Adding Observations to Different VWO Insights Tools

Many times, when you analyze and evaluate your website using different VWO Insights tools such as heatmaps, surveys, funnels, form analysis, recordings, or goals, you may feel the need to make certain observations. For example, change in visitor behavior, increase or decrease in goal conversions, and any other important detail.

The observations or insights you derive from your analysis help you make a more data-driven hypothesis for your next test. This helps you discover the points of friction, uncertainty, confusion, and distractions that prevent your visitors from converting.

The observations you create are consolidated and displayed in the PLAN > Observations section of the VWO app. In this section, a View Snapshot link appears on each observation you have created using different VWO Insights tools. As soon you click on the link, you are redirected to the original report where the observation was made.

Adding Observation for Goals

A goal in VWO  represents your website's baseline performance, and if you notice any interesting trend in the performance, you can add an observation to highlight the situation. 

Notice that your conversion rate during the nighttime is lower than that of daytime? Add this observation and proceed to the next stage of analysis to dig deeper.

To create an observation for a Goal in VWO, perform this:

Procedure

1. Go to INSIGHTS > Goals.
2. From the list of goals that appears on the UI, select the one you want to analyze.
   The DETAILED REPORTS UI appears.
3. To create an observation, click the CREATE AN OBSERVATION option present in the panel on the right.
4. In the fields that appear on the UI, enter the relevant information.
5. To save your observation, click CREATE.

Adding Observation for Funnels

A funnel in VWO leads up to the final conversion; it makes it easy to look for the stage where the maximum drop-off occurs during the journey. 

In continuation of the example in the sections above, in funnels, we can understand if there is any disparity in the drop-off situation between night and day.

When the conversion rate is higher, the maximum drop-off stage is on the product page without adding it to the cart, followed by the cart's abandonment with the visitor simply adding the product to the cart and not even viewing the cart. It could give a different picture to explain the dip in the drop-off during the night. You notice that the highest drop-off percentage is in the checkout process-not on the product page or immediately after being added to the cart. It's after the visitor has started the checkout process. Add an observation that explains the same- that there seems to be an issue with the checkout process during the night time.

Now you need to investigate what is so different during the night that does not impact during the daytime?

To create an observation for a Funnel in VWO, perform this:

Procedure

1. Go to INSIGHTS > Funnels.
2. From the list of funnels that appear on the UI, select the one you want to analyze.
   The DETAILED REPORTS UI appears.
3. To create an observation, click on the eye icon present at the right end of the filter bar, and click CREATE AN OBSERVATION.
4. In the fields that appear on the UI, enter the relevant information.
5. To save your observation, click CREATE.

Adding Observation for Heatmaps

The heatmap in VWO is a visual representation of data that uses color-coding to represent how users browse through your website.

In continuation of the example in the sections above, at this point, we have to focus on the checkout pages to understand some behavior patterns that could give us insights into visitor behavior. On viewing the checkout summary page's heatmaps, you notice the area around where the expected delivery time is displayed. It has received an unusually higher number of clicks compared to that of day-time visitors. This is getting interesting now. Quickly add an observation at this juncture.

To create an observation for a Heatmap in VWO, perform this:

Prerequisite
You must first install the VWO plug-in for Heatmaps capture to your browser. Click here to download the plug-in. If you have already installed the plugin, then you may either update it manually from the extensions page or restart the browser. 

Procedure

1. Go to INSIGHTS > Heatmaps.
2. From the VIEWS panel on the right, select the view you want to analyze.
   The selected view appears. 
3. Hover on the view screenshot, and click VIEW HEATMAP.
   The heatmap tool appears.
4. To create an observation, click on the eye icon present in the bar at the heatmap tool's bottom.
5. Select the area on the heatmap where you want to add the observation.
6. In the fields that appear on the UI, enter the relevant information.
7. To save your observation, click SUBMIT.

Adding Observation for Session Recordings

Session Recordings in VWO allow you to record visitor interactions with your website and replay them in the form of video.

In continuation of the example in the sections above, now you jump straight to session recordings to understand trivial behavior more deeply.

After a few sessions, the problem dawns on you. Your 2-day shipping policy adds 24 hours to the expected delivery time at 12 am every day. Visitors who shop late at night have the mindset that their day has not yet ended, although the date has changed.

The expectation of 2-day delivery when ordering late at night would be to get the product delivered the next evening, not by the end of the third day. It has started making more sense now. Add this observation.

With these 4 observations from different reports, maybe you hypothesize that refreshing the delivery expected time at 6 am every day instead of at 12 am would give you better results so that late-night shoppers can get their delivery the next day. In contrast, daytime shoppers will continue to work as before.

Now it is time to make this change and test it to see if there is an uplift in conversions. 

To create an observation for a Session Recording in VWO, perform this:

Procedure

1. Go to INSIGHTS > Session Recordings.
2. From the list of session recordings, select the one you want to analyze.
   The session recording tool appears. 
3. To create an observation, click on the eye icon present in the bar at the bottom of the session recording tool, and click Create an observation.
4. In the fields that appear on the UI, enter the relevant information.
5. To save your observation, press ENTER.
   
   NOTE: VWO adds a part of this recording to the observation from the moment you start typing the observation.

Adding Observation for Forms

To create an observation for a Form in VWO, perform this:

Procedure

1. Go to INSIGHTS > Forms.
2. From the list of forms that appear on the UI, select the one you want to analyze.
   The DETAILED REPORTS UI appears.
3. To create an observation, click the CREATE AN OBSERVATION option present in the panel on the right.
4. In the fields that appear on the UI, enter the relevant information.
5. To save your observation, click CREATE.
   

Adding Observation for Surveys

In Surveys, you can create observations for individual responses. To create an observation for a Survey in VWO, perform this:

Procedure

1. Go to INSIGHTS > Surveys.
2. From the list of surveys that appear on the UI, select the one you want to analyze.
   The DETAILED REPORTS UI appears.
3. To add observations for respondent view, go DETAILED REPORTS > RESPONDENT VIEW, and click the OBSERVATIONS tab present on the right panel. Now, click on CREATE AN OBSERVATION.
4. Likewise, if you wish to add observations for question view, go DETAILED REPORTS > QUESTION VIEW, and click the OBSERVATIONS tab present on the right panel. Now, click on CREATE AN OBSERVATION.
5. In the fields that appear on the UI, enter the relevant information.
6. To save your observation, click CREATE.