Understanding & Addressing Concerns of Your Website Users

Conversion rate optimization is…

  • … a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage. It is commonly referred to as CRO. (Wikipedia)
  • … the process of enabling people to take an action when they visit a website. (Hubspot)
  • … understanding how users move through your site, what actions they take, and what’s stopping them from completing your goals. (Moz)
  • … the process of optimizing your site or landing page experience based on website visitor behaviour to help improve desired actions (conversions) on the said page. (VWO)

As you can see from all of these explanations, the core of conversion rate optimization is getting users to take a desired action, or rather, altering their behavior. If our goal is to alter their behavior, we need to first understand how they currently behave and what’s preventing them from taking that desired action.

As you dive deeper, you’ll uncover their reasons for not taking that desired action, but how can you alleviate those concerns?

By addressing them.

A Case Study

An e-commerce client sells high-end, customizable doors for the home. We needed to understand exactly what our customers were feeling when navigating our website and what was preventing them from completing the desired action – making a purchase.

Utilizing Hotjar, we created a poll on our top 2 product pages that asked users, “Is there anything stopping you from making a purchase…

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