In today’s post, we are going to talk about the conversion’s optimization on the web.
The first is to know what kind of conversion we have and therefore, what is our objective. If we have a services’ web, what we are looking for is for users to contact us to hire them. This is called “lead conversion” or “potential customer”. On the other hand, if our website is an eCommerce, our conversion will be called “online sale”, that is, someone buying a product through our website.
Whatever our goal, we can rely on different tools to optimize our website and increase the conversion rate. We must look at what changes are to be able to change. For example, in a website where we want to get contacts through forms or calls, we will have to try to give these elements as much visibility as possible.
In an eCommerce, what we will try to improve will be the purchase process so that users find the products they are looking for, and thus avoid losing conversions in the purchase’ last phase, which is what we call “checkout” or “purchase process”.
Usability track and user conversion path
At this point, our goal is to know the behaviour the user has on our website to optimize it and know where we must show the call to action to take you to the conversion. To do this, we will rely on user recording tools and heat maps.
Some of the best-known tools are Yandex Metrics and Hotjar, but there are many more. The important thing is to know how to choose the one that best suits your needs and resources.
In the users’ recordings, we can see if there is an error in the different devices existing today, since according to the device, browser and the operating system the way in which the user views the content of our website may vary.
Heat maps are another very powerful tool to know the steps that users follow in the different pages of our website. There are heat maps of many types: scroll maps, click maps, link maps…
Each one will give us a perspective and with them, we can track different things. For example, with the scroll maps, we will be able to know if the users are arriving until the end of our pages and, if we have a form at the end, we will know if it is necessary to change something to foment the arrival to this and to the contact.
Another very powerful map is the click map because with it you can measure which CTAs are working better, that is, if the text or the position of any of them encourages the user to contact us.