
Conversion Optimisation
Conversion Optimisation
Whether you’re redesigning your website or just tweaking a page, every change you make should aim to increase conversions, leads and sales. But how do you know what’s working and what’s not? Enter the heatmap.
Heatmaps are a visual representation of how visitors are using your website. They track where your customers are clicking on the page and how many times each part of that page is viewed in their browser (called a scroll map).
As visitors use your site, the colours on the heatmap will change. Brighter areas indicate where there have been more clicks or impressions, while darker areas represent places on the page that are less popular.
For example, from the heatmap and scroll of Dr Daves Vet Products, you can see that dogs are more popular than cats, some brands are more popular than others and most visitors don’t scroll to the bottom of the page. You can also see that the newsletter sign up and ‘Vet Advice & Tips’ areas have low engagement.
DR DAVES HOME PAGE HEATMAP / SCROLLMAP
There are a number of ways heatmaps and scroll maps can improve the performance of your website:
These days, you can’t just create a website and leave it to gather digital dust. It’s important to regularly assess how it’s tracking against your business goals and see if any tweaks are required.
By using real data to design and structure the content on your website (rather than vague, emotive reasons) you can make the most of the limited space on your website and the limited attention span of your audience. Heatmaps allow you to optimise your website, ensuring you attract more of your ideal customers and encourage them to take action.
Before we redevelop a site or optimise a landing page, we use heatmaps to capture all the insights from your existing website. These findings, combined with data from other tracking tools such as Google Analytics, help us understand how we can improve conversions on your site and ultimately increase profits.
Once we have the data from a heatmap and scroll map, we can develop or adjust the navigation and page layout of your website to guide the visitor towards a purchase. Redfox redesigned the Dr Daves Vet Products website and increased conversions by 35 percent, simply by making a few adjustments to the page.
You don’t have to redesign your entire website to benefit from the insights that heatmaps provide. We worked with Urban Couture to optimise individual pages on their existing site, making small and incremental changes so we could measure each change and see whether it had any effect on conversions.
URBAN COUTURE HOME PAGE HEATMAP
Using the heatmap above we made the following changes:
Have you ever used a heatmap to understand how visitors are using your website? Contact us to find out how we can help.
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