There’s no denying that SEO is important. But it can’t be your sole focus for your online business. You can drive all the traffic you want and rank #1 for the best search terms, but if your site isn’t converting then what’s the point? Whether you want people to buy something, call you, download a report or subscribe to your mailing list, getting them to your site is only the first step.
One good way of increasing conversions is to follow the user flow. Know where your visitors are going, what they’re looking at and where along the line do you lose them and they leave? If you aren’t afraid of numbers and graphs and digging into data, Google Analytics User Flow will pretty much tell you all this. But there are other tools out there that make it much easier… though you’ll have to pay for most of them.
Mouseflowstarts at $29 per month. You can see everything that visitors do… where they move their mouse, where they scroll (and where they stop), what they click or touch. And you can clearly see on which page, and where on that page, visitors are leaving.
Extra Watch lets you track visitor flow, clicks, downloads and more. You can also see and monitor what users are doing on your site in real time. And guess what? You can use the basic version of their program for free. If you want to use it on multiple sites or you prefer to use the software from the cloud, then you can pay a monthly fee to access those benefits. However, your site needs to be built with WordPress, Magento, Joomla or Prestashop in order to use the free version.
If you really want to get into it, you can have real people use your website to identify areas and aspects that need attention. Services like Usability Hub and User Testing make it easy to get fast, honest feedback. You can ask them to perform a certain task on your site, like “Add a pair of black socks to the shopping cart”. They will visit your site and, hopefully, they can do so with ease. If you see it’s taking too long or they’re having problems then you’ve just discovered something that needs tweaked.
Your website’s design and speed
The moment someone lands on your site, they’re already judging you. According to UX Magazine, it takes a mere 50 milliseconds for them to decide if they’re going to stick around and have a look at your site or not. Did you attract them to stay longer or are they already hitting the back button?
If your simple, brilliant design attracted them and it’s easy for them to find what they’re looking for, great. Now let’s hope that your site isn’t moving at snail’s pace… actually, even a slow race horse! It doesn’t take much waiting to send them off to a competitor’s site. Mere seconds. And chances are, they won’t come back.