Conversion Rate Optimisation: How to increase website conversions through eye tracking and heat maps

Eye Tracking Analysis: Conversion Rate Optimisation is vital to get your Sales Funnel working

As a UX consultant, I have come across many businesses that have a great-looking website but fail to convert their visitors into customers. The reason behind this is simple: the content on their website is not optimised for conversion. In this article, I’ll show you how to increase website conversions through content optimisation using heat mapping and eye tracking tools. I’ll unmask some of the latest trends and let you know the agency hacks which will turbo charge your website conversions.

Let’s get stuck in…

What is Content Optimisation?

Content optimisation is the process of refining the content on your website to increase conversions. It involves identifying the content that is not performing well and making changes to improve its effectiveness. There are many factors that can affect the effectiveness of your content, including tone of voice, the use of imagery and the placement of your Call To Action (CTAs).

To optimise your content, you need to understand your target audience and their needs. What are their pain points? What are their goals? What motivates them to take action? By answering these questions, you can create content that resonates with your audience and encourages them into your sales funnel. On-page tools like Gated Content, Web Capture Forms and Pop Ups can all help to elicit responses which drive sales enquiries.

When it comes to content optimisation, it’s essential to conduct A/B split testing through tools such as Hot Jar or GatorLeads. A/B testing involves creating two versions of your content and testing them to see which one performs better. By testing different variations of your content, you can identify the most effective elements and incorporate them into your final version. Consider using Lead Tracking Software to monitor sales conversions.

What is an Eye Tracking Analysis and why is it important?

Eye tracking studies involve using technology to track where people look on a website. This can also be conducted using retinal scanners or through mouse movements on the screen. Heatmap.com is a useful solution for beginners. By understanding where people focus their attention, you can optimise the placement of key elements such as CTAs and important information.

Eye tracking studies involve the use of special equipment that tracks eye movements as people interact with a website. This data is then used to create heat maps that show the areas of the website that receive the most attention.

Eye tracking studies are an effective way to identify which elements on your website are being overlooked and which ones are attracting the most attention. By using this information, you can make changes to your website to ensure that the most important elements are getting the attention they deserve. Smartlook.com provides a lowcost budget tool which may be useful for beginners.

How to Increase Website Conversions through Content Optimisation and Eye Tracking Studies

Now that we have a basic understanding of content optimisation and eye tracking studies, let’s explore how you can use them to increase website conversions.

• Identify Your Target Audience

Before you can optimise your content, you need to identify your target audience. Who are they? What are their pain points? What are their goals? What motivates them to take action?

By answering these questions, you can create content that resonates with your target audience and encourages them to take the desired action. Your content should address their needs and provide a solution to their problems.

• Conduct A/B Testing

A/B testing is an essential part of content optimisation. It involves creating two versions of your content and testing them to see which one performs better. By testing different variations of your content, you can identify the most effective elements and incorporate them into your final version.
When conducting A/B testing, it’s important to only test one variable at a time. For example, if you want to test the effectiveness of a CTA button, you should only change the button and keep everything else the same. This will ensure that you can accurately measure the impact of the change.

• Use Eye Tracking Studies

Eye tracking studies can provide valuable insights into how people interact with your website. By understanding where people focus their attention, you can optimise the placement of key elements such as CTAs and important information.

Eye tracking studies involve the use of special equipment that tracks eye movements as people interact with a website. This data is then used to create heat maps that show the areas of the website that receive the most attention. By using this information, you can make changes to your website to ensure that the most important elements are getting the attention they deserve.

• Keep Your Content Simple and Concise

When it comes to content on your website, it’s essential to keep it simple and concise. Visitors to your website should be able to understand what your business does and what services or products you offer without having to read through lengthy paragraphs.

Use clear headings and subheadings to break up your content into easily digestible chunks. Use bullet points to highlight key information and make it easy for visitors to scan your content.

• Focus on ‘Benefits’ rather than just ‘Features’

When creating content for your website, it’s important to focus on the benefits of your product or service, not just the features. Visitors to your website want to know how your product or service can solve their problem or meet their needs.

For example, if you sell a weight loss supplement, don’t just list the ingredients and their benefits. Instead, focus on how your supplement can help people achieve their weight loss goals and improve their health and wellbeing.

• Use a Compelling Call to Action (CTAs)

Call to actions (CTAs) are a critical component of your website’s conversion rate. They should be clear, compelling and easy to find. Use contrasting colours to make your CTAs stand out from the rest of your content. Bold, primary colours often draw the user’s attention and can increase click through rate. Consider using blue, underlined links which can increase the click through rate by 42%. Google has conditioned the web user to click on anything that is blue and underlined, so resist the urge to break away from the mould.

Your CTAs should also be specific. Instead of using generic CTAs like “Click Here”, use CTAs that are more descriptive, such as “Download Your Free Guide” or “Start Your Free Trial Today”. Remember the SEO value contained within a hyperlink. Ensure you include place keywords either within the hyperlink or within a close proximity of the link.

• Use High-Quality Images and Videos

Images and videos can help to enhance your website’s content and make it more engaging. Use high-quality images that are relevant to your business and your target audience.

Videos are also an effective way to showcase your products or services and provide valuable information to your visitors. Use videos to demonstrate how your products work or to provide tutorials and tips.

• Make Your Website Mobile-Friendly

With more and more people using mobile devices to browse the internet, it’s essential to make sure that your website is mobile-friendly. Your website should be easy to navigate on a small screen and should load quickly.Mobile users also have different needs and behaviours compared to desktop users. Make sure that your website’s content is optimised for mobile devices and that your CTAs are easy to click on a touchscreen.

• Monitor Your Analytics

Finally, it’s essential to monitor your website’s analytics to track your conversion rate and identify areas for improvement. Use tools like Google Analytics to track your website’s performance and identify which pages and CTAs are performing well and which ones need improvement.

By monitoring your analytics, you can make data-driven decisions and continuously improve your website’s content and design to increase conversions.

Using Lead Tracking Software to Monitor Conversions

Lead tracking software, such as GatorLeads or Lead Forensics are powerful tool for businesses looking to generate more leads and increase their sales revenue. These software solutions allow businesses to track the activities of website visitors, identify the companies that are visiting their website, and provide valuable data that can be used to improve sales and marketing efforts. Take a look at our Lead Tracking Software video for more information.

One of the key benefits of lead tracking software is the ability to identify anonymous website visitors. With GatorLeads, for example, businesses can track the IP addresses of website visitors and match them against a database of known companies. This allows businesses to identify the companies that are visiting their website, even if they haven’t filled out a contact form or otherwise identified themselves.

This information can be invaluable for sales and marketing teams, who can use it to reach out to these companies and offer them relevant products or services. By knowing which companies are interested in their offerings, businesses can tailor their sales pitches and marketing campaigns to be more effective.

Lead tracking software can also provide detailed information about individual website visitors. Using this data, we can see how long a visitor spent on each page, and what actions they took (such as downloading a white paper or filling out a contact form).

This data can be used to create more targeted sales and marketing campaigns, as businesses can tailor their messaging based on the specific interests and behaviours of each visitor. For example, if a visitor spends a lot of time on a particular product page, a salesperson could reach out to them and offer more information about that product.

Another benefit of lead tracking software is the ability to track the effectiveness of different marketing campaigns. By using tracking codes or unique URLs, businesses can see which marketing campaigns are driving the most website traffic and generating the most leads.

This information can be used to make data-driven decisions about where to allocate marketing resources and which campaigns to continue or discontinue. By focusing on the marketing channels and tactics that are generating the most leads, businesses can improve their overall marketing ROI and generate more revenue.

In addition to lead tracking, many lead tracking software solutions also offer lead management features. These features allow businesses to manage their leads more effectively, by assigning them to sales reps, setting reminders for follow-up, and tracking the progress of each lead through the sales funnel.

Lead management features can be especially useful for businesses with large sales teams or high volumes of leads. By streamlining the lead management process, businesses can ensure that no leads fall through the cracks and that each lead is followed up with in a timely and effective manner.

Finally, lead tracking software can also help businesses stay ahead of their competitors. By tracking the activities of competitors’ website visitors, businesses can gain valuable insights into their competitors’ sales and marketing strategies.

For example, if a competitor’s website visitor spends a lot of time on a particular product page, a business could infer that the competitor is promoting that product heavily and adjust their own marketing strategy accordingly.

Monetise your website landing pages with Website Conversions

Increasing website conversions through content optimisation and eye tracking studies requires a deep understanding of your target audience and their needs. By creating content that resonates with your audience, using A/B testing and eye tracking studies to identify the most effective elements and continuously monitoring your analytics, you can create a website that converts visitors into customers.

Remember to keep your content simple and concise, focus on benefits, not features, use compelling CTAs and high-quality images and videos, make your website mobile-friendly and monitor your analytics to track your website’s performance.

By implementing these strategies, you can create a website that not only looks great but also converts visitors into loyal customers.

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