Key Takeaways: 1. Identifying the starting points of your research 2. Set of questions to ask yourself while evaluating your visitor behavior 3. Tailoring step-by-step research methodology for your business 4. Building strong hypotheses, which move the needle on your conversion rate

1. How To Get Right With Your
Visitor Research
Utkarsh Rai
Product Marketer, VWO

2. Ask Questions on Twitter
#AskVWO
Utkarsh @rutkarsh

3. What are we covering today?
01 How to begin your visitor research
02 Which research methods are right for you?
03 Pinpointing challenges in your funnel

4. CXL State of Conversion Optimization Report 2018

5. Overcoming
Research
Challenges
Keeping close eye on business
metrics
1) Define business objectives
2) Create goals in terms of metrics of these objectives
3) Start with Macro conversions
4) Setup micro conversions that form part of macro
conversions
5) Create funnels of most important pathways
Start Baselining measurements

6. Overcoming
Research
Challenges
Which methods to chose?
1) Web analytics
2) Surveys
3) Heatmaps and Clickmaps
4) Visitor Recordings (Session Replays)
5) User Testing
6) Form Analysis
7) Heuristic Analysis (Expert Reviews)
8) Customer Interviews
9) Click testing
10) 5 second test

7. IDENTIFYING THE “WHAT” AND ”WHY” FROM BEHAVIORAL DATA
What Products are visitors
looking for?
What step in the funnel
are visitors dropping
off the most?
Why are visitors abandoning their carts?
Why are visitors
bouncing off the
category pages?

8. Titleofyourpresentation-Appcues.com
Hey this is an important centered headline
THIS IS A SUBHEAD AND A GREAT PLACE TO PUT INFO
Powering Visitor Research With VWO

9. Heat & Scroll Maps
Find conversion
barriers
Findability/Visitor
Flow
Dead links
Navigation
menus/Hidden
elements
In page funnel
Engagement with
content

10. When a visitor has decided to proceed to the
checkout, we expect no distractions to change
their mind about making a reservation.
● Clickmap shows lots of interactions with SSO
options, but not all clicks end up with log in
● Scrollmap shows difference between users reaching
SSO & users reaching Phone number, and form end
for mandatory fields is not seen
“If we prioritize the simple form over the SSO for
non-logged in users, anonymous visitors will see that’s the
only information required to create a reservation and
thus will proceed with the form.”
Restructuring → Topic = Information Architecture
Quandoo - Case Study

11. Strategy to analyze Session replays
Exit PagesBounce pages
Converted vs Non
converted
Custom data/Labels

12. Form Analysis
Go beyond tracking form
submission rates. Form analytics
help you understand how visitors
interact with every form field. It
gives you insights on where
visitors hesitate and drop off

13. ● Essential to communicate with potential buyer
● Understanding visitor expectation
● Brainstorm on the feedback
● Execute them as tests
● Do it again
Surveys:
Visualize visitor feedback

14. Quandoo set 2 types of polls/surveys:
1) Broad questions, with open answer:
- e.g. ‘What are you trying to achieve?’
These type of questions help us identify potential areas of
opportunity, so that we can ideate for potential solutions to
problems which our users face.
2) More narrowed questions, providing choices:
- e.g. ‘What information is more important? A/B/C…?’
These type of questions help us quickly verify our hypothesis
with qualitative feedback backed by numbers.
Quandoo - Case Study

15. Find Out Drop-Offs at Each Step of the Conversion
Funnel
VWO’s Plan layer

16. Segmentation allows you to
focus on critical visitor groups
which impact your goals.

17. Understanding Visitor Segmentation
● Targeting visitors at the start of an
experiment
● Segmentation criterions - source
URL, device, location, time,
behavior
Targeting
● Segmenting visitors at the end of an
experiment in reports
● Segmentation criterions - geographic
location, new vs returning visitor, social vs
referral, search keyword
Segmentation

18. 98% (103) views
Valueofinsights
Low
High
Difficulty in generating insightsDifficult Easy
Maximum insights with minimum inputs

19. ● Which visitor group makes a good long-term
customer?
● What are the milestones that this segment
and your customers have in common?
● What can be done in improving visitor
experience, versus updating the website itself?
● How can you leverage other forms of research
features (behaviour targeting, surveys) to
engage visitors and encourage behavior?
Ask yourself these questions:

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Key takeaways:
● Define goals and funnels to visualize drop-offs
● Realize where your visitors are stuck
● Visualize visitor feedback via. Surveys
● Leverage segmentation to track essential target
groups

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Thank You!
Q&A
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