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.

Layout and placement optimization

Analyzing your website by using heatmaps that are based on user behavior can be extremely useful when determining your site layout and content placement. When you have the ability to see this data, it becomes much easier to make informed decisions regarding changes that will actually enhance your User Experience (UX) and will, in turn, benefit your conversion rate.

Scroll heatmaps are especially good for helping to determine the appropriate layout for your pages. Generally, people have a short attention span. As a person scrolls down a page, their attention and interest start to decrease. Scroll heatmaps will show you how  many of your viewers are scrolling down to view important elements of your page and will help you adjust the placement of your content. They will also show you where the fold line sits for your average user, which is where the page cuts off when loaded, meaning the average user has to scroll down to see below the fold line. It’s important to view scroll heatmaps for each device type so you can optimize your design for responsive layouts.

Attention and Movement heatmaps will also show you where hot-zones are on your pages, which point out which areas and elements users are engaging with the most. When crucial elements and information is in the right spot, it can help to keep your visitors on the page for longer, as well as guide them through your conversion funnel.

The correlation between mouse tracking and eye movement

Kerry Rodden, a Google employee, partnered with Xin Fu, a Google intern (now with The School of Information and Library Science) to conduct an experiment that studied the correlation between mouse movement and visual fixation. Their findings were that the mean of users whose eye fixation was within a close distance to the mouse pointer was a mean of 76%.1

By analyzing Movement and Attention heatmaps, you can visually see where users are interacting with the most and what is the most interesting to them. You can also make changes so that important elements on your site are getting noticed. Do you have a primary Call to Action (CTA) element that is being ignored, but content near it is showing as more popular? Then ask yourself why, perform A/B testing with different layouts, and then analyze the heatmaps again. This process can help you guide the focus of your users’ so they have the best User Experience (UX) possible to generate conversions.

Layout guidelines for thought…

While there are many layout options available when designing your website, it’s best to follow a format that is the most intuitive to your users. People generally follow an “F” shaped pattern when viewing a website.2 They read it like a book, starting from the upper left-hand corner to the right, then move down and then repeat that pattern. Content on the upper left, on the very top of the page and then across the header is where the most interaction takes place.

Knowing this, you’ll want to place your logo in the very top left-hand corner, making sure to link it to your homepage, as this is what users expect. Your navigation should be fixed to either the left side of the page or at the very top of your website. Make sure your navigation scrolls with the user, as well, so they can always use it. This will create a wonderful user experience.

Keep the main and most important content in the center of the page, as this is the area that users primarily focus on. Secondary and unimportant information should be positioned to the right of the screen, as it won’t be seen or interacted with as much.

While there are many layout options to choose from, here’s a good example of a responsive layout that utilizes an F-pattern design.

Engage users with the right type of content

Did you know that advertisements on web pages are ignored by most users? Viewers are interested in content and are completely habituated to advertisements, which means not only are most ads not being interacted with – they’re not even being seen. This is called banner blindness. Banner blindness occurs when your visitors consciously or involuntarily ignore areas of your website that feature advertisements or banners. Because people are so used to seeing ads everywhere, they are used to ignoring them, which can be proved by analyzing your heatmap activity.

It’s important that you avoid wasting time and money on advertisements that aren’t bringing in sales. Instead, focus on high-quality content and a great user experience. Invest in optimizing your website in a way that engages visitors, keeps them on your website, and generates conversions. By analyzing your heatmaps, you can see what engages your users the most, and cater your content to compliment their behavior.

Develop a strong content strategy to help drive the results you’re after. Also, communicate with your target audience by utilizing methods, such as surveys, to directly ask them what they would and wouldn’t like to see on your website. By reaching out to people, you can strategize your site development in a way that your users will appreciate and find valuable.

Heatmaps inform you of distractions

Distractions are the key to why you may have shopping cart abandonment. When a customer decides to make a purchase and starts the process through your conversion funnel, it’s important to guide them through the transaction in the most efficient manner possible. This will reduce the risk of them bouncing, or abandoning their cart. You can lose a visitor from a number of distractions in the checkout process. These include, but aren’t limited to:

  • Navigation points, which may lead to another area of a website.
  • Social media tags, which take your user to their favorite social media site.
  • Images or animation, which may distract them long enough to think twice about their sale.

Heatmaps can help you to determine whether or not there are distractions in the checkout process. They will also highlight pages your customers are abandoning. By knowing this information, you can improve areas to help drive the customer through the sales funnel faster. This, in turn, will improve your conversions greatly and lower your bounce rate at the same time.

Conclusion

Heatmap analysis can give you data that will help you optimize your website in a number of ways. This, in turn, will benefit your conversion rate while lowering your bounce rate. Some key takeaways from this article include:

  • People lose interest fast, so place your most important content in the primary areas of engagement on your site.
  • Test banners or on-page advertisements regularly to know if they’re making or wasting money.
  • Search for distractions and remove them to boost conversions.
  • People look at a site in an F-shaped pattern, so make sure your site layout corresponds to this data.
  • High-quality content and a smooth user experience will pay for itself.
  • Use heatmaps to optimize your website for responsive design.
  • Perform A/B testing to get the best results over time.

Whether you’re a blogger or the owner of a large corporation, analyzing heatmaps will provide you with the information necessary to reach your business goals.

 

Questions? Email hi@mouseflow.com or call +1-855-668-7335

Aaron Gray is a passionate digital marketing expert and the co-founder of Command Center. Command Center is the one place for people to manage and consolidate all their digital assets. The platform was designed for business owners and marketers to take action within the platform to improve sales, measure the ROI on all digital campaigns, and to deliver insights into complex data in simple to understand reports. Aaron’s goal is to help business and website owners take control of their online marketing and assets to be able to make smarter business decisions.

 

Image Sources:

  1. https://camo.githubusercontent.com

Sources:

  1. https://www.rodden.org/kerry/wisi2007.pdf
  2. https://www.nngroup.com/articles/f-shaped-pattern-reading-web-content/

How to Create a Blog that Nourishes Organic Traffic and Conversions Over Time

Blogging is one of the most effective and time-proven techniques of reaching out to a global audience with the power to increase your Return on Investment (ROI) by driving organic traffic and increasing sales over time. There are literally millions of new blogs going live every day, and because of this, it’s challenging to develop a blog that actually stands out.

Blogging has a massive impact on customer retention and sales, creating the necessity for businesses to use blogging as primary means for customer relations, public outreach, and new customer acquisition.

Components of the modern blog:

A successful blog depends on many things: planning, content creation, search engine optimization, scheduling, advertising, platform selection, catering to your target audience, and so on. The list is endless. If there are any components missing, your blog may fail to create the impact necessary to attract and retain your desired audience.

As easy as blogging may seem, it is anything but that. Having an outstanding blog requires a lot of planning, research, and a great execution strategy.

People keep coming back to things that impress them, reach out to them, or touch their inner-being. Blogs can promote value by educating viewers about something close to their heart, which retains their loyalty and encourages conversions over time. If you want people to visit your blog time and time again, you need to make sure it contains relevant and high-quality content.

Now that you know this, it’s important to know how exactly to create and maintain an effective blog. There are important elements, outlined below, that will guide your blogging efforts:

Set Goals:

Why are you starting a blog, and how do you expect it will benefit your company? These are important things to consider when you’re taking on the endeavor of creating a blog. You’ll want to have a clear outline of how your efforts will impact your company, and how you can cater your blog to get you there:

  • What is the purpose of this blog?: How is this blog going to serve your company? What kind of interactions are you expecting, and what kind of impact do you believe a successful blog will have on your conversions? Be specific and steer your blog content to accommodate your overall purpose.
  • Set short-term and long-term goals: You need to be clear about the goals you wish to achieve through your blog. Make an outline of realistic company goals that are based on specific Key Performance Indicators (KPIs). One example of a short-term goal may be that you would like your blog to increase your organic traffic by 10% per quarter. A long-term goal could be that you would like organic traffic to increase 40% annually, creating a 15% growth in your overall conversion rate.
  • Blog management tasks: Create a schedule for your blog that details how many blog posts per week you will publish, and the average length of each blog. It’s also important to specify the employees who will be managing the blog, and how much time they should dedicate to it on a weekly basis. If you are planning to manage the blog yourself,  you’ll be able to see if the time needed to maintain a successful blog is realistic.
  • Know your audience. It is equally important to know why your audience will be interested in your blogs. You need to plan and execute your blogs in a way that would help them achieve their goals too. This will make them interested in your blogs.
Know your readers:

After you plan your blog, you’ll need to create a formal case study detailing your target audience. Specify the demographics of the average user that are as detailed as possible, including the age range, income (or buying power), location, interests, occupations, and hobbies. Also, get to know some of them – reach out and perform a study in which you actively interview potential readers and ask them questions to include in your case study. This will help your team to create a blog that will attract and sustain your target audience, and more specifically, users who are able and interested in purchasing from you.

Conducting surveys will also provide you with the information you need to make your blog both informative and accommodating to your audience. The value your blog will have to your audience is that it offers information, solutions, and is a trusted source of information. Never forget that the purpose of viewing and interacting with a blog is to attain and share knowledge.

Know the competition:

The way to win a race is to analyze your competitors and present strength in areas where they present weakness. For example, top performing athletes keep a close eye on the training techniques, stamina, and workout routines of their adversaries. This allows them to optimize their performance and training regimen, based on their own strengths and weaknesses, as well as that of the competition.

Blogging can present strength in areas where your competition presents weakness… do most of your competitors even feature a blog? Make a list of your competitors, and highlight what they do well. Make a list of areas in which these companies excel, and areas where they aren’t so strong. Be specific and try to list 10 strengths and 10 weaknesses of each company. Now, on a scale of 1-10, compare your company to each strength and weakness of each of your competitors.

By creating this comparison, you will get ideas about how you can communicate with your target audience in the most effective and strategic manner possible. You will be able to outshine your competition by actively communicating your strengths, and also by highlighting why your company is strong in areas where your adversaries are weak. Make sure you do this in a tactful manner, without listing your competition’s weakness. You’ll want to make this intuitive to your users – keep in mind that you catch more flies with honey than you will with vinegar.

You’ll also want to analyze the blogs of your competitors and find out what has been the most effective and efficient for them. You can study which blog posts are attracting the most interaction, which ones are being shared, and research the type of traffic they are getting. Use softwares like Open Site explorer and SemRushcompetitor to assist you with this research.

Utilize keywords:

To ensure your blog appears at the top of search results, make sure you use industry relevant and popular keywords within your blog. Search engines have gotten much smarter over time – which means using tricks, like a keyword tag, within your META data is actually counter-productive. The content within the pages of your website is what attracts search engines. Because search engines have become so intelligent, it’s important to make sure the content of your web pages and blog posts are relevant, informative, and of high quality. This is important, not only for placement, but it will ensure that you attract and maintain a high-quality audience that will actually impact your bottom line.

Here, research is key, and will help you identify the right keywords. You need to know what keywords your potential customers use in order to search for content relevant to your blog. Softwares like KWFinder.com are very helpful in this regard.

Spread the word:

In order to direct traffic, gain new readers, and attract leads and sales, it’s important to actively promote your blog. Without promotion, your target audience won’t know your blog exists, which will keep potential customers in the dark instead of inviting them to your website.

While paying for a campaign to promote your blog isn’t going to be very efficient, there are free ways you can spread the word. Advertising on social media networks is a great technique that reinforces engagement with your current network. You can promote relevant content on social media platforms, such as Facebook, Twitter, and LinkedIn. Make sure to track the engagement of your social media platforms to see which ones are the most efficient.

Another method of advertising is to get other websites to link to your blog. Inbound links are great for Search Engine Optimization (SEO) as well as directing traffic to your blog. Likewise, publishing the work of guest bloggers can boost your engagement, because bloggers who are promoting their work on your website will, in turn, advertise their work with their networks, which will benefit your natural traffic and encourage engagement.

Make sure you are tracking the progress of your blog with a reputable website analytics tool. Mouseflow offers a distinct advantage here – you can track user activity on your blog and compare which posts are the most effective so you can optimize your content over time. If you filter through your recordings for users who have visited your blog post pages, and download the corresponding CSV files, you can use this data to compare engagement and traffic over time.

In Conclusion:

A healthy blog will attract users that can benefit your conversion rate and positively impact your Return on Investment (ROI) over time. Make sure you are regularly posting content that is relevant and interesting to your target audience by researching what is important to them and monitoring the results using a reliable website analytics tool.

 

Questions? Email hi@mouseflow.com or call +1-855-668-7335

Alma Causey is a blogger by choice.  She loves to discover the world around her. She likes to share her discoveries, experiences and express herself through her blogs.

Find her on Twitter: @almacausey

 

Image Source:

https://www.speckygeek.com/uploads/cache/2016/03/Blog-Web-iPad-Mobile-Man-800×400.jpg

Increase Your ROI with Secret Lead Validation Techniques

Lead validation is the process of separating sales leads from non-sales leads in an effort to generate a targeted list of the most reliable conversion opportunities. This information, although time consuming to collect, should be an essential part of your campaign analysis process.

Quality leads are always better than an overbearing quantity of leads. This is because it’s important to focus your time, energy, and budget on opportunities that are most likely to benefit your company. The time spent to narrow down your leads to a filtered list will be well worth it when you find that your efforts are becoming more effective over time.

Half of Your Conversions Are Probably Not Leads.

Approximately 50 percent of conversions, on average, are not sales leads.1 Non-leads include things like customer service inquiries, spam, incomplete forms, personal phone calls and sales solicitations.

Basing campaign evaluations and testing on conversions rather than leads can cause significant problems. Firstly, focusing on conversions gives companies an overly optimistic picture of campaign productivity. Also, conducting split tests based on conversion data rather than lead data leads campaign managers to the wrong conclusions, possibly hurting rather than helping the campaigns.

To illustrate the second point, consider a keyword analysis for a PPC campaign. Suppose the campaign manager is reviewing conversion data and sees the following:

  • Keyword A produced 100 conversions.
  • Keyword B produced 60 conversions.

The campaign manager will naturally put more emphasis on Keyword A. But suppose a lead validation process is rolled into the campaign execution process, and the campaign manager sees the following:

  • Keyword A produced 30 sales leads.
  • Keyword B produced 40 sales leads.

Now, the campaign manager will put more emphasis where it truly belongs, on Keyword B.

Determining campaign productivity solely based on conversion data can be extremely misleading. It’s best to get all the information when it comes to performance and true value before making financial decisions regarding your marketing efforts.

The First Dance Makes the Difference

85% of visitors convert on the first visit.1

While nurturing relationships with returning users to attain future conversions is always a best practice, you have to keep in mind that many first-time visitors are coming to your site for a specific reason and may make a purchase if they can find what they’re looking for. However, if they don’t find what they want immediately, they will bounce from your site and look for their desired product or service elsewhere. If you have an optimized website that offers a great user experience (UX), you will increase the rate of first-time user conversions.

Analyze Behavior to Optimize Your Efforts

Use analytics tools like Google Analytics and Mouseflow to monitor your user behavior and improve your conversion rate. You can use these two in conjunction with each other to get the most bang for your buck and really analyze your user’s activity and experience.

With Mouseflow, you can find users who visited your site through your AdWords campaigns by filtering your recordings for “gclid” (Google Click ID). This will populate a list of targeted users who have interacted with your advertising campaigns. You can also filter by UTM variables, such as source, medium, and campaign. By doing this, you can watch how these targeted users are interacting with your site, troubleshoot any problems, and gather more analytics that will help you optimize your website!

By optimizing your site for users that are generating conversions, you are building a structure that supports and encourages more users to convert over time. You can use this information to customize your Search Engine Optimization (SEO), User Experience (UX), site content and marketing campaigns to target and nurture visitors who are more likely to convert.

Analyze your metrics for filtered leads to see what inspires users to convert into paying customers. Once you have this information, you can optimize your marketing campaigns and site content to further target these users and take advantage of the opportunities available.

With proper lead generation and filtering, it’s possible to not only create an environment that produces results, but also inspire it to grow over time.

Questions? Email hi@mouseflow.com or call +1-855-668-7335

Aaron Wittersheim is Chief Operating Officer at Straight North, an Internet marketing firm that specializes in SEO and PPC.

 

Image Source:

https://www.techwyse.com/blog/wp-content/uploads/2016/06/Lead-Validation.jpg

Sources:

  1. https://www.straightnorth.com/insights/critical-importance-lead-validation-internet-marketing/

11 Essential Marketing Strategies for Your eCommerce Business

 

Whether your company is just starting up or has reached the point of maintaining a well-established customer base, it’s important to stay up to date with the most current marketing trends and techniques for your eCommerce business. Structuring and finally launching an eCommerce website is a milestone achievement for your brand. Therefore, it’s crucial to invest in an effective website structure and marketing strategy.

If you’re interested in finding out the best tried-and-true methods, as well as the newest techniques of marketing for an eCommerce business, pay attention to the 11 tips below:

1. Produce Original Content

The first step in setting up an eCommerce website is creating the content for it. Creating high-quality and original content will set you up for success because it will resonate with your customers in a way that makes them want to interact with you, purchase from you, and maintain a following.

Be creative. Be original.

Promoting original content is a great way to make a statement, strike a compelling idea, and make a mark on the user’s mind. There is a fine line between content that engages users and content that deters them.

Why not take an extra step, put in a little effort, and create something that will be genuinely compelling?

2. Optimize your website layout

After launching your e-commerce site, it’s important to test your website’s layout, language, and placement of conversion elements. When customers visit your website, you want to make sure it’s easy and simple to check out, that they feel naturally inclined to purchase your products and that it’s abundantly clear how to do so.

You should test the language displayed on your landing and product pages, the language in your conversion elements, and even the strategic placement of icons and elements.

One really nifty tool is Mouseflow — a free heatmap software that reveals valuable patterns in customer behavior on your website. One of their most popular heatmaps, the movement heatmap, reveals the most attractive parts of your website — based on visitor movement data to your website.

With a color guide, Mouseflow will tell you where your customers spend the most time, and the least amount of time! If a specific area of your page receives more attention (in white), you should consider moving your conversion elements to those more attractive areas.

Test it for a week and see how your conversions change. Mouseflow’s heatmaps can help improve your conversions, increase sales, and keep prospects interested. Mouseflow is truly one of your competitor’s best kept secrets — and they offer a free account, so there’s no cost to you.

3. Content Marketing

Proper content marketing can attract more positive attention, interaction, and sustainable conversions in a way no other marketing method can. By creating and promoting original content, you are ensuring that your audience is receiving new information that matters to them on a continual basis.

Brainstorm with your team to create a list of the different types of content you wish to create. This can be blog posts, videos, and newsletters. Also, make sure you are utilizing your marketing budget by consulting with experts, outsourcing work when necessary. Invest in high-quality software, subscriptions, employees, and training for your team.

You will also find that if you work with the right people, many of the things you’ve paid for in the past can be done internally. Create diversity within your team and listen to everyone’s ideas.

We also suggest that you create content based on Pareto’s 80/20 rule, which means that your promotions should comprise of 80% informational content, and 20% promotional content. All of the content you publish should be relevant, interesting, and unique.

4. Social Media Marketing

Social media marketing is a very powerful tool. It allows you to communicate with your industry, customers, and market in a personal way. You can utilize social media to generate engagement and interaction, boost traffic to your website, and develop a larger base of customers.

Utilizing different social media platforms for different purposes also creates a rich presence for your company that diversifies your abilities, efforts. This will ultimately help you cater to your customers’ needs in a way that grows your business over time.

Maintaining a solid tone and personality of your company through social media is very important because consistency is what will create trust within your audience. In order to develop and maintain brand recognition and authority, make sure your outreach efforts are unified by ensuring your team is on the same page with your company’s communication style.

5. Email Marketing

One of the most effective forms of reaching out to your customer base is through email marketing. Although you have to be very careful about the content within your emails and who is included in your outreach, the reason email marketing has been around for so long is because it works.

In order to reach your audience most effectively, provide useful content within your emails.  Make them as personal as you can, offer valuable promotions, and use it as an opportunity to socialize.

Open up about what your business is doing, any events you are attending, new features or products, and be transparent about your company. You want to relate to your customers on a level that gauges their interest and keeps them engaging with your emails.

As always, make sure you are monitoring the analytics of your email marketing efforts. One great tool that can help you with this is the Google Analytics Dashboard, which is a free solution that gives you useful data about your email marketing efforts.

You can also track users who entered your website from your email campaigns with the previously mentioned tool, Mouseflow. All you have to do is set a custom URL that users “visit” when entering your site, and their entry page will contain that unique URL. A great way of doing this is to append UTM variables to your URL.

You can use Mouseflow filters or the search feature to find users whose sessions contained your custom URL. From here, you can save and export the list, perform analytics, and watch how they interacted on their site.

You can also filter your heatmaps for this data to analyze how they engage with each page of your site, which elements they find most attractive, and more!

6. Search Engine Optimization

One of the most important and manual methods of optimizing a successful eCommerce website is making sure it’s optimized for search engines. With today’s Search Engine Optimization (SEO) standards, it’s now more important than ever to make sure your website is constantly updated with rich and relevant content, promotes a good user experience (UX), and is optimized to be as error-free as possible.

The content within your website should be rich, reliable, and provide information to the public that is useful and relevant to what they’re looking for. For example, if you have an eCommerce store selling camping supplies, it’s wise to provide detailed product information and possibly even host sections of your website that offer generous amounts of content that elaborates on the topics of camping, supplies, or related subjects. Using keywords within your content in a genuine way will also flag your website as a matching result in search engines when users are looking for something specific.

7. Pay-Per-Click Marketing

There are three basic elements to any pay-per-click marketing campaign: the ad, the offer, and the landing page.

All three must be in good harmony and synchronization if you want to maintain the interest of the lead. The landing page must be a continuation of your ad, delivering what was promised as the reward of clicking on the ad, in order to take the visitor through your conversion funnel. It must also be customized for keywords to appear somewhere near the top of search engine results.

Keep the landing page free of distractions and unnecessary bells and whistles. Also, keep in mind that your landing page is the most appropriate place to boast your product benefits to the customer.

8. Optimize Your Marketing Efforts for Mobile Devices

It is absolutely crucial to make sure your website is responsive to any user layout. Mobile users are starting to dominate the sea of internet use, and it’s important to accommodate their needs to provide a good user experience (UX) for everyone.

People who visit your website do not want to be redirected to an app or web version of your website, they want the full-meal-deal. So, make sure you deliver what they are expecting and make the investment to enhance your website so that it’s fully responsive.

You can also use mobile marketing techniques to target mobile users specifically. One of the most popular marketing trends is called geo-targeting, which advertises to mobile users based on their location. This technique enables you to reach out to customers who are within a specific distance of your business, and provide them with an incentive to stop by or make a purchase.

9. Target Wearable and VR Technology

Targeting wearable and Virtual Reality (VR) technology is a trending technique that grabs users in a new and exciting way. People are still getting used to this technology, and are not yet overwhelmed by or habituated to advertisements.

Your target audience for these mediums will be very refined, as these users are the part of the population that carries the latest technology at the palm of their hands at all times, keeps up to date with trends, and doesn’t mind dropping some extra cash for items they desire. Although creating campaigns that are designed for these technologies can be expensive, the right approach can be worth the initial investment because a filtered audience is more likely to convert.

10. Launch Stores on Multiple Platforms

Consumers have become the power player in the eCommerce industry. Which means your business needs to stand out in a unique way. Because of this, it’s more important than ever to customize your user experience (UX) to cater to the needs of your audience.

Make your outreach efforts personal by taking the time to learn about your customers. People love it when they feel special, and if you make sure to add personal touches like addressing your prospects by name, sharing videos and pictures of your employees, and being transparent about your company processes and procedures, you will reap the benefits of a loyal customer base.

All of this adds to the overall ‘face of the business’. This will hopefully make its way to the hearts of your customers.

11. Retargeting

Customers who have already shown an interest in your website are more likely to make a later purchase.

Retargeting is a technique that tracks customers who have visited your website and displays ads to them while they’re browsing the internet with the intent of getting them back on your website. When these visitors enter your website again, they are far more likely to make a purchase.

To effectively manage a retargeting campaign, make sure your ads are as specific as possible. Was the customer looking at a specific product? Make sure the ads displayed to them are ads of that specific product and link to the page of the product. Just like with Search Engine Optimization (SEO) and Pay Per Click (PPC) marketing, it’s important to display the information the user is looking for the instant they click on your ad.

If they click on an ad for hiking boots and are redirected to the home page of your camping website, they aren’t going to be thrilled. But, if they are directed to the exact hiking boots they were considering, or even had added to their cart, before leaving your website, they will be much more likely to continue with a purchase.

In Conclusion

Staying current with the latest marketing trends and techniques is crucial for any successful eCommerce website. It’s important to deliver relevant, interesting and valuable content and products that truly suite the needs of your target market.

Reach out to your customers in a variety of ways and make sure you are working with a team of experts with varying skill sets. If you listen to everyone’s ideas, you may find new ways of improving your current campaigns and outreach methods.

And, as always, make sure you are monitoring your website analytics to examine trends, keep your website optimized, and track your results!

With the right mix of marketing techniques, you can improve your conversion rate and attract sustainable business that will continue growing over time.

 

Questions? Email hi@mouseflow.com or call +1-855-668-7335

Junaid Ali Qureshi is a digital marketing specialist who has helped many businesses gain traffic, outperform the competition and generate profitable leads. His current ventures include Elephantation, eLabelz, Smart Leads.ae, Progos Tech and eCig.

 

Image Sources:

  1. https://www.boxchilli.com/wp-content/uploads/2015/08/why_seo_is_good_for_your_business.png
  2. https://devrix.devrix.netdna-cdn.com/wp-content/uploads/2015/02/c35fc26e3265162c7e5b14a8550a3e84.jpg
  3. https://www.smartinsights.com/wp-content/uploads/2014/03/desktop-vs-mobile-most-popular-devices-2015-550×719.png
  4. https://www.growthgrind.com/wp-content/uploads/2015/01/How-Retargeting-Works1.jpg

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:

1. Background images that steal the show

Using a full background image is a popular trend in the web design industry. However, it is a common misconception that an attention seeking background image should stand on its own, when in fact, images are meant to compliment the site as a whole. Even a photography website should use images carefully, making sure they are strategically placed and intuitive to the user.

In most cases, images should be a complimentary aesthetic that highlights the content and overall message of a website. People can get lost in images, and it’s your job to direct your visitors to pefform actions you’d like them to take on your site. If you have an important Call to Action (CTA) that’s being drown out by an eye-catching image, you’re missing conversions. The key here is to find a nice compromise that allows you to use interesting, or even striking, images that create a flow through your site, leading the visitor through a predestined journey.

Another mistake is to let the background image or initial content trail below the fold line. The fold line is where the page cuts off for most users when it’s initially loaded. In order to see below the fold line, the average user has to scroll down.

It’s important to use analytics tools, like Mouseflow, to analyze where the fold line is on your web pages. Mouseflow’s Scroll Heatmap will show you exactly where your fold line is on each page. Another really great advantage to this heatmap is that If you hover over any element or part of the page, a hover menu will give you some important details about that specific area:

  • Viewed By: The percentage of users who see this part of the page or element.
  • Avg. Time: The average time spent on this part of the page.
  • Avg. Engagement: The average time spent actively engaged (moving mouse, clicking, hovering, or otherwise interacting) with a part of the page.

You can use this information to optimize the placement of important elements, such as your primary CTA, and make sure they are being seen and interacted with.

2. Too Many Form Fields

Creating too many steps in your website will deter people from interacting with you, and will actually encourage frustration – you want to keep your forms as simple as possible. If your website or company requires that many fields are filled out because you need the information, break up your form into bite-sized steps.

Dan Zarrella at HubSpot researched over 40,000 of their customers and found that when the number of form fields are reduced from four to three, the conversion rate improves by almost half.

As always, don’t forget your analytics tools! Mouseflow actually offers great form analytics that can show you how your visitors are interacting with each form field, where they are bouncing, who is converting, and more! This feature will show you how long it takes users to fill out each field, if your users are experiencing click-error when they try to fill out or submit the form, and you can actually watch a list of recordings of people who have bounced or converted! If you take it a step further and use the filters, you can see how different users are interacting with your form. Utilizing this intel can greatly improve your conversion rate!

3. Overwhelming Amounts of Text

According to Chartbeat, 55% website visitors spend less than 15 seconds on a webpage. The majority of the visitors just glance through the headings and bullet points, rather than reading long paragraphs.

While including important information is necessary, you don’t want to overdo it. Always try to abide by the old saying: “less is more,” and include what you need to in order to convey your message appropriately, while leaving out the extra filler text. Edit your content and take out everything that isn’t necessary – when you’ve reached the point to where adding or subtracting content would not improve your message, you’ve hit a sweet spot.

Break up your content with images to keep visitors engaged. This gives them a break from reading and presents a great mix of content and visual imagery that tells a story. Amanda Sibley, a writer for HubSpot, explains that “90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text.”1Make sure your images are relevant, high quality, and interesting – again, you don’t want to add content (including images) just to add content. Choose images that add to your story and place them strategically.

4. Lack of Responsive Design

Designing your website with a responsive layout will ensure it automatically detects the users’ settings and resizes appropriately to their device and screen size. This creates an optimal user experience and will adjust accordingly to desktop devices, computers and phones, ensuring the best display for each user individually.

“The number of people using mobile devices outstripped people on desktop computers in 2014.” – Jim Edwards, Business Insider , April 2014.

If your website is not responsive, many people will become frustrated, causing them to bounce from your site with bad user experience. Therefore, making sure your website is utilizing a responsive layout reinforces an intuitive and pleasant user experience.

5. A Cluttered Layout

Don’t distract your users by presenting your website as a child presents their dirty room. When you invite them in to check out all your toys, you want them to pay attention to what you intend on showing them, instead of being distracted by all the clutter.

Remember, less is more. Utilize modern design standards and highlight white space with a simple and clean layout. If your design includes an incomprehensible amount of content and images, users won’t know what to pay attention to, because they will be distracted and overwhelmed.

Highlight important elements, like your CTA, by utilizing white space. Guide the focus of your users by using images and text to compliment your primary content.

It’s amazing what can happen when you utilize a clean layout. Jon MacDonald from UX Pin remembers the experience of optimizing the gDiapers.com website: “Once we added some spacing between the main banner image and the two callouts below, desktop visitors used them 150% more often, and the site’s overall conversion rate lifted by nearly 20%.”2

6. Low Contrast Design

Low contrast design has become a trend these days, but I recommend avoiding it. If everything in your website blends in together, it will be very hard to for you to guide your user through the experience you intend to. Some websites are using this technique, but I anticipate that it will not prove to stand the test of time.

Make sure you are using complimentary colors with a contrasting theme that follows modern design standards. This will add to your website, making it attractive, legible and fun for users to visit.

7. Pages that take forever to render

If a page takes too long to load, people will leave immediately. You have about a 4 second window for your website to render so that you retain visitors who landed on your site – their expectations are that the page will load immediately, and if it doesn’t, they will leave because of a bad user experience.

There are measures you can take to ensure your pages are loading as fast as possible, which include making sure your images are formatted properly, checking the load time of dynamic elements, and making sure your HTML is organized properly. You want to make sure that any scripts you’re referencing load after the page does by putting them at the bottom of the HTML document.

A study from Aberdeen Group found that one second delay in page load time equals an 11% reduction in page views, a 16% decrease in customer satisfaction, and a 7% decrease in conversion rates.3

Furthermore, pages that load slowly will create a negative impact on your search engine ranking. To improve the Search Engine Optimization (SEO) on your website, make sure to test each page to determine and improve loading time.

Here are few tips you can follow for faster loading:

  • Don’t use too many plugins
  • Reduce redirects
  • Optimize your images
  • Minimize HTTP Requests
  • Reduce server response time
8. Missing Call to Action (CTA) Button

Whether you want your visitors to sign up, request a quote, make a purchase or simply call you, it’s important to lead your audience to an action that fulfills your website goals. Your CTA is what tells visitors what action they should take and guides them to convert.

Make sure your CTA is bold, visible and has good placement. I recommend using Movement Heatmaps from Mouseflow to discover how users are engaging with your website. Here, you can see where the most engagement is and make sure your elements are placed in areas that are the most popular.

The heatmap above shows a white and red overlay for the hot areas. Make sure your important content and CTA’s are highlighted in white and red. If they aren’t, ask yourself if they are visible enough, if there is something distracting users from seeing it, or if you need to change the placement.

9. An Overabundance of Fonts and Colors

While the perfect blend of colors and fonts can make a website appealing, differentiating your design too much will create some serious chaos. Never use more than three fonts within any design (aim for two) and stick to a modern color scheme. I recommend using Material Design by Google to pick a color family that works best for your website.

Being careful and selective with your aesthetics ensures that your site will have a nice flow, a solid unity and will be intuitive. Avoid decorative fonts, colors that don’t go well together and utilize the opinion of a good web designer! There are so many tools that will help you pick a good color scheme or font family, as well, so make sure you do your research and pick carefully.

Final Thoughts

It is always a continuous process to improve UX. This can only be achieved with regular research, following thebest UX tips, and testing. Keep the user in mind when creating or optimizing a website because, ultimately, their experience is what will make or break your conversion rate.

Do you have tips or tricks of your own or have you tried some of the techniques above? Let us know in the comments below.

Questions? Email hi@mouseflow.com or call +1-855-668-7335

Image Sources:

  1. https://www.elliance.com/media/3947/user_experience.png
  2. https://17404-presscdn-0-71-pagely.netdna-ssl.com/studio/wp-content/uploads/2016/01/image0013-1024×418.png
  3. https://s3.amazonaws.com/media.nngroup.com/media/editor/2015/05/14/low-contrast-copy.png

Sources:

  1. https://blog.hubspot.com/blog/tabid/6307/bid/33423/19-Reasons-You-Should-Include-Visual-Content-in-Your-Marketing-Data.aspx#sm.0001dfwq0ryc5el5x8i1ahjfn6944
  2. https://www.uxpin.com/studio/blog/ux-case-study-designing-whitespace-to-improve-conversions/
  3. https://www.aberdeen.com/research/5136/ra-performance-web-application/content.aspx

This is a guest post from Jabed Hasan, a Content Marketing Manager at Mountnow. He is passionate about writing and loves to work on SEO, CRO, Growth Hacking and Online Marketing Strategies. You can follow him on Twitter and LinkedIn.

9 Powerful Proofreading Tools that Can Help You Boost Your Conversion Rate

Having great content is the number one way to get readers flocking to your page and maintaining a sustainable audience. However, if they find your content is poorly written or contains errors, they aren’t going to stick around. After all, there’s plenty of other things to see online.

To keep those readers engaged, all you need to do is spend a little bit of time and effort improving your proofreading skills. Here are nine of the best online tools that will help you improve your website content in order to increase your conversion rate:

1. Typovision:

This tool was created by an English university professor named Tom Stafford. He argues that typos happen as a by-product of our higher order thinking capacities. As we write, we’re able to filter out any inconsistencies so we can work out what the copy should be saying. Of course, when it comes to proofreading, this can make things difficult.

That’s why he made this proofreading tool. Just copy your text in and the computer program will read over the work for you. As its automated, it won’t have the same issues we have. As Stafford says himself, it can save you a lot of money in the long run.

2. Write My Assignment:

Sometimes you just need someone else to check your work for you. After all, you can proofread many times and still keep missing the same errors.

This writing service will act as the second person in the proofreading process. All you have to do is send your work to them. They’ll proofread and edit it, then send it back to you. You won’t even need to make any changes before you can publish your writing, but it is recommended you give it a quick once-over. It makes the whole process a lot quicker.

3. Language Tool:

You’re often under tight deadlines, so getting your proofreading done quickly is important. You don’t want to spend hours trawling through every word when you need to keep up with the latest news.

This tool is great, as it helps you skip all of that. All you need to do is paste in your content, and you’ll get instant feedback. It’ll highlight and color code any errors it finds – this makes it so you can correct errors and also focus on noticing patterns, which could signal opportunities for improvement with your writing. It’s the best way to get the job done fast.

4. Readability Score:

A readability score does just as it says. Enter your content, and it will give you feedback about the readability of your work. The lower the score, the easier your writing is to read. This is vital for many websites, as they need to be accessible to as many people as possible.

All you have to do is paste your work into the content box, and this tool will compare it against many readability scales to give you a readability score. Once you get an idea of where your writing should be on the scale, you’ll have a score to aim for every time you write.

5. Boom Essays:

As every good writer knows, the faster you try to write, the more mistakes you make. If you’re racing to get articles published, you’re far more likely to start making mistakes in your copy. You’re also more likely to miss those mistakes and publish the piece with typos and grammatical errors, as well.

Luckily, this writing service can stop that from happening. You can send your work to them if you’re too busy to get it done yourself and they’ll take care of it. When you receive the edited version, you’ll see that their writers are of the highest quality.

6. Upwork:

If you can, it’s a good idea to hire someone to proofread for you. They can spot errors that you’ve missed on your own and edit your writing for you. This can save an awful lot of time and effort on your part.

This site is one of the best places to find someone who can do this. You can put out an advertisement stating what you need, what skill level the applicant should have, and how much you have budgeted for the role. Applicants will then bid for the job so you can pick the right person for you.

7. Custom Writing:

Most of this list features ways to get your work proofread to correct errors, but what if you’re looking to make less errors in the first place? After all, if your goal is to improve your writing, you will make less mistakes over time.

You can contact this writing service and work with a highly qualified writer to do just that. Working together, you can create a plan in which you exercise your writing skills. The writer will then edit your work, suggest areas of improvement, and adjust the plan going forward to suit your needs.

8. Reverso:

Using online tools to check the quality of your written work can offer many benefits that make your job easier. However, sometimes they can’t pick up on every error. Sometimes there’s more than one solution to an issue, meaning that the program can’t choose which one to give you.

This proofreading tool has been programmed to do just that. If there’s more than one correction that can be made, it will give you all of the options. It’s the easiest way of making sure you’ve caught everything before you publish your work.

9. The Writer:

This tool will check your readability score against three of the most popular readability scales, giving you a good indication of how easy it is to understand your writing on a first read-through. It also points out that while a score is very helpful, it can only be taken as a rule of thumb.

These tools should give you everything you need to improve the content and quality of your writing. With an established content base that is well-written, intuitive, and informative, you will find that your audience is growing sustainably and that your conversion rate will steadily grow.

Give those tools a try and let me know what you think in the comments below!

Questions? Email hi@mouseflow.com or call +1-855-668-7335

How to Leverage Mobile Marketing for Effective Branding

People are becoming more dependent on their mobile devices as time goes on, creating a huge opportunity for marketers everywhere. Because the market is continuously changing, it’s important to be well-researched regarding current trends and analytics in order to keep up with user demands.

“More Google searches take place on mobile devices than on computers in 10 countries including the US and Japan. This presents a tremendous opportunity for marketers to reach people throughout all the new touchpoints of a consumer’s path to purchase.”1 -Jerry Dischler, the Vice President of Product Management for Google AdWords

Optimize site content

Desktop and mobile devices run on different operating systems – therefore, content that works like a charm on one system may not necessarily have the same impact on another. Sites that are not built with responsive design will prove to be frustrating to some users, mainly those on mobile devices. The subsequent bounce rate will upset the Panda, Penguin and Hummingbird of Google’s Algorithm.

Optimize your website using the following tips:

  • Make sure your website code follows HTML5 syntax to ensure optimal functionality across multiple browsers and operating systems.
  • Use relevant and high-quality images that are formatted correctly, have a small file size, and follow modern design standards.
  • Update your website to ensure it is responsive for multiple devices and layouts. A good tool for testing your website is Device Mode in the Google Developers Console.
  • Make sure all buttons, links and clickable elements are optimized for touch screens. Your CTA (Call to Action) elements should be highly visible and easy to interact with across every layout.
  • Utilize Schema.org structured data standards to ensure you are following the best practices and as a reference for double-checking your work.
Leverage customer response tools

Mobile apps and cloud systems have eased the process of conducting a poll and can give you instant customer feedback by tracking responses and creating reports. This makes it easier and faster for users to interact with you, which means they are more likely to respond to you. By using the tools mentioned below, you can collect information from customers in a way that’s convenient for them.

Cloudvote: Engage with the mobile users by making your slideshow presentations interactive with cloud storage. It is a Do-It-Yourself (DIY) solution which enables users to ask questions, generate feedback forms, conduct polls and surveys, and measure participation with analytics tools.

MailChimp: This system is known for its usability, insertable questions and ratings, scale with poll merge tags, and additional options like the survey merge tag. It enables you to activate campaigns for mobile users via email or QR codes and record responses electronically.

Meridiaars: They provide multiple Audience Response Systems (ARS) to gather responses from a crowd. Apart from various off-the-shelf mobile apps and softwares, you can also rent keypads, dedicated staff, and custom solutions for enterprise, educational or training purposes. Data is stored on a cloud and integrated with analytics to report events in real time.

Push Notifications and In-app messages

Push notifications and in-app campaigns are the most popular strategies for conducting marketing communications on mobile devices. Both can be highly personalized and are extremely effective. However, it is advisable to use these tools not only as an advertising method, but also to make lasting connections by using these as Public Relations (PR) outreach.

Public relations is about creating a mutually beneficial relationship between your company and the rest of the world. There are endless opportunities for customers to choose any platform, service or company that they want to suite their needs, so it’s more important than ever to reach out to customers and give them a positive and lasting impression about your company. Building relationships with people is the key to keeping them around and maintaining a consistently growing customer base.

Push notifications are great for promoting instant interaction with users who are not currently engaged with your app. Using Chrome web apps, you can reach out to mobile users without the need of a native app. When done right, push messages can remarket or attract a user to your website. However, they can be ineffective or irritating to people if they aren’t created and marketed carefully. Effective campaigns are created with the user in mind, target a specific demographic, and contain relevant content.

When the user is engaged with your app, an in-app message can nurture interaction and conversions, while prolonging session time. These messages are driven by user behavior and coincide with their interests. They should seem like native content of the app, not an advertisement.

Push and in-app messaging are more successful when used together as part of a wider marketing strategy.

Boost conversions with coupons and deals

Discounts are a great way to boost business sales because they generate substantial buzz about your products and services. While paper coupons and codes are effective methods of advertising, offering deals for mobile users have added advantages:

Track your engagement: When a customer visits your site after clicking on a coupon, banner or other promotion, their URL is changed to include your campaign information. This makes it so they can be tracked, sorted, and remarketed to. Details of the page they landed on (referrer) are included and can be tracked by various tools. One tool I highly recommend for this is Mouseflow, an analytics tool. Not only will you be able to search through recorded sessions by referrer, but Mouseflow allows you to see the whole journey and make key observations to improve your user experience.

Automate campaigns based on activity: Coupons can be generated based on the interaction in real-time. This means that customers are getting offers they are most attracted to at the time they are interested in learning more, increasing the chance that they will take the bait.

Increase your conversion rate: Encourage users to install your application by rewarding them with an offer that they can only get from downloading your native app. A subsequent discount or reward can be given on the basis of invites and shares, improving your click through rate (CTR) and conversion rate.

Target users on entry

Geofencing uses GPS (Global Positioning System) or RFID (Radio Frequency Identification) to build a virtual fence around a particular area for marketing purposes. Once a customer enters the boundary that you have set, they are now within range to receive ads targeted to their location.

To illustrate its advantage, imagine that you have a car wash shop and wish to attract taxi drivers. Geofencing will allow you to set geographical boundaries around a taxi stand. When a driver searches for “car wash,” your ad will get featured in their search results.

Mobiles have become one of the most important and personal belongings that people have. They serve multiple functions and are extremely easy to carry. If your brand has not yet tapped into the mobile marketing domain, it is time to create a strategy. Mobile marketing is going to become more dominant as people depend on their mobile devices more over time.

Questions? Email hi@mouseflow.com or call +1 (855) 668-7335

This is a guest post by Amy Porras, a lead Digital Marketing Strategist, who has led online marketing programs in web design, web development, search engine optimization, pay per click advertising, online marketing campaigns, social media marketing strategy and online press releases (PR) for business to business (B2B) professional service companies.

Image Source:
https://marketingland.com/wp-content/ml-loads/2016/03/mobile-tipping-point-ss-1920-800×579.png

Sources:
1. https://adwords.googleblog.com/2015/05/building-for-next-moment.html

See Mouseflow at dmexco 2016

dmexco is the largest digital marketing exposition of the year!

Mouseflow is headed to Cologne, Germany to attend dmexco 2016. We’re sharing a booth with Optimizely and are looking forward to meeting other professionals in the digital marketing industry.

One of the things we’re very excited about is announcing some of the new features we’re in the process of launching. We’re booking meetings with conference attendees so we can answer questions, talk about these features, and exchange ideas.

About dmexco

dmexco is the largest digital marketing exposition in the world, where professionals come together to make business connections and interact with each other. It’s a wonderful and one-of-a-kind opportunity to make a great impression amongst the most influencial people in the industry, who will all gather in one place to share ideas and innovations.

Why you should stop by our booth

We’re bringing our Founder & CEO, Director of Sales, and Country Manager for Germany. You can ask us questions, talk about features, and learn about hidden functions in Mouseflow.

We’re also giving away prizes! You can get bonus credits for your account, enter for a chance to win a year of FREE service, and pick up some swag (t-shirts, chocolate, and more).

During the conference, we’ll be offering deomonstrations so you can try our latest features, and learn how clients use Mouseflow to boost conversions and increase sales.

The details

Mouseflow will be sharing a booth with Optimizely (we’re a preferred partner) at dmexco in Cologne, Germany on September 14th & 15th, 2016.

Our booth is located in Hall 6, Stand 071 (Level 1, Aisle D).

Book a meeting

To book a meeting with us, please visit our dmexco page.

You can also email hi@mouseflow.com or call +1 (855) 668-7335.

See you there!

How to Build Marketing Campaigns that Actually Boost Conversions

If you want to have a presence in your market space, it takes a lot of time and effort to build. You’ll need to line up a strategic marketing plan with a calendar and stick to it. Using tools like Gantt Charts can also be extremely helpful when you’re managing multiple campaigns on tight deadlines.

Make it personal

If you want to spend your time wisely, you’ll need to invest your efforts into the marketing avenues that will be the most effective. Personalize your marketing efforts as much as you can, but not so much that you’re spending unnecessary time doing things that can be easily automated. There is a big difference between automating tweetsand automating responses to real people. Put your money where your mouth is and think about it logically – if something requires a personal touch, make sure you are doing it personally.

Tactics that will get you the most bang for your buck are things that are the most personal, interesting and relevant to your users. Everyone is pushing content out there, so you need to make sure that you are engaging your audience with blog posts, videos and ads that actually capture their attention.

While it’s important to spend the time and energy necessary to build a market presence, there is nothing wrong with repurposing content that has worked before. If you can find content that you can use again – effectively – by all means, go right ahead. Just make sure that it’s relevant!

Maintain engagement

Successful marketers know that content must be uploaded periodically in order to maintain engagement. Adding variety to your marketing campaigns by choosing different platforms and publishing different kinds of content will not only please your viewers with a wide-range of relevant content, but will also prove to be easier and more fun for you.

Paid advertising is another route that can offer some clear advantages and automation. In order to use this as an effective tool, make sure you keep up on your analytics and reports from these paid services to avoid the kind of traffic you aren’t looking for. If you are spending money on clicks from click farms and bots, you will regret that you didn’t pay more attention to where your marketing budget went. However, with proper attention, customization and market education, you can direct your paid advertising to automate much of your marketing efforts and to start driving conversions.

Build authority & credibility

To attract conversions and sustain your current market share, you need to consistently produce relevant content. This content needs to not only be reliable, but also interesting. Your goal is to build credibility and authority.

The most important aspect of the content you provide is that it needs to serve your audience – it’s about them. They will be interested because you are providing something that appeals to them; they are either gaining information, entertainment, or another advantage from you in some way that differentiates you from your competitors and keeps visitors coming back for more.

For instance, if you write an article, write about something interesting. Develop a topic and outline around what your audience cares about and develop the content to attract the general demographic of your viewers.

Analyze your demographics and publish content that caters to both your existing and target audiences. Are your viewers mostly comprised of adults in the software industry? Then publish content about the latest news in technology or software tips and tricks. Make sure your content is original, credible and interesting. This will not only gain your visitor’s interest, but earn their trust.

Assuming you do all of the above well enough, you’ll start to see traffic. It will start out slow, but soon enough, you will be making more conversions. “Like a bank account that starts out small and earns incremental gains, but over time becomes quite large, content marketing efforts require consistent investment but ultimately can yield enormous results” (Tomasz Tunguz)1.

Use analytics tools to monitor performance

There’s a wealth of information that every user leaves on your website. By using analytics tools like Mouseflow, you can collect this data and actually use it! One of the coolest things about Mouseflow is that it integrates with many platforms, including Google AdWords – talk about doubling up!

Mouseflow gives you a complete 360° analysis of your users by showing you recordings of them on your website, conversion tracking through funnels, form analytics, and heatmaps. Your OnPage Quality Score is also available in your Mouseflow dashboard.

If you happen to be using Mouseflow in conjunction with Google Analytics, you can use the filters to search for users who are being driven in from your Google AdWords campaigns too, which can be extremely valuable.

By using an analytics tool like this, you can solve problems, optimize your website, and enhance your user experience. If you want to use Mouseflow to increase your conversions, try out a few of these suggestions:

  • Watch recordings tagged with “click-error” to find bugs or code errors on your site. You’ll be amazed when you try to watch users buy something and see that a code error prevented them from converting. By finding patterns like this, you will be able to fix and prevent major problems in the future.
  • Filter for users who saw your cart page, but not your order confirmation page. These are customers who were READY TO BUY, but decided not to. If you can figure out why they didn’t make a purchase, you can increase your conversion rate.
  • Check out your heatmaps to make sure that your important content and Call to Action (CTA) elements are in areas that receive the most engagement. This feature can show you where users pay attention, how far they scroll down your page, and which elements they interact with the most.
  • You can use Geo Heatmaps in combination with filters to target your marketing efforts by location. Try filtering for users who have seen your confirmation page or were on your site for at least a few minutes. You’ll see that you’re most likely getting the most activity from certain locations, which you can then gear your marketing campaigns toward!
  • Also, check out your form analytics. This awesome feature will show you how users are interacting with your forms, where they’re dropping off, and actually even provide insight into why users are dropping from your forms.
  • Use funnel analytics to further see if your conversions are higher or lower for specific visitors. You can watch your conversion percentage change because of variances in browser, operating system, returning or first-time visitors, device type, and more! Having this data is extremely powerful, because you can target your high performers, and analyze how to improve conversions in areas where you’re not doing so well.

In Conclusion:

If you’re managing your marketing campaigns effectively, you should see a significant and sustainable improvement to your conversion rate and increase your Return on Investment (ROI). Keep in mind that you are producing content that is meant to be for and about your users. Lastly, make sure you have a healthy arsenal of analytics to measure your progress and steer you toward your goals.

Marketing isn’t for everyone, but with the right tools and plan of action, you can develop a platform that produces sustainable growth for your business.

Sources:

  1. https://tomtunguz.com/content-marketing-compounding-returns

How to Drive Conversions with Effective Call to Action Elements

Search Engine Optimization (SEO), responsive design and content marketing are core elements within any good marketing campaign. In order to create conversions, you also need a strong Call to Action (CTA) that improves your metrics. Engaging your audience and creating opportunities for them to purchase a product, sign up for a subscription, or otherwise convert is one of the main goals for marketing your business. Successfully growing your engagement will increase your conversion rate – read on to learn more…

A suggested prerequisite

Another article that relates to this subject is, “Engage Your Readers with Emotional Triggers in Content,” which you will want to read in conjunction to this blog post.

The article discusses which emotions to trigger in order to reach your marketing goals, and how some successful companies are using emotion within marketing campaigns. When writing CTAs, you will want to keep the emotions of your readers in the back of your mind – specifically love, greed, fear, duty, and honor, since these are the feelings that drive sales.

Defining the primary CTA for any piece of content

Before you start plastering CTAs all over your website, take some time to ensure your content is aligned with your website goals. If you run an eCommerce website, for example, the main goal might be to get readers to “shop” or “buy.” If you run a brick and mortar store, you might want website visitors to “call” or “come in.” If you are trying to build a contact list, it may be best to ask users to “subscribe.” Your business goals will help you define the primary action you want people to take. This is your primary CTA.

The importance of secondary CTAs

With the addition of a good secondary CTA, you are providing an alternate action for a potential customer to take. This supplementary content will provide users with something to do, should they choose not to take advantage of your primary CTA, or if they are returning visitors who have already engaged with it.

Secondary CTAs can be used to help readers navigate to different pages on your website or to external brand pages. By leveraging them, you can start taking control over the actions that your viewers take, directing them into conversions. If your primary CTA is “shop now,” a good secondary CTA might be “sign up” (for a newsletter or to receive promotions).

When should you use a CTA?

You should use a CTA whenever you want a user to take action. This can be on your website or blog, in the realm of social media, within external content or emails, or anywhere else you are interacting with potential customers.

In general, CTAs should be used:

  • When someone first lands on your site.
  • When someone finishes viewing a piece of content.
  • As someone is scrolling down a page.
  • When someone wants to move away from your website or content.

Be careful about how you present this information to your viewers…. Some will appreciate giving you feedback or signing up for emails after viewing specific content, but some users may feel trapped if they are presented with a CTA that prevents them from leaving your website. Keep in mind that your user experience is, first and foremost, your highest priority. If you need to present a CTA to users who are exiting your website or cancelling an account, do it as non-invasively as possible.

Put yourself in your visitor’s shoes and ask yourself what would motivate you to engage in a CTA, and also, what would repel you. Asking yourself these questions will give you the best ideas and help you to engage with your customers in the most effective way. If users feel you are on their side and their needs are the most important, they will more likely engage with you.

How to use CTAs in your page headers

When a visitor arrives on your website, the content that is immediately visible is above what is called a fold line. Check out Mouseflow’s Scroll Heatmaps to learn more about this.

A fold line tells you where the page cuts off for the average user, meaning that the average user has to scroll down to see the content below the fold line. The content above the fold line gets the most attention, which is why you should place your most important content there.

You should be interested in taking advantage of this page space, because there’s a chance that your reader will move away after just a few seconds. You can minimize the likelihood of this by giving them something else to do – an action to take.

Creating Your Primary CTA
Your page header is likely to include your logo, company name, page title, navigation, and maybe even an image – find a place in your header where you can place your primary CTA, as well. Depending on the page, this should be something like, “register,” “sign up,” or “shop.” Make sure to follow modern design standards when you implement this by working with web designers to determine the best layout.

By utilizing a highly visible color that compliments the page design, you can make your primary CTA stand out. It should also be accompanied by verbiage that creates a sense of urgency, like “now,” or “today.” This will trigger visitors to want to click.

On the Mouseflow website, the primary CTA is a green colored button, placed in the top right corner of the screen header. It stands out in color but is in alignment with the theme. The text used on the button is “Sign Up Now.” This is the perfect example of a well-executed primary CTA.

Creating Your Secondary CTA
After you’ve inserted your primary CTA in the header of your site, think about what you want the secondary CTA to be. Ask yourself the following: Once readers have already converted at my primary CTA, what should they have instant access to when they return to my site? This will be your secondary CTA, and it should be very close in proximity to your primary CTA.

Since we’re already here, let’s use Mouseflow as an example again: The secondary CTA, “log in,” is placed directly next to the primary CTA at the top of the header. This CTA does not stand out from the rest of the page header; the design is exactly the same as the rest of the navigation menu. What gives this piece of content visibility is its position in relation to the (bolder) primary CTA.

Utilize your sidebar space

Another area of your website that tends to grab user attention is your sidebar – use this space to place another primary CTA. The Mouseflow blog does a great job of this too:

To compliment primary sidebar CTAs, you can also use secondary CTAs in the same way as you do in page headers… close to the primary CTA, but not as bold or visible. Some websites use CTAs above all of their widgets, and in each section (categories, recent posts, etc.) to help get readers to click. These tactics are all worth testing on your own site.

Conclusion

Compelling calls to action are what directs traffic on your website to drive conversions. They should be strategically crafted to help you reach your business goals. There are notable differences between primary and secondary CTAs – use them whenever you want someone to take action.

This article discusses how to plan CTAs, specifically for use in your website header and sidebars.

Start implementing these advanced strategies today.

Questions? Email hi@mouseflow.com or call +1 (855) 668-7335

Megan Hicks crafts content for Write This Essay and is always on the lookout for the new ways to promote it.