Features used: Page Comparator, Journey Analysis, Zoning
Time: 20 min.
Set up
If you do not have the following mappings, goals, and segments already saved to your Contentsquare platform you will need to create them before getting started.
- Create a high-level mapping to ensure your Homepage has been properly mapped out.
- If there are any pop-ins on your homepage, such as email subscription prompts, sales ads or even when a visitor goes to log in, you may want to track when they’re seen. If we are tracking pop-ins on the page, you may want to separate them out.
- Create a goal for Viewing the Homepage
- Determine what your conversion goals are for your Homepage and create those goals
- Ex. goals: "Viewed a Product List page" and "Clicked on a slideshow"
- Viewed the Homepage
- Landed on Homepage
- Landed on the Homepage and didn’t bounce
- Landed on Homepage and bounced
Step-by-Step
Analyze the retention performance of your Homepage
1. Open Journey analysis, and apply the segment 'Viewed the Homepage' in the Analysis context. When using 'All journeys from landing pages' you will be able to see the main way visitors are reaching the homepage and analyze the following metrics:
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Are visitors mainly landing on the homepage? Do they bounce straight after?
- Is the homepage seen later in the journeys? How do users tend to reach it?
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Navigation journeys after the Homepage - are they likely to view lots of pages (less likely to exit), or do they only see a few?
2. Open Page comparator, in a Comparison mode in the Analysis context apply the 2 segments 'Landed on Homepage and bounced' and 'Landed on the Homepage and didn’t bounce'. Analyze the following metrics:
- Check the time spent, activity rate, scroll rate and load time. How did bouncers interact with the page, compared to non-bouncers? Do bouncers spend more or less time on the page? Do bouncers have a higher page load time, leading them to bounce?
3. Open Zoning analysis, and set your Analysis context. Toggle on Comparison mode and compare your two segments: 'Landed on Homepage and bounced' and 'Landed on the Homepage and didn’t bounce'. Analyze the following metrics:
- Check the exposure rate and float time. How did these 2 segments scroll? Are bouncers exposed to the most attractive elements on the page that generate a high click rate? Are they spending a lot of time floating over a particular element?
- Check the click rate, hover rate and the engagement rate. What did non-bouncers do? Did they engage more with your content? Are they spending time hovering over the hero image, but ending up not clicking through?
- Look at their click recurrence. Are there non-clickable elements on the page, which are being clicked on multiple times? If so, how does it differ between bouncers and non-bouncers? Could some non-clickable elements be causing frustration for bouncers.
Content performance analysis
If you want to take your analysis further, consider what goal you’d like your visitors to be achieving from the homepage - for example, reaching a list page.
1. Open Zoning analysis, keep the 'All Visitors' segment in the Analysis context and analyze the following metrics:
- Look at the click rate and the engagement rate to see which elements of the page visitors are interacting with most.
- Combine the Exposure rate and the Attractiveness rate to see how far visitors are scrolling, are your visitors missing any important CTAs, are they engaging better with content that is located below the fold than with the content above the fold?
- Look at the click recurrence and hesitation time (for Desktop only) to determine if any elements are generating frustration or confusion.
- Check the Purchase - CR per click and Conversion rate per click (for a goal) to see which elements of the page are most likely to lead visitors to converting or completing the desired goal.
- Use Revenue to see which elements are leading to the most money being spent.
Take action
- If you can see an element lower down the page has a higher attractiveness rate, and garners more revenue, than higher elements you might consider moving this higher.
- If you notice high float time and hover rate, but low engagement and click rates on your carousel, you may want to consider adding an interactive element to evoke higher engagement (e.g., thumbnails, CTAs).
- For unclickable elements with high click rates, and click recurrences, consider why visitors are trying to click these.
- If there is a sharp drop in exposure after the hero image, try making it shorter to take up less of the space above the fold.
Go further
Take the Analyzing Landing Page Content CS University course!