Continuous A/B Testing to Maximize Conversions

Tools to increase conversion rates

By Alaister Low on June 27th, 2013

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tools-to-increase-conversion-rates

There are literally hundreds of different ways to increase the conversions of your website and landing pages. There are a lot of tools that you can use to help you with market research, formulating a hypothesis, user experience and increasing the overall conversion of your site. Here are some useful tools that you can use to increase your conversion rate.

Live chat

Live chat is like the online version of an in store sales person. This is great for connecting with visitors and helping them with issues they may have. When thinking about employing live chat on your site, you should first think about the goal and objective of having live chat – is it to develop a deeper understanding of your visitors, or maybe to help users with a specific action? The answers to these questions will determine how live chat is implemented. For example if you are trying to increase sales of products in an ecommerce store, a good idea would be to place live chat windows on product pages and have text asking if they need help.

Olark is a great tool that we actually use for live chat. It is very simple to implement as it requires one piece of javascript code that you can place in your footer. You can then determine where your chat windows show. You can see our olark chat windows on the bottom right of this page.

olark

Our goal and objective is to develop a greater understanding of people’s needs, wants and pain points when it comes to conversion rate optimization and A/B testing. Feel free to chat with us when we’re online.

Heat maps

Heat maps are amazing at helping marketers understand the behaviour of visitors once they visit your site. It’s great for discovering what people look at and where they focus their attention. Heatmaps basically record where people move their mouse and click once they are on your site. Here are some examples of heat maps:

eyetracking heatmaps

From the above heatmaps we can conclude that people concentrate their attention on the items in their shopping cart. We can also see that people want to find out about shipping rates and  the privacy policy. This could present an opportunity to make this information easier to find or more prominently displayed on the page. A surprising discovery is that once people are in their shopping cart, they want to look at “mens” products. Perhaps Keihl’s could suggest men’s products that are complementary to the items in the shopper’s shopping cart?

eyetracking heatmaps

In this heatmap we can see that people scan the article while concentrating their attention above the fold in the first few paragraphs. This suggests that it’s very important to place the most important information in these areas, as some people will only read the first paragraph. Also we see people wanting to find our more about the company. This information could be shown on the page.

As you can see, a lot of insight can be drawn from heat maps. We’ve come up with some brief conclusions and suggestions, however to really benefit from heat maps you really need to get clear what constitutes a conversion and what you want your visitors to do. A great heat map tool is Crazyegg. It’s very feature rich and has a lot of flexibility.

Customer research

Customer and market research allows you, as a business owner and website owner, to be able to understand the minds of your users or visitors. It allows you to gain more insight into what they think, how they feel and what they want to do. The answers to these questions are crucial, and if used effectively can help to increase conversions in a big way.

One way to conduct customer research is to use a tool like User testing. This tool allows you to pay for a certain number of people to perform a certain action on your site. Their activity on your site is recorded and they provide notes based on their experiences, struggles, likes and dislikes. This is great to see what people are focusing on, what they’re clicking, and how they generally feel about your page or site. The great thing about using User testing is that you are able to get an idea of what real people think about your conversion process and not just your initial landing page.

Surveys are another great way to gain insight and a further understanding of what customers are doing or thinking. Qualaroo offers inline surveys which allows website owners to strategically ask questions at different points of their funnel. This is crucial in trying to understand what people are thinking at different points in time. As you can see from the question below this site is asking a very specific question as to what is preventing someone from signing up at this point. The results from this quick survey can help reduce friction and increase conversions at this point in the funnel.

qualaroo
 

 

Behavioural targeting

Behavioural targeting is basically showing certain content or performing certain actions based on peoples’ behaviour on your site. This concept recognizes that all people and website visitors are different. Different elements, prompts and call to actions will maximize the chances of conversions for different people.

A new startup called Vero attempts to do this with behavioural targeted email. Carefully crafted email campaigns and messages are sent to people based on their behaviour on the site. For example if a subscriber entered in their email and country as USA, a different email would be sent to them as opposed to someone who entered in their email and country as Australia.

vero

Over time, careful analysis will allow you to learn about what messages convert higher for what types of users. You’ll be able to create a dynamic site and email campaign that is optimized on an individual visitor basis.

Above are a few tools that are great at increasing conversions. Each of the tools approach conversion rate optimization in a different way and can be effective when used in isolation as well as combined. We would love to hear about your experiences with any of the tools we have talked about as well as any other tools that you have used to help increase your conversions.

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About the Author


Alaister Low is a co-founder of Growth Giant which is a tool that uses the Multi-Armed Bandit Algorithm to continuously test landing pages. It automatically directs traffic to your better performing pages to ensure you get the maximum conversion rate. Google+


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