form analytics & optimization
TRANSCRIPT
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Form Analytics & Optimization – Search Marketing Connect 2016
Form Analytics & Optimization
Alessandro MartinHead of SEO & CRO - Reprise Media
Palacongressi di Rimini - 16 e 17 Dicembre 2016#SMConnect
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Form Analytics & Optimization – Search Marketing Connect 2016
Il form perfetto è quello che non devo compilare
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Form Analytics & Optimization – Search Marketing Connect 2016
Da cosa dipende il tasso di conversione di un form?
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Form Analytics & Optimization – Search Marketing Connect 2016
Motivazione dell’utente
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Form Analytics & Optimization – Search Marketing Connect 2016
Usabilità del form
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Form Analytics & Optimization – Search Marketing Connect 2016
La diagnosi
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Form Analytics & Optimization – Search Marketing Connect 2016
&
WHAT?
heatmapform
analyticssession
recording
WHY?
user testing
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Errori comuni e come evitarli
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Dare agli utenti una ragione per compilare il form
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!
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!
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Ridurre il numero di campi
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! elimina
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! deduci
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https://uxplanet.org/mobile-form-usability-2279f672917
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��posponi
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Form Analytics & Optimization – Search Marketing Connect 2016
Allineare e raggruppare campi ed etichette
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!
!
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!
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https://research.googleblog.com/2014/07/simple-is-better-making-your-web-forms.html
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Prevenire gli errori
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Fornire messaggi d’errore chiari
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!
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Evitare bottoni inutili e altre distrazioni
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!
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!
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Quanti problemi riusciamo a trovare?
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1
23
4
5
6
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2
13
4
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Testing!
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a b
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a b
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Formattazione differente di elementi testuali che spingono
alla conversione
Redistribuzione del testo in pagina in modo
da avvicinare la vista del form «above the
fold»
a b c
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Formattazione differente di elementi
testuali
a b c
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a b c
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a b c
+11%
+14%
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Rilevanza e motivazioneRidurre il numero di campi
Allineare e raggruppare campi ed etichette
Prevenire e gestire gli erroriRidurre le distrazioni
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vs
BEST PRACTICE TESTING
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vs
Prevengono o curano problemi
evidenti. Consentono di
ottenere «quick wins»
Sono una cura specialistica. Sono l’unica via per la crescita continua
BEST PRACTICE TESTING
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Evitate le cure «omeopatiche»
e tutto ciò che è basato su opinioni e credenze
e non su dati
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Form Analytics & Optimization – Search Marketing Connect 2016
Alessandro MartinHead of SEO & CRO - Reprise Media
linkedin.com/in/alemartin@esaurito
GRAZIE!