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Hi, Just like most funnels, a significant portion of our audience drops throughout. I'm trying to understand why they are leaving, so I can better retarget them via display ads. Assume I don't have emails, because I'm retargeting near the top of the funnel as opposed to bottom. I was thinking an on-site survey like Qualaroo, but I don't like how, on mobile, the survey is a pop up. That would be disruptive to someone who is filling out our form. What other methods / tools have you used to find out why mobile users aren't getting through your funnel, assuming you don't have email address? Please assume the funnel is OK from UX perspective and that's not a significant driver of why people leave (we have a whole team dedicated to usability testing / feedback). Thanks!

  • BS

    Bobby Stemper

    over 4 years ago #

    If your mobile users are bouncing or converting significantly worse than desktop (enough to ask specifically about mobile users), then there has to be something from a UX side creating friction or building some barrier. Perhaps certain opt-in features are hidden on mobile or the font size is small (potential issue with older mobile/tablet users).

    If you're just concerned about mobile because that's the majority of the traffic, I suggest setting up a mobile-specific heat map. If users aren't making it through your content or site, you may want to break it down into more digestible, succinct pieces. On my company's blog, 48% of desktop users were finishing articles, while only 29% were finishing.

    As for mobile-specific ads, there are a number of elements that you should be customizing. Example from AdBasis who saw a spike in conversion rate when they simply used "from your phone" on the CTA http://blog.tryadhawk.com/digital-marketing-weekly-roundup/january-8-2016/

    I have a few more ideas, but would like to hear your thoughts, first!

    • CB

      Charlie Benkendorf

      over 4 years ago #

      Hey Bobby thank you. I think that's an excellent idea to try the language "on your phone" - I'm going to see if our retargeting platform can segment by device in which ads they serve.

      Regarding the UX, I know our application form is long, but there's just no way around it (or at least in my power, as I'm at a larger company). The heatmap is an interesting idea - I'll explore that w/ Jordan's suggestion below.

  • JG

    jordan gutierrez

    over 4 years ago #

    Take a look at Inspectlet or Mouseflow, why wonder what they are doing if you could literally watch what they are doing.

    We spend 5-10 hours every week watching inspectlet, definitely worth it.

    • CB

      Charlie Benkendorf

      over 4 years ago #

      Hey Jordan, thank you for reply. I used a similar product at a previous company, Hotjar, and my biggest beef with them was so many of the sessions were odd. You'd see someone's mouse sit there for a full minute, and then move 2 inches, then sit there for 5 minutes, then click away. Did they move to another tab? Did they go to the bathroom? Was the technology actually picking up what they were doing? What kind of insights have you learned from it?

      • JG

        jordan gutierrez

        over 4 years ago #

        You need to try to put yourself on their shoes, understand why they are trying to achive and then look at inspectlet.

        Here is what we do, first we see all the actions the user has taken (we use Wsihpond + Woopra), for example, create a landing page or a workflow. The we take a look at the workflow or landing page and we get an idea of what would had been the best way to get there. Then, we watch inspctlet and see if there is a deviation of what we are expecting the experience to be.

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