Conversion Optimisation Tools
Many companies just build their websites or landing pages for ppc management driven traffic and fire traffic to it, the give little thought to how the actual design or content may affect conversions, instead they focus on the keywords and bid prices etc. and this is a little like having a restaurant and tweaking the menu constantly rather than making sure the signage outside and interior decor are on theme.
We will cover some great tools to highlight how users are interacting with your site which should give you some data to work with to identify things that you can test changes on to help boost the on site conversion rate.
Firstly if you don’t really see the value in making on site changes then take a look at Which Test Won and sign up for their free newsletter of conversion optimisation case studies.
This site has over 360 A/B testing examples to highlight what even small changes can do. For example see here how adding a “No Thanks, I’m Not Interested Link” changed the ROI of the campaign. There are plenty of examples online how changing one word or an image or value proposition really boosted the conversion rate.
Crazy Egg is a great data gathering tool for conversion optimisation intelligence as it gives you the full insight of how your users interact on site, you can see heatmaps see were people click on your site :
There’s also a Scrollmap to see how far people scroll down your page (eg. 100% see the top but only 70% go below the fold and by 3/4 of the way down the page you may be down to just 5% of users) add to this Overlay view and Confetti and you’ll see that these are a nice set of reports that can help you pinpoint where users are clicking etc.
Lucky Orange is a similar tool but uses video to let you watch users on your website, you can watch them as they’ve moved around the site, you can see if they are using the navigation as you intended them to or if they are struggling to do things that you thought were simple etc.
You can watch a genuine Lucky Orange recording of a user on a site here https://youtu.be/XMvxD4n6x3g
MouseFlow is another excellent conversion optimisation tool that combines heat maps, scrollmaps, in page analytics, live mouse tracking and helps you decide if your site is intuitive enough or needs some A/B testing or copy rewriting etc.
These tools are great for showing you where genuine users on your site are clicking and how they are intereacting with your site, often it’s in ways you didn’t expect, even on our site we found people clicking images that weren’t linked, text that wasn’t linked etc. and whilst you can’t please everyone, you get to find out how may people are doing things you didn’t expect they would or that they are doing exactly what you hoped they would.
UserTesting is another great tool but it’s more people orinetated as it uses real people as live testers for you, so in reality they aren’t real customers like the above conversion optimisation tools are but it does give you videos with real feedback, user thoughts, questions etc. which sometimes are annoying as you feel your website is an obvious and intuitive to use site yet the testers may click around like drunk sheep, but ulimately the more feedback you get the better so it’s worth a test.
There are plenty of other tools with which to gain feedback (we’ll cover these in subsequent posts) but finding out how your users are interacting with your site is a number one priority so test the above tools and see which you feel is the best to work with, which adds value and helps you realise where to look on your site to start making tests to see if you can boost the conversion rate.
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