Why Does Website Conversion Rate Matter?Your website conversion rate is a direct indicator of its performance. Conversion rate can be calculated differently depending on your industry and website, but it generally boils down to this formula:
# of Website Visitors / # of Visitors who Purchased = CR%If you don’t sell anything online, you can measure conversion rate by the number of phone calls you receive or contact inquiries submitted. Generally, a low conversion rate or a high bounce rate (people who leave without converting) on your website are two indicators that your online visitors may not be getting what they need from you online. There are, however, exceptions to this rule that can cause confusion:
- Different method of conversion: Your call-to-action led the user to a phone number. They called, got the answers they needed and then converted
- Message mismatch: Your user wasn’t looking for the topic you presented. You didn’t do anything wrong, but they were given your page in answer to their query by mistake.
- Reading content for a period of time: If a user sits on your website for a while, they could just be reading what you have to say, but the inactivity would be marked as a bounce.
HeatmapsA heatmap is a great way to see where your online customers are directing their attention. Heatmaps show you where visitors are clicking, or aren’t clicking, and how far down they are scrolling on your website pages. This is an example of a great heatmap. Users are convinced by the value of what this web page is offering, and they know exactly where to click: Source: ConversionXL
Scattered ClicksToo many clicks scattered around the page can indicate confusion or frustration: Source: ConversionXL Sometimes scattered clicks are good. For example, if your ecommerce website has different links that go to jewelry, clothes and tools sections, you might see clicks equally scattered around the page. However, if your page has one goal—for example, submitting a form—and yet your heatmap looks like the one shown above, revise your page to make sure people know exactly what the page is asking them to do.
No ClicksNo clicks can indicate one of two things:
- Your visitors aren’t finding what they’re looking for
- They are finding just what they need, but they are reading without taking action
Visitor RecordingsVisitor recordings are another great tool that reveal how your customers are behaving on your website. Recordings can show you visitor mouse movements, number of pageviews and even if they seem to be going in circles. Source: The Bump
Heatmap and Visitor Recording ToolsMost people use Google Analytics + either Hotjar or Crazy Egg for heatmaps and visitor tracking. Below is a quick summary of each platform.
HotjarSource: Hotjar The goal of Hotjar is to take the guesswork out of conversion rate optimization. With this tool, you can see which parts of your website are receiving the most interaction, watch recordings of your visitors’ actual interactions with your site and track their mouse movements and clicks. You can even ask your visitors questions to get helpful feedback through Hotjar Forms. Features:
- Free trial
- Free for students and casual users
- Starts at $29/month for startups
- Visitor Surveys
- Scroll Map Tool
CrazyeggSource: Crazyegg Crazyegg advertises itself as “a pair of x-ray glasses that lets you see exactly what people are doing on your website.” The goal is to help you understand why your visitors aren’t converting so you can change the correct elements on your webpage. Features:
- Free 30-day trial
- Starts at $109/year
- Scroll Map Tool
- Overlay Tool (lets you see which links are converting more than others)
- Confetti Tool (lets you see where people are coming from who visit your site and where they end up clicking)
Google AnalyticsGoogle Analytics is a powerful analytics and tracking tool, considered essential by nearly all digital marketers. With Google Analytics, you can track how your ad campaigns are doing, how people are arriving at your webpage through organic search and how your landing pages are performing. Customer insights platform Kissmetrics has a helpful guide on how to use some of the most powerful features in Google Analytics. Features:
- Ecommerce tracking
- Goal tracking (contact forms submitted, calls, etc.)
- AdWords performance
- Organic search terms analysis
- Location and demographics tracking