First off, this isn’t any kind of rant or argument for design above or below the fold. After years of meetings listening to Manager / Owners vs. Designers, I no longer need to hear their opinions as I have the data to show me what’s going on down there.
Get Ready for the EASIEST boost to your conversion rate yet!
As with most improvements to your business, the answers are with the Customers. Even better you can get these answers without even talking to them! If you’re not tracking and watching your customers via the great array of Analytic packages available, you’re missing several tricks. My personal favourite is Hotjar for its simplicity and ability to track multiple websites under one script.
I will start from a point that you have Hotjar or something similar setup, if not you should start by reading this. A simple “Recordings” report was all it needed to kick this process off, targeting one of our own Lead Capture sites we recorded 300 Customers as they used our home page across PPC, Direct, Email and Organic sources.
Each video is then reviewed and commented on, making written comments is a great way to identify patterns of user behaviour – try and keep the descriptions very functional (member login, entered form field, typed username, scrolled, clicked about us, exited). Usually there only a few outcomes you’re interested in:
Conversion – Thumbs Up
Member Login – Nice to see you again
Exit – WHY! Where are you going?!?!
The key to building a good pattern isn’t to focus on the final action, but the actions that lead to them. What are the “Convertors” doing before the convert and what are the “Exitors” doing before they exit?
As we went through the results we would see repeatedly the “Scroll” observation came up often followed by “Exit”. Our Above The Fold had been well tested and hit people with the key messaging to encourage signup, our Below The Fold content provided exactly what you would expect in terms of further information, additional links and testimonials. There was a dwell on this area when the Customer did scroll, but far too often we were saying Goodbye to them.
I know you’re screaming out “Exit Intent” right now, but be patient, this is better than Exit Intent.
We’ve observed what our Customers are doing, but we now need to put a metric against these “Scrollers” as not all people who scroll then exit. Using Google Analytics, we implemented a new Event to track the Users Scroll Percentage and then reviewed it in relation to Goals that measures our Leads.
We now have a starting point, a measurement that is comparable across two different behaviours and can be assumed originally had the same intent when visiting the site. So, what happens to these “Scrollers”, are they not satisfied with the site… if so why don’t they exit straightaway? Could it be these Customers want to be interested and are going off on a scroll down the page to find something that convinces them. If so, we potentially have a valuable segment of people to target.
This could be simplicity at its best, once the Customer scrolls we want them to be interested enough to sign up. As the dwell time on the lower part of the page is OK we didn’t focus on “jazzing” up the content.
Our objective for the test was to get the Registration Form in front of the Customer or remind them it’s there as soon as it’s out of sight.
So we introduced something we’re calling The Bounce Box (stuff needs to have cool names, right?). When the Customer has scrolled down the page and the Registration Form is no longer visible a new Call to Action appears on the screen, it acts as a reminder and prompt to join the site – extremely simple.
This might not be the most exciting addition to the site you’ve seen, but wait to you see the results. Remember, the simplest solution is often the best one… or at least this gives you the most Bang for your Buck!
The test was run through Google Experiments and has been repeated on 40+ sites, all with the same trend in results. Below is the original report that got us excited about seeing real value in these “Scrollers”.
And there you have it, it really was one of the EASIEST tests we’ve implemented and one of the most exciting results.
I hope you enjoyed the read (if you scrolled this far!) and you also see some similar gains.