Tell Stories That Convert: How to Add Narrative to Your Site

Storytelling is the reigning buzzword in design circles these days. It is cited as a powerful technique for designing user experiences, developing user personas and uniting a creative team around the same goal. Thanks to its high persuasive potential, succeeding where facts alone cannot, storytelling is also an effective tool for creating landing pages that […]

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Tell Stories That Convert: How to Add Narrative to Your Site

How One Startup Generated 400+ Leads Through Other People’s Content

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Here’s how one startup generated 400+ raving fans by piggybacking on other people’s awesome content. Image via Barn Images.

At some point in your entrepreneurial life, you may be in a situation where you want to launch a product or service in a space where you have no audience. You may even be in that situation now.

You know you need to build a large list of people in your target market. And you know you have to start by fostering relationships with that list (rather than reaching out and trying to sell to them cold).

While all of this can be achieved through content marketing, you also know that effective content marketing takes a lot of time.

…That is, if you’re creating your own content.

But what if you didn’t have to? What if you could piggyback on the awesome content of others?

When we first started NinjaOutreach, our blogger outreach software, we decided to try this new approach. In the end, we attracted over 400 signups for our beta. Now, I want to tell you how we did it (and how you can too).

Start by finding articles relevant to the problem you solve

For starters, you’re going to want to find articles that address the same problem that your product or service solves.

Let’s say that you’re launching a digital product in the marketing niche. You’ll want to search for articles that target similar keywords as those from your product launch campaign.

For example, you can run a search in Google for something like, “Best SEO Tools”:


From this one piece of content, there are numerous people who have demonstrated that they’re looking for a solution to a specific problem.

They’ve engaged with the content, now all you need to do is tease them out.  

The very first step will be to create a spreadsheet; this is effectively your outreach list. The exact columns are up to you, but undoubtedly you’re going to want columns for Name, Contact Info, and anything else that will allow you to personalize your email to them later.

So, let’s start with getting authors.

How to extract authors from their posts

For the author of each post, you’ll want the following information:

  • Name
  • Contact info
  • Social profiles

You’re also going to want to look for anything else that can help you personalize a future message to them (think latest tweets, recent articles, etc).

A nifty Chrome plugin that helps with this is Ninja Outreach Lite (which, full disclosure, is my own plugin which I built for this purpose).

Here’s what it looks like:


The plugin makes it very simple to add these to your outreach spreadsheet and file away.

Moving on down the post, we’re going to target commenters, too.

How to extract commenters from posts

People tend to comment on posts that interest them. They’re engaged enough that they’re asking additional questions, which shows that they have a specific pain point that needs solving.

In most cases, comments redirect to the individual’s web page – so now I just need to extract them.

There’s a bunch of URL extractors for free on the internet. We use our free one at NinjaOutreach.

You simply put in a URL and it will catch all of the links on the page. They are grouped in order, and it’s relatively painless to find the ones that belong to the comments section.


This is an extraction from one of Ramit Sethi’s articles.

Just look for the section where there are a lot of URLs that do not point at the author’s domain. From there, you can simply use the above extension to get the information you need.

Now, let’s step outside the post just a hair, and grab the linkers and sharers.

How to extract linkers from posts

This one’s pretty straightforward.

Of the posts you’re working with, there are people who will have read the post, commented on it and committed it to memory. Then, at a later date, they might link back to the post in an article they write.

Articles that link to useful resources indicate to Google that the author is citing their sources, but they’re also relevant to us in the context of this strategy. It’s likely that these other posts strive to solve a similar problem, and have authors and commenters who belong to a similar target market.

It’s easy to take the post and put it into Moz’s OpenSiteExplorer to find all of the linking domains to it.


Even with a free account, I can export these links and add them to my document.

How to extract sharers from posts

To complete our outreach document, we simply have to add sharers. These are people that have demonstrated their interest by sharing relevant posts with their social network.

There is at least one solid way to retrace social shares: Twitter Search.

Simply hit advanced search, then put the title in “This Exact Phrase,” then, when the results populate, hit “All” (instead of “Top”).


This will show you all the influencers who have shared the post. You can head over to their Twitter profiles, on which they will usually have their website and name.

Converting prospects to sign ups in three simple steps

By now you’ve managed to build a list of hundreds of authors, commenters and sharers in your target space by leveraging content entirely written by other people.

Amazing, right?

But that’s only half the battle – the other half is getting them to care about what you’re doing.

Step 1: Create your landing page

You’re going to need a place for people to opt in to hear about updates for your launch, and that means you need a landing page. This is the one we created for our launch:


If you’re not sure how to get started or what your page should look like, check out one of Unbounce’s many free “Coming Soon” templates. You’ll have an optimized landing page up and running in no time!

Step 2: Engage with them

I’ll be the first to admit that engaging with a list of hundreds of influencers is daunting to the point of impractical.

But the fact is that engagement will increase your conversions. If they know who you are, they’re more likely to care about what you’re doing.

If you’re feeling overwhelmed, consider picking the top 25 or so on your list who you’d really like to win over and focus your efforts on them.

If you’re looking for ways to engage with your list, I suggest the following:

  • Comment on their blogs
  • Subscribe to their newsletter and respond to their messages
  • Follow them on social media
  • Share and link to their posts
  • Write them reviews on Amazon and iTunes (if applicable)

Overtime, you’ll get noticed – and I’m willing to bet they’ll be more responsive to you when you finally reach out to them directly.

Step 3: Outreach

At the end of the day, it all comes down to the pitch.

Now is as probably as good time as ever to talk about cold outreach versus spam. After all, there is a difference – cold outreach is NOT spam.

But that requires that you meet these six conditions:

  1. Don’t misrepresent who you are in the email.
  2. Don’t use misleading subject lines.
  3. Identify if the email is an ad.
  4. Include your business address, such as a PO box.
  5. Give them an opt-out option.
  6. Honor opt-outs.

While covering the above is necessary to ensure youre not spamming anyone, it still does not necessarily make for a perfect pitch. Here are the characteristics of a good pitch email:

  • Personalize it. Do not send mass emails!
  • Be honest about what you’re asking for.
  • Keep it succinct.
  • Offer something of value to them and their audience. For example:
    • Giving them a discount when the product is launched
    • Offer them access to your beta before anyone else
    • Offer to prioritize any advice/feedback they give

Here’s what we sent out when we were soliciting feedback on our new idea:


If the individual responded to this, I would reply with a link to our “coming soon” landing page so we could stay in touch during launch.

If I had to do it over again I probably would have made it much simpler, and asked the person if they were okay with me asking them a few questions. Getting those small, incremental commitments in general ultimately leads to better response rates.

Final thoughts

With these straightforward tactics, we were able to recruit 400+ leads for our beta back when we were absolute nobodies in the space.

We started with a list of around 1,000 influencers and their websites, and then turned to these 14 tips to find anyone’s email address.

Over the course of one month we spoke with as many people as we could to get feedback about our idea. This built relationships with them, and down the line led to them being beta testers when we finally released the product.

And with a little effort, a landing page and absolutely zero budget, you can do the same.

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How One Startup Generated 400+ Leads Through Other People’s Content

Retargeting Tools and Tips to Skyrocket Your Conversion Rate

Not too long ago, I was casually browsing the internet and I saw something really amusing.

I saw an ad displaying the items that were similar to the ones I had viewed just a while earlier on an online store. Later that day, I found the same ad following me on multiple other websites.

It felt like someone who knew about my shopping interests was constantly persuading me to buy those items.

As it turned out, this is exactly what was happening!

The online store was employing a marketing strategy called Retargeting.

I finally bought one of the items from the online store, and it goes without saying, retargeting was instrumental in pushing me towards the purchase.

Through this post, I will talk about retargeting and how you can use it to boost your conversion rate.

I’ll start with an introduction to the concept.

What is Retargeting?

Retargeting involves displaying personalized ads to your website visitors after they leave your site.

Retargeting allows websites to reconnect with their lost audience.

Retargeting starts with identifying individuals who are interested in your products. Next, these individual are regularly served with ads about similar products — on websites that they later visit. The ads appear frequently in front of the individuals, prompting them to make a conversion.

The practice was initially adopted by eCommerce players as a means to recover their bounced traffic and abandoned carts. But now, it is popular among online B2B marketers as well.

B2B marketers use retargeting to always remain in sight of their leads.Tweet: How Retargeting can Boost your Conversion Rate. Find more at

‘Dynamic Retargeting’ is an even more personalized form of retargeting. Here, individuals are shown ads that display the same products which they have viewed earlier.

Retargeted ads are also being increasingly served through the mobile channel. This practice is referred to as ‘Mobile Retargeting’.

Related Post: 5 Ways Onsite Retargeting Can Supercharge Your A/B Testing Efforts

Does Retargeting Work?

The answer is a resounding YES!

Various studies have shown that retargeting ad campaigns result in a steep rise in conversion rates. They can increase ad responses by up to 400%!

Further, retargeted ads can not only influence visitors for a direct response, they can also improve brand awareness and recall.

Here are some more data points to support retargeting’s effectiveness:

  • The average clickthrough rate for retargeted ads is 10 times greater than the clickthrough rate for regular ads.
  • Website visitors who are served with retargeted ads are 70& more likely to make a conversion.
  • With retargeted ads, 26% more visitors return to a site and complete the checkout process.
  • Retargeting can lead to a 147% higher conversion rate, when used in combination with prospecting.

(Above data’s source)

So Why Does Retargeting Work?

Almost all online shoppers who visit a website for the first time, leave without taking any action: Only 2% of website visitors convert on their first visit.

This means that out of your website’s total first time visitors, a whopping 98% aren’t yet convinced to buy your offering.

Retargeting helps you win over the 98%.

Retargeted ads are served to people who already know about your brand, and have a higher chance to yield conversions than ads that are served to random web users.

Also, retargeting ads often carry some sort of incentive for the users. These incentives push some of the users to return to the website and convert.

According to a study conducted by VWO, a massive 54% of online shoppers said they will purchase products left in their cart, if they are offered again at a discounted price.

5 Consumer Insights from VWO eCommerce Survey 2014 2015-08-10 17-49-27

Here is an elaborate read on why retargeting works.

How Does Retargeting Work?

Let’s see how the most basic form of retargeting — Site Retargeting — works.

When a user visits a retargeting-enabled (RE) website, a cookie is placed in the user’s web browser. The cookie stores information about the user’s visit to the RE website. Whenever the user appears on other websites that are a part of the RE website’s ad network, the cookie lets the RE website know. The RE website then presents that user with a retargeted ad, persuading them to return back and make a conversion.

And here are the other forms of retargeting:

Email Retargeting: Serving ads to people who open (or interact with) your emails.

You can segment the audience on the basis of different email types that you send — introductory emails, product-info emails, promotional email, etc.

Search Retargeting: Serving ads to people who search for specific products on search engines.

Social Retargeting: Serving ads to people who interact with a your posts on social media (through likes, tweets, comments, and shares).

You can segment the audience on the basis of different post types and the different actions users have taken on the posts.

Best Tools for Retargeting:

Retargeting has been around for a few years now. During this period, many retargeting tools have established themselves as leaders in the industry.

Below are a few of these popular retargeting tools:

Google’s Remarketing: The retargeting service offered by Google is called Remarketing. The Remarketing tool is a part of the Google Adwords platform.

Remarketing leverages Google’s display network of more than a million websites and mobile apps.

You can use the tool to create standard and dynamic retargeted ads.

Remarketing offers easy segmentation of your overall traffic. The tool allows you to display ads to general website visitors, mobile app visitors, and users that interact with your youtube channel.

For beginners in the retargeting space, Remarketing is considered as the go-to tool.

Retargeter: Retargeter — the company — works exclusively in the retargeting space.

Their tool claims to serve your ads to users across 98% of the whole web.

With Retargeter, you can display ads to your website visitors even on their Facebook feed. You can use the tool to target your your ideal audience based on various parameters like demographic, geographic, behavioral, contextual, interest, and intent-based data.

Adroll: Their website description says “AdRoll is the top retargeting platform.” And the long list of their reputable customers certainly backs this up.

Still, Adroll might be best known for their ‘unparallelled ROI’ claim which says that their customers earn (on an average) $10 for every $1 dollar they spent on retargeting.

Using their tool, you can place your ads across leading display networks and ad exchanges including Google, Yahoo!, AppNexus and OpenX.

Adroll also features Liquid Ads — their dynamic retargeting ads services.

Perfect Audience: Perfect Audience is a great tool to persuade your lost visitors through a multi-channel approach.

The tool offers seamless retargeting, which is carried out through web, mobile, Facebook, Twitter, and more.

Perfect Audience’s integration with Hubspot allows you to align your retargeting campaigns with your Hubspot activities. By scanning through your landing pages and smart lists on Hubspot, Perfect Audience builds a relevant user-list for you to retarget.

The tool provides easy segmentation of visitors based on various user-behavior rules.

TapCommerce: The TapCommerce retargeting tool has been acquired by Twitter. It specializes in Mobile App Retargeting.

Their website says, “50+ of the Top 100 apps choose TapCommerce for mobile re-engagement.”

TapCommerce’s custom mobile ads are designed based on users’ mobile browsing behavior. Or in their words, the ads are “designed for touch.”

TapCommerce has a great reach among mobile users: It handles more than 40 billion ad impressions every day, across more than 50,000 iOS and Android apps.

Chango: Chango retargets website visitors using ‘intent signals’ from multiple sources and not just from the basic website data. It captures the intent data through billions of searches, and behavioral and contextual data signals.

Chango claims that the intent-based retargeting effects more conversions than regular retargeting.

The tool’s range of features include fraud prevention, brand safety, dynamic creative, and more.

Best Practices for Retargeting:

So you have decided to incorporate retargeting in your marketing plan. You have also finalized the retargeting tool to execute your ad campaigns.

Now it’s time to kick-start your first retargeting ad, right?

Well… not just yet.

Your retargeting ads, if not planned properly, can lead to wastage of money and even harm your brand image.

Here are a few points to consider before you start off your retargeting campaign:

Segment your audience and serve personalized ads: Effectively use demographic, geographic, and intent-based attributes to segment your audience. Serve each audience segment with contextual ads.

You can also segment your audience based on where they lie in your purchase funnel. For instance, if some users have only visited your home page (top of the funnel), you can show ads that focus on building brand awareness — highlighting your USPs and differentiators. And if users have carts abandoned on your website (bottom of the funnel), you can show ads that offer incentives — in the form of discounts — and lure them for a conversion.

The more relevant your ad is for your users, the higher its chances are for a conversion.

Set frequency limits for your ads: If your website visitors encounter your ad on almost every website that they visit afterwards, they are bound to get agitated. It’s safe to say that it will negatively impact your campaign’s conversion rate and your brand value.

retargeting frequency cap
(Meme Source)

You need to identify the fine line between not visible enough and too frequent — for each user segment. Retargeter recommends displaying 17-20 ads per user per month, but you can always test for the number that works best for your ads.

By setting up a frequency limit, you can ensure that your audience is not over-exposed to your ads.    Tweet: How Retargeting can Boost your Conversion Rate. Find more at

Avoid displaying your ads to users who have already converted: Serving ads to users about products which they have already bought, will (almost) never lead to a conversion. Your customers will be annoyed and the money spent on these ads will be wasted.

Your existing customers, however, can still be a part of your retargeting campaigns. Through upselling and cross-selling your related products to the customers, you can maximize their lifetime value.

A/B test your ad copies: The design and content of your ad are major factors that influence the mind of a viewer. To know which variation leads to the highest conversions, it is important to A/B test.

A/B tests help you take data-driven decisions on ad copy, ad design, call-to-action, and ad placement.  Tweet: How Retargeting can Boost your Conversion Rate. Find more at

You can also test different types of incentives offered through your ads, and find which one is the most popular among your audience.

If you think that I have missed anything important in the post, please post it in the comments section below.

PS. If you liked this piece, you will probably love our other posts. Subscribe to the blog to get research-driven original content delivered right to your inbox, fresh and warm.

Of course, we will never spam you.

The post Retargeting Tools and Tips to Skyrocket Your Conversion Rate appeared first on VWO Blog.


Retargeting Tools and Tips to Skyrocket Your Conversion Rate

Moving Into the B2B Fast Lane: Boosting Lead Gen with Live Chat

You just increased lead generation by nearly 40%. What do you do next? If you’re Hygiena’s marketing team, you get to work increasing it by another 40%. From 2013 to 2014, Hygiena saw an increase of 38% in new inbound leads from their website. As of last month, they were on track to repeat this […]

The post Moving Into the B2B Fast Lane: Boosting Lead Gen with Live Chat appeared first on The Daily Egg.

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Moving Into the B2B Fast Lane: Boosting Lead Gen with Live Chat

Designing Web Interfaces For Kids

Kids spend a lot of time online, and their cognitive and physical limitations present many challenges to them when they do so. Pair that with poorly designed content and dark patterns, and you have a bad mix. As designers on the web, we have a responsibility to create things that empower kids and make them smarter, not the opposite.

Designing Web Interfaces For Kids

This article will give you some insights about what kids are like from the psychological point of view, and how this affects the way they use the web. We’ll also cover practical design guidelines to create better web stuff for kids.

The post Designing Web Interfaces For Kids appeared first on Smashing Magazine.


Designing Web Interfaces For Kids

Ask a CRO Expert: How Do I Know When My A/B Test is Valid?

A/B testing landing pages is a bit like performing surgery. It requires patience and skill, and if you’re not sure why you’re performing the operation in the first place, you’re bound to botch it.


Because testing is a complex science, people have a lot of questions. So we set out to ask conversion rate optimization experts some of the most common ones.

This week, we spoke with our good friend Peep Laja, the man behind ConversionXL and former co-host of Page Fights. Peep will also be a member of our A/B testing super-panel at our Call to Action Conference in September, where you can ask him plenty more questions.

We asked Peep to explain how to know when an A/B test is finished. Read on to find out what he had to say.

When is an A/B test cooked?

When we test our landing pages, we’re looking for something that tells us which elements of our page are working and which are not. In order to get that answer, a test must achieve a certain confidence level.

Here’s a great explanation of what confidence level is from the Unbounce conversion glossary:

The probability that the winning variation of your A/B test had more conversions for reasons other than chance. Before declaring a winner, you want a confidence level of 95% or more, as well as a sufficient number of conversions.

But is that the only factor you should consider before declaring a winner? Here’s what Peep had to say:

When your testing tool says that you’ve reached 95% or even 99% confidence level, that doesn’t mean that you have a winning variation. Around 77% of the A/A tests (same page against same page) will reach significance at a certain point.

What does this mean? First of all, an explanation about A/A tests.

What is an A/A test?

An A/A test is when you pit one landing page against itself.

This is done to validate that you’ve set up your test correctly and that you’re getting roughly the same number of conversions for each variant. If the numbers are significantly different (even though the pages are identical), there may be  an issue with your setup or with the tool you’re using.

More broadly speaking, this serves as a gentle reminder of the importance of taking your time before selecting a winner in any test. If one variation of an A/B test shows better results, it doesn’t immediately mean that it’s the winner. As Peep says:

The reality is that statistical significance is not a stopping rule. That alone should not determine whether you end a test or not.

So, Peep, seriously, when is an A/B test cooked?

Alas, there is no single truth out there, and there are a lot of “depends” factors. That being said, you can have some pretty good stopping rules that will get you to the right path in most cases.

Here are two stopping rules Peep recommends.

Reach your test duration

In order to accurately collect data, Peep says that you should test for at least two to four weeks.

A landing page A/B test should run for a minimum of two weeks. Don’t jump the gun!
Click To Tweet

By allowing for more time to pass, you’ll have more well-rounded data with which to analyze your test. That’ll help you account for any anomalies in your data.

Reach your pre-determined sample size

In order to reach a certain confidence level, you need to know how large a sample size you need. In other words, you have to establish how much traffic you’ll need in order to declare a test complete.

This tool made available by A/B testing expert Evan Miller will allow you to answer the question, “How many subjects are needed for this A/B test?”

Screen Shot 2015-08-07 at 11.21.57 AM

Just punch in your numbers and it’ll spit out an appropriate sample size.

Once these two conditions above have been met, and only then, should you check to see if your confidence level is 95% or higher. If not, your test has not provided you sufficient data to make a decision.

Don’t stop ’til you get enough

All too often we see people make changes based on incomplete data.

They end up being disappointed by the results of making that snap decision. Their pages don’t convert better – they may even convert worse. All because not enough time was taken to really evaluate whether the data was ready for analysis.

By taking Peep’s advice, you’ll be able to make decisions with confidence, and start to see results that will turn your frown upside down!

Link – 

Ask a CRO Expert: How Do I Know When My A/B Test is Valid?

5 Ways Visual Analytics and Heat Maps Help You Read Visitors’ Minds

Before we talk about visuaanalytics, let’s talk people. There are two kinds in the world.

Those who see A/B testing (and CRO by extension) as gambling and those who see it as science.

Gamblers want quick wins; they resort to best practices without bothering with research. The scientists, however, are methodical; they follow a structured process that’s designed to get results.

I won’t call one wrong and the other right, but I’m helplessly biased towards the scientists.

Unfortunately for the gamblers, statistics, too, seem to be biased towards the scientists. On average, just one out of every seven tests produce a statistically significant result. Now force contrast that with a figure of one out of every three when a structured approach was followed. To create winning A/B tests, we need a shift in the way we approach testing. Here’s a brief look at what can be called a structured approach:

  • Problem Statement: What metric are you trying to improve, on what pages? Establish a baseline and evaluate the possible improvement.
  • Research: Understand current user behavior through analytics and usability testing. How long should you run a test for statistically significant results?
  • Hypothesis: Based on the research, zero in on ideas that would improve your preferred conversion metric.
  • Test: Test the changes to see if the hypothesis is right
  • Repeat the process

Analytics To Discover What’s Wrong Where Along The Funnel

Let’s talk about Research. It forms the backbone of testing, giving you hard data to reveal where exactly the copy or design might be costing your business.

Let’s delve deeper. The question of ‘Where’ has two parts to it:

  • Which page along the funnel?
  • Where (and what — copy or design?) within the page?

You already know how to figure out the answer to the first part. There’s Data Analytics for that, it’s sorted.

Data analytics, such as Google analytics, helps you answer which stage along the funnel you should test. It reveals the macro view — what percentage of your visitors abandon their journey at each stage (page) of the conversion funnel, or which pages engage visitors least.

Okay, great! Now you can prioritize based on what pages need immediate attention.

Bang! It hits you that you are not entirely sure what exactly to test on the page.

But, no matter! What are instincts for anyway? Who doesn’t mind endless testing, guessing and double-guessing what might work!

Or, if you want to start finding winning A/B tests more often, shake hands with visual analytics.Tweet: shake hands with Visual analytics.

With the help of heat maps, visual analytics show how users engage with a webpage. It tells you what your users see on the page, what they react to, what affects them..a poet might even say, heat maps help you read customers’ minds.

Data analytics can show what pages require attention, but it does not show what part of the page needs mending. For instance, a high bounce rate on a page (that forms a part of the conversion funnel) shows that there might be something off with the page because users are exiting the funnel from these pages.

Visual analytics sheds light on why visitors leak off of your website.Tweet: Visual analytics sheds light on why visitors leak off of your website.

Two Types of Visual Analytics

‘Heat map’ is a way to visually represent user activity on a page. It uses highlights of varying intensities to depict the density of user activity at each point of the page; typically annotated with data. For instance, number of clicks on elements and other useful ratios like clicks/hovers. Broadly, there are two kinds of heat maps:

Eye-tracking: A form of user testing where you select a sample size of your website’s user population and track their eye-movement as they engage with the flagged webpage. It’s fairly expensive and since the test itself is done only on a sample of your population, the results might not always be reliable.

For this reason, most businesses resort to a cheaper alternative:

Mouse-tracking: Mouse-movement and activity of all visitors to a site are tracked over a period of time and represented graphically. One question that pops is how good an approximation mouse-movement is of eye-movement. Studies comparing mouse-movement and eye-movement have found that the average distance between cursor and eye gaze is 90 pixels, and 40% of those times the distance was less than 35 pixels.

Mouse-tracking heat maps are more popular because it’s cheaper, and does the trick well

How Do Heat Maps Help In Creating Winning A/B Tests

Depending on what you are trying to discover, you can employ different heat map tools. Here we look at the most popular of such heat maps and how they help in identifying barriers to conversion.

Related Post: Two Case Studies That Show How Heat Maps Help Increase Conversions

1. Mouse-Movement Heat Map

It’s the closest alternative to an eye-tracking test. Mouse-movement tracking tools track mouse-movement of all your users and then represent the data visually over the page. It reveals patterns behind how users read and navigate the page. Here’s a look at how the mouse map looks for VWO Features Page, as generated by Navilytics.

Mouse Movement HeatMap of VWO Features Page

Most mouse-movement maps also give analytic data like how many visitors hover over a particular area of the page, which is an indicator of the attention such page-areas command.

How Mouse-Movement Maps Help

Mouse-movement maps reveal how users are reading content on your page. What do visitors who convert do differently from the visitors who don’t? Such knowledge can validate, even spawn, your A/B test hypotheses. For instance, for an eCommerce product page it could help answer questions like:

  • Are guarantee badges getting enough attention? Should they be moved closer to the add-to-cart and/or checkout button?
  • Are users failing to see the ‘free delivery’ promise, with little to no activity in that area?
  • Do visitors hover over the product recommendation carousel?

2. Scroll Map

Scroll maps help you understand to what point of a page users scroll and where they abandon the page.

How Scroll Maps Help

Depending on the scroll behavior of users, you can adjust the length of your webpages for maximum effectiveness. For instance, the Nielsen Norman Group have continuously found that 80% of visitors’ attention is spent above the fold.

Graph showing attention spread above the fold

Does that mean your conversions will suffer with a long page? No, it’s best to test. Text-intensive pages like product pages are often lengthy. By analyzing the scroll-map of such pages, you can answer questions like:

  • Are visitors missing your painfully designed CTA button that is below two folds?
  • At what depth of the page is most drop-offs happening? Is the content in that part of the page relevant? Should it be rewritten or removed?
  • Where exactly does the page fold lie? Should other critical content be moved up the page to get more attention?

Related Resource: Highrise Discovers That Their Long form Landing Page Converted Better

Typically, scroll-map tools also display the percentage of users abandoning the page at different points.

How a scroll map looks

Using the information that scroll maps give, you can redistribute content, readjust the page layout and test such changes against the original layout.

3. Click Map

Click maps show you where your users click on a page.

How a click map looks
courtesy: ptengine

How Click Maps Help

Bad design is bad business. Using click maps you can weed out unwanted distractions on the page to streamline user experience.

  • Are there distracting design elements that take users away from the main conversion goals?
  • Is one link cannibalizing another, more important conversion?

Related Post: How Removing A Distracting Element Increased Conversions By 7.8%

4. Form Tester

Forms are the sanctum sanctorum of webpages. It’s where a user becomes a prospect, and later, a paid customer.  Your landing page content might be the best in the business, but unless your form is just as good and commands attention and inspires trust, conversions will suffer.

How Form Testing Helps

Form tester tools help understand how users interact with the form — where on the form they spend the most time hovering, where they click and how they engage with it. Think mouse-movement maps, but for a form.

Perhaps, users are hovering over form labels longer than you expect: this might indicate that the label text is difficult to read.

Are users spending longer than expected on the form fields? This might indicate poor contrast between the field text and field background color.

It’s not just these minor tweaks, form testing can help uncover major issues with form layouts as well. Here are some pointers on optimizing form layouts from Baymard.

5. Visitor Recording

While heat maps represent recorded data visually, visitor recordings capture actual videos showing a user’s interaction on a page.

Visitor recording helps you virtually see over the shoulder of users as they interact with your webpage. It tells you where exactly on the page a user faces issues and what they are most attracted towards, so you can see the visual hierarchy as it seems to a visitor.

Related Post: 19 Things You Can Learn From Numerous Heat Map Tests

6 Heat Map Tools To Help Ease Your Decision Process

Surveys and other usability tools aside, Usabilitytools has a neat Click Tracking tool that records clicks on page, clicks on elements and hovers (something they call the ‘attention map’) on a page. You can get a price quote by filling up a form on the website.

Mouseflow also has the entire suite of heat map tools with an offering specifically for eCommerce stores where it’s important to capture visitor interaction with dynamic page elements, too. They offer a freemium plan and you can start a free plan for upto 100 recorded sessions/month.

Navilytics packs the whole punch and more, with features like Area Stats that lets you select specific areas of the page and receive mouse interaction data and the ability to do data segmentation. Navilytics, too, offers a free plan for upto 50 recorded sessions.

Clicktale, largely an enterprise solution. probably the most well-known of heat map tools. The spread is not limited to heat map tools; on offer are specialized tools to help improve site efficiency and conversion funnels. They recommend signing up for a free demo only if there is a minimum of 500,000 page views per month across your website.

Okay, I’ll blow our trumpet now.

VWO too, includes a heat map functionality that provides both mouse maps and click maps. The functionality comes bundled along with any of the testing plans that we have.

Ptengine is another product that offers all typical heat map functionalities and some additional features like multi-device monitoring. They offer a free plan too.

Have we missed something? What other ways are you using visual analytics? Be sure to let us know in the comments section below.

PS. If you liked this piece, you will probably love our other posts. Subscribe to the blog to get research-driven original content delivered right to your inbox, fresh and warm.

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The post 5 Ways Visual Analytics and Heat Maps Help You Read Visitors’ Minds appeared first on VWO Blog.

Link to article:  5 Ways Visual Analytics and Heat Maps Help You Read Visitors’ Minds

Researching User Intent: How to Learn What Users Really Want

If you really want to get conversions, you need to be a mind reader. I’m not even kidding. Understanding what users want (known as user intent) has become a driving force in search engine optimization (SEO) and search marketing to help bring more people to your site. Unless you nail it, there’s a whole bunch […]

The post Researching User Intent: How to Learn What Users Really Want appeared first on The Daily Egg.

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Researching User Intent: How to Learn What Users Really Want

So You Want To Crowdfund Your Startup App?

If you’re a developer, you know how hard funding and traction are to come by. Most software startups try crowdfunding and fail — they’re doing it wrong! To crowdfund your app, and supercharge your business, let’s look at what works, what doesn’t, and get started right!

Who Ever Heard Of Crowdfunding A Killer Startup App?

It’s no secret that the crowdfunding industry is booming. It seems like every day you hear about an exciting new startup crushing their campaign goals and launching their company via Kickstarter or Indiegogo.

The post So You Want To Crowdfund Your Startup App? appeared first on Smashing Magazine.

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So You Want To Crowdfund Your Startup App?

Analytics and Conversions: Let Data Supercharge your Marketing

Ninety percent of the world’s data was generated in the last two years. By 2012, it reached 2.8 zettabytes (1 zettabyte equals 1,000,000,000,000 gigabytes), and experts projected that it would double by the end of this year. I’d say we’re on track to do just that. There’s no denying the amount of data we now […]

The post Analytics and Conversions: Let Data Supercharge your Marketing appeared first on The Daily Egg.

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Analytics and Conversions: Let Data Supercharge your Marketing

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