by Will Leuchars (@Willleuch) at our 'Remote Research Tools' event in July 2015

1. www.sessioncam.com
Generating
customerinsights
toinformyour
testingand
optimisation
strategy

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Data driven tests are
7.7
than UX tests
So let’s start with an insight
eConsultancy Research
times more
effective

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How effective are these approaches in helping to understand the
customer experience?
Source: Econsultancy - “Reducing Customer Struggle 2013”
[based on 582 responses from e-commerce professionals]
7

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DEMO
https://console.sessioncam.com/Dashboard/Playback/?Se
ssionId=cc694ed2-aa0b-4f45-9932-
6a2f98b6b3d3&StartTime=635725505750000000&Hostna
meId=decb5f09-7c98-e311-945d-12313928a8b9

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Threewaystogaininsightsfromareplaysolution
Session Replay
Heat Maps
Funnels
1
2
3

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• We noticed a large number of visitors who were attempting to insure pets
who were under 8 weeks old and therefore unable to progress.
• This enabled a simple fix to tell customers to pick a cover date that started in
the future
Drop off on this page reduced from 61% to 48%
SessionReplayinsight

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• 15% of customers missed the first
question in step 2
• The tiny red star next to the field
just wasn’t getting their attention
when they couldn’t continue to
the next page
SessionReplayinsight

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SessionReplayinsight
• People lose their products when they
click in to one of the delivery options
and are returned to the trolley page
with a ‘your trolley is currently empty’
message.
• Other customers appeared to have an
item in their trolley but when they
hovered over the trolley icon they were
shown to have no products.

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• 8% of visitors exit after interacting with the postcode field.
• A significant number of visitors completely miss the ‘Find my
address’ button after entering in their postcode
• These visitors only notice they had missed the address lookup
after attempting to submit the form which generates an error.
Funnelinsight

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• We noticed a significant number of
people who have issues with the form
field, either entering their postcode in
the wrong format or entering a town
name that was not recognised.
• This is an opportunity to include an
intelligent ‘presumptive’ search
function to eliminate spelling errors
Funnelinsight

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• Several customers repeatedly
click on the delivery option
content on the right hand side of
the page
• These delivery options are clearly
mistaken for clickable links, and
leave the customer frustrated as
they want more information
‘Click’HeatMapinsight

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• A key call to action is lost here by
being hidden between two other
parts of the page
• Both the click and the mouse
movement heatmap demonstrate
that the cross sell CTA is lost and
receives little attention
‘Click’and‘MouseMovement’ HeatMapinsight

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‘Scroll’HeatMapinsight
• On this purchase journey 9% of visitors exit
at this point
• Many customers scroll through the benefits
of the products but don’t make it as far
down as the ‘continue button’

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Session ReplayWeb Analytics
A/B Testing
Live Chat
VOTC
The wider research eco-system
CRO
Playback

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• Theres no doubt that an effective CRO programme will drive continual improvements
on your site.
• But it must be fuelled by genuine, meaningful and measurable insights
WHAT? WHY? TEST
Tests rely on effective insights

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Threefundamentalsforeffectiveinsights
Customer
behaviour from
real customers in
the real world
GENUINE
True insight into
why a problem is
occurring, to
create clear test
variants
MEANINGFUL
We can quantify
the scale of the
insight, thus
calculating the
ROI
MEASURABLE
Playback Solution

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Find insight on your
live site using
SessionCam to
generate insights
that can be tested
in your MVT
programme
Run the tests on
MVT and watch
sessions from both
the winning and
losing variant to
understand why
one beat the others
Continue to monitor
performance via
SessionCam to
ensure it stands the
test of time
1. Uncover insights 2. Test in MVT 3.Re-validate
UsingsessionreplayandMVTtogether
4. And back again!
Playback Solution Playback SolutionMVT – A/B programme

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Questions?

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Will Leuchars
will.leuchars@sessioncam.com
@willleuch