And there are countless types of reports that can provide motivation for meaningful A / B testing. But still, it is very difficult to come up with a successful testing hypothesis using only quantitative data.
Why? Because it doesn’t tell you the whole story.
Quoting Avinash Kaushik:
Web analytics will show you where your website is leaking money from. But you need qualitative research to find out why it does this.
This is where the data for Crazy Egg Heatmaps and Scroll Map Reports comes in handy. It makes a perfect match with web analytics and helps you improve the elements of your websites.
We often look for leaks in our funnels and underperforming pages using Pivic Pro reports and segments. And when we do a search, we quickly move to the crazy egg to find out “why” our visitors are losing interest.
Only then are we able to generate meaningful test ideas and truly understand why some parts of our website are not performing so well.
1. Improving the performance of our landing pages on mobile devices
This idea came up during some web analytics research on the performance of our most popular landing pages.
We are challenging each of them against the conversion rate (leads sent from anonymous visitors to our CRM) and bounce rate. As we never settle for the data collected, we have fragmented it by applying different dimensions. Finally, we found that both the conversion rate and bounce rate were significantly below average for mobile visitors:
It was clear to us that the mobile visitor segment is pulling our conversions down. But we needed to investigate further to collect some qualitative data.
Using Crazy Egg we were able to create reports that showed us the behavior of our mobile visitors. The Crazy Egg Scroll Map report allowed us to see that most of them never fall into the CTA area. As you can see, it was buried very deeply on the page to reach our users:
Call for action area
It turned out that we needed to test a different approach on our mobile landing pages. After analyzing this data, we came up with a new test hypothesis:
“If we move our CTA area above the fold line for the most screen we can reduce the bounce rate and increase the number of leads from mobile traffic.”
The most important purpose of every landing page can be described in a few simple words from a very entertaining blog entry by Brad Shore:
Make it as easy as possible for the user to say “yes”.
However, finding the right formula to please your visitors can be challenging. Especially since it requires conducting frequent experiments and identifying the elements to be improved. But – thanks to Crazy Egg’s valuable data – finding the pain points of our sites has become less painful.
2. Optimize shopping cart for e-commerce website
We begin each CRO analysis by looking into web analysis data. No wonder here.
Recently we did CRO research for one of our clients. Using Pivic Pro, we found that one of the main obstacles in the conversion funnel was the shopping cart, which had an approximately 60% abandonment rate.
We knew something wasn’t right, so – as usual – we took advantage of Crazy Egg’s functionality and did additional research to detect some undesirable patterns in our user behavior. Using the Crazy Egg segment, we found that new visitor activity is centered around the coupon code field:
Eventually we came to know that the high cart abandonment rate was mainly due to the so-called “coupon hunt” that our users were doing. Unfortunately, most of them tried to implement coupon codes that were already expired. And when he did not work, they left the car frustrated.
Thanks to the above mentioned findings, we managed to come up with another actionable test hypothesis:
“We can reduce our cart abandonment rate and discourage users from coupon hunting by making the coupon area less prominent and moving it away from the CTA area”.
According to one Emarketer expired coupons are one of the main reasons why potential customers leave your page – about 27% of shopping cart abandon coupon codes disappoint users. But hiding the coupon field is just one of many ways you can deal with that problem.