I have been unbelievably, ridiculously busy. Being a career mother, with a two year old toddler, in a big old city like London, makes for very challenging time management.

Anyway, excuses aside. I have been doing some fun and intense web analytic - ey type things recently.

Recently when doing some multi-variate testing, I noticed that there was a much higher conversion rate on exactly the same form page but for different types of property market. For example, when people were looking to rent, they converted at a significantly higher rate, perhaps a 20% increase in click through rate (CTR) from the property details page to contact the agent form page compared to people looking to buy a house.

So, I went into tealeaf to replay sessions for buying versus renting, conversions and non-conversions.

It was fascinating, because everytime there was a graphic displaying energy efficiency on buying, just above the call to action button, people weren’t clicking on the call to action button. So in other words, a product feature that only sometimes appeared for some products, was distracting attention from the call to action.

This is how I find people’s journeys - I either pick the url within the date I am looking at or free text (or many other search options).

Then I am able to watch, just like a video, exactly what happened on the website.