Visual Analytics or Business Intelligence (BI) is used in the analysis and improvement of the Conversion Rate Optimization of a website. As the business world becomes more competitive and the profit margins decrease, visual analytics is starting to play an increasingly important role in the Conversion Rate Optimization (CRO) of a business’s website.
According to the experts, “visual analytics is a form of inquiry in which data that provides insight into solving a problem is displayed in an interactive, graphical manner.”
This data is typically gathered from websites by using session recording and heat maps, and its goal is to help data scientists and marketing professionals identify trends, patterns, and relationships in visitors to the website’s behaviour.
Daniel Louis in his article states that “with the attention span of today’s Internet user even less than that of a gold fish, it has become important than ever to invest in fully optimized website.” CRO is also currently considered the most important part of online business.
How do we use Visual Analytics to improve CRO? Fortunately, there are several ways we can used Visual Analytics to gather data from a site:
Session Recordings:
What is a session recording and how will it help improve your website’s conversion rate?
A session recording is a recording of a website visitor’s movements as he navigates around your site. The aim of a session recording is to see exactly what your visitors are looking for, how they use your site, what is attracting their attention, and where they are getting confused. The end goal is to understand how your visitors think; thereby, increasing your website’s conversion rate.
Your webmaster will use sophisticated software to track your site’s visitors’ behaviour as they navigate around your website. This includes mouse clicks, movement, scrolls and more. In essence, you can observe how you site’s visitors perceive your website. You won’t ever need to wonder what people are doing on your site again.
Once the software has finished recording visitors’ sessions on your website, a data analyst will replay these recordings and analyse the data contained within the recordings. The analyst is looking for patterns of behaviour; which parts of the website were visited, which parts were ignored, and why.
Once the data has been analysed and the patterns of behaviour have been identified, the data analyst will report on the analysed data. This report will allow the webmaster to make changes to the website which will improve the user experience and increase the conversion rate of visitors to the website into returning customers.
What are heat maps and how do they help improve your website’s conversion rate?
In summary, heat maps are a form of visual storytelling and show you precisely where the visitor has clicked with a mouse on your website, as well as where they’ve scrolled around your site.
Heat maps are considered one of the most valuable tools for analysing the User Experience (UX) of your website. They use different colors as a data visualization tool, and their function is to track which web pages and web elements are most popular and which elements are ignored by your website’s visitors.
By analysing the data from these heat maps, you will be able to make decisions on how to improve your website by enriching the areas that get the most clicks and by removing the elements that are ignored.
Broadly speaking there are two different types of heat maps:
- The Click Heat Map
Click heat maps measure the number of clicks on a web page. They show which sections of a web page are more interesting to your website’s visitor.
They help you increase the conversion rate of your website by providing you with data that will help you analyse the clicking patterns of your visitors.
Because visitors to your site have no idea that their navigation patterns are being monitored, the data gathered from their behaviour on your site will be from natural user behaviour and not artificial, controlled behaviour.
This aim of this data is to help you determine your website’s visitors’ natural behaviour patterns; thereby, resulting in an improvement in the natural navigation patterns of your website.
Click tracking heat maps provide a lot of data to the data analyst looking to improve the conversion rate of a website, but they are only two-dimensional and may not give you all the answers to all the detailed questions that you are asking.
- The Eye Tracking Heat Map
Eye-tracking heat maps help you track the paths that visitors to your website take across the various elements on your web pages. It not only shows you how many users interact with the specific elements of your website, but also for how long they stay involved with, or looking at, each element of your website.
You will be able to see what kind of content and images attracts visitors, how long they spend on your website, and whether your navigation is working.
Final Words
In today’s cut-throat business world, your customers are your most valuable commodity. As a business owner, you need to do everything in your power to keep your customers happy. A happy customer is a returning customer.
How do you find the competitive edge that will allow you to keep converting visitors to your website into returning customers? You need to start listening and continue to listen, to what your customers are saying.
By making effective use of heat maps and session recording, you will gain a good idea of how your customers feel about your website’s user experience. If your website provides your visitors with a great UX, they are more likely to convert into returning customers, as well as recommending your site to their friends. People are going to return to the website that offers them the best customer service, as well as the best user experience.
According to Jeff Bezos, the CEO of world’s probably the largest e-commerce store [Amazon] said, “If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.” He was onto something.
Mike is a Digital Marketing professional and currently working as a PR manager at #TruConversion.com He truly loves Online marketing and anything digital. He is very focused about who he works for. Once he starts work, he is fully committed to his duties and responsibilities at that company.
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