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:
And that's where page insights come in:
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.
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:
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:
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:
If you find that you have a need to discourage visitors from clicking on certain items, you may want to try the following:
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.
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.
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.
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.
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.
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.