Pop quiz: According to Google Analytics, what is the most frequently visited page on jmp.com?
Yes, the US home page!
Now, do you know which comes second?
Yes, you guessed it! The JMP trial landing page.
Recently, I’ve been learning to use a new software tool called VWO (Visual Website Optimizer) This software serves as a platform for conducting A/B tests, multivariate tests, conversion funnel analysis, and real-time website optimization. Why is that important to us? Because it can help guide us to:
Enhance website user experience.
Increase conversions.
Maximize our website’s performance through data-driven testing and analysis.
Since the JMP trial landing page on jmp.com is the second most visited page, not only in the US, but around the world, we have prioritized our efforts to improve this page to increase conversion rates. In 2023, Google Analytics show us this page on the US sites alone had 74,326 Unique pageviews.
This video shows the funnel which demonstrates the user experience on the trial page.
By collecting data over a 2-month period, we can observe that out of 4,975 visitors landing on the jmp.com homepage, 1,927 visitors proceeded to the trial page, representing a 38.7% conversion rate.
This leaves 61.2% of jmp.com visitors leaving without interacting, without clicking the "Try" JMP tab.
Of those 1,927 visitors, 40% successfully convert by submitting the form.
What happened with the 60% of users who didn’t interact with the form, or the users that did interact with the form but didn’t submit it?
In this 2-month period only 776 visitors submitted the form. This means only 40% of the trial page visitors ended up submitting the form. During the year 2023, Google Analytics shows 36,417 unique page views.
What information do we know have that can help us know how to increase the percentage of visitors completing the form?
Insight #1. We have visitors abandoning the trial download request page when they reach the field on the form which asks them for their role.
Through VWO, we can see where users are dropping off from the form, and it was there that we discovered we were losing many visitors at the "role" field.
Why? Since November 2023, self-selecting "student" in the role field directs students away from this page because they have a free annual license. Therefore, we could infer that the significant drop-off percentage of 26% might be those students heading to their free annual license.
But what about the remaining 34%?
Who are these additional site visitors who start the trial page form but don't end up submitting?
Insight #2. Some visitors pause when reaching the business email field on the form.
On average, users take 33 seconds to fill out the form. We notice that the interaction time varies depending on the field being filled. The business email field is highlighted in red, suggesting users may hesitate to provide professional information or encounter issues entering their email, leading to errors.
What are the recommended best practices for improving pages? Consider these:
1). Interactive elements.
Some recent theories and trends in web design and usability to enhance user experience include small animations or visual responses which can provide immediate feedback and make navigation more intuitive and enjoyable. Utilizing interactive elements, such as showcasing images of our graphs with models in the main banner, can engage users effectively.
2). Contextual Recommendations.
In VWO, our heatmap analysis reveals that most user interactions concentrate at the top of the page. This suggests that users are primarily engaging with content positioned prominently at the top. As a result, optimizing this section could significantly impact user behavior and conversion rates.
3). Textual Adjustments.
To capitalize on the high user interaction at the top of the page, minor textual adjustments are recommended. Specifically, enhancing the clarity of the trial process instructions can alleviate potential confusion and foster conversions. For instance, updating the text to include a directive such as "Fill out this form" can provide explicit guidance to users, streamlining the process and reducing uncertainty.
In the Click Map, we can see where our visitors click. As shown in the video, there are visitors who are on this page and continue to click on the "Try JMP" tab.
By implementing these textual adjustments, we anticipate a positive impact on user engagement and conversion rates. The insights from the heatmap analysis indicate that 18% of users are revisiting the "Try" button, while 9% are attempting to interact with the banner text. By clarifying instructions and directing user actions, we aim to mitigate these behaviors and encourage users to proceed with the trial process more confidently.
Additionally, leveraging badges from G2, currently available, to add credibility and recognition on the right side of the blank page section, could enhance trust in our software's quality. We are also considering adding another element of customer validation under the badges to give us further credibility with web visitors.
Thanks for sharing this insightful information!
BTW, the link is required to access.
MJ, we so appreciate all of your hard work delving into our web conversions!
Thank you @amy_bullock
@ChulHee_JMP Access granted to anyone at JMP. Thanks!
Thank you @MariaParedes_MJ for all of these insights. This is so interesting and important to be aware of customer behavior on our site. Can't wait for the next phase of your project!
Couple of questions:
- do you see a difference in behavior if a person gets to the trial page from an ad (first touch point), organically from the menu, or from a JMP email for example (that person had more touchpoints with us and might have a higher intent to actually download the trial).
- does the behavior correspond to the behavior on other trial local language sites?
- regarding the longer time spend on the "role" field: Do people tend to spend longer on drop down fields, because they have to read through them, then think about how their role matches the categories?
Thank you for this great "detective" work! 
Nina
Hi @nina_chan Thanks for your questions!
Let me answer in order:
Conversion based on user origin.
I'm currently investigating how to identify the origin of our users and whether this has an impact on conversion.
VWO doesn't seem to be the right tool for this, but I might find a solution through Google Analytics.
I'll keep you updated!
It's great that you're asking these questions, because that's exactly what VWO is for.
It shows you data so that you can ask different questions, which then lead to hypotheses and tests.
More questions you have, more ideas to be tested
Behavior on the trial page.
The behavior I'm analyzing today is only from the US.
My second step is to do the same on a global level to positively impact the global conversion of our trial page.
Time spent on the "role" field.
The average time our users spend on this field is considered okay.
However, we're analyzing the "dropping point" where users are abandoning the form and leaving our website without converting.
I hope this answers your questions. And please, more questions the merrier.
Hola María-José,
I am so glad that you are working on these analysis!
I saw on the VWO website that the software allows the analysis of visitor events: "Every little activity and engagement your customer makes on your website is recorded in the form of chronological events".
Is this a feature we plan to use? Could this information be used to set up triggered offers through PURLs (Personalized URLs) based on individual web visit histories?
Regards,
Carla
Hi @carla_paquet1
We do not have that setting available with our current version of VWO. We are using the basic version of Insights and Tests. To use the feature you mentioned, we would need an additional platform called Data 360. I am curious about this feature as well, because if VWO only takes random users to deliver a trend, then having Data 360 should give us the ability to collect data from all users who visit our website.
I will do some more research with the VWO Team and let you know what I find.
Thank you!
Thank @MariaParedes_MJ for sharing the report.
If possible, we Japan would like to research it, too.
We Japan knew that some of people don't activate JMP even though they submit the form.
So, we suspect that some of people might try to use JMP on smartphone or tablet.
So, we Japan inserted a note that JMP run only PC, Mac, and Windows.
We also make a weekly report, People downloaded but not activated, and share the report with sales team.
We think that this information would be helpful for sales team to follow up prospects and customers.
Thank you!
