{"id":12401,"date":"2019-07-24T09:48:26","date_gmt":"2019-07-24T14:48:26","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=12401"},"modified":"2019-07-24T09:48:26","modified_gmt":"2019-07-24T14:48:26","slug":"using-session-replay-videos-to-identify-conversion-problems-on-a-website","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/using-session-replay-videos-to-identify-conversion-problems-on-a-website\/","title":{"rendered":"Using session replay videos to identify conversion problems on a website"},"content":{"rendered":"Reading Time: <\/span> 14<\/span> minutes<\/span><\/span>

Gone are the days when designers, marketers and product developers solely depended on recruiting end-users to get relevant insights into their thought process and experience on a certain website.<\/span><\/p>\n

Conducting <\/span>usability studies<\/span><\/a> and watching users navigate through the site had its own pros and it yielded an enormous value that ultimately helped UX designers and marketers deliver a superb user experience.\u00a0<\/span><\/p>\n

When it was time to jump into conclusions, some users had trouble explaining the difficulties they faced and some could just give false positives by saying what the moderator wanted to hear.<\/span><\/p>\n

But this doesn\u2019t diminish the importance of usability testing in the <\/span>Conversion Rate Optimization<\/span><\/a> program <\/span>\u2014<\/span>most optimizers still swear by it even to this day. However, technology has been evolving and there are tons of different tools that can be used to identify conversion problems on a page.\u00a0\u00a0<\/span><\/p>\n

Nowadays, without having to ask users, we can get glimpses of answers (but not full answers) to questions like, <\/span>where are users getting confused on our site? Why are the users not converting? Which content should be placed above the fold? How are visitors reacting to the content on our site?<\/span><\/i><\/p>\n

And that my dear friends, has been made possible by Session Replay Videos.\u00a0<\/span><\/p>\n

What is a session replay video\u00a0\u00a0\u00a0<\/span><\/h2>\n

Session replay videos are recordings that show you how your web users interact and engage with your site. They are the window in which you can see real user activities such as mouse movement, scrolling on pages, taps, clicks on the page, <\/span>navigating between pages<\/span><\/a>, and total session durations.<\/span><\/p>\n

Theresa Baiocco Farr<\/span><\/a>, the co-founder of <\/span>ConversionMax<\/span><\/a>, says this about session replays:\u00a0<\/span><\/p>\n

When used effectively, session replay tools offer specific qualitative insight into user behavior, which highlights conversion problems. This is essential for formulating meaningful hypotheses that will have a real impact on the bottom line, rather than just testing button colors.<\/span><\/i><\/p><\/blockquote>\n

\n
\"\"<\/div>\n<\/div>\n

Also known as visitor recordings, session replay videos offer that virtual power to look over the shoulder of users as they interact with the site.<\/span><\/p>\n

Knowing what users do, and how they do it makes it easy to improve their experience on the site.\u00a0<\/span><\/p>\n

Watching these video recordings leads to identifying unexpected opportunities and gaining insights that may help increase the website conversion rate. As <\/span>Hans Hoogenboom<\/span><\/a>, <\/b>a Senior CRO Strategist from <\/span>iCrossing UK<\/span><\/a>, puts it:\u00a0<\/span><\/p>\n

Session replays can show you what users do, how they do it, where they struggle and what blocks them from converting.\u00a0 Although session replays require some analysis, they can show you very vital information that a user can\u2019t always voice. You can also see the behavior of many users, making it an efficient method of research<\/span><\/i>.<\/span><\/p><\/blockquote>\n

Identifying conversion problems using session videos<\/span>\u00a0<\/span><\/h2>\n

Invesp has analyzed a considerable amount of session replays over the years, and from that experience, it’s safe to say that each analysis comes with its own set of objectives. However, the ultimate goal in every session replay analysis is always the same: fishing out conversion roadblocks.\u00a0<\/span><\/p>\n

A brief background<\/b>: A few weeks ago, I watched some session recordings (with two of my colleagues) of one of the Invesp clients in the e-commerce space. Our goal was to improve the mobile customer journey from category pages to product pages.\u00a0<\/span><\/p>\n

In any project handled by Invesp,<\/span> FigPii<\/span><\/a> is our reliable go-to-tool for session recordings.\u00a0\u00a0<\/span><\/p>\n

So, as we analyzed the client\u2019s recordings, we were aiming to answer a few questions:<\/span><\/p>\n