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A Simple Guide for Businesses to Maximize Conversion Rates at Checkout

For all businesses small and large, ensuring a smooth online checkout is vital to maximizing sales opportunities. If a visitor spends 40 minutes shopping around on your site adding items to their cart and encounters an error or bug during checkout, it can be incredibly difficult to recover the trust of the consumer.

If a field in your form submission causes users to stumble, it would be wise to consider some modifications to ensure a higher conversion rate. This is where Mouseflow becomes an incredibly helpful tool in identifying issues on your site, optimizing sales, and increasing conversions in checkout. In this article, we’re going to discuss how exactly Mouseflow can assist in maximizing conversions for businesses at the checkout screen.

Once you’ve signed into your Mouseflow account, from the main UI, click on Forms on the left side of the screen. Click “Add New Form”.

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How To Boost Your Conversion Rate and Lower Your Bounce Rate with Heatmaps

In order for your website to survive in the modern world of online business, it’s vital that it maintains a healthy conversion rate. Conversions are measured by whatever metric you use to determine a successful purchase or subscription, such as a sale, registration, or download. When your website is functioning efficiently and is appealing to your visitors, you’ll see an increase in your conversions.

However, if you’re seeing a high bounce rate and below average conversions over a long period of time, it signals an opportunity for improvement. For those who may be experiencing this, the following is an expert guide on how analyzing heatmaps can improve your conversion rate and lower your bounce rate at the same time.

Mouseflow Funnels for Conversion Rate Optimization

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9 Mistakes that Damage Your User Experience

User Experience (UX) design is a crucial process that creates a marriage between business goals and an optimal environment for your visitors. The goal is to seamlessly guide the user from the homepage to a conversion, providing an intuitive and pleasant experience. You may be offering the best product in your industry, but if your website UX is poor, then you will have a high bounce rate and a low conversion rate.

With proper attention to detail, testing and by designing your website with your users in mind, you can create a positive and enriching experience that will keep people coming back for more. In order to do that, it’s important to know what to avoid – the following is a list of some common UX design mistakes to watch out for:

User Experience

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To Catch A Spammer

Mouseflow is used for many things - mainly by people who want to enhance their websites and improve their user experience. However, as a result of monitoring user activity, you not only see the good, but also the bad!

Recently, we had a client write to us that they had issues with spam in form submissions. Despite their efforts, they couldn't narrow it down to a certain user or pattern of behavior. To make it worse, they didn't know why their client-side validations failed to catch the problem.

Here's a sneak peak:

Spammer Caught in the Act

This animated GIF is from an actual customer recording who caught a spammer using Mouseflow!

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8 Simple Questions to Ask When Analyzing Heatmaps

You may be looking at your site content and thinking:

“Do people really like this stuff?”

The best way to get insights is by keeping a few strategic questions in mind:

  • What is my most important content?
  • Are visitors seeing enough of my page to consume the important content?
  • Can I add content or rearrange key elements to receive more attention?
  • Do visitors find other content on my page to be more attractive?
  • As an example, you may have several paragraphs of text about a product or service. In your heatmaps, you can see what percentage of visitors scroll far enough to see a section of the page. If there are important elements on your page that are only being seen by 10% of your visitors, it’s time to rearrange or shorten your page.

To help with this process, consider these questions:

  • What elements receive the most activity (text, links, or images)?
  • What elements receive the least activity (text, links, or images)?
  • Do the most and least activity elements align with my expectations?
  • How can I rearrange my page to capitalize on the activity I want?
  • As an example, you can change the scroll heatmap to the time or interaction mode (using the dropdown in the upper-left corner). This allows you to see which content is most popular relative to time. The time can be either the duration an element is visible or the duration an element receives interaction (clicking, movement, or scrolling). This is a great way to make sure informative and call-to-action elements are visible, engaging, and likely to get clicked.

This post highlights just a few of the questions that you should ask yourself when optimizing a website. Remember, your heatmaps can tell you a lot about how your visitors want your website to look. Be sure to test any changes that you come up with so you know, for sure, that it works.

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7 Don’t Miss Questions to Ask About Click and Movement Heatmaps

You may be looking at the heatmaps in your account and thinking:

“These are very pretty, but what is this telling me about my website?”

The best way to get insights is by keeping a few strategic questions in mind:

  • What is the main goal of my page?
  • Is the main goal also the most popular element? If not, should it be?
  • How do I make sure my page layout supports my main goal?
  • As an example, you may have a main call-to-action button on your page like ‘Submit’ or ‘Go!’. In your heatmaps, you want to be sure that these key elements have the most clicks and attention.

If not, you should think about how to make the visitor behavior support the goal of your page. This could involve A/B testing (layout, text, images, etc.), moving/rearranging supporting elements, or repositioning the key element based on the data.

To help with this process, consider these questions:

  • What do I want my visitors to click?
  • What do I want my visitors not to click?
  • What can I do if visitors are not clicking and moving around an element that I want them to?
  • Are there distractions on my page? How do I remove them?
  • As an example, if the main goal of a page is to convert visitors, you want most activity around your form and call-to-action buttons.

If, instead, the main navigation links receive the majority of attention, you know visitors are getting distracted and want to go elsewhere.

This is also common with slider elements, advertisements, and social media feeds. This would indicate you should re-focus visitor attention back on your main goal.

This post highlights just a few of the questions that you should ask yourself when optimizing a website.

Remember, your heatmaps can tell you a lot about how your visitors want your website to look. Be sure to test any changes that you come up with so you know, for sure, that it works.

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How-To - Session Replay Filtering

The power of Mouseflow is in the ability to see exactly how certain visitors behave on your site – through user session recordings.

Each recording is a video of the entire path of that particular visitor through your site. This could be one page and ten seconds long or ten pages and one hour long – it still counts as just one recording.

You want to see recordings with certain characteristics (like mobile visitors that came to your site via Facebook or first-time visitors that are using Chrome).

Here are filtering examples that show how you can narrow your session recordings list to find appropriate visitor sessions:

Date range: You can choose to view session recordings within any date range that you like. This could correspond to a website redesign or a specific time frame for a marketing campaign.

Entry page: This allows you to select any page on your site and see all recordings of visitors that enter the site on the page. You can use this feature to test out the efficiency of landing pages.

Country: Selecting a specific country can be useful if you want to concentrate on campaigns for specific countries or website interfaces that differ by country.

Device Type/Screen Resolution: Segmentation between desktops/tablets/phones of all different sizes is easy with these filters and can be very insightful for cross-browser testing and usability issues.

Browser/Operating System: You can segment by browser (Chrome, Safari, Firefox…) or operating system (Windows, Mac OS, Linux). This can be useful to investigate how your website operates and how visitors behave in these different environments.

Link Source: You can isolate visitors from different sources like direct traffic/bookmarks, email/social media campaigns, search engines, or other websites. This can be very helpful to uncover the effectiveness of pages for visitors from different sources.

Visitor Type: This allows you to segment between first-time and returning visitors to your site. These two user subsets may have unique goals, and as a result, behave differently on your website.

These filters are a basic way to segment user session recordings in Mouseflow.

The real power comes from our custom variable tagging – tune in next week to learn how to create your own filters!

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Heatmaps 101 - Scroll Heatmaps

Scroll heatmaps give you an idea about how much of your page is visible to visitors.

Each section provides statistics about visibility and time spent – either viewing or interacting with different parts of the page.

Movement Heatmap

A great example of an insight from the Scroll Heatmap is when key page content is located in a low-visibility area.

Let’s face it: you don’t know how visitors will browse. But, a scroll heatmap shows you, in aggregate, whether people are able to see/interact with content as you expect.

For example, a call to action button is almost always best suited in the top fold of your page. But, not all layouts look this way.

A typical checkout screen will have a “Submit” or “Pay Now” button in the lower-right corner. This, unfortunately, results in cart abandonment as users don’t see how to proceed and leave the site in frustration.

Another common problem is that websites will have a large footer (at the bottom of each page) with links that go unseen for most visitors.

If these links are important (like pricing/contact), they may be more effective in the menu bar or on a side panel which receives more attention.

We recommend you look at your scroll heatmaps and see if they make sense.

Here are some questions to ask:

  • Is key content (that supports the goal of each page) visible above-the-fold?
  • Is there sufficient time spent either viewing or interacting with parts of each page that are important? If, for example, you have a form and there is no red around it, consider relocating it.

Thank you for reading! We hope that this can help you to get the most out of your scroll heatmaps. Check back for our next tutorial blog series on filtering!

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Heatmaps 101 - Movement Heatmaps

Movement heatmaps focus on where users navigate their mouse on your site – it’s a great measure of attention and engagement.

This is insightful because you can gauge whether the key areas of a page receive adequate attention.

Below, you can see that most of the user attention on our site is focused on the video and top links (white areas). This is optimal, but there is also significant activity over the text above the video (red areas). We do not want this to be a distraction from our main call to action on the page, so balancing this movement activity is critical. This is where effective design, layout, typography, and color choice come into play.

Movement Heatmap

In practice, the optimal page layout is dependent on visitors and how they behave. We tell clients to focus on one main goal for each page. Then, in each movement heatmap, make sure that content which supports that goal is located in the “hot” areas. This will improve usability and boost conversions.

We recommend you look at your movement heatmaps and see if they make sense. Here are some questions to ask:

  • Are there “hot” areas over content (buttons, links, text, etc.) that supports the overall page goal?
  • Are there “hot” areas over content (buttons, links, text, etc.) that detracts from the overall page goal?
  • Are there “hot” areas of equivalent size over each form field? If not, does having less activity make sense for some fields (optional comments, etc.)?
  • Are there “hot” areas over content that isn’t well explained/elaborated upon in the content? If so, visitors might be interested in learning more. Next week, we’ll walk through scroll heatmaps. Stay tuned...
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Heatmaps 101 - Click Heatmaps

A click heatmap is valuable to show the effectiveness of links throughout your site.

Whether a link is part of the main navigation, text content, or a multi-step form, you need to know whether it helps or hinders usability.

On our home page, the links in the main navigation receive the most clicks. You can tell because there are clear areas of hot (white) activity. However, there are also areas where it doesn’t make sense to have clicks. This happens because visitors are confused or have an expectation that something is clickable (for more information) when, in reality, it isn’t.

Click Heatmap

In our page, the call-to-action buttons are the main focus. We want people to click them. If other text or areas are a distraction, it kills our conversion rate.

So, part of great design is making sure that a page has everything you need and nothing more.

Although our pages have a lot of elements, they used to be much more complex. We spent time running A/B tests to determine the optimal layout that balances clicks to the locations that we want.

We recommend you look at your click heatmaps and see if they make sense.

Here are some questions to ask:

  • Do important page elements have click activity?
  • Do unimportant page elements have click activity?
  • Are there certain elements, relative to others, that receive more activity? Is there a good reason for this?
  • Do you need to reorganize/reorder the links in your main navigation to draw focus/attention?
  • Do form fields receive equal amounts of click activity? Or, are there certain fields where there is considerable drop off?

Next week, we’ll walk through movement heatmaps – perhaps the most useful for analysis. Stay tuned...

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