m-pathy Analyses Winning Insights. Process, Methods and Scenarios m-pathy Analyses Shows What Your Customers Experience.

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1 m-pathy Analyses Process, Methods and Scenarios m-pathy Analyses Shows What Your Customers Experience. Discover usability issues, increase your conversion rates, improve user experience! Sound guidance for website optimization based on extensive analysis of user behaviour data collected from mouse tracks, clicks and online form interactions. Winning Insights.

2 Understanding Your Users: m-pathy Offers Insights into Real Online Behaviour m-pathy provides usability analyses for all business relevant processes on your website by capitalizing on his high-end tracking technology and long standing expertise in analysis. m-pathy records every mouse movement, click, scroll and keyboard entry of the real visitors to your website. Subsequently, every single user journey can be shown as a recorded video, or as heatmap, with multiple interactions layered one on top of another. For online forms, we analyze in-depth interaction with each single form field. Based on the high volume of recorded live data, we offer you insights into the real online behavior of your customers. We provide recommendations for the optimization of your website, ensuring increased conversion rates. We help you identifying ways to increase service quality and user satisfaction and in result deliver more returning customers to your business. Unlike laboratory based usability tests, we do not work with recruited test participants in artificial lab settings. m-pathy analyses interaction data from real life users in everyday situations, such as surfing the internet at their desks or relaxing at home. Above all, m-pathy is completely compliant with data protection laws. All personal data is anonymized during the recording process. We started out in 2007 as one of the first mouse tracking providers worldwide and now we are market leaders in consulting based on this technology. Due to our extensive expertise, we provide our customers with a substantial competitive advantage. Your web analytics tool tells you where your visitors drop-out; but we can explain why. 1. Recording of Real Life Website Visitors 2. Analysis by Our Experts 3. Recommendations mouse movements heatmaps online form analysis Data Protection! m-pathy operates in line with the strict terms of the German Data Protection Act. Our servers are based in Germany and are subject to German Legislation. m-pathy does not save any IP addresses. Keyboard input and website areas with personal data are anonymized during the the recording process. Highly sensitive data such as passwords are generally not recorded. All SSL data is always transmitted encrypted. "m-pathy fills an important gap in the field of live data analysis, because by using conventional web tracking tools, usability analyses of websites and online forms have not been possible in such detail. Lorenz Johnsen (Reporting, Immobilien Scout GmbH) 2

3 Our Analyses: Make Data Talk to You The results of our analysis are specific and actionable recommendations to optimize your websites. Our consultants offer key actions to improve the user experience and thus increase website conversion rates and customer loyalty. A successful project starts with a individually developed concept and adapted implementation of the user tracking. There is no "one size fits all" solution. Therefore our expert consultants work with you to create bespoke outcomes. Concept Phase Recording Recommendations Data Implementation Analysis Process of an analysis project Concept Phase Our consultants offer a complete project design package. What are the key questions? Which technical features should be taken into account? What is the scope of the tracking? Technical Setup The integration of the tracking on the customer side is simple. Just add the two-line JavaScript code into the source code of your website. All necessary customized adjustments to the tracking code will be done by m-pathy. Customized tracking specifically designed to fit the technical features of your website Testing and approval of the tracking process using a test system Monitoring of the recording quality during the tracking Recording Recording of the complete interaction data on your website for a defined period. Tracking of all clicks, mouse movements, scroll movements and keyboard entries (anonymized) Variable recording rates according to traffic volume and tracking period Analysis Evaluation of all recorded interaction data by our user experience experts. What is the general behavior of users on your website? Do usability issues emerge during user interactions? Which website areas / elements do users interact with frequently and extensively? Which interaction behaviors lead to error messages? How often do certain error messages occur? Where are the users coming from? What differences can be identified in user behavior depending on their referrer? Recommendations Our consultants present the results of their analyses in person. Presentation of the interaction patterns on the basis of informative examples Presentation and assessment of their identified usability problems Actionable recommendations and guidance for the optimization of your website "Through the detailed results of m-pathy analysis, we could understand how our readers really act on important site areas. These insights enabled us to bring our offering into much better alignment with the needs of our users than before. The mix of behavioral data and subjective assessment of the users during the analysis turned out to be particularly helpful. Frank L. Niebisch (Digital Business Area, Team Leader Projects & Site Operations) 3

4 Desktop, Phone or Tablet: m-pathy has the Device-Variety under Control Mobile channels become more and more important to the multichannel-strategy of our clients. After a substantiated analysis, m-pathy delivers actionable recommendations how you can optimize your mobile site. Through elaborate filter mechanics, we can provide in-depth analyses that segment user behavior of desktop, tablet and smartphone users. Desktop Smartphone Tablet m-pathy offers visualization and analysis of typical touchand multitouch gestures on mobile devices like touch, tap, orientation, swipe and many others. Zooming, clicking and scrolling can be traced in single user sessions and in aggregated form in heatmaps. Like in our desktop analyses, we also optimize web forms down to the field level on mobile devices. Pitfalls of Response Design Whatever the website is coded for, for mobile surfing via smartphone or tablet, or whether it is programmed in responsive design we can track and analyze every interaction. Replay of a tablet user in the landscape mode in the registration process on my.allianz.ch. This website was coded in responsive design and adapted for tablets. This is the detailed product site of the wedding shop mein-traumtag.de. The user views the website with a smartphone in portrait mode. Because the website is optimized to desktops, he has to zoom in. 4

5 The m-pathy Toolkit Session Analysis Looking Over the User s Shoulder m-pathy shows a one-to-one copy of the screen just as the user sees it. All interactions with the website clicks, mouse movements, scrollings, keyboard entries are recorded and displayed as a video in real-time. Online Form Analysis Optimizing Processes, Increasing Conversions m-pathy web form analyses is the best way to increase your conversion rates. TAUSCHEN Display of a single session as a video in the m-pathy player m-pathy online form analyses measure the following key criteria of each individual form box: drop offs, corrections, interaction time and "time until interaction. m-pathy reveals problems with your website, which are hidden by almost all other methods: Unclear error messages? Session time-outs? Software bugs? Those problems do not emerge in laboratory test situations due to the use of test data and an insufficient number of test cases. Issues like this are not visible in typical web analysis reports. Yet, they are one of the biggest annoyance to the user. Our innovative mouse tracking technology enables you to empathize with the user and thus understand how they interact with your website. Through this unique visualization of real user experiences on your website, usability issues become apparent. It s like, if you were standing behind the user and looking over his shoulder. Whether checkout processes or registrations, web forms are the gateway through which visitors turn into customers. At the same time, they are often the weak spots in the process and cause difficulty for the user. Conventional web analysis solutions only tell you the page at which visitors drop-out, not why. m- pathy goes into detail and provides key data for each single field of a web form: How much time is needed for data entry? Which entries are frequently corrected? How high is the drop-out rate of each field? Using m-pathy, web forms can be optimized so that no visitor, who is willing to complete a transaction will be lost. 5

6 Click Maps Understanding Website Navigation Click maps show at a glance which menu items catch the most interest and which links are not recognized. This makes them the ideal tool to optimize website navigation. Movement Maps Tracking User Attention Movement maps work well for the optimization of landing pages and texts because they show visually which sections users focus on. Distribution of clicks visualized in m-pathy click maps. Aggregated visualization of mouse movements in m-pathy movement maps Which page elements are clicked and which are not? Do users find the most efficient path? Do they search specifically or do they browse through the options? Thus, frequently clicked links can be placed more prominently and inconspicuous buttons can be made more visible. Buttons that are not used can be removed or regrouped. Moreover, failed clicks are detected - such as images and headings which users click by mistake, even though they are not linked. Click Counter How often does Teaser A get clicked? How often Teaser B? What degree of attention does a component in the side column attract in comparison to the content in the main column? With the m-pathy click counter the performance of individual elements can be queried and compared at a glance. And this can be shown for any section of a page, whether it contains clickable elements or not. The result: an organized and efficient menu navigation designed to meet the user s needs. Through aggregation of all cursor movements on a page it shows how intensely some users interact with individual areas. Many visitors use the mouse pointer as reading aid. Their tracks reveal which texts are read and which not. m-pathy movement maps visualize: User perception of texts Interaction with navigation elements Distribution of attention on a page Time staggered movement maps With the help of time staggered movement maps it is possible to analyze the history of attention at various intervals. You will be able to see the areas of a webpage on which your users focus over the course of time. Hence you obtain valuable information how website visitors navigate their way around a webpage. With the help of m-pathy movement maps, you ll be able to better structure and position your websites content. 6

7 Scrolling Maps What Users Really See m-pathy scrolling maps give information about what website visitors really see. Information placed outside of the visible screen is often overlooked due to the users not scrolling down to the end of a page. On-Site Surveys Giving a Voice to the User m-pathy on-site surveys give a voice to the people who ultimately decide the success or failure of your website: the users themselves. You receive direct feedback on how well your online offering is perceived by your target group. TAUSCHEN The visibility of individual page elements visualized in m-pathy scrolling maps m-pathy on-site survey, appears as a pop-up box in the design of your website m-pathy scrolling maps show in detail: How far do users scroll? What percentage of users scroll? How long does a webpage area get observed? Are key call-to-action elements visible? Which sections a visitor really sees depends on the size of the browser window - and this differs according to individual settings. Problems arise when important information - such as the "send order button of a shop - is situated outside of the visible area and the website design does not encourage the user to scroll. New ways of segmentation Linking survey results with m-pathy mouse tracking data enables new ways of user group segmentation: How did user interaction with your website, who assessed the website negatively? Which elements improve the joy of use? Customizable Triggers An on-site survey can be initiated through a client defined, bespoke criteria - such as the click of a button, after long hesitation on a page or directly after an observed drop-out of a certain process. Comparing different versions: Would you like to test different versions of a single website under realistic conditions? m-pathy supports A/B-tests as well as multivariate tests. 7

8 Application Scenarios Checkout Process Our First Recommendation For Online Shop Optimization Anything that confuses or discourages the buyer from completing their online purchase, is a preventable obstacle. After all they already decided to buy. This is all the more painful if they are impeded in their purchase due to a poor user experience. At which steps do how many users drop off? Why? Which field entries are frequently corrected? Are error messages helpful or confusing? How do new customers differ from existing ones? We recommend the checkout process as our number one and first priority for online shop optimization. This is the best place for fast and measurable optimization results. Home Page Get Started Right with m-pathy The home page should give visitors clear navigation to guide them through the options and facilitate quick connections to prime content. m-pathy shows at a glance if these goals are met: Which webpage elements are used as an entry point to navigate deeper into the site? Are they intuitive to use? How does a typical first visit differ from a returning visit on the home page? Where do the users come from? Which differences can be identified in user interaction in relation to the source of the traffic? Home page optimization with m-pathy ensures that users experience a trouble-free start on your website by reducing disorientation and endless searching. Calculator & Application Process Reinforcing Trust When providing fee calculators it is particularly important to word the necessary queries in a clear and concise way in order to reduce unnecessary barriers. m-pathy identifies whether online applications work seamlessly or if users skip back and forth between individual steps due to lack of clarity. In sensitive areas such as finance and insurance it is crucial not to jeopardize hard gained trust through faulty webpages or unclear processes. Product Overview Creating the Right Overview Product overview pages are intended to create incentives to buy and to present key product information. At the same time the website must not be overloaded so that users can browse in a relaxed environment. m-pathy shows you how your visitors navigate through the product categories. The click and movement maps show which links are clicked upon and to which product information users dedicate the highest attention. The result is an user navigation that accommodates the needs of the visitor and presents your products in the best way. "With the support of m-pathy we have gained important insights for the further development of our portal. The method fills the gap between classical web analysis and targeted user surveys. Especially for a generalist and multifaceted product range such as that of hamburg.de, aggregated user data and visualized presentation is very helpful. Axel Konjack (CEO, hamburg.de GmbH & Co.KG) 8

9 Reports and Case Studies On you can find lots of additional information as free downloads, including case studies from Allianz and Bonprix or our research report "Make Online Forms Easy For the User. Get to know us! Call us at Or write to us at References m-pathy Königsbrücker Str Dresden Fon: Fax: Mail: Web: Twitter: