Optimizing a homepage for free? I am not talking about those conventional analytical methods that many people use, I am talking about real magic happening here. Behavioral analytics is a game-changer when it comes to optimizing your website and hence boost your sales.
Website Optimization with Heatmaps
First, you’d say that the structure of the website of Tep is quite obvious, but if you take a closer look at it with me, there are some interesting stuff hidden in there waiting to be discovered.
With scroll heatmaps, you can get a clear picture of how far your visitors scroll on your website. Capturly’s scroll heatmaps show you where you should place your main CTA on different devices to catch the most attention based on visitors’ behavior.
You can see that there are two sets of CTAs placed on the page (both at the top and at the bottom), but a bigger ratio of the visitors doesn’t get to the ones placed at the bottom.
By the time the users reach the middle section, they already know the most important pieces of information about the app.
Because of this observation (seen on the heatmap), it is extremely important to place the most crucial content above the fold, so even those users who usually easily get bored and never get to see the bottom can see that content.
Heatmaps, in fact, increase your conversion rate in the long run.
Different types of websites, pages, and users mean different sorts of solutions and optimizations, so you should analyze yours too.
A segment heatmap can answer you which referrers bring the most active visitors to your site. Segment heatmaps also enable you to analyze the behavior of your visitors and identify the most popular areas of your page.
It is the perfect tool if you want to examine your users’ clicks to see what’s really going on.
It can reveal many things, but in Tep’s case, there were 2 major perceptions in connection with the home page.
These are the parts that are supposed to be clicked, and people click on them.
The CTA buttons (especially the Play Store button) and the Video button are the most popular ones, many users click on them: according to the analysis they are perfectly placed on the website.
Under the video, you can see the team members one by one. However not every single one gets to the point to look at them and click to see their profiles, it is still a fairly popular section of the page.
It is fascinating to see that there are parts on the website which are clicked, however, they are not supposed to be clicked.
(Nobody would ever see these without a segment heatmap.)
Let’s look at the top of the page. Do you see that cute animated giraffe? It does nothing at all. It’s just a simple animation without any special action, however, many people expect something from that lovely animal.
The 3 main badges telling the story of the app are also very trendy, just like the calorie-counter.
The takeaway is that sometimes people expect sections to be interactive, however, they might not be. The segment heatmap is perfect to uncover those parts because once you know that people like it, you can alter those parts according to their needs.
Click heatmaps are also great alternatives to analyze your visitors’ clicking habits. Clicks are one of the most powerful ways to express interest so it is important to pay close attention to it.
With click heatmaps, you can discover which parts of your website are the most popular, what should be clickable, and what shouldn’t.
For example, having a non-clickable content that attracts the majority of visitors to click can lead to bad user experience. This may cause you to lose potential customers.
Website Optimization with Session replay
I wanted to show you the most awesome feature last. It is the session replay.
Have you ever wished if you could see your visitors using your website so that you would have known what was causing them trouble or misunderstanding? Well, by using session replays you can do that! This qualitative website analytics tool lets you have an insight into what your visitors experience on your website. Every scroll, click, and mouse movements are tracked. With session replays, you can learn from real user data.
Even watching one recording can make a huge difference, so imagine if you could see all of them!
From the pace of the scrolling, it becomes quite clear that the structure is easily understandable even for a new visitor.
This particular visitor also clicked on non-clickable contents, like the badge and the calorie-counter, we can say that this really seems to be a thing among the users.
These recordings speak for themselves. For us, it’s always fascinating to see how users with different characteristics behave distinctly.
Tracking traditional quantitative metrics like pageviews and bounce rate is important. They might ring the bell if something is going in the wrong direction. However, they won’t give you the answers. On the other hand, qualitative web analytics will do!
With the help of Capturly, Tep optimized its homepage with website heatmaps and session replay. The optimization was free, simple, fast and extremely effective!
- Placing the most important CTAs above the fold.
- Turning popular non-clickable content interactive.
The conversion rate, user experience, and customer satisfaction increased immediately after the changes were made.