Redesigning a website to improve conversion rate can be a difficult task. Maybe you want to redesign your entire website or just parts of your website but how do you find out what needs to be redesigned? Which are the changes you need to make to help you improve conversion rate? The secret to redesigning web pages for higher conversion rates is to first gather insights from your users.
You need to understand how users are interacting with your website, what they are browsing for and why they’re visiting certain pages. Through gathering those insights – you’ll be able to pinpoint at what stage they’re dropping off your conversion funnel and the areas where you should focus your optimisation efforts on. And only when you’ve gathered those insights, you can start getting your website optimisation plan ready.
Below you’ll discover five easy ways you can gather insights from your users that will help you improve your website’s conversion rate and usability.
1. Use heatmaps
Heatmaps will help you gain insights on user behaviour. You will want to track your website for user clicks, moves and scrolls as this will help you get a better idea on how people are interacting with your website.
With heatmaps in place you can find out whether there are links or buttons being ignored in your main pages, where users think there’s a link but isn’t, and see if users are actually scrolling down to the bottom of the pages. You might find out that your page is too long and users are not really reading what you included in the bottom of your main page.
2. Run screen recordings
This is a powerful way to learn from user behaviour and something website owners and UX professionals are using more and more nowadays.
If you never ran screen recordings in the past you will find out that they will help you discover where visitors are getting confused on your site, what’s grabbing their attention, and in which pages they are abandoning your site from.
3. Set up polls
There are many ways to gather customer qualitative feedback. Interviews and surveys can provide you with actionable results if you ask the right questions. Same goes to polls.
You can learn a lot from your customers if you ask them the right questions. A question such as “What information is missing from this page?” will help you learn new content which customers want to see before converting.
4. Set up conversion funnels
Funnels will help you understand at which step of the conversion funnel your visitors are dropping off. The way you will want to set up funnels is by defining your website goals and map the ideal website conversion flow before a signup/order/subscription. A funnel can be built for micro and macro goals you might have for your website.
5. Analyse forms
Online form completion can be improved if you find out which form fields are not being completed, which fields take long for users to complete or where users are dropping off. By learning where users get stuck you will be able to optimise your forms to improve conversion.
There are hundreds of tools out there to help you track website usability, engagement, and conversion rate, with Google Analytics being the most commonly used option due to its extensive features.
However, even with a Google Analytics premium account, you will not get detailed in-page analytics to optimise your website for user experience and conversion rate. If you are looking for a free tool to run heatmaps, recordings, polls, funnels and form tracking you should try out Hotjar. You will be amazed what you can find out from your users.
How about you, how do you collect customer feedback?