A common refrain we’ve heard is that people’s businesses are too small to use any sort of CRO tool that tells them what their visitors are up to.
That their website traffic is too low.
That they need to increase their revenue or traffic first before they can think about improving their website for those very people they hope to sell to.
Your website helps you accomplish your business goals like driving brand awareness, increasing sales, and capturing emails.
But how do you know if your customers are actually paying attention to what it is you need them to do on your site if you’re not also paying attention to them?
After all, the visitor experience you provide is what will determine your success.
So if most of your focus is on how to get more people to visit your online store without also optimizing your site for those very people, then it’s almost like redesigning your house by only throwing money at a fancy new driveway.
With the number of free and paid tools available to you today, whether you’re getting less than a hundred visits a month or hundreds of thousands, you’ve got plenty of choices for how to figure out what people are up to on your site so you can spot opportunities for improvement.
And to help guide your way, we’re going to look at how digital marketing agency Ardeaux Media uses Google Analytics with Crazy Egg to improve the Shopify stores of their clients. Even a client that receives a hundred to two hundred visits a month.
For this article, we chatted with Tatum Shacklett, Co-Founder and CMO of Ardeaux Media, to get an idea of their CRO process, their approach to two different clients, and how they were able to concretely improve their clients’ websites while sticking strictly to a budget.
But First… Watch Our Live Website Teardown
Before you dive into the article, want to see a website analysis process live? Catch our website teardown with guest host Ardeaux Media!
Who Is Ardeaux Media?
Ardeaux Media is an innovative digital marketing agency whose goal is to help businesses of every kind be the best they can be to make the world a better place.
We believe in being Collaborative, Avant-garde, Leading, and Memorable, or “CALM”. We’re comfortable with the unconventional and will go against the grain in order to communicate the soul of every business effectively.
What Is Your Client Setup Process?
Installing Crazy Egg along with other analytics platforms such as Google Analytics and Facebook Pixel is always our first step when onboarding a new client.
We always set up multiple Snapshots and Recordings for different pages, but mainly focus on the first point of contact for the visitor.
In order to give the Snapshots, Recordings, and tests that we set up sufficient time to gather data, we check back into Crazy Egg every two weeks. However when we’re redesigning a website we use it much more frequently as a reference.
What Is Your Analysis Flow?
It’s important to establish a baseline that you can use for comparison after you’ve made improvements. We use Google Analytics and focus on the number of users, pageviews, average time on page, bounce rate, and exit rate.
When analyzing, we start by watching visitors’ session recordings and taking notes on behavior. We look to see if there are any consistent movements or clicks amongst visitors, which there usually are.
We’ll also take a look at the Snapshot Reports to see where there are hotspots of click activity, whether that click activity is on elements that aren’t clickable, how far people are scrolling down the page, and how different segments of visitors are interacting with the page, especially if we’ve been running ads.
How Do You Make Recommendations And Changes?
We make all the changes ourselves. We provide the whole solution from analysis to execution to make life a little bit easier for our clients.
Examples of some of the small changes we’ll do include making a picture or icon clickable because we saw a lot of people trying to click something that was a still image.
Other times, it’s understanding that the buying process is too slow and too difficult, so we find ways to streamline the process.
Editor’s Note: Interested in seeing the whole analysis process in action? We’ve got a live website teardown tomorrow August 14th! Save your seat now to learn all about how to get actionable insights even if your site has less than two hundred visits a month.
The Results Of Client 1: Drive-A-Logue
Drive-A-Logue is a family card game that is designed to be played in the car on the way to or from school. Its purpose is to get kids and parents talking about topics that might otherwise be difficult to approach.
Drive-A-Logue’s goals were to increase sales and drive brand awareness.
While this is a smaller store that had been receiving a little over a 100 visits a month, we knew we would still be able to make an impact on their audience while sticking to the ad and CRO budget they set.
Our first step was to acquire information about the website and then to continually optimize for the visitor experience.
Drive-A-Logue Google Analytics Baseline
The Google Analytics information below shows the overall activity on the websites before AND after the redesign.
April 9 to May 13 displays the websites performance before the new website launched and May 14 to July 9 is after.
As you can see in the following report, the new website has improved in every degree.
This tells us that not only has the new website been driving more traffic, but it also shows that the visitor experience has been improved which you can see by the lowered bounce rate and increased page session duration.
By investing in us and trusting us to use a combination of free and paid tools, we were not only able to take their pageviews from a little over 100 visits to 950, but to also ensure that that additional traffic didn’t immediately bounce and waste the money spent on ads.
Before The Website Redesign
The first two weeks were focused on collecting as much data as possible about the original website.
To collect this data, Google Analytics and Crazy Egg were installed. However, the first two weeks did not record any website visitors.
To increase daily visitors and to collect more data on how they interact with the website, we launched Facebook and Instagram Ads on April 15.
We discovered that 97% of the visitors landing on the page exited relatively quickly or left the page open for an extended period of time with no activity by watching Crazy Egg video recordings.
We noticed a pattern of clicking attempts on non-clickable material or issues loading the page entirely. These two factors played a major role in the premature loss of visitors.
Snapshot Reports from Crazy Egg
The below images are from the website after we began running ads but before we redesigned the website. A few things we noted were the scattered clicks and small amount of scrolling.
As you can see in the above image, the clicks are scattered which tells us that the clickability of the website was confusing to the visitor. Of all the clicks on the page, only about 25% of the clicks were acted out on clickable aspects of the website.
We took this into account when creating the new website and made clear the elements that are clickable or link to a product page.
Small Amount of Scrolling
While the first view of the website is important, the rest of the page may contain key selling points that could influence the visitor to buy. As we see in this Scrollmap, there was little scrolling past the first page fold.
Below the page fold contained the suggested use, mission, vision, and testimonials, all key pieces of information that the visitors were missing out on.
In making the new website, it was one of our goals to make it intuitive and scroll friendly to ensure the visitor had the incentive to engage with all of the key information on the website.
After The Website Redesign With The Help Of Crazy Egg
A key difference when comparing the redesigned website’s Heatmap to the original Heatmap is that every click landed on a clickable part of the website. This not only improves visitor retention but also indicates that the design is intuitive which creates a better environment for sales.
Another thing to note is where visitors are clicking. The most clicked links on the homepage are the “Buy Drive-A-Logue” at the top, grade level options on the product, and the “Buy Now” button.
These are all productive clicks which allows the visitor to engage smoothly with the website.
As we saw in the first Heatmap, the visitors’ time was mainly spent on the first fold on the page.
In doing this, the visitors were missing out on key information about Drive-A-Logue, much of which might have moved them to make a purchase.
In this updated report, we see that the visitors’ time is concentrated in different parts of the page. You can tell by the shifts in color on the bar on the left-hand side, specifically the white, yellow, red, and green portions.
This indicates slow scrolling through the page which we can interpret as the visitor reading the information on the page. This is important to note, because by the time the reach the product, they are well informed to make the buying decision.
Once visitors arrived at the product, fewer than 20% of visitors continued to the bottom of the page.
Google Analytics Improvements
Most notably, we saw that exit rate decreased by over 40% indicating that the visitors were staying longer to absorb the information on the website.
The bounce rate also decreased around 20% which indicates that the new website was capturing the audience’s attention.
According to EMarketer, the target time for visitors to spend on your page is 2 minutes. The Drive-A-Logue website is close to that goal with an average of 1 minute and 41 seconds average time spent on page.
The new Shopify website saw sales in periods when the advertisements were running. Considering the higher volume of visitors from the ads, sales grew in likelihood and resulted in $178.39 in sales.
All in all, a rousing success! And now we’ll switch gears to our second client MUTCoinDeals.
The Results of Client 2: MUTCoinDeals Website Redesign and Development
MUTCoinDeals is a video game supply company which buys and sells coins to users to be used as a currency within Madden 19.
Their original website was struggling to get sales. Because of Crazy Egg, we learned that their checkout process was too slow and not intuitive. So we changed a few things around based on the data from Crazy Egg and their sales skyrocketed!
MUTCoinDeals Goals And Challenges
MUTCoinDeals had a website in a competitive gaming niche and were looking to increase their conversion rate, returning customers, and overall sales.
Their first website, https://mutcoindeals.com/, was generating some sales after launching but not as many as it could. They hired us to help them optimize their current website and create another website to take up more SEO real estate. The second website we made for them is https://maddenultimatecoins.com/.
We implemented what we learned about where visitors were exiting from the first website to optimize conversions and increase sales on both websites.
Mobile User Data
Almost 100% of their visitors were from mobile devices, so we made sure to create Snapshots of users on mobile devices. Here is what their homepage looked like before the redesign.
Sales Increased By 250%
Here is how we increased their sales by almost 250% combined.
Below are the mobile homepage and product pages for MUTCoinDeals. We learned from the Snapshots that people were frustrated by the need for too many clicks.
On the homepage, visitors were confused by the hidden menu and ended up scrolling and clicking on images that were not linked to another page.
Visitors were coming to this site ready to buy but were tripped up by the amount of clicks it was taking to checkout. In turn, they exited and gave their business to a competitor.
To fix this on the current website and the new website, we designed a clear call-to-action for coin buyers and sellers. We made it so they could get where they wanted to go with one click and without having to scroll.
In addition to adding a call-to-action to the area above the first page fold, we added a plugin to make the checkout process quicker. We also made a few of the contact icons clickable as well as other previously static images.
Before And After Results
We saw huge increases in sales and overall conversions in spite of a slight decrease in the overall number of visitors.
This just shows that while driving traffic is important, it’s even more valuable to improve the experience of those visitors who have reached your site.
Website 1 Results
Below are the results of their original website after we made the changes based off of the Crazy Egg data.
Website 2 Results
We also experienced great numbers in the first month of the new website with the same changes. Below are the results for the first month of maddenultimatecoins.com.
The Ideal Formula
At Ardeaux Media, we have used and continue to use Crazy Egg as the spearhead for the changes we make on all of our clients websites.
Not only has Crazy Egg has given us concrete evidence of the visitors actions on the websites, but it has also helped us make the users’ experience more intuitive. Before Crazy Egg, we only had a few pieces of the puzzle which were the analytics of conversions, demographics, and sources.
Since we using Crazy Egg, we feel that we can finally see the whole picture of how visitors interact with the websites we make in order to make them better.
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