Blog | Marketing

The Best Conversion Rate Optimisation Tools

06/06/2019

As much as we love traffic flowing into our websites, this doesn’t mean much if the conversion rate is non-existent. Logically, the more traffic you are getting, the higher your conversions, and there fore your sales, should be. So, if your conversion rate is still performing poorly despite increases in traffic, then you need to take a deeper look at your conversion rate optimisation.

Use GA to plan Conversion Rate Optimisation strategy

Google Analytics is a mainstay of any eCommerce strategy and, if you’re not using it already, you certainly should be.

Within GA, you can see your Conversion Rate for all channels (paid, organic, referral, etc…) as well as segmented data based on time, source, demographics and more.

As well as CRO, you can also monitor a number of other key factors, such as:

  • Bounce rates
  • Exit and Landing pages
  • New visitors vs returning visitors
  • Revenue

There’s plenty more to explore within GA but what you choose to focus on will depend on what you are keen to measure the most.

Alongside GA, there are a few additional tools you can use that will help you make the most of this data and optimise your CRO:

Hotjar

An essential tool if you want to focus on User Experience.

Hotjar allows you to record customer visits and see precisely where they scroll and click. This can be invaluable if you are getting a lot of drop-off traffic but are having trouble pinpointing the cause.

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You can also set up heat maps for specific pages which will show where your clicks are most concentrated. This can show you areas that are not getting visitors attention, but they should be, such as CTA buttons, as well as highlight areas that customers are clicking when there’s nothing to click, such as images.

GTMetrix

Site issues such as slow loading times or broken elements can have a massive impact on the CRO. One of your first checks before conducting any CRO should be to check your website speed performance.

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A quick and free way to check your site for such issues is to run it through GTMetrix. You’ll receive a run-down of your site speed and performance, as well as a list of recommended improvements.

The faster your page loads, the less chance you have of a potential customer getting frustrated and leaving your site for a competitor.

Meltwater

You can take advantage of this tool in two ways;

  • It allows you to monitor all social media channels at once for mentions of your brand to see what people are saying about their experiences. This can quickly alert you to problems your customers might be having when trying to make a purchase.
  • You can also set up Meltwater to monitor for mentions of your competitors, to see what they are doing wrong, as well as what they are doing right.

spiral-media-meltwater

The Sales Funnel

This function within GA is one of the most important when it comes to CRO improvements.

There are two areas you’ll want to pay attention to; ‘website-to-cart’ and ‘cart-to-sale’.

Looking at these two areas will give you insights on what to focus on next. If your website-to-cart ratio is higher than your cart-to-sale, for example, you will want to focus on strengthening the latter.

You can also segment your sales funnel down by the following;

  • Device – desktop vs mobile vs tablet
  • Traffic source – Organic vs Paid, for example
  • Landing page – Pages that visitors can land on without navigating via the homepage
  • Interactions – the path customer take along the sales process

These are just some examples but you can essentially tailor your ales funnel to show you the exact data you need.

If you want to read more about conversion rate optimisation, head on over to our Magento Conversion Rate Improvements post for more tips and advice.