1 - The heat map: visualize the behavior of visitors

The UX design optimization of your site did not have the expected results on the conversion rate? Or do you already want to understand why your website is failing to convert visitors before making changes? Whatever your situation, the heatmap, or heatmap, is an ideal behavioral analysis tool to answer your questions.
The heat map allows you to observe the behavior of visitors to your site through different graphical representations:

Click Confetti: Find out where visitors click when they browse a page.

Scroll: if a visitor has to scroll (scroll the content with the mouse) to display all the elements of a page: how far does it go?

Percentage of clicks: your website has clickable elements. This graph lets you know in what proportions each element is clicked.

Click Density: This is a visual representation ranging from blue (cold) to red (hot). You can see at a glance the cold areas (which cause little or no interaction) and the hot areas (which cause many clicks from visitors).
By analyzing these different graphs, you will be able to understand what particularly interests your visitors.

It will also give you food for thought to improve your site. For example, a site offering dietary supplements places a clickable banner showing a current promotional offer. If it generates few clicks, it may not be sufficiently clear or highlighted. Or, if a lot of visitors are using the search bar to find a product, there is definitely some optimization to be done in the way you present your categories.

2 - A / B testing: compare different versions of the same page

A / B testing is a process that can seem complex to set up. It is however very effective to understand the expectations of visitors and thus increase your conversion rate.

With UX design, you can optimize the way your site is designed and presented. This allows you to better meet the needs of your customers, but also to guide them through your site to subtly encourage them to take certain actions. For example, signing up for a newsletter, filling out a form or purchasing a product. With A / B testing, you will test two versions of the same page to find out which one converts the most visitors.

The objective is therefore to create two pages with variations: location of the CTA (call to action), colors, texts ... You must then direct as many visitors to each of the two versions, in order to have a reliable sample. All you have to do is observe the results of each one to find out which version is the most effective in increasing the conversion rate.

3 - Session recording: observe a visitor's navigation in real time

When a user arrives on your site, you can record their session. This means that you will be able to follow and observe its behavior in real time. You can better understand what works, or not, on your site:

What content attracts the visitor?

Where does he click? Does it react to the elements you put forward on the pages?

What elements did he ignore?

How much time does it spend on a page?

How does he go about accessing specific content?

Does its navigation follow the route you had envisioned?
Or, on the contrary, does the visitor proceed in another way?

At what point in the customer journey does the visitor leave the site?

4 - Analysis of forms: understanding when and why they are abandoned

Analyzing forms behaviors is very informative, as it allows you to understand how visitors interact with them. It can be the creation of a customer account, a subscription to a newsletter or even simply to indicate his contact details during a purchase.

This will give you access to important information:
How many visitors arrived on the form page?

How many of them have started to fill it out?

How many went to the end of the procedure?

How long did it take them?

When do they give up this action and why?

5 - Analysis of conversion funnels

The conversion funnel represents the different stages through which a visitor must go to your site to perform an action. This could be, for example, a purchase or subscription to a newsletter.

Here, you must define what are the steps to be carried out, from arrival on the site until the validation of the action. You then observe how many visitors go to the end of the procedure, but also when the others give up.

Imagine a dietary supplement site that offers a promotion of the type "2 products purchased; 1 product of your choice offered". The final action is the purchase. You will observe when the visitor stops their journey, which will give you some food for thought:

Before seeing the promotion: is it visible enough? Do the graphics used enhance it?

After discovering the offer: perhaps it is not clear or attractive enough?

When choosing products: is the choice varied enough? Are the other products offered in this offer attractive? Is the promotion really interesting?

When ordering: isn't the form too complicated or too long to complete? Are the delivery options satisfactory?

6 - User feedback: asking visitors for their opinion

Want to know if your site appeals to visitors? The most direct method is to ask them the question. There are different ways to do this. For example, you can pop up a window when they leave your site. It usually has a simple question like "Do you like the site?" "With a choice of three emoticons to click on:" :) "(yes),": | "(Neutral) or" :( "(no).

It is then possible to suggest to the visitor, if he wishes, to leave a comment to explain his response. This method is very interesting because it is quick, easy to understand and to perform for Internet users. It also allows you to interview a large panel of people, whether or not they are already customers of your site.

Analyzing the behavior of visitors to your site allows you to improve your conversion rate. Thanks to the different means presented in this article, you have all the elements to understand what you need to optimize to achieve better results. Many factors can impact your conversion rate (content personalization, web design, forms, etc.).
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