4 practical ways to optimize your conversion rate
Sales Stallings? Low subscriptions? Low page views? A page from your website probably confusing or scared away visitors. Then you should take the time to analyze the problem and start with the right steps for the leverage.
This is why FLY Tips strongly suggest you start by analyzing your traffic to locate obstacles to conversion. Sometimes just a few adjustments reflected to bring a significant improvement in performance results your site.
Observe and analyze the actual behavior of your visitors.
Too Google Analytics statistics scare you? Heat maps (heat maps) and click tracking tools could be reconciled by their visual representations and thus convince you on what to adjust to optimize your conversions.
These tools can help you:
This is why FLY Tips strongly suggest you start by analyzing your traffic to locate obstacles to conversion. Sometimes just a few adjustments reflected to bring a significant improvement in performance results your site.
Observe and analyze the actual behavior of your visitors.
Too Google Analytics statistics scare you? Heat maps (heat maps) and click tracking tools could be reconciled by their visual representations and thus convince you on what to adjust to optimize your conversions.
These tools can help you:
● Understand in real time what visitors are watching and so the elements that focus their attention on the page.
● Discover what works (that is to say those who are both desired and clicked your way of conversion) and those that do not work (not clicked or refer to pages away from the path conversion).
● Get statistics to optimize landing pages, form, shopping cart.
Here are 4 types of maps to focus to understand the obstacles to the conversion:
1. The thermal maps of areas of interest (Heatmaps)
Presentation: This visual representation is made movements and clicks of your users on your page. This card allows to reproduce the behavior of your users and view areas that generate or not interactions by materializing by hot zones colder areas (depending on the concentration of the clicks on your page)
Interest: This is a simple, reliable and economical than eye tracking study on content. These cards thus demonstrate reading the page, including the areas to focus on in the organization of your content.
Example: To review the structuring of a product page to promote reading the page
2. busiest elements (clicks cards and confetti cards)
The analytical links
Overview: This feature is complementary to thermal maps, it summarizes the disparity clicks concisely expressing the distribution of clicks for each HTML page element (buttons, links, text fields, forms, combo). Interest You are able to observe the calls to action, buttons and other elements that generate the interaction or not. In addition, it is possible to filter the display of clicks depending on the source of the visits. At a glance you will be able to assess the performance of your call button and the priority action items that come parasitize funnel.
Example: A button calling for action on a product saves little interest.
Possible reasons:
● Poor choice of color,
● Bad call to action,
● Visibility too limited (only appears when passing the mouse over the product?)
● Too close to another content that captures more attention,
● etc.
Then bring changes to this button and follow for a specified time feedback from users to improve the prioritization of actions
Representations of clicks confetti
Presentation: This card is a real reproduction of all clicks on your page, whether on clickable elements or not. It presents a more accurate disparity clicks Interest: You can see the elements that should not arouse craze. You will need to understand the reasons why users wanted to interact on this element and then assess their needs.
Example: The image of the product is regularly clicked and leads to abandonment of the page
Possible reasons:
● Get a zoom image that does not exist
● Scroll another product image
● The photo quality is lacking
● etc.
3. The extent of the scroll (Scroll Reach)
This feature allows you to assess the level at which your visitors scroll through your pages. For non-adaptive websites (English RWD for responsive web design) also has the advantage of discovering the level of your water line, that is to say the visible part of your website that appears without need to make a scroll, but before all. interest: the tool is relevant for pages that demonstrate a need to review the layout and therefore a length adjustment. Reach Scroll is particularly recommended for the analysis of critical pages such as product pages, services and sales pitches.
Example: Your goal is to maximize the effectiveness of your content
● A content located towards the bottom of the page captures the attention but has little visibility, it would be appropriate to move higher to increase its effectiveness.
● A button calling for action may be necessary when scrolling the page.
4. The visitors browsing record (tools ClickTale, GazeHawk)
Check-navigation Presentation: This feature is the most interactive and most complete. It allows you to view real-time recording a visit from a user by moving the mouse, clicks and its interaction with your forms. So you will have the ability to track the behavior of A to Z visitor throughout their navigation. interest: The tool is the most comprehensive to understand the reading of the information, the buttons that generated the interest, encountered errors or reactions vis-à-vis forms. However, this requires time since we follow each visit individually.
Example: Watch the last interaction which led abandoning the pursuit of navigation.
Last, once you have listed and analyzed all potential obstacles to conversion, I invite you to use the "Tests" (or "Experiments") offered by Google Analytics. This feature will allow you to test and evaluate the versions of the same page. Each of these pages is subject to visitors via a separate URL. Rate and pages achieving better conversions according to the modified elements and think about your goals first enter into the funnel for relevant results.
● Discover what works (that is to say those who are both desired and clicked your way of conversion) and those that do not work (not clicked or refer to pages away from the path conversion).
● Get statistics to optimize landing pages, form, shopping cart.
Here are 4 types of maps to focus to understand the obstacles to the conversion:
1. The thermal maps of areas of interest (Heatmaps)
Presentation: This visual representation is made movements and clicks of your users on your page. This card allows to reproduce the behavior of your users and view areas that generate or not interactions by materializing by hot zones colder areas (depending on the concentration of the clicks on your page)
Interest: This is a simple, reliable and economical than eye tracking study on content. These cards thus demonstrate reading the page, including the areas to focus on in the organization of your content.
Example: To review the structuring of a product page to promote reading the page
2. busiest elements (clicks cards and confetti cards)
The analytical links
Overview: This feature is complementary to thermal maps, it summarizes the disparity clicks concisely expressing the distribution of clicks for each HTML page element (buttons, links, text fields, forms, combo). Interest You are able to observe the calls to action, buttons and other elements that generate the interaction or not. In addition, it is possible to filter the display of clicks depending on the source of the visits. At a glance you will be able to assess the performance of your call button and the priority action items that come parasitize funnel.
Example: A button calling for action on a product saves little interest.
Possible reasons:
● Poor choice of color,
● Bad call to action,
● Visibility too limited (only appears when passing the mouse over the product?)
● Too close to another content that captures more attention,
● etc.
Then bring changes to this button and follow for a specified time feedback from users to improve the prioritization of actions
Representations of clicks confetti
Presentation: This card is a real reproduction of all clicks on your page, whether on clickable elements or not. It presents a more accurate disparity clicks Interest: You can see the elements that should not arouse craze. You will need to understand the reasons why users wanted to interact on this element and then assess their needs.
Example: The image of the product is regularly clicked and leads to abandonment of the page
Possible reasons:
● Get a zoom image that does not exist
● Scroll another product image
● The photo quality is lacking
● etc.
3. The extent of the scroll (Scroll Reach)
This feature allows you to assess the level at which your visitors scroll through your pages. For non-adaptive websites (English RWD for responsive web design) also has the advantage of discovering the level of your water line, that is to say the visible part of your website that appears without need to make a scroll, but before all. interest: the tool is relevant for pages that demonstrate a need to review the layout and therefore a length adjustment. Reach Scroll is particularly recommended for the analysis of critical pages such as product pages, services and sales pitches.
Example: Your goal is to maximize the effectiveness of your content
● A content located towards the bottom of the page captures the attention but has little visibility, it would be appropriate to move higher to increase its effectiveness.
● A button calling for action may be necessary when scrolling the page.
4. The visitors browsing record (tools ClickTale, GazeHawk)
Check-navigation Presentation: This feature is the most interactive and most complete. It allows you to view real-time recording a visit from a user by moving the mouse, clicks and its interaction with your forms. So you will have the ability to track the behavior of A to Z visitor throughout their navigation. interest: The tool is the most comprehensive to understand the reading of the information, the buttons that generated the interest, encountered errors or reactions vis-à-vis forms. However, this requires time since we follow each visit individually.
Example: Watch the last interaction which led abandoning the pursuit of navigation.
Last, once you have listed and analyzed all potential obstacles to conversion, I invite you to use the "Tests" (or "Experiments") offered by Google Analytics. This feature will allow you to test and evaluate the versions of the same page. Each of these pages is subject to visitors via a separate URL. Rate and pages achieving better conversions according to the modified elements and think about your goals first enter into the funnel for relevant results.
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