Marketing tips

How Your Users Can Improve Your Website Experience & Conversion Rate

Michael Costin


Here's how you can let your users make your website convert better. So rather than just changing things on your site or creating a site or adding text or images and hoping that it works. If you put a tracking tool like HotJar on your site, you can see how people are engaging with it and what they do, like what they don't like, then give them more of what they do like, it's pretty simple.

So here we have the homepage for our website Local Digital, you can see there's been over a thousand clicks on it. So that's enough data to get an understanding of what people are going for. So you can see here, people really clicking the About button in our header. So what does that tell me? How can we improve the site?

Well, our about page could be made to be a better sales page for our website. So yes, it's an about page about us, but we could be talking more on that page in terms of the end user and selling ourselves to them more because people are clearly interested in that page. So the key is to make that page all about them.

As we scroll down this page, we can see people are clicking through our testimonial videos. So it's pretty straightforward. Testimonial videos, always a good for conversions. So we scroll down here, like normally you can see on our website logos for the clients we work with, the tool doesn't pull them Main button. You can see, people are really interested in that and clicking through that. So what does that tell me? Well, we can add a whole lot more client logos in and really do more to illustrate all the different brands we work with here.

Maybe even like it's pretty high on the page. I wouldn't recommend moving it up anymore, but you know, if this is low down the page, maybe you'd shift it up the page, make it more important in the hierarchy of the page. You can see here, this section, what do you need help with? It's getting no love whatsoever. No, one's really clicking through on these things. So this is prime real estate towards the top of the page. This is telling me we need to get rid of it. People don't care about it.

As we scroll down here though, you know, our case studies again, you can see people are really clicking through it. They care about our case studies. So what would I do here to improve conversions. Well, I would take this whole section, move it up here and kill this section. So replace this with the case studies. And that's sort of backed up. If you go down here on this screen to the scroll depth. So what this section of the tool does is show you how far down the page people actually make it.

So obviously when people land on the page, they see everything above the fold here. This is like the prime real estate. And then only 75% of people make it. As far as our testimonial videos. Then as we get down to our clients that we work with, only you know, two thirds of people are making it down there, down here to this one, you know, 60% make it here, but they don't care about it. Whereas only one in two 50% of people are making it down to success stories. So this is really just more evidence that this needs to move up here. We kill that off. We're checking a lot more client logos. We really make our about page strong.

You know, in couple of minutes I've been able to pull out that level of insight from our website. Things that we can change and test, and it's probably going to lead to improve conversions. So yeah, if you want to get more out of your advertising spend more leads out of your website. Don't fly blind, use a tool like this to inform the decisions you make. You're gonna have a good time.

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What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

Static and dynamic content editing

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Michael Costin
Michael is the co-founder at Local Digital. He has a decade of experience in the digital marketing space, and is a big enough nerd that he's well practised in all the common digital marketing channels, from SEO to copywriting, paid social to analytics and tracking.

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