Stop your visitors from leaving!

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Stop your visitors from leaving!Uncover where and why they’re dropping out

Presented by Aran Reekswww.evosite.co.uk

@EvositeAran

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Creating exceptional digitalexperiences for 15 yearsWe have helped hundreds of organisations improve their eCommerce websites and digital products.

Established in 2001

Talented team of 30

Over 250 active clients

700+ web solutions delivered

Multi award winning agency

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Who am I?

● Head of Client Strategy at Evosite● Web Developer● Developed > 50 eCommerce solutions● Passionate about optimisation

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Workshop objectives

1. Identify major exit pages

2. Conduct investigation into the causes

3. Implement mechanisms to reduce exit rates

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How much time do you currently spend looking at Analytics?

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How much time do you

currently spend looking at Analytics?

1.Never

2.Yearly

3.Monthly

4.Weekly

5.Daily

#BoostB2B

How much time do you

currently spend looking at Analytics?

1.Never

2.Yearly

3.Monthly

4.Weekly

5.Daily

#BoostB2B

How much time do you

currently spend looking at Analytics?

1.Never

2.Yearly

3.Monthly

4.Weekly

5.Daily

#BoostB2B

How much time do you

currently spend looking at Analytics?

1.Never

2.Yearly

3.Monthly

4.Weekly

5.Daily

#BoostB2B

How much time do you

currently spend looking at Analytics?

1.Never

2.Yearly

3.Monthly

4.Weekly

5.Daily

#BoostB2B

Where do most of your visitors leave?

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Are there areas you’re happy for visitors to leave?

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Let’s begin!

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Identify

Identify major exit pages

1

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1.Identify your weakest areasWeak areas are those that have:

▪ High bounce rate

▪ High exit rate

▪ Low conversion rate

▪ Low time on page

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1.Google Analytics: Content Drilldown

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1.Google Analytics: Content Drilldown

/products/xyz

/category/x/yz

/Contact

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1.Google Analytics: Content Drilldown

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Vanity metrics!

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1.Google Analytics: Content Drilldown

High traffic, high bounce

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1.Google Analytics: Content Drilldown

Let’s focus on what’s important here

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1.Google Analytics: Content Drilldown

Breakdown by page speed

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1.Google Analytics: Content Drilldown

Breakdown by device

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1.Google Analytics: Shopping Behaviour

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1.Google Analytics: Shopping Behaviour

Purchase flow dropout points

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Vanity metrics!

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1.Google Analytics: Shopping Behaviour

Cart dropout segment

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1.Google Analytics: Shopping Behaviour

Now let’s look at where these users left

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1.Google Analytics: Shopping Behaviour

Now let’s look at where these users left

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The more you segment your weak areas, the clearer the picture

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Identify Investigate

Identify major exit pages

Look into possible causes

1 2

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Now we know ‘what’ we need to know ‘why’

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Heat mapping

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Conduct an online survey

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Launch a usability test

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£30Cost of an unmoderated, remote usability test

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5People needed per usability test

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Create a testable hypothesis

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A good example of a testable hypothesis

“By adding the dimensions of the product to the page, we believe fewer people will be unsure of the product information and will purchase the product”

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A bad example of a testable hypothesis

“I’m going to make the add to cart button red.”

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What about these hypotheses?

“By adding a security seal to our checkout pages, we believe visitors will feel more secure and as a

result, will be more likely to complete their purchase online.”

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What about these hypotheses?

“By adding a security seal to our checkout pages, we believe visitors will feel more secure and as a

result, will be more likely to complete their purchase online.”

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What about these hypotheses?

“A larger add to cart button will get more clicks”

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What about these hypotheses?

“A larger add to cart button will get more clicks”

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What about these hypotheses?

“Adding videos to our product detail pages will boost our conversion rates”

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What about these hypotheses?

“Adding videos to our product detail pages will boost our conversion rates”

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What about these hypotheses?

“Adding videos to our product detail pages will tell our visitors more about the products and will help to highlight their USPs which we believe will boost

our sales”

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What about these hypotheses?

“Adding videos to our product detail pages will tell our visitors more about the products and will help to highlight their USPs which we believe will boost

our sales”

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Test

Test your solutions

Identify Investigate

Identify major exit pages

Look into possible causes

1 2 3

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Getting started with A/B testing

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Creating your first A/B variant

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17% Increase in conversion

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Retargeting: Bringing them back

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Remarketing1.Visit website

2.Leave website

3.Surf the web after

4.Targeted ads follow you

5.You’re re-engaged

6.Return to complete goal

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Remarketing1.Visit website

2.Leave website

3.Surf the web after

4.Targeted ads follow you

5.You’re re-engaged

6.Return to complete goal

#BoostB2B

Remarketing1.Visit website

2.Leave website

3.Surf the web after

4.Targeted ads follow you

5.You’re re-engaged

6.Return to complete goal

#BoostB2B

Remarketing1.Visit website

2.Leave website

3.Surf the web after

4.Targeted ads follow you

5.You’re re-engaged

6.Return to complete goal

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Remarketing1.Visit website

2.Leave website

3.Surf the web after

4.Targeted ads follow you

5.You’re re-engaged

6.Return to complete goal

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Remarketing1.Visit website

2.Leave website

3.Surf the web after

4.Targeted ads follow you

5.You’re re-engaged

6.Return to complete goal

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An example or remarketing...

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If you’re interested in Remarketing...

adroll.com

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5 minutes...▪ Identify high traffic

pages with a high bounce rate

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30 minutes... ▪ Conduct a usability test for a key task

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30 minutes... ▪ Create and launch your first A/B test using Optimizely

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17%Improvement on lead capture form

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194%Improvement on lead capture form