The 3 Conversion Amigos: Heat Maps, Analytics, & Recordings
Dang, this article has a crazy-long intro. We’re just gonna cut right to the chase. If your website’s conversion rates aren’t as high as you expected, you need to look at three things:
- Dynamic Heatmaps
- Google Analytics
- Visitor Recordings
Before we explain what those things are and how to use them, let’s talk about the conversion problem. If you’re not sure whether or not you have a conversion problem, ask these questions:
- Do you know what your customers do on your website? We’re talking about how people navigate through your site. Let’s say someone lands on a blog post, what do they actually do next? No guessing here.
- Do you know how your customers feel about your website? Talk to them with chat and survey features that live on your website. Find out if there’s something preventing them from converting.
- Do you analyze and test on a regular basis? Well…do you?
If you’re not doing these three things, then you probably don’t have benchmarks for conversion success. But, assuming you do these things and know there’s a problem with your website, how do you troubleshoot it?
We looooove heatmaps. They track where your customers click, what they hover over, and more. This info is so valuable. If people are clicking on something that looks like it should be a link, you need to know. Or, if they’re clicking on one link over another, you need to know.
These are really cool, but also a bit creepy. You can actually record all the steps a visitor takes on your website, and then watch it. It’s kinda like DVR for your website.
We could write a whole book on Google Analytics. The biggest things we always recommend looking at are your bounce rate, average session duration (ASD), and user flow.
If you wanna learn how to tie all of these platforms together to make real changes, you know what to do next…
Landing Pages: What We Learned From Analyzing Over 750,000 Facebook Ads
Looks like AdEspresso is at it again. Their team analyzed over 750k Facebook and Instagram ads. But this time, the focus is all on the landing page.
Apparently, there’s been a hard pivot on the way businesses use landing pages. Ask AdEspresso, and they would argue the LP is more important than the ad itself. And we agree with that.
Let’s dig into the results, shall we?
Discovery #1: AdEspresso saw a significant increase in ads that link to internal FB pages from 2015 to 2018. Its a normal practice to link to an external source. Maybe it’s your homepage or a product page. If linking to an internal Facebook page seems odd, consider this:
- Companies know their customers like spending time on Facebook. Why drive the customer away from that experience?
- Facebook’s recent enhancements gives brands more flexibility with what their ads do on the platform. Lead Ads, for example, take care of all lead-generation right in Facebook.
- It’s just cheaper. Keeping traffic on Facebook simply costs less. You don’t have to create landing pages. Heck, you don’t even need a website.
Discovery #2: General ads are linking to general landing pages. We know, we know. Just let us explain.
By general LP, we mean a page that highlights product benefits, a video of a customer using the product, and a request demo option. The key is giving the user more chance to explore and learn about the brand.
Discovery #4: Link destination and CTA type are correlated. This reinforces the chance of leads following through and completing an action. Plus, FB has 30 unique CTAs to choose from. So here are a few key things to help you decide on the right CTA…
- “Shop Now” usually links to external pages
- “Watch More” usually links to internal pages
- “Learn More” can be either internal or external LPs
That’s only 3 of the 4 takeaways, read the article for the last one. Our main takeaway: if you’re still using the same ad+landing page combo that you’ve been using for years, it’s time to re-evaluate.
One Snickers for the Price of Two?
Fam, it’s been kinda a hectic week. We ran out of coffee on Monday and no one replenished yet. The “m” key is getting stiff on my (Gloria’s) Mac and it doesn’t click as easily as the rest of the keys.
But during our search for today’s Watch, we found a commercial where the opening line was, “Hey there… hey are you okay?” Those 6 words spoke to our souls so we decided to share with y’all too.
All things aside, it’s actually a pretty interesting commercial. It involves one simple actor who breaks the fourth wall and offers a solution after he noticed you’re having a rough day.
Just watch it. Fair warning you will want to buy two Snickers during lunch, or after work depending on when you watch.
“SEO is not something you do anymore. It’s what happens when you do everything else right.”