One of the most difficult jobs in the life of a web-based business is to increase the conversion rate. Everyone is attempting to boost this figure, as it can be critical to a company’s success.
However, there is a tendency for not everyone can increase this indicator. The result is the poorly configured conversion funnel.
But what exactly is the conversion funnel, and how can you make it well-optimized? You can learn more about it in the sections below.
About conversion funnel in general
The conversion funnel demonstrates how a casual visitor becomes a paying customer. Imagine it as a funnel through which you put together all of your visitors, and only the clients emerge at the other end.
There are three sections of the conversion funnel:
- Upper section
- Middle section
- Lower section
In each section, you must employ a different strategy. It makes no difference which marketing tactic you employ at the top or bottom. If you don’t consider these factors, you’ve already committed the first error you can make when it comes to conversion funnel optimization.
At the top of your conversion funnel, you’ll see simple visitors. They are those who are visiting your website for the first time or who simply want to learn more about you.
In the middle, there are already a few people who are curious. Despite the fact that they are significantly fewer than visitors, this category already contains potential purchasers.
They already know who you are, what you do, and what you value you have. Furthermore, the people in the midst of your conversion funnel even have some belief in you.
You’ll come upon an even smaller bunch in the lower funnel. These are the people who are interested in purchasing your goods.
They already believe in you and your services, and they have all the knowledge they require to confidently purchase your product or service.
Now that you know who makes up each part of your conversion funnel, let’s move on to the optimization process. You need to take different actions in each section to complete the visit process with a purchase.
Don’t worry, data visualization tools help a lot in this. Let’s see how.
Optimization process
Let’s take a look at how conversion funnel optimization works in practice now that we’ve gone over the essential aspects and functionalities.
Continuous measuring is a necessary aspect of the procedure. Unfortunately, the process cannot be carried out successfully without it.
When you think of analytics, you probably think of a big chart, but you’ll need a far more creative and efficient approach here. Heatmaps are an excellent tool for this.
Heatmaps are methods for determining how effective a website is. You can use heatmaps to see how your visitors interact with your website, which subpages they view, and which icons they click.
Warm colors indicate high-performing areas of your website, whereas cool colors indicate low-performing elements. If you want to optimize your conversion funnel, you’ll need this information.
But, you’re probably curious about how heatmaps can be used in the optimization process, let’s get right in.
Heatmaps in the upper funnel
You must reach three factors at the top of the funnel:
- Structure that is visible
- Content of high quality
- Personal information
Let’s get this party started. You must give your website a clear structure in order for your customers to spend longer on it and not depart after a few seconds.
We suggest that you examine the most popular portions of your website with heatmaps and then put each of the key subpages accordingly. This is significant since you might locate them in a location where your visitors will be sure to locate them.
Also, keep in mind that these visitors will most likely appear on your landing page first. You must only list subpages that are relevant to the upper funnel group.
Using heatmaps to determine these might also be a smart approach to do so, as the analysis will reveal which pages you visit frequently. You can rely on this information.
As you can see, improving the top of your conversion funnel is a quite difficult procedure. However, don’t fret, you’ve already completed the most difficult of the three sections listed above.
Heatmaps in the middle funnel
The deeper down the conversion funnel you go, the more specialized work you’ll have to undertake. This means that while the number of tasks you have will drop, you will have to cope with an increasing number of them.
Visitors have already turned into potential consumers by the time they reach the middle stage. In this step, the most crucial thing is to persuade them to buy your product.
In this instance, there are two things you should keep in mind:
- Your products’ location
- Building a foundation of trust
Use heatmaps to make some basic analysis before you cut into the optimization process
Determine which of your goods is the most successful. Put these products or services near the top of your subpage because then potential purchasers don’t have to scroll too far to find them.
We have the products and have been provided everything we need to purchase them. What could the issue be?
The worry. When making purchases, keep in mind that this influence is constantly present.
Use scroll heatmaps of your page and put customer reviews based on the measurement to eliminate this.
The scroll heatmap displays how long customers spend scrolling across your website, allowing you to strategically post reviews. This will lower the perceived risk and make it easier for your goods to be added to the cart.
Heatmaps in the lower funnel
Your product is already in the cart at the bottom of the funnel. The only thing that separates a potential buyer from becoming a buyer is this one stage. What kind of issue could arise?
If a potential buyer refuses to buy or cannot pay, the response is straightforward.
In the study of the cart, the use of heatmaps is quite important. Examine how your customers use your cart, where they frequently click, and what they do.
This brings us to the end of the optimization process. As you can see, heatmaps as a data visualization tool help a lot in this.
Conclusion
Heatmaps are used throughout the conversion funnel optimization process, as you can see. Do not begin the process in any way unless you have this tool.
Other measuring methods, such as session replays, can, of course, be used in addition to heatmaps. This can also improve this process efficiency.
We hope we can help.