Dr. Tal Schwartz of Clicktale and Arran Peck from Ancestry.com discussed how they transformed their experience. He started with a video.
The Clicktale product pulls all the information about everything someone does on the site. It’s an easy integration to the web site. They also integrate to Adobe Analystics, Adobe Target, and Adobe Experience Manager. By getting these deep insights, you can use that to create better tests and more efficiently optimize your site.
AEM Integration
There’s a button on AEM site and you get a heat map to show you what users are doing on the site.
Many companies like CNN and Ancestry.com are using Clicktale
Mobile vs desktop: There are a number of use cases suited to mobile vs desktop. In other words both have their place. Neither is going away. That’s why Clicktale supports both channels. You can get full session playback for a mobile site. You also get a heat map for the mobile page.
Ancestry’s Usage
Arran has been with Ancestry.com for quite a while. He ran the Australia office for a while but recently moved to the Bay Area. He’s the senior director of conversion.
Ancestry
- leading online family history service
- Subscription allows you to access voer 2B document
- leading DNA test for family history
- Genotyped 1.5 M customers
- $680M revenue in 2015
- 1,300 employees
- Offices in US, UK, Australia, Canada, and Sweden
Conversion and Insights, a love story
A lot of Ancestry’s brand is about storytelling. The story
- Uses Adobe Analytics to get data insights and see what opportunities exist
- Create the hypothesis and then test it in Adobe Target
- Use Tableau dashboards to see the data in Target and the actual revenue.
- Business impact
- Lifetime revenue
- But were missing the customer insight. Over 80% of the time, people were doing unexpected things.
- Wanted to know why a test won and why a test lost
- It’s about that true insight in actual usage
Case Study 1
Ancestry DNA is a simple $99 test to find your ethnic mix and uncover distant relatives. This gives
- New audience
- Significant increase in traffic to home page
- But limited insight into customer behavior
Ran a test on the Ancestry DNA page. They wanted to find out about the impact to different sections. The results were good with an overall increase in sales. However, ClickTale showed that all the middle content had little engagement. The bottom section for FAQ’s had 53 seconds, almost 3X the other sections.
Then changed the banner image from white male to Native American
Case Study 2
Iterative testing into a great experience. This test was about onboarding. They used a testing process:
- Think it
- Test it
- Build it
So new functionality gets tested before rollout of functionality. In this case, they wanted to make it really easy to run through your family tree.
Outcome:
- Increase bill through of customers in free stage trial
- Users more likely to bill through after the trial if they actually build their family tree
- Quicker speed to discovery and to building a full product for A/B test validation (get product to release quicker)
The process
- Setup four rounds of the experience
- Look at the Clicktale videos
- Build second prototype and test again
- Also looked at if users were building trees quicker, etc.
- He showed how they were able to see the test results
Happy Customer, Happy Life
The voice of the customer amplified
The team with members who spent a minimum of two hours every six weeks watching what a customer does on the site saw far greater improvements to their designs’ user experience.
With Clicktale, can view videos by interest (
- Customer device
- destktop
- tablet
- customer profile
- customer type
- product purchased
- entry page
- Specific Tests
- Specific page visite
Quote: Combining conversion testing with the videos creates a better customer experience and happier results.
