How to improve your landing page and website.
'To improve is to change; to be perfect is to change often.' Winston Churchill
When it comes to optimising your website, Winston says it all. Websites needs to be continually improved and optimised in order to be successful.
All users react to certain websites and markets differently and getting it 100% right straight away is almost impossible. Changing your website is futile unless you have the right tracking in place to measure the success of the changes.
There are a number of different tracking options out there, the most commonly used is google analytics. Google analytics is extremely powerful however it is more focused on tracking users interactions between pages, when you have a landing page google analytics may not be the best option.
Below are some other ways that you can track your landing and web pages:
Mouse Move heatmap
There is an 84% to 88% correlation between mouse movements and eye movements, so it is pretty safe to say that mouse move heatmaps will give you an accurate representation as to where the user is looking.
To get the most out of mouse move heatmaps make sure you segment your data and analyse the mouse movements of users who have converted and users who have not. Making a small change based on this data can increase your conversion rate significantly.
Sample mouse move map
Mouse movement recordings
There is something slightly creepy about playing back a mouse movement recording of a user on your site. This is going to be one of the best ways to gain an insight into what your users are doing on your site, it is even better than watching them over their shoulder. This tracking requires you to put the pieces together and gather trends on your users as all it will produce numerous recordings of your visitors.
Sample mouse recording
Form analytics
Assuming the form is the main conversion point of your site, this is going to be an important tool. This is going to give you data on which field generated the highest abandonment rate. With this data you can re-word and even remove fields in order to generate more leads.
With all these tracking tools in place you will be in a perfect position to make changes to your landing page and analyse the results, giving you a more educated view on the success of the changes. Remember if your landing or website doesn’t resonate in the first few seconds it probably never will. The only way for you to know this is to track your page accurately.
Sample form analytics report
