tracking user behaviour
TRANSCRIPT
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TRACKING USER BEHAVIOUR TO OPTIMIZE CONVERSION
G. Lardon - LBi
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This version increased clicks on the call-to-action by 68%
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Eye tracking
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Misconception 1
“Heatmaps can be generalised”
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MisconceptionsMisconception 2
“If there’s no ‘heat’, users didn’t see it”
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Misconception 3
“You can see what someone is thinking”
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Think Aloud
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RETROSPECTIVE Think Aloud
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Case
Active in Europe since 1995 Operating in 7 European countries
from Brussels HQ Renting out storage space to
private users (70%) and business users (30%)
Active on the internet since 1999 Web is primary lead-generation
channel since 2004
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Key question:
How easy do users find the entry point for making a reservation?
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3 out of 6 end users did not find this entry point
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First observations
First 3 seconds of a respondent that found and understood the homepage immediately
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2 / 5 respondents showed difficulties to get started.One was assisted after 48 sec
First observations
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First observations
It took one respondent 28 sec to find and understand the starting point and click to get started
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Observations - alternative
First 5 sec on the homepage: the respondent started typing after 5,8 seconds.
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Observations - alternative
First 5 sec on the homepage: the respondent started typing after 4,8 seconds
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Results
« Find your store and reserve your unit »
Noticed by 3/5 respondents
Label not well understood
20 – 30 seconds to entry point
« Start here »
Noticed and understood by all
Label is clear and actionable
Within 7 sec
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Misconception 4
“Eye-tracking is expensive”
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• 1st day: Preparing the tests
• 2nd day: Conducting the tests
• 3rd day: Analysing the tests
User testing approach
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Advantages
• Clear additional insights into behavior • Measurable behavior• Objective data and results on behavior • Very visual results for better understanding • Persuasive results
Conclusions
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DEMO
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Mobile Test Lab
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THANK YOU+32 (0) 479 296 [email protected]@glardon