Clicktale: Click maps

Clicktale: Click maps

A click map is a visual representation of aggregated data showing where visitors click on your website. Cascading from this map are valuable customer experience insights, such as:

  • What are the next moves in your customer’s journey?
  • Is your customer trying to tell you which elements in the website should be clickable even if they are not?
  • What is the customer journey before conversions?
  • What clickable elements increase conversion rate?
  • Which products are visitors clicking to examine more closely?
  • Which links are distracting visitors from the major calls to action on the webpage?
  • Which links or buttons are not visible to customers?

Best practice for Click maps

Identify attempts on non-actionable elements

By using click maps, you discover that visitors are clicking on some elements that are not clickable and perhaps by making these elements actionable, you can help your customers navigate better. You will also see areas of your website which are not receiving clicks, so you then need to come up with a strategy to get your customers clicking again, for example with modifications to design or content.

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Use Click maps for A / B testing

Combining clickmaps with heatmaps for A/B testing gives you superpowers because your imagination unleashes and can test all those great ideas that were too complicated or risky to implement live! For example, what will the results look like if we change the placement of a button or its wording; what if we reverse the side the navigation bar is on; or create other scenarios? By A / B testing you get to see how a subtle design change can help improve your visitor's interaction. In Clicktale, you can go back up to 60 days and run heatmaps on the previous version of a website or across a data range.

We recommend strong emphasis on researching your test before you start. To find the right page, you may want to start with the conversion funnel and pick the page with the lowest conversion rate. To create the funnel, try working with the most common steps your visitors take. Clicktale can do this automatically. Another method to create your funnel is to start with conversion as the first step, then follow the journey backwards. Typically, you use this method when the commonest conversion journey for your visitors is not known.

Next step is to find the changes you want to make to your test page. Typically, you will analyse:

  • Behavioural data (Heatmaps or Visitor Recordings)
  • Statistical Data (Form Analytics, Page Console and Events)

For the technical setup as the next step, you will usually engage a 3rd party testing platform to redirect traffic and serve test versions.

Now you are ready to start analysis of your data and measuring results for page conversion; site conversion; conversion value; and behaviour to see why a version won or lost. This gives you a panoramic view of results.

Post analysis, build on your test results to see which version worked best and how the changes affected visitor behaviour.

There are many kinds of changes you can make. Here is a short starter list:

  • New concept - changing multiple elements of the page at once
  • Moving content above the fold to get visitors to scroll down
  • Paragraph text as opposed to list or table layout
  • Varying image sizes
  • Varying headline messaging for different personas and audiences
  • Changing the position of call to action (CTA) buttons

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Use Link Analytics

Link Analytics give you more detail about your visitors’ interaction with your website links, buttons and active elements.

This type of heatmap can drive a variety of great insights, such as:

  • how many visitors hover over links
  • how long they hover
  • how many of these hovers clicked on the link

Some of the metrics you can access in Link Analytics are:

  • Clicks - the number of clicks and the percent of the total clicks on every link
  • Hovers - the number of mouse hovers over a link. This tells how attractive a link is to the visitor, but not necessarily attractive enough for a click.
  • Hover Order - ranks the links by the average order in which they were hovered-over by visitors. Shows which links attract the mouse first, second and so on.
  • Time to Click - the average time between the moment a page has been loaded to the moment a link is clicked. You can now discover which links are most attractive by seeing the average time it takes to click on them.
  • Hover Time - average time mouse hovers over a link, indicating visitor interest level.
  • Clicking Visitors - the number of unique visitors who clicked on a link as well as the fraction of total visitors.
  • Hovers Conversion - the portion of mouse hovers that eventually convert into mouse clicks.
  • Hesitation - the average time from beginning of a mouse hover to the moment of the mouse click.

  

Talk to us to understand if ClickTale is the right analytics solution for your organisation.

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