metrics white paper_new2

®
Digital customer
experience
metrics:
Uncovering
the behavior
behind the
numbers
4540101
70%
63%
624090
®
3
5
Introduction
9
Bird-Eye’s View of
In-Page Visitor
Behavior
15
Form
Analytics
4
Evaluating
Visitor
Interaction
16
Digital Customer
Experience Metrics
12
Final Musings
on Metrics
Assessing the
Degree & Quality
of Engagement
®
Introduction
As marketers, we rely on metrics as basic tools for
successful conversion - despite the fact that you are
assessing success and failure. But marketers are also
unlikely to ever return to that site again.
website visitors who instantly recognize poor customer
As this example illustrates, although engagement
experiences when they occur. Perhaps you tried to
generally represents a positive outcome, not all
purchase a sweater online, book an urgent flight or send a
engagement is positive in actuality. In contrast to
bouquet of flowers, but the website was not up to par.
abandonment, which generally reflects a poor experience,
You might have experienced technical difficulties with
visitors who are engaged and satisfied are poles apart
order processing or could not find what you were looking
from those who are engaged and frustrated, even when
for easily. You struggled and struggled and finally
both experiences end in conversion.
completed the purchase. But you swore never to use that
This e-book shows how Digital Customer Experience
website again!
metrics help you go beyond the numbers to understand
A marketer who looks only at the Time on Page metric
what your customers and visitors are really experiencing
might notice that you stayed on the page longer than
on your website, and use that complete, accurate picture
average. She might even realize that you were having
to optimize engagement and revenue.
technical issues or trouble figuring out what to do. But
once you completed the action, it was recorded as a
63%
23%
®
Digital customer
experience metrics
Most analytics tools show you when a visitor abandons your website.
But to understand why your visitors leave, you need insight into their
actual behavior while still on the site. For example, knowing that many
visitors clicked on non-clickable elements while looking for more
information helps you understand their frustration, confusion or
generally negative experience. Armed with real behavior insights, you
can address the root cause by re-ordering or re-designomg page
elements, optimizing site search, fixing form fields, or otherwise
improving the experience.
®
Bird-eye’s view of
in-page visitor behavior
Elements
optimally
positioned?
Attention to
page elements?
Engagementpromoting
web design?
®
Bird-eye’s view of in-page
visitor behavior
Does your web design promote
engagement?
As we've already seen, Time on Page does not always
equal positive engagement. It might indicate that your
When you analyze website performance, your first step is to
potential customer arrived on a page but was distracted
use traditional web analytics tools to get the big picture and
and left the page open. The Engagement Time metric
to track visitor movement between pages. Once you’ve
tells you how long your visitors were active on the page -
determined the general "health” of various site pages, more
moving their mouse, scrolling, tapping or clicking on
specialized metrics can help you drill down deeper and
images - so you can assess which page design is more
answer specific questions about visitor behavior on those
engaging.
pages.
Were visitors exposed to page elements?
The % of Page Views metric shows you the percentage of
visitors who were exposed to elements on the page. It helps
you see which elements drew more attention - for instance,
whether many people saw a promotional banner placed on
a specific page. It allows you to determine which areas on
the webpage have the most valuable real estate for placing
key elements or advertising.
Engagement Time
% of Page Views
®
How do I use these insights to optimize design?
By combining the % of Page Views and Engagement Time
metrics you can assess if your webpage promotes visibility and
1.04
min
99%
engagement, and optimize layout accordingly. For example, if a
small percentage of your visitors were exposed to a specific
element but the engagement was significant, this means that
60%
the element should probably move to a more prominent spot.
In contrast, if many visitors are exposed to a certain part of the
page, but only engage with it briefly, you should consider
removing elements or changing where they're placed.
40
sec
20%
2
sec
Attention
Heatmap showing
the Engagement
time on the page
Scroll Reach
Heatmap showing
the % of Page
Views on the page
®
Are page elements optimally positioned?
The Average Scroll Reach metric helps you see the scroll
reach for a specific page and the levels of interaction
above and below the average page fold.
If the Average Scroll Reach goes below the average page
fold, your page’s design is highly engaging (as seen in the
example). If your Average Scroll Reach stops way above the
Average
Page Fold
fold, you can promote scrolling by adding visual cues,
enhancing the visibility of key elements, and removing
confusing elements.
Average
Scroll
Reach
Example: Clicktale’s Scroll Reach Heatmap reveals that
many visitors scrolled down below the average page
fold. This shows that the webpage is well-designed and
encourages engagement.
®
Evaluating visitor
interactions
START NOW
Time
to Click?
START NOW
Driving
Engagement?
TRATS NOW
START NOW
Promoting
or Obstructing
Engagement?
Conversion
or Hesitation?
®
Evaluating visitor
interactions
high Hesitation show that the visitor was confused and
Is your webpage layout effective and designed so that your
show that the CTA or page layout was clear and inviting,
Call to Action (CTA) elements encourage interaction and
not sure what to do or whether to go ahead and
complete the action. Low Time to Click and low Hesitation
promoting completion of the action.
optimize the user experience? The following metrics can
help you find out.
How long does it take for your page visitors
to click?
3.2
sec
Time to Click shows you the average time from page load
5.1
to any click. For example, a straightforward CTA that shows
sec
a longer than average Time to Click can indicate that
4.4
visitors were distracted by an image on the page, or that
sec
the CTA is located in a place that is not highly visible.
Does your webpage layout promote
conversion or hesitation?
The Hesitation metric measures the average time from
beginning of mouse hover to mouse click. Combining
Hesitation with Time to Click helps you better understand
visitor interaction with the webpage: high Time to Click and
This form page includes fields that request sensitive
information. Clicktale’s Form Analytics and Session
Player revealed that visitors hesitated and hovered over
the fields before they started filling them in
®
Is your page layout driving engagement?
The Hover Conversion metric enables you to see the
Not Converted
Changed Banner Position
percentage of visitors that clicked on a link after they
hovered over it. This metric helps you understand
whether the feature facilitates visitor interaction. For
example, if the Hover Conversion of a CTA is lower than
average, it isn’t driving visitors to click. It might be unclear
or poorly designed.
Secondary
CTA
Main
CTA
Main
CTA
Secondary
CTA
Is your webpage layout promoting or
obstructing engagement?
Combining Hover Conversion and Hesitation clarifies the
visitor’s decision making process. It helps identify
conversion distractors and promoters. For example, high
Hesitation and low Hover Conversion means that only a
few visitors actually converted after hovering. This
indicates that visitors are finding the CTA but something is
preventing them from clicking on it. Is the information next
to the CTA causing second thoughts or obstructing
conversions?
Example: Clicktale’s Mouse Move Heatmaps showed that
visitors were leaving the checkout because they were
distracted by the secondary CTA. Once the banner
position was changed, more visitors converted.
®
Assessing the degree &
quality of engagement
Quality of
Engagement
Visitor’s
Journey
®
Assessing the degree
& quality of engagement
Once you have assessed the layout of the webpage,
you can continue to zoom-in on how your visitors
interact with specific elements on your page such as
links and CTA’s.
10
sec
3.5
sec
7.2
sec
What is the quality of the engagement on
your webpages?
Hover Time measures visitors' interactions with
elements that do not invite any action or respond to it.
Seeing where visitors spend the most time on the
webpage allows you to evaluate the extent to wich the
page is appealing, engaging and clear. This is a useful
metric for assessing engagement on text-heavy
webpages, particularly when comparing content pages
to actionable pages with CTA’s or forms.
Clicktale’s Mouse Move Heatmap revealing Hover
Time for each page element
®
What path do your visitors take on their
journey through each webpage?
The Hover Order metric ranks links by the average
This metric enables you to “connect the dots” and visualize
order in which visitors hovered over them. It shows
your visitors’ path on a page. This enables you to eliminate
which links attract visitors first, second and so on (as
distracting elements, drive more visitors to the desired
seen in the example below).
path, and move them along the funnel.
Clicktale’s Link
Analytics show Hover
Order by ranking the
average order in
which visitors
hovered over the
elements
Steps of the
customer journey
®
Form analytics
10%
Form Analytics provide an in-depth view of visitor
interactions to help you optimize the effectiveness of
online forms and minimize visitor frustration. They enable
easy assessment of form usability and effectiveness
through metrics such as percentage and number of
Of visitors dropped
at the first form field
Full Name *
A
Email *
3sec
Phone Number *
visitors who interacted with the form but did not submit it;
number and percentage of visitors who dropped at each
form field; average visitor interaction time with each form
Average time visitors
interacted with each field
B
field, and more.
Learn more about how you can dramatically increase
conversions from your online forms by listening to our
There’s more to Web Forms Optimization webinar.
Enter Your Name
53%
Of visitors who interacted
with the form did not
complete it
Country
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C
Submit
Example: Clicktale’s form analytics showing actionable
insights that go far beyond traditional web analytics metrics.
04
®
Final musings
on metrics
Customercentricity
®
Final musings on metrics
While traditional analytics assess important metrics, they do
not meet the challenge of obtaining a clear and accurate
picture of the factors that contribute to customer
engagement success or failure.
Digital Customer Experience metrics focus on the person
behind the mouse clicks and analyze the quality of the
person’s engagement. These metrics offer actionable
insights that can move businesses forward by clarifying
when an experience is positive or whether conversion was
accompanied by a bad aftertaste. They also help clarify
which actions and measures should be taken to improve
website layout and optimize the overall customer
experience.
In the age of customer-centric marketing, when optimized
customer experience provides a true competitive edge,
more companies are investing in understanding the way
their customers engage with their websites. Make sure that
your investment earns healthy returns by driving greater
customer satisfaction and paving the way to business
success.
WWW.CLICKTALE.COM
UK: +44 20 3318 6535 US: +1 415 651 4291
Digital Customer
Experience metrics
focus on
the person
behind the mouse
clicks and taps
Contact Clicktale to learn more about how to use
Digital Customer Experience Metrics to better analyze
and optimize engagement on your website.