So you’ve decided to optimise your website for conversions? Great! But is your site ready for it? Before you jump in and start making changes to your content or website appearance, you need to make sure you are all geared up for it. Else, random changes will bring in random results. So here are 5 points you need to check before diving in.
1. Set up a Conversion Funnel
Since your aim is to improve conversion on your website, the first thing to do is to set up a conversion funnel. Make sure you include each and every step / scenario while setting this up – and don’t forget to include your cart and checkout pages.
For Beginners: What is a conversion funnel?
In simple words, it is a set of steps your customer needs to go through in order to complete a website goal.
For example, if your website offers a paid membership with a limited free trial, then here’s what your ideal workflow or conversion path might look like
Step 1. Users land on the website
Step 2. Users sign up for a free plan
Step 3. Users move from a free plan to a paid plan (which is presumably your final goal)
Step 1 – 1000 visitors land on your website
Step 2 – Of those 1000, 100 users sign up for a free trial
Step 3 – Of those 100, 10 users sign up for a paid plan
This is called a conversion funnel because if you were to depict this graphically, it would look like an inverted funnel – with a diminishing number of users at each step.
Setting up a conversion funnel helps you understand where users are dropping off, which pages they are spending more time on, are there any distractions.
Video: Watch how to create a conversion funnel using HumCommerce
2. Set up Heatmaps
Now if you want to push your users through a certain path while making sure they do not drop off – wouldn’t you want to know what they do on your website? Which menu items, buttons, links, images or other content do they interact with?
In this context, heatmaps are pictorial representations of the amount of time that visitors spend on a particular webpage – for example, if a large number of visitors click on a particular button, then the area around that button is usually colored in a bright shade of red (hot). If hardly any visitors click on a particular button that area may be colored in blue (cool).
Setting up heat maps helps you analyse the popular areas on critical webpage. You can then tweak the content on your webpage – and work towards making your goal-related areas more attractive and removing any distractions that might be keeping visitors away from it.
3. Set up Session Recordings
Session recordings capture visitor movements on your website – which pages a user visited, what they clicked on along with their scrolling too. Needless to say, monitoring this itself can give you deep insights into your visitors’ behaviour.
Video : Watch how to record sessions using HumCommerce
4. Conduct A / B Testing
If you are not sure what will work and what won’t – don’t just guess or randomly change content. Set up a test and check the results before say changing a button’s color from blue to red.
5. Set up automated email alerts
Even if you consider yourself as completely hands-on when it comes to your website, be sure to set up email notifications using a tool that sends you important data points related to your website regularly.
You don’t have to do any coding in order to capture and analyse these interactions. Simply choose a good, affordable Ecommerce CRO tool like HumCommerce and integrate it with your website in minutes.
After you have put all of this in place, you can regularly monitor the data that you are capturing and improve your website with confidence.
You need to continuously optimize your conversion funnel and make sure more and more users move through to the next step in your conversion path, so that more users reach your final goal.
This is not the end of your CRO journey. It is the beginning. Use your CRO tool well and make the most of the insights that it gives you.
Read up on this 25 point CRO checklist for ideas on how to use this powerful data that you now have at your fingertips.