3 ways click analytics can improve your conversion funnel
Your website is getting a lot of visitors. Your SEO is top-notch, your targeted advertising plan is on track, and your website is beautiful. So why are your conversions lagging?
When website visits aren’t resulting in sales or sign-ups, click analytics can help you track down why. It takes the guesswork out of customer behavior by giving you a map of exactly where and when clicks are happening. In tracking the pattern of conversions, knowledge is the most valuable commodity.
How do click analytics create conversions? By showing you where your expectation of how customers interact with your site or app differs from the reality.
1. Showing clogs in your conversion funnel
Ideally, your website should have a natural flow: potential customers come to your site organically or through a search, hit a landing page, and can easily find
the information they’re looking for. Sometimes, though, it can be surprising to see where people look for answers.
Click analytics give you the ability to look at individual sessions and compare them to the trend. Maybe you have an overall excellent conversion rate on your site, but a certain keyword campaign isn’t performing well. Watching a single website session or comparing behavior within a certain time frame can show you how customers are getting lost in your conversion funnel.
By looking at how users are interacting with your site, you can learn how to better organize information to get your funnel back on track. In this way, you can naturally direct people to the desired conversion, whether it’s a sale, a newsletter sign up, or a dinner reservation.
2. Making it easy to visualize user experience
At first thought, clickmaps and the analysis thereof can seem overwhelming. If your site receives a lot of visitors every month, that’s a significant amount of data to analyze in search of an improved conversion rate. That’s why you want to work with a big data solution provider that can deliver your data in a manageable format. This software will automatically break down the data retrieved from click map analytics, allowing you to reap the knowledge and put it to good use.
Individual site visit recordings can allow you to watch anonymized customer experiences as they have played out, giving you additional insight into how people are interacting with your site. It’s one thing to know that visitors are spending 60 seconds on an individual landing page, and another to watch that minute play out and see for yourself what that feels like.
The information you collect from a clickmap can be expounded upon in many different ways, from how many times a specific button was clicked in one session (Was there an issue with the page loading quickly?) or over any targeted period of time (Is this an issue that needs to be addressed by IT or was it a one-time occurence?). Knowing this empowers you to understand the website from the user’s point of view rather than only having a back-end perspective. What you think is a straightforward funnel that leads directly to the check-out or registration page may actually be slow and cumbersome for the user and they might find a slow process frustrating, which in turn might cost you customers in the long run. Setting up a direct conversion funnel, and playing it out multiple times, will help yield better results in the future.
3. Establishing a hierarchy of content
The combination of individual recordings and average trends should give you a complete picture of the journey a website visitor takes through your conversion funnel. It’s now easier than ever to find where customers are getting hung up on your site, what content they’re finding the most engaging and what they’re just breezing past.
As you gain a better idea of how visitors are using your site, you can start to see their hierarchy of needs. Are they immediately clicking over to the FAQ to try to get a better understanding of what you do? Do they click over to your shop section, only to get overwhelmed by the number of product categories? Once you know what they need and want, you can find the most efficient ways to lead them there.
Click analytics are one of the most powerful tools available to really understand the customer experience. Once you put them to use, you will learn a lot about what needs to be updated on your site and what doesn’t. Until you employ a tool like click analytics, you may not have a complete picture of what’s really happening on your website.
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