1. The Great Web Form Challenge
How mouse tracking can help reduce drop-off rates
TFM&A, February 2012 David Hudson, UK Country Manager
February 2012 © 2012 etracker 1

2. Overview
 About etracker
 Typical applications for web forms
 Status quo: software support for website optimisation
 Benefits and drawbacks of usability labs
 Live demo: Mouse tracking for web form optimisation
 Summary and recommendations
February 2012 © 2012 etracker 2

3. About etracker
 etracker
 Founded in 2000, in Hamburg, Germany
 Owned and managed by the company's founders
 60 staff and around 500 sales partners
 Over 110,000 satisfied customers around the world
 UK office since 2011
 Important points about our company
 Software made in Germany
 100% compliance with data protection legislation
 No usage or sale of your data
 Free personal, English-speaking support
 Training and consultancy available as needed
February 2012 © 2012 etracker 3

4. Successful websites: Our customers
February 2012 © 2012 etracker 4

5. Typical applications for web forms
 Order forms
 Site search
 Newsletter subscriptions
 Contact & feedback forms
 “Send to a friend”
 Login
 etc.
February 2012 © 2012 etracker 5

6. Full website optimisation – The status quo
February 2012 © 2012 etracker 6

7. Full website optimisation – The status quo
Passive user observation Active user survey
What happens on the
Macro perspective Macro perspective
Why does it happen?
website?
Overview of the website Web analytics Satisfaction Overview of the website
analysis
User-centric
website
optimisation
Micro perspective
Detail view of individual
How does it happen?
pages
? Feedback
analysis
Micro perspective
Detail view of individual
Where does it
pages
happen?
February 2012 © 2012 etracker 7

8. Unanswered questions
 How do visitors interact with a form, in detail?
 What are they looking at on a form?
 What information do visitors actually perceive?
 What text do they actually read?
 How do visitors fill in the form field, in detail?
 How much time do they need for each individual field?
 Which fields lead to drop-offs?
 etc.
February 2012 © 2012 etracker 8

9. Full website optimisation – What's missing?
Passive user observation Active user survey
Macro perspective Macro perspective
Overview of the website Web analytics Satisfaction Overview of the website
analysis
User-centric
website
optimisation
Micro perspective
Detail view of individual
How doespages
it happen?
? Usability labs
Feedback
analysis
Micro perspective
Detail view of individual
pages
February 2012 © 2012 etracker 9

10. Typical drawbacks of usability labs
 They don't observe real users, just test participants
 There is no real-world context, just a laboratory situation
 There is no natural motivation, just artificial tasks
 They only evaluate very small samples
 They only analyse a few pages – not the whole website
 They are very labour-intensive
 They involve high costs - financial and time
 They are often only a realistic option for large organisations
February 2012 © 2012 etracker 10

11. Full website optimisation – The solution
Passive user observation Active user survey
Macro perspective Macro perspective
Overview of the website Web Analytics Satisfaction Overview of the website
analysis
User-centric
website
optimisation
Micro perspective
Detail view of individual
How doespages
it happen?
? Usability labs
Feedback
analysis
Micro perspective
Detail view of individual
pages
February 2012 © 2012 etracker 11

12. Full website optimisation – The solution
Passive user observation Active user survey
Macro perspective Macro perspective
Overview of the website Web analytics Satisfaction Overview of the website
analysis
User-centric
website
optimisation
User
experience Feedback
analytics analysis
Micro perspective Micro perspective
Detail view of individual Detail view of individual
How doespages
it happen? pages
February 2012 © 2012 etracker 12

13. The solution: User experience analytics
 New type of software solution for detailed behaviour analysis
 Records and plays back real user behaviour
 Mouse movements, scroll activities, all clicks, form interactions
 Records and plays back dynamically created content
 Easy to install by adding a snippet of HTML tracklet code
 Completely invisible, and does not affect visitors
 Can be set up for full compliance with data protection requirements
 Analysis is possible using any browser
February 2012 © 2012 etracker 13

14. User experience analytics
Live demo
February 2012 © 2012 etracker 14

15. Benefits of user experience analytics for forms analysis
 Simple to implement without needing extra staff
 Evaluation of large, free samples possible – unadulterated
 Real user experience analysis in a natural real-world context
 An unaltered "peek over the visitors's shoulder"
 Quick and easy to implement, just add a tracklet code
 No individual forms programming needed
 Cost-effective solution, thanks to monthly subscription model
 Makes professional user experience analysis available to SME's
February 2012 © 2012 etracker 20

16. Summary and recommendations
 Always put the user at the centre
during form and web optimisation
 Analyse the user from
different perspectives
 Use cost-effective analysis software
rather than usability labs
 User experience analytics leverages
systematic form and website optimisation
 Form drop-off rates can often be
reduced by more than 20%
February 2012 © 2012 etracker 22

17. Full website optimisation with etracker
Passive user observation Active user survey
What happens on the
website? Why does it happen?
Web Analytics Visitor Voice
Macro perspective Macro perspective
Overview of the website Overview of the website
Page Feedback
Where does it
How does it happen? happen?
Micro perspective Micro perspective
Detail view of individual Detail view of individual
pages pages
February 2012 © 2012 etracker 23

18. The etracker Conversion Optimisation Suite
 5 highly integrated products – Product editions
1 tracklet
Unlimited
 Product editions to suit any
requirement Advanced
 Cost-effective subscription model Basic
 Available as a SaaS or as an
inhouse solution Lite
 Includes free, personal support
 Individual customisation,
Modes
consulting and training optional
SaaS
Inhouse solution
February 2012 © 2012 etracker 24

19. Conversion Optimisation Suite
5 products – 1 tracklet
www.etracker.co.uk
etracker UK
Cedar House, Glade Road David Hudson
Marlow, Bucks, SL7 1DQ UK Country Manager
United Kingdom Tel: +44 20 33180095
www.etracker.co.uk hudson@etracker.co.uk
February 2012 © 2012 etracker 25