Stop your visitors from leaving!

#BoostB2B

Stop your visitors from leaving!Uncover where and why they’re dropping out

Presented by Aran Reekswww.evosite.co.uk

@EvositeAran

http://www.evosite.co.uk/

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Creating exceptional digitalexperiences for 15 yearsWe have helped hundreds of organisations improve their eCommerce websites and digital products.

Established in 2001

Talented team of 30

Over 250 active clients

700+ web solutions delivered

Multi award winning agency

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Who am I?

● Head of Client Strategy at Evosite● Web Developer● Developed > 50 eCommerce solutions● Passionate about optimisation

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Workshop objectives

1. Identify major exit pages

2. Conduct investigation into the causes

3. Implement mechanisms to reduce exit rates

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How much time do you currently spend looking at Analytics?

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How much time do you

currently spend looking at Analytics?

1.Never

2.Yearly

3.Monthly

4.Weekly

5.Daily

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1.Never

2.Yearly

3.Monthly

4.Weekly

5.Daily

#BoostB2B



1.Never

2.Yearly

3.Monthly

4.Weekly

5.Daily

#BoostB2B



1.Never

2.Yearly

3.Monthly

4.Weekly

5.Daily

#BoostB2B



1.Never

2.Yearly

3.Monthly

4.Weekly

5.Daily

#BoostB2B

Where do most of your visitors leave?

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Are there areas you’re happy for visitors to leave?

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Let’s begin!

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Identify

Identify major exit pages

1

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1.Identify your weakest areasWeak areas are those that have:

▪ High bounce rate

▪ High exit rate

▪ Low conversion rate

▪ Low time on page

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1.Google Analytics: Content Drilldown

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/products/xyz

/category/x/yz

/Contact

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Vanity metrics!

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High traffic, high bounce

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Let’s focus on what’s important here

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Breakdown by page speed

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Breakdown by device

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1.Google Analytics: Shopping Behaviour

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Purchase flow dropout points

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Vanity metrics!

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Cart dropout segment

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Now let’s look at where these users left

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Now let’s look at where these users left

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The more you segment your weak areas, the clearer the picture

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Identify Investigate


Look into possible causes

1 2

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Now we know ‘what’ we need to know ‘why’

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Heat mapping

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Conduct an online survey

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Launch a usability test

http://youtube.com/v/T8qYQe262ms

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£30Cost of an unmoderated, remote usability test

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5People needed per usability test

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Create a testable hypothesis

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A good example of a testable hypothesis

“By adding the dimensions of the product to the page, we believe fewer people will be unsure of the product information and will purchase the product”

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A bad example of a testable hypothesis

“I’m going to make the add to cart button red.”

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What about these hypotheses?

“By adding a security seal to our checkout pages, we believe visitors will feel more secure and as a

result, will be more likely to complete their purchase online.”

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“By adding a security seal to our checkout pages, we believe visitors will feel more secure and as a

result, will be more likely to complete their purchase online.”

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“A larger add to cart button will get more clicks”

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“A larger add to cart button will get more clicks”

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“Adding videos to our product detail pages will boost our conversion rates”

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“Adding videos to our product detail pages will boost our conversion rates”

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“Adding videos to our product detail pages will tell our visitors more about the products and will help to highlight their USPs which we believe will boost

our sales”

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“Adding videos to our product detail pages will tell our visitors more about the products and will help to highlight their USPs which we believe will boost

our sales”

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Test

Test your solutions

Identify Investigate


Look into possible causes

1 2 3

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Getting started with A/B testing

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Creating your first A/B variant

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17% Increase in conversion

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Retargeting: Bringing them back

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Remarketing1.Visit website

2.Leave website

3.Surf the web after

4.Targeted ads follow you

5.You’re re-engaged

6.Return to complete goal

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2.Leave website





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2.Leave website





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2.Leave website





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2.Leave website





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2.Leave website





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An example or remarketing...

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If you’re interested in Remarketing...

adroll.com

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5 minutes...▪ Identify high traffic

pages with a high bounce rate

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30 minutes... ▪ Conduct a usability test for a key task

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30 minutes... ▪ Create and launch your first A/B test using Optimizely

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17%Improvement on lead capture form

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194%Improvement on lead capture form

Data & Analytics

Stop your visitors from leaving!