Define Session Replay and Conversion Rate
Session recordings or session replays are recordings of a user’s mouse movements on a website or application.
The recordings are initiated according to predefined triggers and last until the user is engaging with the website or application. They are then saved on the session replay software’s cloud storage, which is then viewed by the brand’s CRO expert, marketing managers, customer experience experts, developers, designers, and anyone else who wants to get insights.
It’s amazing to see how one metric can serve the purpose of multiple professionals in an organization. Using the recordings, the professionals can make changes in their line of work with the motive to enhance user experience and through it, increase conversions.
Conversion Rate
The conversion rate represents the percentage of users who have completed a desired action. This action can be anything from subscribing to your newsletter to making a purchase or anything in between.
Brands use conversion rates to measure the performance of different advertising channels and customer acquisition strategies.
I have often come across people associating conversion rate with the number of clicks, which limits its scope.
At the same time, this rate differs according to industry and the type of business.
- Overall conversion rate: 3.3%
- eCommerce conversion rate: 2.5% to 3%
- SaaS conversion rate: 7.04%
- Financial Sector conversion rate: 3.1%
- Travel sector conversion rate: 2.4%
- Healthcare sector conversion rate: 3%
Session Replay and Conversion Rate | How Do They Play Together
For the CRO team at Qwa,ry converting potential customers into paying ones proved to be a big challenge. As issues arose for new brands competing with the established players, we also faced similar challenges, and conversion was at the top of the list.
It was not until we used website session replay to see how users interact with our tool and made changes to ensure they have a smooth experience.
Here are the things we identified using user session replays and made changes to see the conversion rate rise.
1. Solve Bugs Faster
Bugs hinder a product’s usability, which affects customer experience and ultimately makes them switch. Session recordings provide first-hand information on the bugs through “error clicks.” They show the areas where customers came across a bug so that you can fix it.
Watching recordings is faster and more effective than checking every feature and function on the website or application to check whether it works as intended.
Combine user session replay with console logs: At times, putting a finger on the bug isn’t easy. Here, you can pair recordings with console logs, making it easier to locate them.
Following both ways, you can ensure a rise in customer satisfaction and experience levels, leading to a higher conversion rate.
2. Fix Dead Links
This tactic is often used for eCommerce websites with dynamic web pages. Dead links are the ones that don’t land a user on the expected page. It may be due to a bug or a broken link, but customer experience is affected in both instances.
Catching dead links is a tedious task. Websites with hundreds of clickable links cannot have someone click through every link to check whether it's working or not.
However, when you check session recordings, it's easier to identify dead links and fix them on time.
Case Study:
CCV Shop is a SaaS product using Hotjar’s heatmaps and user session replays to observe user behavior on their landing pages, the entire website, and check-out pages.
- CCV used heat maps to see where users are clicking in aggregate and where they are scrolling, analyzing their interaction with the page’s elements.
- Leveraging session recordings, CCV Shop understood how their customers’ users responded to and behaved as they reached the checkout page.
Using this information, CCV Shop extracts insights into how users use their features. Through this, they improved the product, its layout, features, etc., to improve conversions.
3. Measure Feature Adoption
Like production adoption, session recording is an effective way to measure how your users are interacting with new features, in addition to A/B testing, you can use session replays to know whether the new feature makes the user’s life easier. Because a better user experience means higher chances of conversion.
If problems arise in a feature's usage, you will find the exact point of contention and fix it before the customers leave.
4. Solve Customer Support Queries
User session replays can take your customer support system to the next level and help improve your relationship with customers. With access to recordings, customer support executives can exactly understand the issue and solve the problem easily. This is essential because 68% of customers leave a brand due to poor customer service experience.
Using this information, you can provide a walk-through to your customers and guide them to enjoy the full capability of your tool. Solving customer’s problems quickly and accurately can help elevate user experience and build better relationships.
5. Improve Customer Onboarding
A customer’s onboarding experience sets the ball rolling. A bad onboarding experience increases the chances of a customer leaving before they can start using your product.
Since the customers are new, they won’t be too eager to share their onboarding experience, which means you won’t get to know the issue. With a user session replay, you can identify the issue and fix it to prevent more new customers from leaving.
6. Detect Funnel Drops
Conversion funnels are instrumental in advancing your target audience from the Awareness stage to where they become your loyal customers. As you implement strategies to engage and convert leads, there are gaps in the funnel.
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Let me clarify one thing here. You cannot eliminate funnel drop and fill the leaks; it’s inevitable. But you can always minimize losses and session recordings are one of the best ways to solve the issue.
With recordings, you can pinpoint the points where your users leave and let you understand what’s lacking in the conversion funnel.
Use this information to improve your product.
7. Improve User Experience
Overall a website session replay can help you improve user experience.
When you remove all broken links, fix the onboarding process, improve customer support, etc., it creates a smooth engagement. Customers price this engagement as they can achieve their goals without any hiccups and as quickly as possible.
Best Session Replay Software You Can Use
To know how your customers behave when interacting with your website or application, you need a session replay tool.
Not just any tool; you need software with advanced capabilities and additional features ensuring you get everything needed to analyze the existing user experience and conversion rate.
Qwary
Today, Qwary is among the top-tier session recording solutions offering a feature-rich platform to help businesses gain deep insights into their customers’ behavior.
Key Features:
- Trigger session recordings based on multiple events and actions.
- Filter sessions with errors, rage clicks, and abrupt reversals to solve problems quickly.
- In-built privacy features protect your customer's unwanted information sharing.
- Easy team collaboration with options to annotate session recordings and tagging teammates.
- All session recordings are saved on the cloud for one year.
With Qwary, you can make data-driven decisions to improve application and website usability and implement strategies to reduce bounce and churn rates.
Sprig
With Sprig, you can record user sessions to spot frictions in user experience and ultimately improve conversion rates. You can configure the tool to capture targeted sessions and use them in tandem with survey feedback to know what influenced their behavior.
Key Features:
- In-built AI functionality automatically groups session recordings into groups.
- Blurs form content, images, passwords, etc., during session recording to protect customer privacy.
- Filter user session replays by time period and user attributes to know changes in user behavior.
- Gain clear and actionable data through recordings, heatmaps, and click analysis for a better overview.
Mouseflow
One of the best session replay software, Mouseflow, is prominent in the industry for user behavior analysis. Equipped with the right tools to let you record user sessions and identify navigation issues, Mouseflow helps you optimize the website design to deliver a seamless user journey.
Key Features:
- Every page you put under tracking gets automatic heat map generation of 6 types.
- Session recordings are auto-scored with Friction Score to highlight issues customers are facing.
- Use tags, variables, filters, and cohorts to layer se
OpenReplay
Known for its pixel-perfect session recording, OpenReplay primarily caters to developers. Moving beyond the traditional aspects of session recording, it offers deep insights into the technical aspects of user interactions and helps improve user experience.
Key Features:
- It offers support for Canvas Element or WebGL recording.
- You can store all the sessions indefinitely in the platform without facing any data retention limits.
- Automatic analysis of session recordings leading to categorization according to user frustrations and issues.
- Leverage the power of AI to ask questions instead of setting filters to source the required information.
Hotjar
A comprehensive user behavior analysis software, Hotjar is a great tool for startups and small businesses. With products like heatmaps, session recordings, and surveys, it lets you have an overview of user behavior regarding your website and application.
Key Features:
- Hotjar has an easy to use interface beneficial for beginner users.
- Generates heatmaps along with session recordings to provide a better understanding.
- User session replays are categorized according to frustration and engagement scores.
- One-click analysis to spot friction and identify patterns to fix.
- GDPR and CCPA-compatible recordings that protect your customer’s privacy and confidential information.
Here’s How to Use Qwary for Session Replay and Increase CRO
Qwary is an all-in-one user research and feedback analysis platform with built-in platforms. An AI-enabled session replay software, you can effectively analyze your user’s engagement with the website or application.
Let me take you through an overview of how Qwary works. First of all, you will need to set the target audience for analysis. Use customer segmentation techniques like dividing them into groups of New Visitors, Returning Customers, etc.
With Qwary, you can set recording configuration and set the event triggers like contact page visit, pricing page visit, etc. In addition to this, you can also create an automatic event, let the tool know what to do, and select the trigger for the event.
Then, you have to set Audience rules, which is like setting the criteria for the categorization of the session recordings.
Lastly, with Qwary, you can set the user session recording frequency and the date and time to start recording.
The recordings are saved on the cloud and accessible through Qwary.
You can go through the recordings and extract results to make changes to the product to increase user experience and conversion rate.
Conclusion
Every brand aims for a high conversion rate, but a lot of them don’t follow the process to achieve the same. A higher conversion rate is directly influenced by better user experience, which is the result of a smooth working product.
Everything that can affect user experience is something you need to fix and user session replays.
Qwary offers a powerful session recording platform added with a heatmap and an in-depth analysis. Working with Qwary is easy, and you can streamline the entire process in a few steps.
Check it out for yourself by booking a free demo.
FAQs
- Does Google Analytics have session replay?
Google Analytics lacks session recording features, but it does offer a wide range of features to help you assess your website’s performance. Integrating GA with your website will help you track clicks, mouse movements, and scrolling actions.
- How to analyze session replay?
Your analysis of session replay will be based on the aim of the study. Filter the data based on the criteria set for recordings and spot patterns in the same that can hinder user experience.
Look for areas of contention that can make your users leave the product for a better one and then decide on the required improvements.
- What is session replay software?
A session replay software is a tool enabling businesses to record and replay user’s interactions with their website or application.
The session captures every mouse click, scroll, and action taken by the users, which are analyzed afterward to visualize the user journey, identify friction points, and behavior insights.
- What is session replay in cyber security?
In cyber security, session replay is an attack launched by a malicious actor to intercept a valid user session and use it to gain unauthorized access to the user’s account.
