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Monthly Conversion Optimisation Tools Update – December 2016

Lynne Wright, Operations Manager at AWA digital, takes a look at the latest conversion optimisation tools and industry news.

This month I report on an enhancement to SessionCam’s Customer Struggle Score; review a handy new ‘Incoming Feedback’ feature from multi CRO tool Hotjar; report on the launch of real time stats from Qubit Opentag; bring news of a new tool from Qualaroo that should increase pop-up survey completion rates; and look ahead to a major development in the pipeline from Visual Website Optimizer.

SessionCam now explores customer behaviour in more depth


Just a few months ago, I reported on the launch of SessionCam’s new Customer Struggle Score (CS Score) that uses a gesture-based approach to measure user behaviour on a website or mobile to quickly identify problem areas.

This has already proved a great way to get to the heart of a problem without having to spend hours ploughing through numerous recorded sessions. Not satisfied with this success, however, SessionCam has announced an upgrade to its CS Score that promises to improve its accuracy by measuring web analytics and error data too.

The CS Score now not only draws data from gestures and user behaviour, but carries out analysis of thousands of new data points to predict what is considered ‘normal’ user behaviour and calculate each session’s ranking with more accuracy.

It also uses recent traffic patterns and other data produced by a website to continually relearn and refocus on the areas that may indicate a struggle.

This enhanced feedback will enable marketers to review a recommended list of web pages that need to be optimised in order of priority.

To quote SessionCam’s chief product officer, Richard Churchill: “We wanted to give our clients the ability to detect customer struggle in an automated fashion to focus efforts on watching only those replays that demonstrate what is obstructing a customer’s interaction with your website.”

This sounds like an exciting development and a great opportunity to fix snags in the customer journey. I can’t wait to try it out.

A shiny new instant feedback feature from Hotjar


Multi CRO tool Hotjar has unveiled a handy new feature that provides instant feedback to web teams.

Incoming Feedback invites website visitors to provide real-time feedback on their experience, ranging from highlighting visual elements and selecting their current emotion to providing context with a custom text module. Hotjar recordings can then be replayed to review the experience that led to any negative feedback and issues.

This free feature not only provides actionable and specific feedback, but could be a great way to monitor visitor satisfaction over time.

The Incoming Feedback feature can be customised, for example by choosing where to place it and selecting a feedback colour button to match your brand. The development is currently in beta and users are being invited to sign up for it here –

Qubit Opentag announces real time stats


A new development from Qubit will also provide instant feedback – this time on the performance of containers and tags.

Qubit Opentag is a tag management tool and this new feature will enable you to track tag and container metrics immediately after publication so that you can make sure they are performing as they should.

As well as improving the performance of containers and tags, this development should enhance the end-user experience as fewer network requests will be made to Opentag.

Qubit asks users to republish all Opentag containers to activate the new functionality.

Matrix surveys are the answer says Qualaroo


The question is ‘how can we improve pop-up survey completion rates?’ and it’s one that we often ask.

Qualaroo says that its new Matrix survey tool will allow website owners to ask their customers one simple question using multiple variables. This means that as well as improving completion rates, the tool can be used to gather data faster, in fact six times faster. It also means you may only need to set up one survey instead of six.

We love developments that save time and deliver results faster.

A sneak preview of a game-changer from VWO


Visual Website Optimizer (VWO) has a new platform in development that looks set to revolutionise the CRO space.  Originally launched as an A/B testing tool seven years ago, VWO will now be offering an all-in-one solution that can be used to track, analyse, plan, test and target. Watch this space for a full review in my next blog.


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