Case Study Part 9 – Engagement Test
One of Matt’s Many SEO Silo Ranking Case Study:
- Case Study Part 1- The Objective
- Case Study Part 2 – Terms and Definitions
- Case Study Part 3 – Strategic Scenario
- Case Study Part 4 – Test Overview
- Case Study Part 5 – New Silo Architecture Test
- Case Study Part 6 – Site Speed Test
- Case Study Part 7 – Freebase Verify Test
- Case Study Part 8 – Onpage Optimization Test
- Case Study Part 9 – Engagement Test
Test 5: Click Magnets & Attention Tracking
So what do people do on the site?
What do visitors look at and what do they click on?
Such actions are called engagement.
Seeing what the user is looking at helps you make better decisions of where to place your call to actions and lead funnels on site.
In this section I will use crazyegg.com (not mandatory) to track users attention.
This process takes the guessing work out and gives you a map of what screen equity you have to work with.
In this test I will just look at one page to demonstrate what is track-able and what is useful information.
The reason why I look at this type of data is to identify where the attention is on key pages and how close my call to actions are to where the user is paying attention.
- This allows me to establish where the current hot spots are on the site
- I can see what keywords they used to land on the page if they not logged into Google
- I can see if my slider banners are being clicked through to offers
- I can see what silo the users are clicking on the most – this gives me indications of what paths are followed.
What I initially do is track:
– the top level of the navigation
– the pages I consider important or what I am focusing on.
The next shot shows the top level screen with the current pages I have been tracking.
Crazy egg gives the ability to see heat maps, scroll maps, confetti, overlays and finally a list of all important elements on page.
As you will see above I use a naming convention that clearly tells me what pages I’m tracking on the left. I alwaysmirror the site silostructure so it is easy to find the pages.
What I will do next is take you through the primary features and will expose the data per section.
The heat map is a visualization of where your visitors are clicking. The brighter the area, the more popular it is. The darker the area, the less popular it is.
As a specific area of your site gets more clicks, its colour on the heat map will change.
- In the image below I can see that the hair silo is clicked on the most.
- The slider can be used more efficiently to bring most important offers to attention. These sliders typically allow you to link to other pages which mean there is the ability to direct users to where you want them.
By looking at the complete page it is clear the user is hitting silos and move down into the topic of interest.
The hair and wedding silos are the hottest in comparison to other silos and based on data presented these decisions happen in less than 60 seconds.
This gives us a good idea of what this audience is interested in.
They also click through the banner series.
I typical go through a series of questions when investigating how I can improve the page as I look for opportunities to open up engagement.
Questions I would ask myself for the heat map screen would be:
- What is the purpose of this page and is the purpose being met?
- Where are they clicking?
- What element are they clicking on?
- What are they looking at when they click?
- Is the offer clear to the market personality; can they see what I am offering?
- What can I do to make the offer more prominent, clear and visible in respect to the client scope for look and feel of the site and brand?
- Is it possible to close a lead from this page; where would my best opportunity be based on the page layout?
- In this question I’m looking at the page elements. In this image we have the top navigation bar, the slider bar & then two columns starting near the page fold. What element can I use to create a conversion or place a call to action
- Example: The slider takes up the most screen equity so this screen space must contain your irresistible offer. The slider should become the start of a lead funnel.
- What do I need to do to create a lead funnel from this page?
- Is the application of adding a new element / funnel site wide or page specific?
In summary the heat map lets me see how much click equity I have active on the page.
It’s my task to make improvements to better make use of the click equity. The heat map tells me exactly what it is at any point as long as I keep tracking.
The scroll map shows the number of times each part of the page was visible through a browser window. Bright areas received a greater number of impressions; dark areas were viewed less often. The legend at the bottom shows the relationship between a specific colour and the percentage of impressions received.
With this in mind of what the scroll map tracks we can now look at this page and see that the scroller is the most visible.
Questions I would ask myself would be:
- Is a slider better at this position than a video?
- An opportunity to create a split test
- What would be the “best thing” to put in this space?
On this page the call to action is lost at the bottom of the page so I now have to figure how am I going to incorporate it better with this new knowledge. When I dug a bit deeper it became apparent that the user where using hand held devices when browsing the site.
This page gives us the ability to really start looking at what the target audience is clicking on.
On the left we have a filter. This filter lets us look at various define parameters and gives a further level of filtering by checking the check box next to the parameters that are relevant.
This then displays where the user clicked on the screen
Questions I ask myself when looking at this data are:
- Where is my traffic coming from?
- How do they express themselves in search?
- What countries are not relevant as a traffic source?
- What device is my audience using?
- What days, times do the average visitors come?
- What are they clicking on the fastest and why do you think they are clicking it for?
- What are they clicking on the slowest and why do you think they are clicking it for?
The focus here is to understand what the audience clicks and is the click in relation to the object / elements purpose.
I want to look at what is clicked on the fastest and want to figure out why?
Where are they going to?
This type of information gives one great insights into building better pages that communicate your message to the market personality.
The overlay will show the specific number of clicks that each link receives.
The plus sign markers are colour coded from blues indicating the least clicks to reds indicating the most clicks. Clicking on the plus markers will expand open more info about the clicks on that specific link.
As mentioned earlier the hair and wedding silos have the most interest. What’s nice as well is you get to see what popular keywords & local keywords that brought these visitors to the site. This image shows some nice cheats into what the market personality typed into the search results.
This is an interesting roll up of your page. The list report makes it very easy to see all the elements that got clicks. The element name and type are taken directly from the code of your page, so you can easily identify the items.
This helps you pinpoint exactly where hot click magnets are on your site.
You can isolate sentences that attract the clicks. In the example able the phrase “is your hair dull, boring and just not doing it…” got 19.5% of the clicks.
Would it be fair to say that some of the audience associated with that statement or they just clicked on that area due to scrolling?
Makes on think doesn’t it. It becomes very interesting when you can see what is hot & what is not. This testing process helps you establish quickly how to get the most important call to actions in front of your audience.
- The hair and wedding landing pages have got the market personalities attention.
- The main content + image combo seems to keep the them on site. It seems the smaller thumbnails encourages clicks
- The branded and local type keyword searches are congruent to the sites purpose
- The index page is not capturing enough attention on the content areas. Users leave the index page within 60 seconds and go to hair and makeup silos with hair being the most traveled path. This is not bad as the navigation is clear however the banners need to be more explicit with offers to capture that fast traffic.
- The phone number is too low on the page and needs to be in a more prominent place like the side bar site wide. Possible place above right side silo navigation as this is in the market personalities line of sight (people read left to right so eyes will fall on contact number).
- No lead capture form on page yet.
Actions that need to be taken
- Need to add form to hottest area of site
- Move Phone number to hottest area of site
- Improve on banners in slider
- Figure out what will go into auto responder for leads captured.
- Whats the purpose of the lead funnel?
- What is the market personality going to be presented with?
- What components do i require to automate these communications / transactions?
Visual tracking gives you another dimension through which you can visually see what is going on with the site. It stimulates different questions which get you closer to understand how the user interacts with your site. It gives us boundaries to work within i.e. hot areas on the site which gives you a defined area to use too improve your conversions.
Visual tracking gives the feedback needed to see if your call to actions are being seen firstly and if the silo navigation anchors are attracting the clicks. All we can do is test and measure, then improve.
What are the next moves?
In the next case study we are going to activate the WRS1 blog, the One Feed & social explosion. This is where we going to focus on pushing the Brand and getting ranked for the important keywords in the WR1.
We going to take this feedback and decide on what new changes we going to implement.
I have enjoyed doing this case study; it’s been fun doing this for you guys. Please send your questions and feedback to me via skype: jbay-mdc