Measuring visitors is a great baseline for analysing your website’s performance, especially when looking at which pages drive most traffic and where they come from, however recording visitors shouldn’t be where you web reporting starts & ends.
Only about 22% of businesses are satisfied with their conversion rates (Econsultancy, 2016), so how can you use research to improve the performance of your website?
To truly start making a difference to your website, you need to delve into how real people interact with it. These will help you discover how to increase conversions rates, identify problem pages on your site, and assist users in their journey towards what you want them to do - send an enquiry or purchase a product!
Taking the time to look into a sample of visitor recordings from your website can show you if users can easily find what you want them to do. Plus, because you can watch their entire session on your website, you can see how users navigate, meaning you can more easily identify if there are any refinements that could be made - for example, if you see the a large proportion of visitors jumping around different sections, you could do look into why they aren’t finding the information on the current page they visited.
You can also make improvements to individual pages, as you’ll see patterns in where users are clicking and hovering their mouse. If there are certain elements that are being clicked without being hyperlinks, for example, you can amend the page to provide a more obvious call to action.
Heatmaps allow you to see how far visitors scroll down your page. If your contact form or enquiry buttons are at the bottom of a large chunk of content, it might be best to move it into a more visible area to make sure people see it before they leave.
You can use your website as a lead generation tool outside of adding a phone number & email address. It’s possible to identify particular contacts and companies that are visiting your website, giving your sales team hot leads whilst arming them with a backlog of pages they’ve visited. With certain platforms, you can go as far as identifying the individual person that’s been looking at your website, giving you the best opportunity of generating an enquiry.
While you might not have the time to look through every individual user that’s visited the site, you can set up alerts that send you notifications of when the most engaged visitors come onto your website. This might be spending over a certain time looking at products, or visiting a specific page, that results in a direct email telling you that a particular visitor might benefit from a phone call.
Forms are a constant pain point for both users and businesses, but the need for them remains unchanged. Previously it’s been a guessing game as to how much information is too much information, and whether your forms are too difficult to fill in, putting potential users off from sending in an enquiry.
Using form analysis tools, you can how many visitors actually see your form, and importantly which fields they’re having trouble with. It might be that if you ask for a title, first name, surname, email, phone number and address before they have the chance to write their question, the likelihood of visitors filling in a form decreases. By analysing where users are dropping off, you can refine the questions you’re asking and potentially reduce them to the essential information for your sales process, ensuring you generate the enquiry before asking them for their waist size.
If you need help improving the results your website generates, or just want some advice on what to do next, get in touch with our MD Steve.