The rate at which we consume information today can be staggering. In the era of instant information and communication, an efficient and robust web presence is paramount to the success of your business. Users want to find what they need quickly. It isn’t enough to give users all the information they could possibly need in one place.
In order to facilitate the conversion process, you have to know what users need, what they don’t need, and how they consume the information. This is where analytics comes into play.
There are a number of techniques for the determination of statistical data detailing the traffic through a website, and they all fall under the umbrella of analytics. Techniques such as AB testing, determining the differentiation of user context, and assessing user engagement are among the most useful.
In AB testing, the primary concern is to identify what changes to the website, if any, are likely to have a positive effect on the traffic through your site by a particular demographic of users. Through AB testing you could, for example, change the color scheme of your website for users viewing it on mobile devices, or accessing it from abroad. The rest of the users get access to the version with the normal color scheme.
Based on the changes in the behavior of the targeted users, you can make decisions on the proper way to proceed by implementing an appropriate differentiation of context. That is, you can use the gathered statistical data to determine which versions of your website should appear for any particular type of user. There are a number of ways to divide your user-base: by device, browser, operating system, country, time-zone, and even referral source.
You may be saying to yourself, “my analytics software already does all of that.”
If your website currently uses a third-party analytics software, chances are it is Google Analytics, as it is the most widely used platform. Google Analytics is a robust software, widely used to address both AB testing and differentiation of context, as it provides many tools for doing so. There are, however, newer, more advanced tools, such as Crazy Egg and Hot Jar, which give you a plethora of options when it comes to website analytics.
Crazy Egg is a third-party analytics software that gives business owners advanced tools like heat mapping, scroll mapping, informational overlays, and it’s “confetti” feature. The two “mapping” technologies create colorful overlays on whichever page you choose to analyze, detailing where users are clicking the most, and how far down the page users are scrolling, on average.
This information can then be used to significantly increase the efficacy of your website. Consider the scroll mapping technology: if you know that users on average do not tend to scroll below a particular element on the page, you can put the most relevant information above that element.
Similarly, the heat mapping feature can be used to identify what portions of the site content are most clicked, and which portions are the most skipped over. Heat and scroll mapping technologies give you the power to accurately assess user engagement during the course of their visit to your website, something that’s a little harder to achieve with Google Analytics.
HotJar recently emerged as one of the most feature-packed analytics options, gives you all the features that Google Analytics and Crazy Egg offer, and more. Features like heat mapping, use case tracking, form analytics, custom feedback polls, custom surveys, conversion funnel monitoring, visitor recording, user testing recruitment, and site usability optimization help Hot Jar stand out from the crowd. In other words, Hot Jar goes beyond the question of who is visiting your page and where they are clicking.
The visitor recording feature allows you to record a user’s entire session on a page, potentially giving you incredible insight into their behavior, and how they use the website. With form analytics, Hot Jar lets you monitor form abandonment, and even tells you at what point during the conversion process you are losing users.
What this means for you, is you could have access to all the information you could possibly need to optimize your site for the most accurate representation of what users need and want. Harnessing the power of analytics can help you take control of your website’s conversion rate.