When it comes to improving the performance of your website, the first thing you need to understand is what makes your visitors convert. A conversion could be anything from a customer buying a product or subscribing to your services — it’s when a customer does what you want them to do on your website.
With Smartlook you can get an insider look.
Observe Users That Convert
Observing the customers who convert is important because it also helps you understand what motivates them to convert. It’s pretty common to have customers that have finished an order on your website get redirected to some sort of “thank you for purchasing” page. To see these recordings, you can use a simple filter with the condition for the visited page to contain the “thank you” page substring in the URL. This will show you the recordings of all visitors that have completed an order and have successfully converted. You will have access to their user journeys and, thus, learn more about your website.
When watching the recordings of these successful conversions, you should focus on a few things in particular. For example, which elements are getting the most attention from your visitors? And which steps are they spending most of their time on? Knowing this, you can improve these steps to make it easier for your customers to finish their order.
Check On Users That Don’t Complete Orders
After understanding what makes visitors convert, the next step is to understand what stops them from converting — what are the barriers? You achieve this by watching recordings of customers that dropped out in the penultimate step of your shopping cart. Set a filter that contains visitors that reached the step before checkout but did not make it to the final page.
By understanding the barriers, you will immediately know what to improve in your shopping cart process.
Compare Between Behaviors Of Organic Users And Users From Paid Advertising Campaigns
If you are conducting marketing campaigns to get more users, you probably have some ads on platforms such Google or Facebook. It is interesting for you to check how those new users are doing. Do users coming from Google Ads behave differently from organic ones? You can figure this out by filtering by UTM Tags. Set up the Source as the platform you’re advertising on (e.g., Google) and the Medium as “CPC” for paid advertising (aka PPC campaigns) or “organic” for organic searches.
Keep An Eye On Mobile Devices
Make sure your website is mobile friendly so that the users can easily order your products while browsing on their tablet or smartphone. Replaying visitors behavior can also be used to assess the usability of your website on different devices. You can see how visitors experience your website on mobile devices by filtering the device type.
We’ve all experienced the frustration of a website that isn’t optimized for our phones. Don’t frustrate your customers. With these insights, you can give your mobile users an experience so smooth they’ll think they’re using their laptops.
Turn Your Filters Into Segments
Congratulations! You have just filtered your most important users. But it doesn’t end here, there’s more to it. Keep track of these users by saving your filters as segments.
You only need to set the filters once and then you will be able to watch these segments of users any time you want with one single click.
In this lesson, you have learned how to apply filters to:
- Understand what makes your users convert
- See what your barriers are
- Compare behaviors between organic users and users from paid advertising campaigns
- Assess your website’s cross-device compatibility
- Segment the most important users to watch
Now it’s up to you
Start filtering your visitors and discover new ways to improve your website and boost your sales. You will notice significant effects in the short term!
Want to learn more?
Check out Lesson 2 !