Conversion Current 1.2

Imagine: you have the perfect full picture of your audience. You’re basically sitting atop a treasure trove of conversion-boosting gold because you know exactly what your shoppers like, dislike, where they get stuck, and what makes them pull the trigger and purchase.

The good news? This isn’t just a dream scenario. When you learn how to properly use the tools at your disposal as an eComm brand, this kind of insight is actually within reach. But first, you need to define your biggest opportunities, which begins with choosing the right combination of analytic tools. 

That’s why we put together this analytics tool cheat sheet: so you can hit the ground running toward your brand’s own personal insights gold mine.

1. Click maps

• What they are: These show where users are clicking most frequently on a webpage, allowing businesses to optimize their layout and prioritize content placement for maximum engagement.

• Great starting point for: Highly engaging content with low click through rates

  • For instance, click maps allow you to identify where users are hitting a hitch (Is the buy button too far down the page? Are users rage-clicking a page element that isn’t linked to anything?) so you can optimize the page layout to make the most important page elements easily accessible.

Tip: Combine your click map observations with your user recording observations to create a clearer picture of where users’ attention is being drawn as they move throughout the page.

2. Scroll maps

• What they are: These tell you how far users scroll down a page, revealing areas of interest and potential content gaps, aiding in optimizing page length and content hierarchy.

• Great starting point for: high bounce rate

  • For instance, scroll maps enable you to see where users are exiting the page, then test adding engaging imagery, copy, etc. in that location to hook users to engage further.

Tip: dig in here and form hypotheses based on what patterns you’re seeing. Don’t just rely on “best practices” you may have heard (i.e. shortening the hero section content). Sometimes that will be the culprit – but sometimes what really needs changing up is the offer or the positioning. Remember: good analysis is about letting the data lead you, rather than inserting your assumptions based on one-size-fits-all CRO advice.

3. Video recordings 

• What they are: dynamic views of user interactions, enabling you to observe browsing patterns, hesitation points, and areas of frustration, facilitating targeted improvements to user experience 

• Great starting point for: frequent cart abandonment

  • For instance, video/sessions recordings allow you to watch users interact with the page and zero-in on where they’re getting frustrated, changing their mind, losing interest, etc. so you can focus your optimization efforts.

Tip: Watching recordings is the most time consuming approach to user behavior analysis – but it can also drive some of the biggest results. Make sure to set aside at least 30 minutes per watch session so you can really lock in and allow yourself the time to notice patterns. 

Happy analyzing!