VWO Insights comprises of the following:
A funnel is a sequence of goals which represents the visitors’ journey on your website. Using Funnels, you can map out how they progress through different stages and where they drop off. This helps you identify where in the journey, visitors are losing interest. You can then dive deep into why they are dropping off with the help of Session Recordings and Heatmaps.
For example, in an e-commerce website- visitors’ land on the website, search for the desired products, adds them to the cart, and finally checks out. The requirement here is to track the user's journey from the moment they land on the website until they check out the product. Here's how the funnel tracking works:
- Landing page: This is where all the visitors land on the website. The funnel tracking process begins with tracking the total number of visits on this page.
- Product Listing Page (PLP): Visitor performs a search and gets a list of products that match the search. A visitor might modify the result with modifications to the search and/or applying some filters.
- Product Description Page (PDP): VIsitor views details about one or multiple products and proceeds to add them to cart., the funnel tracks how many visitors clicked the Add to Cart button.
- Checkout: On the Checkout page, Funnel tracks how many visitors clicked the Checkout button
- Final Conversion: When a visitor completes registration/payment and all needed formalities to complete the purchase. A ‘thank you’ page visit that represents a successful completion can be tracked by the funnel.
VWO Session Recordings allows you to record and replay visitor journey and interactions with your website in a video form. These recordings capture the mouse movements, scrolls, and clicks of the visitors throughout the website pages representing how they navigate through your website.
Using Session Recordings, you can map the visitor journeys on your website and figure out exactly why they are leaving, what’s stopping them from buying, where do they spend most of their time on a page, etc. Session Recordings help analyze a specific visitor in-depth.
A heatmap is a visual representation of data that uses color-coding to represent how visitors engage in different web-pages. From clicking elements to selecting an option from a modal box to browsing page content, the Heatmaps report helps you identify visitor behavior and how they interact with a web page, where they click if an important CTA or link is getting enough clicks, and other data. Based on your heatmap reports, you can ideate and experiment more optimum page layout. Heatmaps help analyze multiple visitors’ data in an aggregated manner.
Using VWO, you can analyze click patterns and behavior of your website visitors by generating different report types like- Clickmap, Scrollmap, ClickArea, and Element List.
Observing visitors tell you what’s happening, but not why it is happening. To understand this hesitation of your visitors, you can ask them directly using on-page surveys. The quickest way to get the feedback you need is by hosting your surveys directly on your website.
For example, you may want to run a survey on your website to collect feedback from visitors on their shopping experiences.
VWO On-page Surveys lets you have small, pop-up surveys on your website which can be targeted to be shown to a select traffic segment or on specific URLs. These surveys help in collecting feedback directly from your website visitors while they are interacting with your website. You can ask specific questions to draw out feedback from visitors which helps in discovering their intentions, motivations, and apprehensions on your website.
Using Form Analytics in VWO, you can find out how visitors interact with your forms and what causes them to drop-off by analyzing real-time data. You can also see which fields caused them the most confusion, took them most of the time, or needed the most refills. For example, you may come across the recordings of visitors who did not submit the form or struggled with a field for a long time to really understand what’s causing them confusion.
With VWO Form Analytics, you can also look at field-level statistics to see beyond your average submission rate. Form Analysis helps you evaluate your website forms to identify issues or usability problems that might be stopping your visitors from successfully converting and making a form submit.
The Usability Reviews typically help in getting feedback from professional website reviewers to get more clarity on what elements of your website need to be changed for better conversions. The ultimate goal is to ensure that the users of your website are easily able to navigate and accomplish their tasks.
VWO uses Amazon Mechanical Turk (MTurk), a third-party web service to send out a review questionnaire on the website and collect feedback. Professionals from this service review the website and provide feedback to the inputs for every question. Based on the feedback, you can make changes to your website to improve the user experience.
For Example, consider that you want a review for your website. If your purpose is to collect feedback on how visitors perceive the design and purpose of the website, you can frame your review questions as follows:
- Do you like the design of the page?
- What is your understanding of this page?