- [Neil] Hey everyone, it's Neil Patel
and today's another day of CRO Unlocked,
where we go over how you can improve your conversion rates.
This lesson is on best practices, part two.
If you missed best practices, part one,
go to neilpatel.com/training and click on CRO Unlocked,
and there you'll find the introduction video
as well as best practices part one.
Today we're going to be breaking down how to use Crazy Egg
to increase your conversion rate.
So just a quick overview,
you can monitor visitor interactions
through different software with Crazy Egg.
You can create a snapshot of your page
and as your page changes, you can see how visitors
interact with different variations of your site,
so you can improve your conversion rates
and get a better understanding how people truly interact
with your website.
So how do you use snapshots?
Well, you can choose a variety of advanced choices
while making a snapshot.
You can pick the system form to monitor let's say desktop,
mobile, or even tablet.
You can determine the expiration time
of when you want to stop tracking.
And this will give you all example and data on,
all right, let's see how people interact on Mondays
or throughout this week
or throughout this specific promotion period
like Black Friday.
And that'll help you better understand,
here's how people interact during these specific times.
And snapshots are really important
because as you make changes,
you can see again how visitor interactions change
specifically on different devices.
Like if you do a redesign or a new learning page design.
So that way you can see did your change,
was it good overall or bad?
And another element within Crazy Egg is heatmaps.
A heatmap is something that shows you
where people click and engage on your site
and I'll show you an example
of this in a little bit on the next slide.
And this tool helps you evaluate
and analyze how people engage within your site.
It's a graphical representation
of all the places users clicked on your website
whether it's a link or a dead click, or they're just reading
and they're clicking around on your text,
you can see that all within the heatmap.
So here's an example of a heatmap
for mobile devices on the neilpatel.com website.
Now this data can help you better redesign your website,
decrease your bounce rates, have less drop-offs,
improve your overall user experience,
so that way you can get more sales.
And SEO is also encompassing user experience
and how users interact with your site.
Google wants to make sure that they're just not
ranking sites that have more links for better on page SEO
but they want to rank sites
that have the best user experience as well.
So how do you analyze heatmaps?
Well, we've covered a little bit, but some few tips for you.
Make sure that your call to actions are being seen
and they're being clicked on.
If you're noticing that no one's really looking at them
or clicking on them, you can change the placement.
Place the content in the order of importance to your users,
just don't place content however you want.
If certain parts of your content are more important
than others, make sure they're placed in the right areas
where people see them.
And track what's going on behind pop-ups or forms
or login screens as well
so that way you can optimize the whole experience
instead of just a little bit of it.
And set up a conversion process or pages for success
so that way you can truly win.
I have a workbook for you.
You can find that in neilpatel.com/training,
click on CRO Unlocked, week one.
It's the second lesson in there.
And there's a guide on heat mapping.
I want you to download it.
It'll help you understand how you can analyze heatmaps
for random so that way you can get the most
out of your website.
Then there's a scrollmap within Crazy Egg.
And a scroll map is what it sounds like.
It shows you what percentage of users scroll where.
And it's not what you always think.
People always say, "Oh, people just don't scroll down.
And they just view the top part."
Well, sometimes they actually view parts in the middle
more than they do at the top.
It's not just how long they're scrolling this.
Its also how much attention they're putting
on those elements and the scrollmap tracks all of that.
So it'll give you an idea
of where you need to place your most important elements.
In essence, what are the hottest elements on your webpage
and what do you need to be placing in there?
And that's what a scrollmap can help you with.
With Crazy Egg, you can easily see
what aspects of your website are distracting users
versus which ones are causing them to drive more revenue
and sales or leads for you.
You can see how individuals are directed
by different campaigns to your website
and how they act based on those campaigns.
You can see whether it's from paid ads or email or SEO.
You can segment all your traffic within Crazy Egg
and see how different audiences interact
with your web pages differently.
So then you can create different experiences
for let's say the paid users versus the organic users.
And here's an example of scroll depth,
the most viewed section of a page is just above the fold
at roughly 550 pixels with 80% viewership.
Most visitors scroll before the page loads completely.
And the portion of the page just above the fold
is nearly seen by all the visitors.
Now, this doesn't mean that you should just put your call
to actions above the fold, because sometimes you got
to educate and get them a little bit more information
before you try selling them on anything.
You need also look at the engagement across your whole site
and your whole page, not just above the fold.
For example, they engaged time.
It peaks roughly just below the fold.
That means a lot of people are spending a lot of their time
scrolling and looking at the elements
right underneath the fold.
So you need to really pay attention
to what you're putting right beneath the fold.
And pixels at the top are viewed for about four seconds.
The amount of viewing time increases to peak
by about 1,200 pixels down.
In essence, the people who are scrolling more
tend to be more engaged and you need to figure out
what elements you need to place within those peak elements
so that way you can maximize your revenue.
Then there's also the confetti and overlay reports
in Crazy Egg.
Confetti is just like, it looks on the right side.
It's all these dots in different colors
and the dots represent different traffic sources
and you can segment it.
Heck you can even segment it by day, by time,
by weekend versus weekday, Bing versus Google.
You can literally segment your traffic
by all the different variations to see what you need to do
to improve your conversion rates.
Do people click on buttons or are they clicking on elements
that aren't really clickable and they're confused?
These are all things that you can fix and tweak.
The overlay on crazy egg, the cool part about that.
And you just click on the overlay button in the navigation.
It shows the exact number and the percentage of clicks
to each and every single element.
All you need to do is click the plus marker
next to any clickable feature
and the way your guests view your website is
generally different from how you expected it to be.
So I recommend that you run an overlay report on Crazy Egg.
My favorite part about the overlay is
I can see the dead zones, the other clicks.
These are that elements that they're clicking on
that aren't really clickable that you need to fix
so that way you have a better user experience.
Almost every sites have these
just as website owners and marketers
we tend not to think that people are clicking on them,
but they really are.
Then you have the list report.
This just gives you a list
of every single element in a tabulated format.
So you can see a breakdown of what people are clicking on
and what they're not, whether it's visible or not visible.
You can see that within the list table
and you just look at the not visible or both or the visible
and I recommend that you check them all out.
So again, that way you can figure out percentage wise
what's getting a lot of clicks,
that's less necessarily not visible
that you need to fix and change.
So that way you can improve the user experience.
One of my favorite features of the list report is anytime
that you click on a specific element in the list report
it actually brings up the overlay report.
So you know what it is and how people are engaging
and using the specific element
or clicking or experience on your site.
You can also run tests with Crazy Egg.
You can run a lot of AB tests,
and testing is a continuous process.
You always need to iterate and improve.
Testing is ideal method for assessing and iterating.
So that way you can get early wins.
Saves you both time and money.
You don't want to just make tests based on
what you think is going to win.
You want to do a base on what the data is showing you
and we'll dive more into that next week
when we go into the second week of CRO Unlocked.
So if you're wondering how often you should run tests, well,
it depends on your niche, your industry
and how many conversions you have.
If you have a lot of conversions like I do,
you can usually run one to two tests a week.
If you don't, sometimes you may only be able
to run one or two tests a month.
And again, it really depends on your niche
as well as how many conversions you have.
But don't worry about how often you can run tests,
just more so run them.
And if you do that
you'll continually improve your revenue over time.
So how do you optimize your site over time?
Again, you need to do tests and analyze the results.
You need to feed data into Crazy Egg.
You need to use data to drive growth.
New drive more leads, sales and customers.
And just go and try to sign up for Crazy Egg
to have a free trial and go run a few tests.
And it breaks down how to actually do this
with the overlay and confetti and just go through it.
It has a wiziwig that's really easy to use
and go through this onboarding process.
It's again, a free trial.
And then you'll start collecting data
so you know what you need to optimize.
There's this thing that's also called heuristic analysis
where you think about how people are engaging
with your overall site
and what you need to do from a UX interaction
design standpoint, to improve everything.
And it's the evolution of CRO
and that's where people are going.
It's not just based on, oh,
what button color should I use or what text?
It's about how do you improve the experience for people?
And if you do that, that's how you win in the long run.
I also have a checklist for you.
You can find that in neilpatel.com/training.
Click on CRO Unlocked, it is under week one.
It's a second lesson under week one
and you can find the checklist there.
Make sure you download it and you'll learn how to deal
with web design, interaction, different elements
and unlock just a very usable workflow.
If you have any questions, leave a comment below.
If you want to email us
you can email us at support@neilpatel.com.
If you just want my team to do all the CRO stuff for you,
check out my ad agency, NP Digital.
Stands for Neil Patel Digital.
And thank you for watching and thank you for time.
I really look forward
to helping you get more conversions from your site.