Getting traffic to your website is one thing, but encouraging users to do what you want them to do once they’ve arrived is a whole other beast. I am going to talk about four awesome tools that can offer insight into how people are using your website and how you can utilize these tools to increase conversions on your site.
4 conversion tools we couldn’t live without:
- Google Analytics
- Usability Hub (5 Second Test)
Google Analytics is perhaps one of the most important tools a business owner or online marketer needs to learn to further understand what is happening on a website. It provides the most comprehensive data and insights out there but understanding all of these insights can be difficult. One of the most important data points to understand is bounce rate. Simply put, bounce rate is the percentage of people who get to your site and leave without clicking anywhere else on the site. The lower the bounce rate the better, this means fewer people are leaving your site right away. This figure can indicate if a web page does a good job at guiding the user to the information they may be looking for. Another really important tool within Google Analytics is the conversion tool. This will allow you to track unique conversions and events on your site. For instance if you want to track a conversion for when someone completes a sign up form, you can tell Analytics to track the thank you page it sends you to when the form is complete and allows you to associate a value to that conversion.
Usability Hub (5 Second Test)
If you are looking for a conversion tool that shows more about people’s initial reactions or first impressions of your site this is the one! Someone’s first impression can lead directly to a bounce. If they are expecting to see certain information when they click a link to your site and they don’t see it right away it can be frustrating for the user. 5 Second Test is a tool that allows you to upload a screenshot or mockup, set some questions you want answered and wait for the feedback to roll in! Testers have five seconds to view your image and must then answer the questions you have set. They collect all of the responses for you, extract the frequent keywords and then present the data with beautiful graphs. They have a free version that allows you to submit one design every time you participate in answering questions about someone else’s design. If you don’t have time to build karma points for your own designs they have a pricing plan to accommodate any size of business.
Split testing is a big buzz word in the online marketing world but it is sometimes difficult to put all the pieces together to make a successful A/B Testing campaign. Between the technical bottlenecks and action items involved in putting a campaign together Optimizely makes it extremely easy. It gives you an amazing amount of control and also allows for Multivariate Testing. They have a free version that lets you get your feet wet and allows you to quickly see the potential in what this tool can do for your online conversions. They also have an Enterprise version that boasts other features like unique IP address, custom reports, and premium support. This tool also integrates with Google Analytics and other analytics tools with their full-fledged API allowing you to integrate Optimizely data almost anywhere.
A sign up form is one of the most common “conversions” on a web page. Meaning if they sign up your page did its job, and if they drop off it could indicate that they were not a good fit or that your page did not do a great job convincing them to convert. Clicktale is a powerful tracking tool that allows you to track when and where a customer does not complete a form on your site. If you are not tracking when people drop off of your forms then you are missing out on valuable user experience data that you could be using to increase conversions. Their form analytics software will increase the completion rate of sign up forms, shopping carts, and check out pages. Form Analytics gives you information about your forms’ conversion funnel, the interaction time with each field, where customers abandon the form, which fields are left blank and which fields cause errors and if they are correct. They offer a number of other conversion services but their form tracking is by far the most unique and helpful.
These tools will all help you improve your landing pages but there are always the basics that you will always be better off starting with. Here are 20 conversion insights from leaders in the industry.
Have some insight on these tools or other tools on this topic that might be helpful? Tell us about it in the comments section below!
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