Tracking

 

 

Track Your Marketing…Boost Your Business!

 

In order to optimize your website, and better your user’s experience, it is important to know why your visitors stay on your site and why they leave. If you want to turn those visitors into paying customers you need to understand what they want and give it to them. To accomplish this you will need to track their pattern of behavior on the site, comprehend what they want and what they object to, and answer any questions they may have.

While this is not as simple online as it would be in a traditional offline business (or store); it can be done. Below are a few of the tools we recommend for assisting you with this task.

 

 

Used to track where your visitors came from and which links they clicked. Get more information about Google Analytics here.

Analytics software for Internet websites is essential for understanding your visitor’s behavior. It tells you detailed statistics about the people who visit, where they came from and which links they clicked when there.

Google Analytics is completely free and is considered the “gold standard” of analytical tools.

 

 

Tool for interpreting “heatmaps” that show exactly where people click. Get more information about Crazy Egg here.

Google Analytics will tell you what links your visitors click and Crazy Egg will show you which parts of your page a visitor clicks on. Crazy Egg shows you clicks even if they weren’t on a link. This information is displayed as a “heat map” like those below:

 


 

There are several advantages to this:

(1) Crazy Egg will even show things that are not clickable. You’ll discover that visitors are clicking on parts of the page that aren’t links, but perhaps should be. For example, if you discover they are clicking on a product photo, you may choose to allow the picture to be magnified, or you may decide they want to read more information about it. Similarly, it may wrong to believe that a particular graphic is navigation.

(2) It will also reveal, at a glance, which parts of the page are getting the most attention. This can be particularly useful when showing the data to people who aren’t experienced in web analytics.

 

 

KISSinsights is a great survey tool from the people who created Crazy Egg . It lets you easily add surveys to the bottom corner of your website.

Some of its features include:

  • Choose what type of response you want via radio buttons, multiple-answer check boxes, or text fields.
  • Choose whom you want to participate in the survey. For example, “Only show the survey to returning visitors who have been viewing the page for more than 60 seconds.”
  • Ask several questions at a time.
  • Receive email notifications of people’s responses.
  • Once the code has been added to your website, you can create and launch surveys entirely from within the KISSinsights control panel.

However, its best feature is that it’s well designed and is easy to use.


 

Get a feel for how people use websites through videos showing a visitor’s screens. Get more information about ClickTale here.

ClickTale refers to itself as being “in-page web analytics” (as opposed to other analytics software which is largely concerned with movement between pages). It’s similar to CrazyEgg, but also measures keystrokes, scrolling and movement of the mouse. It has several useful functions:

(1) Ever wondered how far people scroll down your pages? ClickTale can show you, using an easy-to-interpret heatmap. On really long pages, it can also be useful to see which parts of the page get the most attention (based on the average viewing time). This can be great for identifying which parts of your page are most important to your visitors.

(2) Want to watch movies of your visitors’ screens as they use your website? ClickTale allows you to do that too. You can view each visitor’s browsing session as a Flash video. (There is a limit to how many videos can be stored.) It may sound impossible, and ever-so-slightly creepy, but it’s true. It’s just like you’re looking over their shoulders. You can even see their cursor and their keystrokes.

You can choose which video to watch, based on attributes such as the visitor’s country of origin, their time on site, or the number of pages they visited. You may choose to watch videos of people who appear to be struggling—for example, those who visit the same page several times.

(3) Study how people are interacting with your forms. ClickTale has five reports that allow you to see how visitors are interacting with your forms. For example, the Drop Report shows you the percentage of visitors that dropped out at each field whilst filling in a form—so you can fix the form fields that are losing you customers.

ClickTale is not a substitute for carrying out usability tests. However, watching a few videos will give you a better idea of how people interact with websites. You can watch the videos at high speed too (up to ten times normal speed).

 


Let your visitors tell you what’s missing from the page. Get more information about Google Talk here.

Live chat can allow you to hear from visitors who wouldn’t phone you. This may be for a number of reasons:

  • because they don’t have access to a phone
  • because they are in a public place (or at work) and don’t want to be heard
  • because live chat doesn’t cost money
  • because they don’t want to be stuck at the end of a phone waiting for someone to answer
  • because a phone call can be more of a “commitment” than a live chat.

What you can learn from live chat:

  1. Which pages people are having problems with.
  2. Which products people are asking questions about.
  3. What are their main questions, concerns and objections.
  4. Which of your answers, reassurance and counter-objections persuade the visitor to take further action.

If your live chat is being provided by your customer service staff, you may choose to read through the transcripts of the chats on a regular basis, to look for insights that can be applied to your website.

Using live chat may actually increase your conversion rate, because you (or one of your customer service staff) can personally help the customers to take action.

 

 

Ask your visitors all your marketing questions. Get more information about SurveyMonkey here.

Your customers know the answers to a surprising number of your marketing problems. Why not ask them?

SurveyMonkey provides an easy way of sending out surveys, then collecting and interpreting the results.

Here are a few good questions to ask your customers:

  • “How likely is it that you would recommend us to a friend or colleague?”
  • “What other products or services should we offer?”
  • “If you were in charge of our company, how would you ‘spread the word’ about us?”

Answers should be on a scale from 0 to 10.

Asking questions to your non-customers:

You may also choose to drive traffic to a survey page and offer an incentive. Many marketers use a free report or eBook as an incentive for completing the survey. By asking open-ended questions to these visitors, you can learn what they were searching for, and what you’d need to do to provide it.

Other things you need to know about your customers:

You need to know which of your products your customers like most, and why.

By knowing which of your products is most-liked, you can:

  • design the most effective sales funnel, so your most-liked products aren’t hidden away.
  • improve your existing products, to make purchasers more likely to buy from you again.

Note that your survey can constantly be changing, to allow you to keep getting deeper insights into your visitors and customers. One survey may reveal insights that you decide to pursue with questions in subsequent surveys.

 


Ask your visitors why they visited you, and whether their visit was successful. Get more information on 4Q here.

Web analytics guru Avinash Kaushik suggests that you should survey your visitors as they leave your website. Here are the questions he proposes you ask. They can be incredibly useful:

Question 1: “Based on today’s visit, how would you rate your site experience overall?”

Question 2: “Which of the following best describes the primary purpose of your visit?”

Question 3: “Were you able to complete the purpose of your visit today?”

If they answer yes to Question 3…

Question 4: “What do you value most about the [company] website?”

If they answer no to Question 3…

Question 4: “Please tell us why you were not able to fully complete the purpose of your visit today.”

 

Allow your visitors to easily give feedback on your webpages. Get more information about Kampyle here.

Kampyle allows your visitors to give feedback on your site, via a little button that sits at the edge of each webpage. (Ours is that green GIVE US FEEDBACK button that follows you down the right-hand side of this page.) The button leads to a pop-up survey, which allows the visitor to give their feedback.

The website’s owner can then sign in to Kampyle’s website to see an interface for managing all the feedback that has been received. If the visitor leaves their email address, the website’s owner can easily inform them when they have responded to the feedback.

 


 

Search engines for tracking what people are saying about you.

There are several search engines that track buzz in real time, allowing you to discover what people are saying about your website on blogs, forums and social media networks. Twitter Search the most used industry-wide.

As you are reading through the results, make a list of what people are saying. What do they like about your website? What don’t they like about it?

Then consider how you can fix it. And test the new version against your current design, using Google Website Optimizer (which is mentioned next).

 


Test different versions of your webpages to see which is the best. Learn more about Google Website Optimizer here.

Now you have a better understanding of your visitors, you’ll have loads of ideas about what to change on your website.

Instead of guessing what content your visitors like best, test everything using Google Website Optimizer (GWO), a free tool for carrying out split tests (in particular, A/B split tests and multivariate tests).

Specifically, GWO allows you to…

  • create many different variations of a webpage
  • then measure which of them is best at getting your visitors to spend money, sign up to your newsletter or do whatever it is you want them to do.

 

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