As marketers, we spend countless hours designing the perfect landing pages to achieve as many conversions as possible. However, at the end of the day, the best judge of what works and what doesn’t on your web page is the behavior of the customers themselves.
Have you ever wondered if there was a way to go beyond traffic numbers and conversion rate data and really dig deeper into how visitors interact with your landing pages? Luckily, there are tools that can help you get into the minds of your website visitors to determine which aspects of your website work and which aren’t quite as effective.
In the list below, you’ll find five tools that are extremely simple to use and will provide you with instant insights into visitor behavior on your webpage, which can then be used to tailor the most effective landing pages.
Crazy Egg eliminates the need for you to sift through pages of data to find out what parts of your landing page get the most attention from visitors. It does this by providing visual representations of visitor behavior in an easy-to-digest way. The heat maps tool shows you what parts of your site are getting the most clicks and scroll maps allow you to view how deep visitors scroll down the page and at what point their interest in the page drops.
Its confetti tool matches traffic sources to visitor behavior. Running a confetti report on your landing page segments the clicks it gets by referral sources, search terms and even browser types. The confetti feature is unique to Crazy Egg, and the insights it provides can be used to tailor keywords and direct users from particular referrers to content that has previously been of most interest to other visitors from the same referrer.
ClickTale enables you to actually watch your landing page visitors’ each move. Its visitor recording function captures every mouse move, click and scroll on your webpage. By using the advanced filtering option for video recordings, you can find recordings of visitor behavior around a specific part, such as sign-up or purchase forms, of your page. Along with the video recording, the tool also offers heatmaps for mouse moves and clicks, scroll reach and visitor attention.
If you’re looking for visitor insight but don’t want to spend money on it, this is the tool for you. The tool’s Free Forever plan tracks and provides access to video recordings and heatmaps from 5,000 pageviews each month.
Mouseflow tracks every action of a visitor’s mouse on your website. It produces reports in the form of playback video, click movement and scroll heatmaps, and in-depth link analytics. Mouseflow’s strength lies in its livestreaming and keystrokes — a form fills tracking function. With livestreaming, you can watch users in real-time as they interact with your webpage. This gives you instant feedback on any changes made to the web page. The advanced filtering option allows you to choose streams based on the source of visitors. This feature is particularly helpful if you want to see how visitors directed to your website from a new ad or a particular social media source interact with your web page.
Mouseflow also tracks website visitors’ keystrokes and form fills on your website. This is a great resource, as it enables you to pinpoint at what stage users decide to decide to leave the form and by tweaking those very aspects you can achieve higher conversions on your website.
Unlike the other tools mentioned here, Feedback Army harnesses the power of crowdsourcing to provide you with qualitative feedback about your landing page. Feedback Army, which is built on Amazon.com’s Mechanical Turk crowdsourcing platform, is a quick and easy way for you to get insight into how users interact with your website.
Feedback Army’s strength is the qualitative data you can receive about your website. Instead of making inferences about what aspects of your web page may be most appealing or frustrating to users, you can directly ask questions about them. For $40 you get 10 responses to any questions that you submit. Questions can range from those created for getting a general feedback about the look and feel of your web page to those tailored to test a specific aspect of your site.
Lucky Orange provides insights into visitor behavior in the forms of real time and recorded mouse clicks and movements, click, scroll and movement heatmaps and real time visitor maps.
Lucky Orange’s strength lies in the fact that not only does it monitor user behavior, but it also enables you to interact with users. Its live chat tool follows visitors from page to page and allows you to interact with multiple visitors simultaneously. It also lets you easily create and feature online polls and surveys on your website. You also have the ability to limit polls to users from specific countries and to view changes in results as each user interacts with the polls.
What All of This Means
As mentioned earlier, the best way to determine which aspects of your landing page drive conversions and which ones drive visitors off it is to understand how visitors interact with them. These tools will help you track user behavior on your web page and pin point underperforming areas. By working on improving on those areas you can optimize the visitor experience and guarantee a higher conversion rate for your landing page.
About the Author: Devna Thapliyal is an account executive at 60 Second Communications and blogs regularly on the 60 Second Marketer.