If you missed the first part of our series on Recordings, you can pop over to Part One to learn the value of session replays, how to set up a viewing routine, and how to protect your visitors’ privacy.
Now that you’re on board with making Visitor Recordings a part of your CRO efforts, how do you get started?
The first step is easy, just let us record your visitors for you!
We auto-enable Visitor Recordings so you don’t need to worry about getting set up.
A big part of seeing value from Recordings is knowing how to filter, tag and sort them. Another component is knowing where to look, and what to look for.
Here’s a set of tips that will help you approach recordings efficiently, effectively, and completely customized to what you’d like to accomplish.
Tip 1: Use All Your Website Analysis Tools Together
Odd are you already use Google Analytics to keep an eye on your overall website traffic and answer questions like “How many visitors did I get today?” and “How many people converted on a goal I’ve set up?”
GA is a great starting place for getting a sense of which pages are most important to your business.
From there you can set up Snapshot reports that will surface page-specific visitor trends and answer questions like “What elements on the page are my visitors engaging with most?” “Where are people losing interest in my content?” and “What CTAs are getting the majority of clicks?”
Once you’ve taken a look at overall user behavior on each page, Recordings let you drill down one more level and bring you insights in real time.
When you have video footage of customers and prospects navigating your site, you are well positioned to share valuable UX information with your team to validate or disprove ideas for website improvements.
Here’s a suggested cadence for using all three tools together:
- Use Google Analytics as a starting point to locate pages of high bounce rates or exit rates
- Bring that GA data to life visually by exploring your Heatmap, Scrollmap, and other Snapshot reports to get an idea of what might be turning people away
- Watch session replays of visitors to confirm your hypotheses or to find out if there is another factor that you couldn’t have seen from a static image.
Tip 2: Set Yourself Up for Success By Picking a Goal
No matter what kind of marketing project you’re working on, identifying a goal should be one of your first steps.
You don’t want to go into the research process with no context, because recordings can be overwhelming. If you’re not guided, it’s like trying to find a needle in a haystack when you don’t even know what the needle looks like.
Your goal could be:
- Finding out how people experience your checkout process
- Tracking a specific page like a contact page to find out common pages visited before and after
- Investigating why you’ve experienced a spike in exit rates on a certain page
- Figuring out if multiple people are seeing a bug in your site
- Learning if your website is truly responsive
One common starting point is to find out if people are taking the journey through your website that you expect them to take.
Say you’re an ecommerce company. Here’s what you might expect people do:
- Landing on the homepage
- Either searching for products or immediately finding the product they’re looking for
- Adding that product to shopping cart
- Going to the shopping cart page so they can check out
When you watch user recordings, is what you’re seeing validating this flow?
Tip 3: Focus on Specific Pages
Since your Recordings are already on and data is rolling in, here are a couple of approaches for narrowing down the search for recordings of pages that are pertinent to your goal:
Set up Page Targeting so that you can specify which page people land on for us to start recording their visit.
Filter your Recordings based on the visited page.
Both methods will help you cut through the noise and allow you to organize your recordings based on the pages that are the most valuable to your conversion goals.
Tip 4: Get Recordings on Your Schedule by Customizing Your Sampling Rate
Another thing that will help you maximize your optimization efforts is to collect recordings during the times that matter most to you.
We have a default setting of uniform sampling that takes your total number of allotted recordings and evenly divides it over the course of the month. This approach ensures that you’re getting a fair sampling of your audience.
However, no matter what industry you’re in — education, ecommerce, B2B, health services, what have you — there will be periods of the year that you will want to gather as many recordings as possible over a short amount of time.
For instance, if you’re running a sale, dealing with admission submissions, focused on a webinar, or dealing with a registration window, it can be more useful for you to use up ALL of your recordings in a concentrated bunch.
When you customize your sampling rate, you get the maximum amount of impactful recordings that are meaningful to your conversion goals.
Tip 5: Know What To Look For
Now that you know how to maximize your time and narrow down your recordings, it’s time to learn what behaviors to look for and focus on.
1. Scrolls for Days
The first behavior to look for is excessive scrolling without clicking, or using the mouse to rapidly scan text but taking no further action. This signifies that the visitor is unable to find what they’re looking for.
At this point, keep watching the recording to see if they go to another page in your site so you can figure out what it was that they couldn’t find.
If people abruptly exit your site without going to another page after scrolling, we suggest checking out the List Report in the Snapshots tab of your dashboard to see if there is a popular element that isn’t visible or was nested in a dropdown menu.
If that element is getting a large portion of clicks, experiment with moving this element to the page where you noticed excessive scrolling to see if that solves the problem.
2. CTA Confusion
We’re all about easy wins at Crazy Egg. One major opportunity for optimization is if you have an important CTA located on a section of your page that people aren’t scrolling down it (shout out to the Scrollmap).
When that’s the case, you can watch Recordings to see if:
a. The people who do click on it end up converting, in which case you should move it up
b. There is some other less effective CTA located at the top of the page that is sending people down a lower-converting customer journey. If so, it might be good to pull a switch-a-roo between the two CTAs, even if only for a week. (Psssst… Our A/B testing tool makes it a cinch to make and reverse changes on your site)
3. Responsive Site Errors
You might think you built a responsive site that is working/displaying nicely, but the only way to really know for sure is to watch a recording of a visitor with a smaller window size.
You might find that your website display isn’t accurate or looks completely off, even though you already tested rigorously.
You’d be surprised at the sheer range of setups that your website visitors have, and you never know what might be causing that break in conversions without seeing it firsthand.
4. Browser-Specific Display Issues
If you see recordings where the video looks broken and your CSS is missing or not rendering properly, then you might not have conducted thorough enough browser testing.
If you stick to only checking your website on one or two popular browsers like Chrome or Firefox, but your most valuable visitor segment is actually using Internet Explorer or Safari, then an effective way to catch UI issues is to filter your recordings by browser and then to watch the playbacks to see what you might have missed.
Ready to Dive In?
Every person who clicks through to your site is genuinely interested in what you have to offer, and it’s up to you to win them over or lose them depending on the experience that you provide.
One of the most effective ways to do this is to pay attention by watching recordings of the visitors who browse your site so that you can find ways to turn them into customers.
While obviously we would be thrilled if you used Crazy Egg for your visitor recordings (a 30-day free trial awaits!), what matters most to us is that you take advantage of this invaluable tool regardless of what service provider you choose.
So even if you’re using a competitor, feel free to reach out to us on social media and we’ll lend a helping hand.
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