these steps:
- Look at the funnel in their analytics tool
- Identify the leakiest page
- Create a snapshot in Crazy Egg of this page
- Find the “low hanging fruit”
Same goes with optimizing on-page content. Instead of just looking at the visual data report, follow these steps:
- Set up custom variables for the goals you want users to perform on that page
- Filter down the snapshot by these
- Watch recordings of users performing these actions
Then you’ll understand what actions successful users took, and you can optimize the page to convert more of your visitors.
4. Where should I start a website performance analysis if I am doing it myself?
Start with a quantitative tool like Google Analytics, Adobe Analytics, Woopra, etc, because the first step needs to be identifying problem pages. Once you’ve discovered which parts of your website require extra attention, this is when you can begin setting up snapshots and recordings for the affected pages.
When I start an analysis for a Crazy Egg customer, the first step I take is to look at the Confetti report and select “Device Type.” Why? Because quite often I see that customers have a really healthy traffic split between different device types.
While responsive design has become the go-to approach in recent time, making sweeping changes that are uniform for Mobile, Desktop and Tablet visitors could see you doing more harm than good. At the same time, some companies are going Mobile first.
Unless 99.999% of your traffic is coming from Mobile, why would you discount your Desktop visitors?
The best approach is to treat all three device types as separate experiences in their own right, and optimize for each accordingly. Fortunately, Crazy Egg allows you to set-up device specific snapshots with ease.
You can find a guide to help you set this up here.
5. I just want to increase conversions. How can I do this?
I get asked this question a lot, and for good reason! But when you’re trying to coerce users to perform a micro action (such as view product details, or add to basket), then you’re missing the bigger picture: understanding the motivations of your visitors and how they’re truly experiencing your site.
Making a Call To Action larger might give you an uptick in conversion rate, but it’s not going to help you get the big wins you’re looking for over time.
Some concepts to really consider when thinking about the user experience are:
- Decision paralysis – is there just too much choice for visitors when they arrive on the page?
- Navigation – is the desired customer journey clearly signposted?
- Copy – is your copy generic, and what could you do to drive sense of urgency or tap into visitors’ emotions?
- Images – Does your hero image tell a story? Or is it just there for the sake of being there? With visitor attention at a premium, a poorly chosen Hero image can make or break conversions.
A lot of marketers get mired in data overload, collecting information without framing it first.
If you approach your analysis with questions like the ones above in mind, you’ll be in a much better position to take action on the user behavior that you’re observing in reports.
Do you have a question for Neil? Drop a comment below!
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