In October, we unveiled two new services to improve and enhance your website with recommendations tailored specifically to you. These services are mapping and A/B testing. All Apollo 2.0 websites are eligible for these services which we’ll go into greater detail about below. If you are interested in them, fill out the project request form.
Using tracking software, we are able to gather analytics about your website. We start off with analyzing your website’s Google Analytics to get an idea about where visitors are going on your site and what paths they are taking.
With basic analytics information in mind, we set up mapping using a program like HotJar or CrazyEgg. Information gathered from this step can help us improve your analytics on a page level. We focus on the most important page for conversions to ensure our analysis has the greatest positive impact.
What We Track
Using mapping tools, we look at how users interact with a page to see where we can improve user experience to get them to stay on the website or move towards a goal. We look at where people are clicking, looking, and scrolling. We also try to compare different audiences to evaluate trends.
A heatmap of a page shows where people are clicking on the page. The heatmap depicts user activity by color. Areas with higher traffic and clicks show up with a larger overlay tint in warmer colors like red, orange or yellow. Areas with lower click traffic have a blue or green overlay.
How Do We Use a Heatmap?
A heatmap can show the most popular and least popular areas of a webpage.
If a button linking to admissions at the top of your homepage page isn’t getting any clicks, we would want to change that button by putting a link that more people are likely to click, changing the verbiage, or removing the button all together. Conversely, if a calendar at the bottom of your page is getting more clicks, we might want to move that up so more people are likely to see it and it can get even more clicks.
We look at how people are using the page to try to make it easier for people to perform an action that includes moving to another page, viewing specific content, and more. In evaluating this information, we can maximize the benefit of the page.
A scrollmap shows where people are scrolling or stopping on a page. The scrollmap shows what sections of the page people are viewing the most. Areas with more traffic show up in warmer colors like red and orange and areas with less traffic show up in cooler colors, similar to the heatmap. The differences are that scrollmaps show color throughout the page (not just in specific locations) and indicate what percent of page visitors traveled to a part of a page (based off percentage, not numbers).
How Do We Use a Scrollmap?
Scrollmaps can be used to see what areas of the page have the lowest traffic. The goal would then be to figure out how to increase the percentage of people scrolling down on the page by changing areas that have very little traffic, removing them, or placing them in a different location on the page.
A confetti report shows each individual click on the webpage. The confetti report depicts clicks in colors that can indicate specific information about that click like where the individual who is clicking on the element was referred from, what browser they are using, and a large number of other trackable information.
How Do We Use a Confetti Report?
A Confetti Report can give information on why specific trends might be happening and who is searching or clicking on what. This information can be used to determine what sections of the site to place information in. For example, if a lot of newer visitors are clicking a link at the bottom of a page, we might want to move that link up so even more new visitors can find it. With returning visitors, this might not be as much of a concern because they likely already know where they are going or want to go.
An overlay report shows you how many clicks each element of your page is getting. The overlay report has plus-sign buttons in colors ranging from warm to cool that indicate how many clicks the element gets. When you click on the plus-sign button, you can view how many exact clicks the element received. You can also view additional metrics like how many individuals who clicked on an area were new vs. returning visitor.
How Do We Use An Overlay Report?
This works in conjunction with your heatmap to show you exactly how many clicks each element of your page is getting. Using this tool, we can make adjustments to your page.
We can also at times use recordings of actual visitors on your site/page to see how they interact with it. This gives us an idea of what exactly your visitors are doing when they are scrolling and clicking.
What Do We Do with This Information?
We wait a few weeks so we can gather enough information and data to form recommendations based on the mapping and reports. We make recommendations to you on what strategies will likely improve your website and lead to conversions based on what we’ve seen.
We can then use this information to perform A/B (variant) testing.
A/B (Variant) Testing
What is A/B Testing?
During A/B or variant testing, we take two different versions of a webpage and show them to users. We then collect information about what users are doing to see what version performs better or what elements of a version perform better.
In this case, we take your original webpage and test it against the version of the page we create using the proposals from the mapping and tracking. We complete a two-week long test during which 50% of users see the original version of the page and 50% of the visitors see the altered version of the page.
How do we use A/B Testing?
For our A/B testing, we track one or multiple goals and see how each version of the page performs based on what goals we’ve set. After the test is over, we look at the data from both of the webpages and make a list of recommendations for the website admin. We send those recommendations with the data and explanations for each change.
How are UF Health admin involved?
If you opt to only do analytics, you won’t even notice a difference to website users. We will send you a list of recommended changes and why we recommend them, and you can choose whether to go through with them.
If you choose to do A/B testing, before the test, you will receive a list of items we’ll change for the A/B test. During the test, you might see both versions of the webpage when you’re looking at the website as a user. After we conduct the test, we will send you a list of recommendations along with the data that supports the recommendations.
Want to be more actively involved?
For our analytics and A/B testing services, you can be as proactive as you would like. We would be more than happy to set up meetings to discuss what we’re doing to the webpages and options for optimizing your site. Additionally, we would be happy to walk you through the data and get your guidance on what you would like to see emphasized on various pages.
How to Get Started
To get started, simply fill out a service request form. All Apollo 2 websites are currently eligible for the service. Include any specifics for what testing you want done and what you’re hoping to improve through testing.