As the target audience of online shopping is getting more knowledgeable and aware, not every Call-to-action trigger can get you the desired results. There are a lot of in-depth research required to increase the conversions. You need to develop a sense of urgency and educate the customer in order to compel them to take the right action.
Click Heatmap is one such tool that can help you analyze and ultimately optimize the results of CTA. It helps determine which portion of the website is getting maximum attention of the visitors. It tracks the mouse clicks of the user. The final result can give you an overview of the portion of the website that attracted maximum attention of the visitor.
With the Click Heatmap, you can even monitor as well as optimize the result and effect of the CTA button. Here are some of the ways in which the tool comes handy in this aspect.
Check the placement of the button
The click Heatmap tool provides you an image that shows exactly where the visitors clicked on your website. The right analysis of the heatmap can help you figure out the reason why your CTA is improving the performance of your site. The insight of visitor's behavior can help you place the call to action buttons exactly at the place where the customers expect it to be. Sometimes, the buttons are placed at the locations that fail to grab the attention of the visitor. So basically, you need to take a closer look at the colors of the heatmap and organize the content of the site accordingly. Find the best put for the CTA button and you'll reap results.
Remove the distractions
There is a possibility that too many steps before the reaching the checkout page leads to an increased bounce rate. The heatmap will provide you a means to figure out the cause that is refraining the customer to go further with the checkout process. Remove the elements that are acting as a distraction from the site. It is recommended to remove the contents around the CTA trigger that makes them more compelling. It is a thumb rule that the lesser you get to closing the deal, the fewer things you should have on your screen.
Having said this, you need to make sure to add the necessary information that your customer is looking for on the site. You shouldn’t have ANYTHING on the page that doesn’t directly contribute to conversion. The customers won't click unless they have enough information about the same.
Understand how visitors react to the content
Just putting in the information is not enough. Some of the visitors may read the product description and review and go ahead for placing the order. While others may not get intrigued by the contents and may exit after viewing the image of the product. To sense the reaction of the visitor, you can use the mouse-tracking map. The cursor stops and mouse hovering can give you an overview of the interest of the visitor. Make the adjustments and alterations accordingly.
Make use of the “dead ends”
Take a closer look at the behavior of the visitor, especially when they get to the end of the content. In case, they are not clicking through to another page of the website, then, there is a 'dead-end'. You can use this dead end by placing the relevant call-to-action at these places. This will increase the user engagement as well as the effectiveness of the content. For instance, 'Related Posts', 'Subscribe Now', ‘Invite Friends’ and other such CTA can give you an opportunity to further connect with the users.
Conclusion
As per a study, a web user spends 80% of their time looking at the above page fold. The CTA at the top of the page above the fold shows significant performance. Not just this, user tend to look at the information on the left side of the web page more than that of the right side. Thus, the CTA trigger at the left side is expected to attract more clicks.
Get a hands on the Click Heatmap tool of Mockingfish and increase the conversions of your website.
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