Guide To Using Page Insights To Increase Webpage Conversion Rates

It can be frustrating trying to figure out what changes you need to make to a webpage in order to get more of the results you want from it.

In fact, you can literally spend countless hours staring at your screen, trying to guess "what's wrong" with a webpage that's not converting the way you think it should.

The truth of the matter is that to really know what's working and what's not, you need to have data.

More specifically, you really need to know at the very least the answers to the following questions:

  • How many people have seen this webpage?
  • When people see this webpage, what do they do?
  • When people see this webpage, what do they not do?

And that's where page insights come in:

Tamboo page insights in action.

Page insights summarize and show you what people click on when they visit one of your webpages. With page insights, you can quickly see which page elements get the most clicks, and which ones get the least.

With this information at hand, we can stop guessing about what's wrong with our webpages and instead start systematically improving them.

As always, we recommend that you pull out your trusty notebook (or Google Docs) to take notes about your findings about each webpage.

Focus on your highest volume and highest value webpages first.

Unless you make a lot of sales from people who visit your "About" page, it's probably best to focus your optimization efforts on the pages that receive the most traffic and have the most impact to your bottom line. These pages typically include:

  • Your homepage
  • Your product pages
  • Your pricing pages
  • Your checkout/purchase pages
  • Your most important landing pages

Do the clicks line up with your goals?

The first thing you'll want to examine when you're looking at the insights for a webpage is whether or not the clicks you're seeing line up with your goals for that page.

For example, let's say that you have the following two goals for your homepage:

  1. Get people to take a tour of your product offering
  2. Get people to sign up for your mailing list or some similar opt-in offer

When you look at the clicks on your homepage, do they line up with these goals? If they do, then the top two links with the most clicks (which you can see in the Summary tab) should be links to these two pages.

If your clicks don't line up with your goals, then that's a conversion optimization opportunity!

To "encourage" visitors to take a specific action, you need to increase their desire to take that action while simultaneously reducing their desire to take any other action they might be able to take.

To increase their desire to take a specific action, you may want to:

  • Fine tune your messaging. Is your messaging difficult to understand or uninspired? What can you do to make it more appealing, to make it "pop" more?
  • Dial up the emotion. Do the things you're asking your visitors to do sound fun or exciting, or do they sound droll and boring? What can you do to tap into (or increase) your visitor's emotional state?
  • Focus on outcomes. Is your messaging all about you and your business? How can you change things up to make it all about your visitor, giving them a reason to take the action you want them to. Never forget that your visitor is always asking themselves "What's in it for me?" Be sure that you more than answer that question.
  • Make it stand out. Do your calls to action stand out, or do they just blend in? Make them pop by using larger fonts, brighter colors with more contrast, and making sure that you give plenty of breathing room with generous amounts of whitespace.
  • Move things top and center. Are the actions you're trying to get your visitors to take buried down your page? Try moving them to the top of your page. And while you're at it, try putting them smack dab in the middle of their screen so they stand out even more.

If you find that you have a need to discourage visitors from clicking on certain items, you may want to try the following:

  • Dim things down a notch. Try to use more subdued colors on the items you don't want your visitors to focus on as much so that they blend into the page better. You may need to have two types of link colors to properly achieve this: One color for links you really want visitors to click and one color for links that you need to make available to visitors but don't want too much attention being drawn to.
  • Bury it in the footer. If you find that visitors keep clicking on a certain link that you need to make available, but that you don't want them choosing over the other links on your page, try burying it in the footer. This will encourage visitors to select from one of the more prominent links on your page instead, while still making it available for those visitors who have a strong need for it.
  • Call it something different. You might be able to discourage casual clicks to a link by changing its title. For example, if you wanted to discourage clicks to your pricing page, you might want to try changing the link text from "Pricing" to something like "Sign Up Now". This would discourage people from just jumping to your pricing page and would encourage them to first look at other pages like your features page.
  • Rip it out. When all else fails, don't hesitate to rip out troublesome links from your webpage. If it's a link to information that your visitors need, you can always push that link down to a subpage. For example, if you wanted to remove a navigation link to your pricing page, but people still need to be able to find your pricing, you could try linking to your pricing page from your feature pages instead. That way, people who are interested in your pricing will have to go through the path you want them to go through - namely, checking our your product before they view the pricing for it.

Is something stealing your customers away?

It's generally considered a UX (user experience) best practice to have a consistent look and feel and navigation throughout your website.

But the truth is, sometimes you need to break this rule.

If you have a "Buy Now" page, a "Sign Up" page, or a "Payment" or "Checkout" page anywhere on your site that uses the same layout and navigation as the rest of your site, and you haven't yet looked at the page insights for that page - go do that now. (I'll wait.)

Without having seen it myself, I'll be that I can tell you what you see: I'll bet that you've got quite a few clicks to links in your navigation header or footer.

And guess what?

Each of those clicks is a lost customer.

Rather than having to take the time to really think about taking the action that you've requested they take on that page - such as making a purchase - those visitors saw an easy out and took it.

To increase the effectiveness of pages where you really want your visitors to take one - and only one - action, you should make it so that that is the only action they can take on that page.

That means ripping out everything else that could "steal them away", including navigation and footer links, as well as any other link you might possibly have on that page.

This type of page is sometimes called a "squeeze page" because it "squeezes" visitors to make a decision about taking the one action you've given them to take. It forces them to focus all of their attention on this one decision, instead of allowing them to be distracted by a link to your blog.

How's your click density?

Another thing to look for on your pages is how clicks are distributed.

If you notice that you tend to get more clicks on items located at the top of your page than at the bottom, then you might want to consider putting your most important links and calls to action at the top of your page.

Now, that might seem like an "obvious" thing to do: Since everyone who sees your page will see the top of it, it makes sense that things would get more clicks there.

But that's probably not the only part of your page that gets a fair number of clicks. I'm sure if you look at your page insights, you'll see that there are other "hotspots" on your page that register a fair number of clicks. Those parts of your page might have engaging visual elements, or might have compelling messaging that resonates with your visitors. These are the areas that you'll want to take advantage of. By presenting a call to action in these areas, you're encouraging visitors who are already interested in what they're seeing to take the next logical step.

Amplify what your visitors are really interested in.

When it comes to leveraging "hotspots" of high click activity, you can do more than just drop a call to action in them: You can study them to understand what about them resonates with your visitors.

One of the benefits of Tamboo's page insights is that it shows you clicks not just on links or buttons - but also clicks on regular page elements, such as headings and text blocks.

Tamboo has this feature because when we studied visitor behavior, we found that lots of visitors tend to click on text elements that interest them.

This information practically tells you what your visitors are most interested in! And once you know this, all you have to do is give them more of what they want.

Let's say that on your webpage you enumerate the benefits and features of your offering, and that you've noticed that certain benefits and features get clicked on a lot. This is your visitors collectively telling you that these are the things they're most interested in.

Not only can this information help you uncover new marketing opportunities or help you better achieve product-market fit, but it can also help you improve the messaging to encourage more conversions.

Try to call more attention to the things that your visitors seem to show the most interest in. Highlight them in your copy and messaging. Draw attention to them with different colors or font sizes. Call them out in headlines. Make them the subjects of your calls to action. Make sure you call them out on your "buy" pages. Amplify them wherever and however it makes sense.

Fix the parts your visitors just gloss over.

Similarly to how you can identify "hotspots" using page insights, you can also identify "cold spots". These are areas of your webpage that don't receive a whole lot of clicks.

When you see a "cold spot", you have a few options.

The first option is to see if you can make that part of your page more engaging or if you can somehow make it stand out more. You can often do this by adding visual elements such as engaging images or employing contrasting font colors and sizes.

The second option is to look at your copy. You may need to rework it if it doesn't "pop". For comparision, look at the copy from the parts of your page that are "hot spots". Try to see what's different between the two and look if there's an opportunity to apply the same techniques that seem to work for your "hot spots" to your "cold spots".

The last option is to just remove the offending content. Sometimes you'll include content or copy that you feel is important but that your visitors don't find useful or interesting. Sometimes it's best to apply the KISS principle (Keep It Simple, Stupid) and just remove content that your visitors don't find valuable.

Pro tip: Compare traffic sources.

Once you've gotten a feel for how to identify conversion opportunities using page insights, you should compare how different traffic sources behave on your pages.

You can do this by simply filtering your page insights based on the traffic source. For the biggest impact, start by comparing your largest traffic sources to see how they might perform differently.

It's very common that you'll see different traffic sources leading to different engagement patterns. And this makes sense when you think about it: People coming to your site from Google are probably looking for different things than people coming to your site from Facebook.

By using page insights to uncover these differences, you'll come up with ideas about how to tailor the content you create for those sites and the visitors that come from them.

Monitor and measure your changes.

And as always, make sure that you monitor and measure whatever changes you make to your pages over the course of a few weeks.

Although you can get data-informed ideas about what changes you might need to make to your pages from page insights, you'll need data that confirms that those changes have resulted in a positive impact to your conversion numbers. Sometimes you may have to make several iterations before you get things "dialed in". This is normal, and page insights are there to help you learn from each iteration you make.