Bummer! you just missed another one. Someone clicked on your ad, took a few seconds to look at your page… But then, his mouse started going slowly upwards… and left… and before you know it he hits the back button and he’s gone. Probably forever… This is why you need to master landing page optimization techniques. The more landing page optimization you practice, the less back buttons you’re going to see.
It takes only a few seconds for the landing page visitor to decide whether he or she is going to convert or add up to the grim statistic called “bounce rate”. This mere fact makes landing page optimization such a crucial process for every business aiming to increase online sales or lead generation.
In his 2005 book “Blink,” Malcolm Gladwell presents an idea from psychology and behavioral economics of a mental process called “blink”—an unconscious process that allows people to make decisions rapidly and automatically with relatively little information. On your landing pages “Blink” can work for you or against you—which is why some well-optimized pages get off-the-chart performance while others muddle along.
The main challenge when optimizing landing pages is that traditional web analytics tools offer very little insights to what users are doing on the landing page and what drives them to convert or leave. Conventionally, the best web analytics tools are designed to measure traffic between one page and the other, while stopping short of any analysis of what happens on the landing page itself. Web analytics reports are great if you want to measure traffic, but for measuring user experience you need something else… Here are 5 tips that marketing pros leverage for optimizing landing pages:
1. Mouse Move heatmap
One of the major breakthroughs in user experience analytics is the discovery that there is an 84% to 88% correlation between mouse moves and eye movement. Therefore, website mouse tracking offers an affordable alternative to costly eye tracking studies. In fact, mouse tracking can be one of the best ways to see what users are doing once they reach your landing page and is an invaluable tool in landing page optimization.
One of the best ways to optimize your lading page is to look at segmented mouse heatmaps. Examining the mouse movement tracking heatmaps for users who converted against heatmaps of users who did not convert can reveal powerful insights about the parts of the landing page that drive conversions and those that do not.
2. Mouse Movement Recordings
Bring the popcorn and sodas, you’re about to watch what your users are doing on your landing page. Mouse movement recordings allow you to optimize your landing page by watching visitors’ mouse movements step by step. This is one of the best tools for understanding user experience—almost like looking your visitors over the shoulder.
This is also one of the more simple types of analysis that you can do in order to optimize your landing page. No numbers, no reports, just putting yourself in your visitor’s shoes an trying to understand what makes them tick on your landing page.
3. Web Analytics Click Through Analysis
Here is a surprising fact—most of the clicks on your landing page are actually in places where there is no link… It’s not that you landing page visitors are not smart; it’s more about unclear user experience. Click heatmaps can show you whether users are finding your landing page unclear, or think that some of the images or graphics are clickable.
Another important landing page optimization tactic with click through analysis is to see whether users click on your call to action. If the call to action is under the fold or users just don’t notice it, a landing page redesign may be in order. Your click heatmaps are a great tool for fixing these users experience issues and optimize your landing page.
4. Landing Page Form Analytics
The form on your landing page is the moment of truth. All of the blood, sweat, work and tears, including tons of advertising dollars and web design effort went to this one crucial moment, which will determine whether you landing page will get another conversion or not.
You cannot complete a landing page optimization process without conducting a thorough form analysis. This tool tells you which fields generate the highest abandonment rate on your landing page form. You can see the statistics for the proportion of users who’ve decided to abandon the form after each step. In some cases, removing one field can do wonders for your landing page conversion rate.
Another benefit of Form Analytics for your landing page is the ability to spot form validation problems that are hard to find any other way. For example, some international visitors have postal codes with more digits than what your form permits. All in all, form Analytics is crucial for every landing page optimization project.
5. Traffic Sources Analysis
Not all traffic is created equal. With different advertising channels and keywords, it’s important to optimize your landing page to the different traffic sources. There are two ways that you can work on the optimization process:
First, see which traffic sources deliver the best value. If you can optimize your budget by moving some of the investment from channels with lower conversion to channels with higher conversion you immediately improve your ROI.
Second, conduct your landing page optimization by channel—examine your heatmaps, visitor recordings and form analytics to see whether you need to create additional landing pages for some channels. Just remember, “Blink” means that if your landing page didn’t resonate in the first few seconds, it probably never will.
Are You Ready to Optimize Your Landing Page?
Just a few seconds—and they’re gone. This is what makes landing page optimization such a crucial endeavor for online marketers. Mastery of landing page optimization is what makes marketing superheroes.
These five tools offer a great foundation for increasing your landing page conversion, sales and leads. Just remember, landing page optimization is an ongoing process, and if you don’t convert everybody, you always have room to improve.
By Dealer Dan
My name is Dealer Dan. I’ve been an internet affiliate marketer since 1997, primarily focusing on the gambling field. Unfortunately over the years due largely to the US government, online gambling isn’t as lucrative as it once was. Therefore, I’ve been attempting to diversify outside the gambling niche.
Going into areas that I am not knowledgeable about would usually be hard to impossible. Unless you have a cheat code, or a game genie or gameshark to assist you. And that’s what I’ve got.
It’s called ClickTale.
Okay – so using ClickTale isn’t exactly cheating…but man, it sure feels like it at times. I only discovered ClickTale in 2007. I think back to the 10 years of internet marketing I did before that, and I wonder how I ever managed to run an affiliate website without it.
This article should give you some insight of just one example of how beneficial ClickTale can be, and what it can be used for.
As hard as we work to keep our websites perfect and popular amongst our visitors, there is always room for error, mishaps and major mess-ups. Today, being April Foolâ€™s Day, is a great time to simply take it easy, look back and smile at these mistakes that may have occurred throughout the year.Â Cheer on upcoming successes for your business, and maybe even play some practical jokes on your coworkers
To avoid many of these bloopers in the future, web analytics tools are here to save you the embarrassment and keep your website up & running, selling and smiling. And they do so quickly, easily, without much effort or $$$ on your part.
Although the ClickTale solution is now made up of a growing list of powerful analytics tools, its original visitor session playback is the be all and end all of getting to know your visitors, revealing absolutely every mouse move, click and scroll visitors attempt on your webpages.
If you are having some difficulty getting started with your website visitor recording action, don’t sweat it! This post is meant to answer the who, what, where, and why of recordings and the return on investment they can generate for your business.
WHY should I use website visitor recordings?
Understanding how visitors use your site, what they’re trying to achieve and where they encounter errors is your ticket to increased conversion rates, increased sales, and a major increase in ROI. Therefore you should not pass up on the opportunity to get a front row seat to your visitors browsing sessions.
Tobii and Lenovo are teaming up for the ultimate eyetracking web usability experiment.
Windows 7 Lenovo Laptop + Tobii Built-in Eye Sensor = Eye-Controlled Laptop!
This new technology, being tried and tested for its hopeful 2013 release, will allow users to zoom, scroll, as well as dim and brighten content on their screens using only their eyes. Besides being extremely innovative and, well, really cool, what impact could these laptops have on the web analytics community as an eye-tracking tool?
Eyetracking Web Usability and Mouse Tracking
Eye tracking, as it stands now, is the web usability testing method of choice for big name enterprises with mucho $$$ to spare, such as Google. Cameras and specialist software are used to track where the eyes of internet users land on a webpage.