How can you reduce the abandonment rate? First, you need to identify which steps cause this drop. But when the steps are all within the same page, what can you do?

Statistical studies for ergonomics provide interesting results, because all the visitors are measured.

I have already mentioned how we can measure the visibility of the different blocks of information that compose a page. You can see the demonstrations about articles and comments visibility, or adbanners visibility.

Let's talk today about usage.

Using a computer means interacting with it. Most of the time, you use your mouse and keyboard to interact.

On the Internet, some contents are designed not only to be seen, but also to be used:

• forms
• flash animations
• ajax applications...

Sometimes you need to click, sometimes you type, or you just move your mouse over an area.

In order to get consistent and comparable measurement, we have defined usage ths way:
Usage duration is the duration when the content is visible and there is mouse-keyboard activity on the content.

Difficult to give a more simple definition, isn't it?

There are countless applications of this technology:

• ergonomics improvement (pages are often too complex)
• ajax functionalities measurement
• basket abandonment analysis
• forms optimization...

We have prepared a demonstration of how to measure the usage of different pieces of a page.

This demo shows that we can measure for instance the different steps required to finalize a purchase, even if these steps are achieved within a single page!

We can even go further and measure how it takes to fill each field of a form!!!

These studies interest every e-commerce website, but also all the websites that make you fill forms, or that provide online applications.
Basically everybody, no?