You can gain a lot of very valuable insights from your existing customers when you want to optimise your site. After all, if there’s anyone who knows what the main reason is people are buying from you, it’s the people who are buying from you.
The actual reason why people buy can be very different then you might assume.
A newspaper thought that most people signed up because they inform people about the news. When I asked customers why they actually bought, they all said one thing…
You know that people abandon your forms. But, do you know which form fields are causing people to stop and leave your site? Is it your password field, address field or perhaps the name field?
In a form analysis you can see the exact fields people are having trouble with. You can see which field take longer to complete, how many times people have to re-fill the field and even the drop-out rate per field. If your forms consist of two fields or more, then a form analysis is a must-have for collecting insights and improving conversion rates. A great tool for this is Hotjar.
On one site, I found that just the password field alone caused an 80% drop-out in the sign-up process. A huge conversion leak. On average it took people 69 seconds to complete the password field, with a refill rate of 87%. When I viewed the field it quickly became clear to me why this happened. The requirements were so insane, your password needed to look like a nuclear launch code. And they didn’t mention the requirements in the error message…
Analytics software will tell you what links people clicked, but not where exactly. With a click map (or heatmap) you can exactly see where people clicked. It will reveal the things that are getting clicks, and sometimes elements that are not clickable, such as images. You will also see which links get the most clicks. Most tools generate scroll maps as well, so you can see how far people scroll down on your page.
You could use different tools for this, such as CrazyEgg or ClickTale, but my favorite is Hotjar.
This is probably not the first thing you’ll think of when running surveys on your page, but you’ll be surprised how many insights you can get from this.
Try adding a survey to your confirmation (or thank you) page and ask “Did you face any difficulties during the sign-up process”?
For instance, with this survey, we found out that the text message verification didn’t work for one of our clients, an issue we wouldn’t have found ourselves. On a different site, we found out that people couldn’t enter their postal code, only because the field was set to ‘text-only’. Ouch! A great tool for adding surveys is Hotjar.
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Done&Tested shares conversion rate optimization tips with digital marketers, designers and business owners. Each week I add a conversion tip or insight I love, or just blows my mind. All tips are meant as inspiration and I recommend split-testing them because they might not work for your audience. I work as a freelance conversion specialist. Would you like to share a tip as well? Drop me an email here.