Welcome to Episode 2 of Quick Hits CRO Tips!
In this video resource series, we share advice, best practices, and strategies for how to boost your conversions, increase your revenue, and turn your visitors into customers, all in 2 minutes or less.
One piece of feedback we hear from a lot of customers about why they’re not using visitor recordings is that they don’t know where to start.
In our first session, we covered how to use session replays to inform your website design decisions. In this session, we’re going to cover using Google Analytics as a guide!
We recommend going in with a specific goal in mind before your watch sessions.
This could be:
- Examining an element that you want to change
- Testing a hypothesis about why people are abandoning your site
- Finding out whether people are taking the journey that you expect them to take (and if not, why?)
If you’re not sure what your goal is, identifying the pages on your site that have the highest exit rates and drop-off rates will allow you to prioritize areas with the most potential impact on your visitors.
There are a couple of ways that you can go about this with Google Analytics.
Option 1: Identifying Drop-Offs With The Behavior Flow View
In this example from Quicksprout.com, I explored the Behavior Flow screen in Google Analytics. This is useful for finding out whether visitors have diverged from the customer journey you had in mind for your website.
While there are a variety of ways to segment this data, I opted for Landing Page, chose the Automatically Grouped Pages view, and then looked through to see the drop-offs per landing page on the site.
The drop-off rate refers to the number of people who left the flow that you specified in Google Analytics by either exiting your site or by going through your pages in a different order.
After looking at this data, I would watch a few visitor recordings to see what visitors are clicking on, what might be distracting them, and how I might be able to move CTAs or links to direct people onto the optimal path.
Option 2: Gathering Bounce and Exit Rates With The Site Content View
Another method is to check out the tabs in Google Analytics under Site Content so you can see the pages with the highest bounce rates and exit rates.
Bounce rates refer to single page sessions where people remain only on the page they entered on and then exit your site without exploring any other pages.
Exit rates refer to sessions where people visit multiple pages before finally exiting your site.
It’s important to treat these two metrics differently, since each tackles a separate obstacle your visitors are facing.
Bounce rates can mean that your page content isn’t tailored to your visitors’ expectations.
For example, say that you ran a paid campaign advertising designer shoes, but people clicking on your ad are instead directed to a page all about custom suits. This mismatch of content could be the cause of a high bounce rate.
In this case you should go into visitor recordings, filter by ad campaign, and watch what’s going on with your ad landing page. If you see that people aren’t engaging with the suit content, or are instead using the search bar to look for shoes, that’s your cue to make adjustments to the copy and content of the page.
Now Back to Visitor Recordings
Once you’ve identified a page with sharp drop offs, or a high exit/bounce rate, you can do one of two things in Crazy Egg:
1. Set up Page Targeting so we record visitors only when they hit that specific page
2. Filter your recordings so you only view ones where people visit that leaky page
Once you have your visitor recordings filtered down or organized in this way, you’ll only have to spend 10-30 minutes a week watching them so that you can use the insights gained in your CRO efforts.
We recently commissioned a CRO report through NonFiction Research, and the results were alarming:
It turns out that a lot of marketers are turned off by CRO because they think it’s too complicated or too time-consuming.
If you find the data in Google Analytics hard to understand (and to be honest, who doesn’t?), not to worry! You can always use Crazy Egg’s Snapshot Reports to come up with a focus for watching your visitor recordings.
And for those just beginning the website analysis journey, this free guide can help you get started:
As you begin looking at reports and session recordings and coming up with A/B testing ideas, keep in mind that the CRO process is ongoing; try to stick to one goal at a time so you can come up with actionable experiments to launch for your visitors.
We’ll be back in touch soon with more videos in the Quick Hits CRO Tips series — in the meantime, you can check out our free webinar calendar and sign up for tutorials and group coaching sessions.
As always, happy optimizing!
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