Optimize Your Conversion Funnel With The Help Of Heatmaps

With the change in the everyday lifestyle, the lives of businesses are becoming more and more difficult. People are turning to online stores with increasing demands and as a result, there is more and more competition in the market.

Continuous optimization of the conversion channel and conversion rate has become essential for the efficient operation of online businesses, which is no longer as easy a task as we might think.

However, don’t worry, in the following you can read about how you can complete this optimization process efficiently and easily.

Important factors in the process

There are three main stages in optimizing your conversion funnel:

• Upper funnel stage
• Middle funnel stage
• Lower funnel stage

It is important that you have to focus on different elements at each stage, as your target group will be different in each section. In addition, your goal will always be different at each stage too.

Simple visitors will appear at the top of your conversion funnel. They are the people who are visiting your website for the first time or just want to gather information about you.

In that case, your objective is to keep the visitor at your location and build trust. Also, focus on getting people to find out more information about you at this stage.

There are already interested people in the middle section. They are far fewer than visitors, but there are already potential buyers in this group.

They are already aware of who you are, what you do and what your values are. In addition, the members of the middle part of your conversion funnel already have some confidence in you. They are unsure of just one little thing, which is your product.

For them, you need to prove that your product is really worth the price and it has good quality. If you can achieve this, they will have a straight path to the last step of the conversion funnel, which is the lower funnel part.

In the lower funnel, you will encounter an even narrower group. These are the individuals that really want to buy your product.

They already trust you and your products, and they have all the information they need to buy your product or service with peace of mind.

You need to pay attention to just one thing at this stage, and that is to be able to buy from you.

Optimization

Now that we've briefly reviewed the key elements and features of conversion funnel optimization, let's see how the process looks like in practice.

Ongoing measurement is part and parcel of the process. Without it, unfortunately, it is impossible to carry out the process effectively.

When you hear the analytics, you’re sure to think of a huge chart or a lot of numbers, but here you’ll need a much more creative and efficient method. Heatmaps provide a solution for this.

Heatmap analytics is a procedure used to measure the effectiveness of websites. With the help of heatmaps, you can find out how your visitors use your website, what subpages they visit, and which buttons they click.

The tool marks well-performing parts of your website in warm colors and poorly performing ones in cool colors. This information is extremely important if you want to optimize your conversion funnel.

But you must be wondering how you can use heatmaps in the optimization process, so let's not take any longer, let's see.

Upper funnel

At the top of the channel, you need to reach three factors:

• Transparent structure
• Quality content
• Information about you

Let's start at the beginning. In order for your visitors to spend more time on your website and not leave in a few seconds, you need to give your website a clear structure.

We recommend that you use heatmaps to analyze the most popular parts of your website and place each of the major subpages accordingly. This is important because in this way you can place them in an area where your visitors will be sure to find that subpage.

Also, note that it is likely that these visitors will arrive at your landing page first. You have to indicate subpages that are important to the upper funnel’s group only.

Using heatmaps can also be a good way to determine these, as the analysis will show you which pages you visit often. Rely on this data.

At this stage of the conversion funnel, you should share as much information as possible about yourself. You should tell immediately at the landing page who you are, what your goal is, and what you are dealing with.

By doing this, you build trust and help your visitors become potential customers from the very first moment. But where should you put this information? Don't worry, heatmaps will give the answer.

One last little step you need to consider when optimizing your upper funnel is to display quality content. Visitors know what you are doing and how you rate your products, based on the information you describe. But how do they know this is true?

In order to make your visitors feel that you are really telling the truth, share some strongly-written blog post details on your landing page that are about you and your products.

If you do not want this, make the subpage of your blog available where your visitors can access these articles. Feel free to use the help of heatmaps to place this as well, as this will allow you to place the subpage of your blog in the most optimal place.

As you can see, optimizing the upper section of your conversion funnel is a pretty complex process. However, you don’t have to worry, you’re over the hard part, as this part is the hardest of the three mentioned above.

Middle funnel

The further you go down in the conversion funnel, the more specific work you need to take. This means that your tasks will decrease, but you will have to deal with more and more of each task.

In the middle stage, visitors have already become potential buyers. The important thing in this phase is to convince them to actually buy your product.

There are two things you need to pay attention to in this case:

• Location of your products
• Trust building

Before you cut into it, do some preliminary analysis using heatmaps.

Analyze which of your products are the most popular. It’s a good idea to put these products or services at the top of your subpage so that potential buyers don’t have to scroll long to find these.

We have the products, everything is given to buy them. What could be the problem?

The risk. Keep in mind that this factor is always present when making purchases.

To eliminate this, make a scroll heatmap analysis of your page and place customer reviews based on the measurement.

The scroll heatmap shows how long users scroll through your website, so you can place reviews in the perfect place. This will reduce the sense of risk and make it easier for your product to get into the cart.

Lower funnel

In the lower funnel stage, your product is already in the cart. Only this one stage separates the potential buyer from becoming a buyer. What problem might happen?

The answer is simple if a potential buyer balks at the purchase or they can’t pay.

The usage of heatmaps plays a prominent role in the analysis of the cart. Analyze how people use your cart, where they click often, what they do.

Based on this information, you can place the CTA calling for payment in the right place and add a transparent, secure structure to your cart. These factors are key if you want your conversion funnel to be well-optimized.

Also, be sure to introduce cash-on-delivery, as even today there are people who are afraid of online payment options.

Conclusion

As you can see, heatmaps accompany the entire conversion funnel optimization process. Without this tool, do not start the process in any way.

Of course, you can use other measurement tools in addition to heatmaps, such as session replays. This can also increase the efficiency of the process.

We hope we can help.