Nowadays, optimizing your conversion rate is a key step if you want your website to work successfully. But what if you find that the number of your purchases does not reach the desired quantity? In this case, you may have to come up with some analytics tools to help you discover where the problem is coming from and which help you start increasing your conversion rate again.
Now, we’ll show you a measurement tool that can help you assess why you’re experiencing dropouts.
What are heatmaps?
Heatmaps are analytical tools that are great for measuring the performance of your website. They are suitable for you to specifically examine the effectiveness of individual elements, CTAs, or even entire subpages of your website.
Heatmaps are a relatively modern process in web analytics. It should be thought of as a map of cold and hot spots, where warm colors indicate the popular and cold colors the less popular parts. You think well, the more warm-colored sections you see, the more content your website has that performs well, which means that it may be suitable to increase your conversion rate.
In addition, we want to highlight that different types of heatmaps provide different data. Here are some types of these tools:
• Click heatmaps: This kind of heatmap monitors the clicks. It gives information about which buttons, CTAs, or even pages are the most popular or most effective on your website. This can be important in the conversion rate optimization process because with this information in mind, you can display items in several places that the tool has found to be effective.
Another common area of application is in social media campaigns or just banner ads. During the measurement, you can find out which CTA texts are the ones that triggered the most interactions, so you can use them in your advertising campaigns without investing extra energy.
• Segment heatmaps: This type of tool is great for seeing where your active users came from. Segment heatmaps show the source of a given click, that is, where the visitor who interacted on your website came from. Did they search for your website directly? Could they come from your social media ad or did they click on a link to another website?
Why can this be a huge help when you decided to cut into a conversion rate optimization process? The answer is simple, you can get a conclusion to which are the sources from which most active users come to you, and you can also find out what elements can be used to capture them.
As the saying goes, you take two birds with one stone, so you can start creating a more intense advertising campaign in the most effective resources, with surely effective creative elements. Increased conversion rate is almost guaranteed.
As you can see, heatmaps are great tools for gathering information about both your visitors and your website. We know it may seem complicated at first, but believe us it’s very easy to use. Just a few clicks and the tool already measure the effectiveness of your website.
Conversion rate optimization process
Now you know how heatmaps can increase your conversion rate. But how next? How do you use the extracted data in practice?
There are several options available to you:
• Launch a social media campaign using data revealed by heatmaps.
• Redesign your website. Use colors, text, and elements that were effective in the analysis and remove those that did not work well.
This will make your entire website user-friendly, and your visitors will be able to get to the product sooner and be more likely to buy from you.
• Optimize your blog interface. Place links where the heatmap analysis showed the most activity. This way, a higher percentage of your visitors will come across a link to one of your products, which will improve your purchases and it will increase your conversion rate.
These are all perfect solutions to increase your sales, but the question is how to optimize your conversion rate. During conversion optimization, special emphasis should be placed on the sales funnel.
During the optimization process, you should take into account which subpages and features the users move on, what activities they perform on those subpages, and what obstacles they encounter that prevent them from performing the desired action. So ultimately, we look for the jams in the conversion funnel.
The good news is that with the help of heatmaps, you have specified all the information you need to find the distraction that was between your visitors and your purchases.
Let’s find the problem
So far, we’ve only talked about the positives, and we’ve talked about the importance of well-performing elements, but what about those that were marked with cold colors during heatmap analysis? These parts of your website are just as important as the others.
In order for your conversion optimization process to be successful, you need to remove the parts that are considered bad by heatmaps. Your visitors may get to the product, but they won’t find a call-to-action button there.
There may be several reasons for this, it may be simply the color of the button because it blends into the background, or it may even be the wrong CTA text choice.
Be sure to replace them with the colors and text that the heatmaps said effective. You should also consider your most sought-after product during the optimization process. This is necessary because you should place this product in the way that is most easily accessible to your visitors.
See what’s going on with your cart. Unfortunately, 60% of purchases are interrupted due to improper cart design and structure.
Investigate how your cart is used by your potential customers and watch for misuse, as you need to figure out why they misuse that. Dropouts often result from the cart because it is not clear to the visitor what is the next step. Another common mistake is usually that too much information is displayed in the cart which has an alarming effect so they cancel the purchase.
However, don’t worry, you don’t have to think about this, as your heatmap measurement will also make it clear what the problem is. All you have to do is use this information to fix this problem.
Conclusion
As you can see, you can get all the data with a single tool in order to optimize your conversion rate. However, keep in mind that these measurements and procedures must be continuous. You can’t sit back after a successful optimization, as your new customers may also arrive, or even the behavior of your old customers may change.
We recommend that you run an analysis on your website every month, that is why you will be always up-to-date with the current situation.
We hope we can help!
