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next thing i'll talk about is the second way of increasing your conversions is to look at qualitative data so qualitative data means what users are doing on your site not why are they on the side right so with google analytics we can see why some people came to our site where they came from and where things happen but we don't know why those things happen so we're gonna see why with video recordings and also heat maps using a tool like react flow again today is a demo of react flow so what we can do immediately i'm going to show you some quick case studies is why should we use video recordings and also heat maps i'm going to give you a case study from qd's now qd's was a client and i can share this yeah it's a quick case study so we had this landing page you see the right here a landing page for lead capture that we ran using google ads so that means we use this page we ran a campaign on google ads and drove traffic into google ads i mean into this landing page so this is typical for a lot of businesses if you are in the business of collecting leads whether you're an insurance agent whether you are someone who collects leads yeah if your business is to collect lists and then close later using a call this would be something you want to actually take a look at so first of all some questions that we ask is which benefit was the key selling point right when it comes to our landing page how would we know that number two did we raise any ad budgets because the page didn't load or a button wasn't working you know things things that happen because today we have all sorts of different devices from laptops mobile phones and all these devices have different screen sizes and different environments that they are used in right so sometimes a visitor might visit your site on a mobile phone maybe on an older android phone and something does not load on that phone right but the thing about us as website owners is we do not know that so the second question is did we waste any ad budgets because a page didn't load or a button that the press did not work right so we want to know that number three how can we improve lead conversions so we know that we are driving people and traffic into this page yeah how can we improve these lit conversions okay so i want to take a look at video recording on that particular page itself and and see what you can observe from this quick video recording so i'm going to get this started it's gonna take a few seconds and let me take a look at this now you can see it running right all right so very quickly what i noticed from here immediately is that people don't read right we have so many tanks beautifully written beautiful copywriting but this particular person did not stop to even read what we have to say what he or she is doing is literally just looking at the headlines so from that moment on we know that headlines are really important right and then we look at the form itself we know that this they put into the form and then this user came into this page the ending page click on the middle button and then left right so we know their habits of looking at a landing page so from here we can make also the different types of um improvements so we know that for for start the headlines in the beginning was a bit too big right for a mobile phone and he or she would have to scroll a lot to see different things now let me show you another screen recording and see what you observe so this is another user uh it's a bit longer so i'm going to hit on play and i want you to observe what do you see okay so we can see that users are actually scrolling through the page itself so these are basically users that we see these are recordings that users have of users who have used our site right now do you see how fast this particular person have actually um you know screw around without even reading of course there are a few more key points that you cannot really see from this small little screen that you're watching me right now on but one of the things that i noticed in this recording here the second recording is that in our forms let me see if i can stop this for you right if you look at our forms right here oops i'm trying to stop this at the point that i want to all right if you look at this point right here what is your name email address your phone number i'm interested of becoming you can see that on a mobile phone our form is a little bit too small for people to read the exact sentence so that's also a ux issue now this is a lead capture form for example so this is something that we can actually close on eye on but if this is your checkout page this is a problem because they cannot read they cannot read right what do you have in that placeholder of your form so that is bad so what we do immediately is we look at ways to actually make it easier to see smaller on a phone so that a phone user can also read the exact the whole sentence that we have on the form itself so there's some improvements made after looking at a video recording because you wouldn't have you cannot do this if you are just relying on things like google analytics right okay next next case study so this is also by cuties so qd is acutely right i'm doing some promotion for them right now so qds they have two types of programs one is a preschool program called the starters preschool and the second one is the scholars program for primary enrichment now i know some of you may not be in the childcare industry but basically layman's starters are for the starters preschool is for smaller kids right each maybe two plus up to five and the primary enrichment is basically for the older kids right from five years old up to maybe eight or nine so from this heat map here this known as a heat map you can see immediately that hmm the scholars primary enrichment that you can see above is not as popular as starters preschool so from here itself i can tell that cued is most of their business is in the status preschool niche not so much in the primary enrichment right so again this is just a quick screenshot but when you have heat maps on your site you can tell so many different things you can tell like what users are interested in what they are not interested in what they are clicking on and what are their habits when it comes to your site itself so this is so important when it comes to e-commerce or even when you're looking at collecting yeah lead captures and more so this will actually give you the answer to why users are browsing your site but not checking out not buying from you okay second thing are there pages with errors so sometimes when we run e-commerce sites we have so many buttons here and there's so many pages again as i said different types of users on different devices sometimes they would hit problems on our side and without us knowing it right maybe try to buy something and click that buy button buy a buy button does not work because you have a javascript error or something like that so how would you know if there's an arrow on your site or your page somewhere so one of the ways we can do is to use things like react flow again and that's what i recommend this using and talk about and look at ways we can actually you know get notified when someone hits an error on the site itself okay so i'm going to show you this live again i'm going to go back to my screen so we're going to go back to react flow again and within react flow we also have different types of recordings for example i can go into the different types of recordings i'm going to show you some recordings okay so let me go into list of recordings and basically within the account so if you can collect up to 2000 recordings of 2000 users so let's look at one recording and see what we can find all right so let me just see okay so i'm going to zoom now into this one here so we can see immediately right from video recordings this user is a new user i'm looking at this particular one right one one eight recording number one way if you can see from my screen this particular user is from puchong in malaysia he or she is using a desktop using mac os meaning that he or she is on a apple macbook using the os of sierra and using chrome to enter my site okay now he landed on improved conversions right but this particular user came from this page called reubenchung.com growth marketing technique so this is a referral who read my blog and then click something and went into improved conversion on digitalkit.org six hours ago and he or she spent around 1 minute 38 seconds on the side so to watch this recording we can just click on this button here this big button here and click on play and immediately we can see whatever this user is doing on our page how did it you know reacted with our whole page itself what he did what he clicked on and everything else so this is what the user did on our site now if you're wondering why the text are all hidden up it's because of the gdpr privacy so when you use video recordings you will see this thing happening on your site of course they won't record whatever these users are looking at and all the text and everything the user enters and inside will be masked up and put as dots this way right so you won't be able to see the tags but you can make a sense about what they're doing on the page what they are clicking on and also look at what they do so you can see that this user right he's just scrolling around looking at do you see that clicks he's clicking all over the headlines expecting the headline to be something that is clickable but in this sense in this case it's not clickable so if we know and we notice that a lot of users are clicking on headlines because they thought it's clickable but we're not making it clickable then we ought to do something to make that headline clickable right so in this case i know that this user is a bit confused and it's not finding what he or she wants is wanting to find on this page itself so we have to fix this page right again you can see it scroll down and click on the bottom footer so how many of you have a site today and you have your bottom of footer not optimized look at that and there he or she is clicking really fast i'm going to go back into a [Music] i'm going to slow down the recording so you can see the exact action that this user is doing so slowing it down to one time so this is real time here so you click on the headlines see that see that click all the way here and then go to the bottom footer here and start clicking on my logo and my logo is not clickable so sadly see click few times on that logo and click one or two times on my email drop me an email now i hope you can see that so these are basically findings that we can never tell when it comes to looking at quantitative data so this is basically quality data i'm showing you the quick example but you can do this for your e-commerce site or whichever lead insight that you have and final why people are what people are doing in the site what are you looking at and how we can optimize the whole experience to be able to hit the kpis and goals that you set up for for the website itself okay so moving on so that's real recordings and i think it's so useful because we can see so many things learn so many things now next thing i'm going to show you is the heat maps so i'm going to go back to recordings so recordings is basically very clear but the problem with recordings is you're looking at one by one of course you can actually tag those users and zoom down to those recordings you want to only watch not just watch everything watch what you want to see but you want to see something on an aggregate scale meaning that you want to see a data set of a few people what we can leverage on is then the heat maps so the heat maps is basically let me just show you the heatmaps of the home page so hitman is basically an aggregate data of maybe a hundred or a few thousand people depending on the visitors you have right so here i have a bit of some heat map data and you can see on this um heat map here we can precisely see here this this hit here we can precisely see where people are clicking on our site they're clicking on the button right they're clicking on the text below the button um so few of the things that they're clicking here is they're clicking on the text itself but the texts are not clickable so for some reason they're clicking on the pictures again the pictures are not clickable so we might want to make that picture clickable all right you can see them clicking on this link itself okay so from here itself i can see that people are interested in the first topic but not so much in this one here that's something to take in as well right and as we scroll down below nobody has clicked anything below so we can actually remove those whole redundant things because we know um an average of our users do not actually go bother clicking about this thing here so we can just remove this thing out we don't need that make our site load faster and remove the whole thing here so that's one thing we can look at so if we go back to the hover we can then see where our users are hovering around so where people are hoving around is where their eyes are at because when we use a computer we are actually moving our mouse scroll ing to where our eyes are looking if you uh if you notice yourself right so the what they're doing here is they're tracking the mouse movements and seeing what we are seeing here is basically where their eyes are looking at on your site itself so that's how it works so we know that a typical user focuses on the headline here on the left and then on the right that's something to take in right it also focuses a lot on the top here right the one i read which is where they focus on and as we scroll down we can see where they are focusing on as well of course you see a lot of dots here but if this is something that i understand because i know the layout of my website right and okay so again here we can see a lot of them have their eyes focused on the headline plus the picture here but they're not so particularly uh interested in this or this so this tells me something now this picture here is yellow so it's bright right but this picture here is dark so maybe what i can do to optimize this page is to change the pictures into brighter images because well for some reason my visitors prefer looking at a bright image like the yellow one here and there's also one reason why we are so bright our website are so bright and then the darker ones the eyes don't actually look there yeah they are bored right so it doesn't catch the eye let's look at more so we can see that people also read my photo of the site so so many things you can learn from this heat map alone so this is heat maps i think this is something that we all should have installed on our site uh react flow will be something that you can trial with and with the deal that we have going on this would be a great great great thing to 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