Adaptation – improving website experiences

Growing your business through adaptation

Ever wondered what your potential customers and existing customers actually do on your website? Ever thought about how you can keep them where they need to be instead of wondering around aimlessly? Want to guide them to be your next customer as quickly and smoothly as possible? Or do you want to keep your customer’s interest so they keep buying from you?

To answer these questions you’ll need to look at your visitor journey, and you can do this by using tools such as https://www.hotjar.com to see what your visitors’ movements are, through live recordings that show your visitor’s mouse movements. Heatmaps show you the where the most (and the least) activity is on a page. All of this is interesting, but how do we turn it into useful? What these insights highlight are problem areas and drop off points, which you can then address by adapting your website to suit your audiences behaviour. You can do this by using optimisation techniques such as ‘exit intent’, slide-in call to action boxes, and walk-through demos that grab your visitor’s attention just at the right moment, provides just the right message, and guides your visitor to where they want to be quickly and seamlessly. Reducing friction on your website is crucial, so anything that improves your visitor experience will automatically improve your monthly figures.

‘Exit intent’ is the process that captures the exact point at which a visitor is about to leave, so that you can offer an incentive to stay. It’s just one of the ways to increase visitor time on your site, and more importantly get them to do what you want them to, in other words speeding up the conversion rate of your visitors. Conversion Rate Optimisation (CRO) is deemed as being in the top 3 megatrends for business growth in 2017. If you’re not familiar with the principles of CRO, you could be missing out on opportunities to make small changes – big improvements. See our blog HERE for more information on CRO.

With the rise of Google’s AI learning and a shift towards user experience, we can expect to see big changes in the way Google ranks pages, and therefore a necessary fundamental change to web design in general. How a user interacts with and experiences your web page can either halt a transaction or create momentum to interact. Adaptation is crucial to business success. To see how we can ‘adapt’ your business and your customer’s online experience, give us a call today.

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