On this specific issue, I wanted to touch base on how to increase the conversions of your website.
The reality is that a lot of people are focusing on getting more traffic, more visitors and more clicks.
So they think “I need to get more traffic!”, because they see that their sales are not moving fast enough.
And on some cases, that’s true.
But on some other cases, the problem is not traffic, but conversions.
For example, I was talking to a friend last night and he told me he was struggling with his website.
He had a decent amount of traffic (around 100 targeted visitors per day), but he was low on sales!
So we dove into Analytics, and discovered that his website was taking a long time to load!
In fact, it was taking around 12 seconds to load for each visitor!
That’s like a million years in internet terms!
So that’s the first thing he had to fix. Not getting more traffic, not investing more on ads, not keep on doing advertising, but to make his website load faster.
So he was setup to change his hosting provider and maybe get a Content Delivery Network like Cloudflare or something like that.
We’ll talk about how to make your websites load faster in upcoming issues of The Power Of Marketing, but let’s dive into the tools for today.
There are some tools that will allow you to know “what’s going on” on your website.
Meaning, what are your visitors doing.
Are they clicking where they’re supposed to be clicking?
Are they leaving too soon?
Are they finding what they are looking for?
What’s the #1 reason they don’t complete the whole process?
Once you apply these tools, you will have the answers for your questions. So here they are:
A heatmap is basically a visual representation of what’s “hot” on your website.
It resembles a lot to those maps that you see on TV when they do the forecast.
And they act the same way, because heatmaps will show you what are the “hot spots” in your site, meaning, where are people clicking the most.
This will uncover some opportunities for additional placement in your site.
If you have a huge slider and people are trying to click on it, maybe it’d be a better idea to just have a product picture, instead of something “decorative”.
This can be a game changer, seriously.
I’ve applied some visitors recordings to my Shopify test store, and results were day and night.
What this tool will do, is to record the visitor and his path through the website, when is he exiting and what is he doing.
With recordings you can find if your visitors are having issues visiting specific pages or finding the shopping cart, etc.
Plus it’s super fun to watch!
The best tool for both recordings and heatmaps that I’ve found it’s called HotJar.
It’s 100% free and limited, or you can unlock all features by getting the premium version.
I’ve talk about the benefits of split testing before, and I’ll keep on doing it.
If you’re not split testing, you might be leaving money on the table.
A couple of years back, split testing was a huge pain! It was super techy and difficult to implement.
You might as well hire a coder to do it.
In fact, if you have a decent amount of traffic, you could be using something called “Multivariate split testing”, which is a fancy way of saying that the tool will show a bunch of different combinations of headers, buttons and layouts and give you a clear winner.
Visual Website Optimizer does that very well, but again, you need to have a decent amount of traffic for it to work and have statistical significance (whoa… I feel like a scientist writing that…).
Clickfunnels has a way simpler A/B split testing that anyone can use, and I strongly recommend it.
Here are some pointers to follow when it comes to split testing:
The Power of Marketing is a project by Hernan Vazquez Media, LLC. www.hernanvazquez.com. This initiative is to help small business owners, entrepreneurs and agencies learn tips, tricks, techniques and methods in regards to Digital Marketing and Marking in general.
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