Product tips that will help you convert visitors into users

Define your conversion goal

Before figuring out how to improve the funnel, first decide on exactly what key performance indicator is your conversion goal, ie. a visitor creating an account or a user making the first booking. Once you know what KPI defines successful activation, “draw a line in the sand” (Lean Analytics by Alistair Croll), which means to have a target KPI, otherwise, you can’t measure success. This could be for example a target of 50 account creations per week.

Landing page tips

Even before you launch your product and gather data to improve your KPI, make sure you have a strong landing page that creates a good first impression.

  1. Responsive design
  • Compress images: Cut down on heavy high-resolution images.
  • Add lazy loading: Instead of loading the entire web page before showing it to the visitor, only load the section visible to the visitor before showing it.
  • Use caching: The first time a visitor visits your website the elements are downloaded and stored, this means only a few components need to be downloaded for subsequent visits.
  • Minify and combine files: Take your HTML, CSS and Javascript files and minify the files, which involves removing unnecessary formatting, whitespace and code and then combine them into one.
  • See what ads generate the most visitors and match landing page content around that.
  • Keep it simple and concise, especially if most of your visitors are using mobile.
  • Make it relatable to your target visitors, use compelling headlines and emotions that play into their needs.
  • Use illustrations and images that are complementary.
  • Include social proof from your users about how your product solved their needs. Try to humanise these testimonials by including a picture and personal details.
  • Strong social media presence will strengthen your branding.
  • Satisfaction guarantees, like giving visitors a free trial of your product or money-back guarantee if they are unhappy, will prompt them to convert.
  • Awards and certifications will show your seriousness and expertise.
  • Include media mention especially if the visitors would be familiar with the publication or blog.

Google Analytics

Now with Google Analytics, since you know your key KPI, set up your conversion goal and the conversion funnel, so you can understand exactly where visitors are dropping off. Use the “Funnel Visualization” and the “Goal Flow” as this will help you figure out on what pages do you have friction points that stop visitors from converting. What is also useful is that it allows you to see what traffic generates the most conversions. Do Google ads outperform Facebook ads? What specific keywords or ads generate the best traffic? Understanding your growth sources is super vital and also helps you better understand your target market.

  • Traffic sources: Direct vs search vs referral visitors.
  • Sessions: Number of times a user opened a browser to a page on your site.
  • Average session duration: Average amount of time of each session.
  • Bounce rate: The rate at which new visitors visit your site and immediately click away without doing anything.
  • Cost per conversion: The cost to convert a visitor.
  • Exit pages: Which pages are causing people to leave.
  • New or return visitor conversion: New vs returning visitors conversion rate.

Hotjar

I’m a big fan of Hotjar and I often spend my Monday mornings looking through the recordings of visitors engaging with our product. Hotjar gives you recordings of visitors, so you can see exactly what they did, where they clicked, their mouse movements or taps. Create a funnel in Hotjar and watch recordings of what visitors did during each page.

Usability testing

Google Analytics and Hotjar are great for figuring out what and where there are friction points, but if you want to understand more why do usability testing. See below for a simple template.

  • What was your overall impression of the experience?
  • What do you like about the product
  • What confuses you about it?
  • What’s missing from it?
  • What would you change?

A/B testing

It just wouldn’t be the same if I didn’t at least mention A/B testing. It’s a method of comparing two versions of a webpage against each other to determine which one performs better. For example, we ran a test to compare whether illustrations or images of real people performed better. Once you have collected data about your visitors, it’s time to A/B test solutions that could improve the conversion. There is plenty of great online content about this topic, so I won’t go into the details, but I do want to just mention that try to really focus on big improvements and verify that you generate enough traffic before you make a conclusion.

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