See which clicks lead to orders

A heatmap shows what gets clicked. Click impact shows which of those clicks go together with sales. Maybe visitors who open the size chart buy twice as often, or visitors who click a certain banner hardly ever buy. That tells you which elements are worth making more visible, and which may distract.

Open Click impact

1. Go to Research → Click impact.
2. Pick a page in the drop-down. It lists the busiest pages, with their pageviews. Similar pages, such as all product pages, count as one; see Group similar pages.
3. Optionally narrow down by traffic source (All sources, Paid ads and so on) and New and returning, New visitors or Returning visitors.
4. Choose a device (All devices, Desktop, Mobile or Tablet) and a period (7 days, 30 days or 90 days).

What you see

At the top, four numbers for the page: Sessions on this page, Orders, Conversion rate and Revenue per session. A session is one visit to your site.

When one element stands out clearly, a highlighted line sums it up, for example: "Visitors who click 'Size chart' convert 2.1× as often." It only appears when there are enough visits and the chance that the difference is real is at least 95%.

The Elements table

Each row is an element that at least 5 visitors clicked on this page:

• Sessions that clicked: how many sessions clicked it, and their share of all sessions on the page.
• Conversion: clickers vs others: the share of clicking sessions that placed an order, against the share of the other sessions.
• Difference: how many times as often clickers convert. Green means clickers convert better, red means worse, when the chance is high enough.
• Chance it’s real: how likely it is that the difference goes the way shown, and is not luck. Below the number it says which way: clickers convert better or clickers convert worse. It uses the same method as Varly's A/B tests. Around 50% means no clear difference; from 95% Varly treats it as real.
• Revenue per click: revenue from the clicking sessions, divided by the number of clicks.
• Revenue after click: the total revenue of sessions that clicked the element and placed an order.

Sort the table with Most clicked, Biggest difference or Most revenue.

If either group has fewer than 100 sessions, the row is gray and shows Too few sessions. You still see the numbers, but Varly makes no call yet. Try a longer period.

Scroll depth and orders

The second table asks: do visitors who scroll further buy more often? For 25%, 50%, 75% and 100% of the page, it compares visitors who scrolled at least that far with visitors who did not.

How it counts

• A session counts as a clicker when it clicked the element at least once on this page. Rage clicks are left out.
• An order counts for every element clicked in that session. So you cannot add up the revenue of all elements: the same order shows up in several rows.
• Only orders that Varly could link to a visit are counted. See Why are orders not linked to visits?.
• Revenue is shown in one currency: the one with the most orders on this page. If some orders were placed in another currency, a note above the numbers says how many were left out of the revenue. They still count as orders in the conversion rates.

How to read the result

Click impact shows a connection, not the cause. Visitors who click "Add to wishlist" may buy more often simply because they were already keen. Use a strong result as a test idea: make the element more visible, move it up, or change its text, and run an A/B test to see whether it really brings in more orders.

A red Difference is just as useful. An element that many visitors click but that goes together with fewer orders may lead them away from buying.

Use See these elements on the heatmap at the bottom of the page to find the elements on the page.

Common problems

• "No orders yet": your shop isn't connected yet. Connect it under Install → 5. Connect your orders.
• "No orders in the last … days": your shop is connected, but no orders came in during the chosen period. Choose a longer period, or check Install → 5. Connect your orders if you expected orders.
• Every row says Too few sessions: the page has too few visits for a verdict. Choose 90 days or a busier page.
• An element I expect is missing: fewer than 5 visitors clicked it, or it is not on the list of the 40 most clicked elements.