Conversion user tracking
How can I make a “simple user” become a purchaser? This is the main question in Conversion Optimization. In order to answer it you have to observe and understand the user. The tool to do this is user tracking.
User tracking helps to understand website visitors
User tracking enables the website owner to see his users and the website itself from a different perspective. It is possible to track, for instance, where the user clicks, how long he stays on single pages, at which point he leaves the web page or converts from a browser to a buyer. The tracking makes clear which pages are interesting for users, which pages convert, and which pages doesn’t attract visitors or are problematic in any way. The user tracking tools also provide methods for detecting what exactly may annoy users.
Heat maps are another tool which can be used to determine what interests a user. Here, user tracking takes advantage of the fact that users usually move the mouse to where they look, so, by means of tracking the mouse movements one can get a good idea where users are looking on the page. Does the user quickly find what he is looking for, such as the add-to-cart button, or does he spend a long time looking? Heat map tracking can be a great way to test effectiveness of small changes to your website. Try putting buttons or texts on another position or changing the color of the buttons – the user tracking will inform you if these changes bring more success. Precise user tracking is therefore a crucial part of the Conversion Optimization.
User tracking as a basis for marketing planning
User tracking tools provide a wealth of data, not just from the website itself: You can also find out how the user found your site. Did he find your site from a search engine result, or did he click on an ad? With this information, you can control your advertising methods and reduce losses from advertising that doesn’t convert.
