03 November 2022

Part two: why you should use website insights to improve users' journeys

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In our first article, we discussed the importance of Google Analytics in informing your decision-making when analysing the performance of your website. In the second article, we’re looking at the second tool we use – Crazy Egg.

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What is Crazy Egg?

Is it crazy or an egg? Nope, it’s a tool designed to track and optimise website visitor behaviour to improve the user experience and increase conversion rates. It offers a different set of features to Google Analytics and you’ll find the data is displayed more simply.

Below we discuss the main features of Crazy Egg:

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Crazy Egg takes a snapshot of your web pages when a user visits your website. These snapshots create five easy-to-understand reports that display users’ behaviour on the page.

The five snapshots generated are:

  • Heatmaps: These are a really clear way to see where visitors are interacting with (or aren’t interacting with). The areas that are most interacted with will be brighter. Not only are you able to see which links are most popular, but you'll also be able to see if your users are mistaking elements on your page for links that aren’t links. You’ll then be able to fix any usability issues that arise from this data.

  • Scrollmaps: The scrollmap enables you to see how far down a page a user scrolls when they visit your website, this enables you to put your important call to actions within the scroll area.

  • Confetti Reports: If the heatmap isn’t precise enough you can look at the confetti report. Different colour dots represent individual clicks which can be segmented by various metrics.

  • Overlay Report: The overlay report displays the percentage breakdown of clicks on each element on your website. This means you can see which call to actions are the most popular and you have the stats to back them up.

  • List Report: If you’re less visual and prefer to see the data in numbers, the list report is for you. Put simply it’s a list of the number of clicks on each of your website elements.

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One of our favourite features of Crazy Egg is the recording feature. This enables you to watch real visitors interact with your website. You don’t just see their clicks like on the heatmaps, here you see exactly where they move their cursor too and the complete journey they take on your website. If you’ve identified pages through Google Analytics that have a high bounce rate, you can filter your recording to include that page and see what users get stuck on and make improvements.

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A/B Testing

Sometimes it’s really obvious what’s causing issues for your users, a broken link for example. However, sometimes you might find the solution is less obvious. With A/B testing you can split your users and experiment with different solutions to see which ideas convert the best.

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Often the best way to find out what your customers are thinking is to ask them. Crazy Egg allows you to set up surveys to gather customer feedback and ultimately improve your website.

Using Crazy Egg and Google Analytics together means we can quickly identify problem areas, analyse user behaviour to see what they’re struggling with and create tests to experiment with the best solution.

This isn’t a one-off process and you should never assume you know the solution. Your website visitors may surprise you. There are always improvements to be made, so you should be continuously analysing your data, testing solutions, and improving your conversions.

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