Why are they leaving?
One of the most important aspects of campaign management is optimization. As a search marketing or pay per click campaign manager part of the job is consistently making tweaks to keywords, ad copy, and yes landing pages in order to improve campaign performance.
You can decrease CPCs, improve quality scores and engage users, but if they bounce before converting all your efforts are wasted.
If you have what you believe is a fully optimized landing page (fast load times, keyword and quality rich ad copy, lead gen form above the fold, etc.) with poor performance you can test visitor interaction with a heatmapping tool.
A heatmap is a graphical overlay of your website which uses different colors to describe what content is “hot” and not on your page. Heatmap technology typically tracks where a visitor clicks, but more advanced versions can track eye and scroll movements.
Heatmaps are relatively inexpensive, and easy to install. There are free trials and free versions which you can use to gain powerful insights about your site visitors.
What Heatmaps Teach Us
Heatmaps give users a glimpse into the minds of site users. Where users click can be especially significant if you have ads or a lead gen form on your page. It’s important to know if users are clicking away to your main site, or missing ads due to placement.
With this knowledge you can gain insight into the performance of everything from the color of your site, content and ad placement, page copy, outbound and inbound links.
Crazy Egg is a popular heat mapping tool, because it’s easy to use and inexpensive. The company provides a free 60 day trial. After the initial trial period plan pricing starts at just $9 a month for up to 10 pages. To install Crazy Egg heatmap tracking, you simply copy the code provided into your site HTML. Instructions are provided. Once installed you can use the platform to test the code, and get confirmation that tracking is live.
Mouseflow claims to be the #1 heatmap and session replay tool on the market. What makes Mouseflow unique is you can actually view recordings of your visitors interacting with your site. This can prove valuable when users aren’t clicking on your pages. You can see what they scroll over, what they avoid, and what causes them to bounce without converting. Mouseflow offers a free plan for 100 recorded sessions of 1 domain. They also offer a 30 day money back guarantee for their paid plans. Paid plans start at $19 a month.
Ptengine provides analytics for both heat and scroll maps. Unlike other heatmaps, Ptengine allows the user to differentiate between interactive and non-interactive elements of a site. With this tool you can gain insights into clicks on buttons, images, videos, drop down menus and more. With the Scroll Reach Map you can determine the percentage of visitors scrolling to specific sections of your page, and get insights into why your visitors are leaving once they land. There is a free trial for up to 20,000 page views a month for 1 domain. Plan pricing starts at $39 a month for 50,000 page views and up to 20 domains.
Landing page optimization is not voluntary it’s vital to the success of your organic and paid campaigns. Contact I Dream of SEO today to learn more about our landing page and website services or to inquire about paid campaign management.