Note: This is a guest post by Lydia Wright, Head of Conversion Rate Optimisation at Somebody Digital, an agency that puts data and ROI at the heart of everything they do. Somebody Digital helps clients with analytics, CRO, PPC, SEO, paid social and programmatic.
Here at Somebody Digital, we use a selection of insights and analytics tools to analyse a client's conversion challenges and opportunities to build robust testing hypotheses and test plans.
EyeQuant is one of my favourite tools, and I wanted to share 3 examples of cases where it's created great value for us and our clients:
‘WHY is that behaviour happening on this web page?!’
Most analytics tools are great at uncovering what is happening on a web page - website analytics, click tracking, scroll maps, session recordings and more. EyeQuant can help explain why an observed behaviour is happening.
In the example below for client Fabergé, a low click rate on the ‘Add to Shopping Bag’ call to action was noted. EyeQuant helped explain why this trend was being observed - the e-commerce journey was getting a very low share of visual attention on the page and simply not being seen. Did users even realise that this is an e-commerce site and not just brochureware?
Based on this insight, a test was designed to increase the visibility of the e-commerce journey on the page. The new design (which was validated with EyeQuant ahead of time) delivered a whopping 46% increase in users adding an item to their shopping bag.
The EyeQuant Perception Map shows what visitors will see and miss in the first 3 seconds after arriving on the page.
The EyeQuant Attention Map shows which elements are most eye-catching.
‘But I prefer this design’
Web design has traditionally been quite a subjective aspect of conversion. Adding EyeQuant to the CRO toolkit has allowed design to be quantified for the first time - removing subjective debates and enabling us to validate a design idea before committing to an A/B test.
Proving that the visibility of a component on a page has increased, the share of attention has changed, or the clarity of a page has improved is invaluable in gaining quick buy-in from clients and sign-off on A/B tests.
In the below example from client The Ticket Factory, the design is validated using EyeQuant - showing that the visibility of the new "Get Tickets" call to action is significantly more visible than the button in the original design.
EyeQuant regions of interest analysis, measuring the specific visibility of different regions, based on Visual Attention Data.
‘Wow - you have shown me insight on my website without access to any of our analytics tools’
EyeQuant can be used on any website with no need for permission, analytics access, or the addition of code to a site. This is powerful in pitches and when first approaching prospective clients. The agency can quickly gather insights and build the beginnings of a hypothesis before any analytics heavy lifting has even begun. Sharing insight from EyeQuant in an initial conversation with a prospective client helps Somebody Digital stand out as a leading agency in an increasingly crowded marketplace.