When it comes to optimizing a page for the highest conversions, there’s so many different elements of that page, that it’s virtually impossible to keep track of all of them, or even a few of them, for that matter. Google Analytics will tell you how long people are staying on the page, where they’re going, etc, but, the problem with Google Analytics of course, is that it will NOT in any way, shape, or form, tell you WHERE your visitors are losing interest in your offer. Because you don’t know this information, you can split-test until your heart’s content, but, what information do you split-test? Is it the headline? The price? One of the random sub-heads scattered throughout the page? Well, if you don’t have heat map tool, you’ll never really know, or, at least not without a great deal of trial and error.
Benefit #1: The Heat Map
So, the main tool you’ll get with a software like CrazyEgg, is the heat map tool. The way it works is, it tells you exactly where people are clicking, and where they’re not clicking. It works quite simply and intuitively, using hotter colors such as orange and red, on areas of your page that are getting the most clicks, and, using colder colors like blues and purples, on places that aren’t getting as many clicks. So, do you have several Call To Actions on your landing page, and, you want to know which ones are working, and which ones aren’t? No problem. Just turn on the heat map, and you’ll easily be able to see which ones to keep, and which ones to change and remove, which will ultimately lead to a much higher conversion rate. Is there a link on your page that’s distracting people, and taking them away from the offer for example? CrazyEgg will tell you that as well.
Normally, the way heat maps work, is they track a users eye movement. So, in testing facilities, people attach complicated machinery to someone’s head, in order to be able to track where their eyes are moving on the page. CrazyEgg, or any other type of readily available software, obviously can’t do this however, so it’s done by tracking clicks. This isn’t such a bad thing however, because it’s been proven statistically, that there’s an 88% correlation between where people’s eyes movements go, and, where they click on the page. So, you’re essentially getting the same power of a much higher-end usability type eye-tracking software, but at a far more reasonable price than you’d get with the normal, yet pricey, usability testing.
Benefit #2: The Scroll Map Tool
This tool will show exactly what portion of the page that people are leaving on, which will allow you to smoothen things out by removing these elements, so that more people go all the way through with your offer. Oftentimes, there’s one specific area, or a few specific spots on the page that are causing people to leave, instead of doing what you want them to do. What if you could quickly identify these areas, and change them? The scroll map gives you the ability to do so, and, it uses the same intuitive colors as the heat map, just in a much different layout. This may be the most important tool of the bunch.
Benefit #3: The Confetti Map
Another great benefit of using a software that allows you to visualize what’s happening on your page, is a thing called a “confetti map”. The confetti map gets it’s name from the look of the page when you first click on it, where it will have countless little dots of all different colors grouped in different areas of your page. What this will tell you, is where exactly people are clicking on the page, and from what traffic sources they’re coming from. For example, if you’re running a Google AdWords campaign, and you want to see where those people are clicking on your page, then you can find that out. If you’re doing large media buys with a specific website, and you want to see where those people are clicking, you can view that info as well.
Not only can you view all the information all at once, but, you can click on each individual one, to see JUST where the Google people are clicking, or to see JUST where the people coming from Twitter, or Facebook are going, etc. This is great if you’re using multiple traffic sources, because you’ll be able to see what works for each traffic source, and what doesn’t. If you have a service like Aweber, you can see who’s coming to your page via e-mail as well.