Conversion, a concept tossed around by many digital marketing experts that leaves many business owners wondering “what are these people talking about”. Basically, a conversion can be any positive business related outcome that happens on your website. Most common examples include an online purchase, a sign-up for a newsletter or a visit to a specific page like a blog post. As long a visitor does what you intended them to do on your website you can count them as a visitor that converted or a conversion. Conversions can for this reason be many different actions. It is important that they are relevant to your business and that they can be measured. So when someone talks to you about conversion rate optimization they should focus on increasing positive business related outcomes happening on your website.
Zoho released a conversion rate optimization tool in 2018 called PageSense. We’ve been testing PageSense at Target Cloud for a few months now and are excited to share our impressions. If you are familiar with other similar CRO tools out there PageSense has a combination of features that can be found in both Google Optimize and Hotjar. On top of that it offers many other features which could be useful to different users.
Let us breakdown some of the most important ones.
This feature is most often used by e-commerce businesses who want to analyse visitor behavior during the purchase process. Funnels need to have a minimum of 2 steps and besides using visits to certain web pages as steps you can also use custom events like clicks. On the example below you can see a 4-step funnel analysis for visitors who viewed a product, added it to cart, went to checkout page and were then reverted to the thank you page after making an order. Using advanced segmentation options you can filter visitors based on traffic source, device type, country etc. to get better insights into their behavior.
Heatmaps and Scrollmaps
Heatmaps show you how often visitors click elements on your web pages. Scrollmaps show how far down the page they actually scroll. Most common use case is the homepage or any page where you have a relevant amount of traffic to get insightful reports. After tracking is setup your will see the reports being populated as users visit. Give these kinds of reports between a few days and a few weeks to capture relevant amount visitor data before making any decisions based on them.
You can use heatmap and scrollmap reports to compare behavior on desktop, tablet and mobile devices. It is good to use a combination of both to make informed decisions about content and design improvements which could lead to a better user experience and more conversions.
View session recordings to see how your visitors actually behave during their visit to your webpage. One of the differentiating features of Zoho PageSense compared to similar tools from competitors is that is can record how users view your website in multiple tabs within the browser.
A/B and Split URL Testing
Depending on the complexity of page variations you want to test you can use either A/B or Split URL testing. A/B testing will usually be used for testing simple design and content variations such as a different color of a button or a different call to action text. Split URL is a better choice for testing complex page variations where multiple elements are being changed.
Integration with Google tools
Useful Google tools like Ads, Analytics and Tag Manager are tightly integrated with PageSense enabling users to get more value from both vendors. User who convert in PageSense Goals tracking can be imported as audiences into Google Ads for remarketing campaigns. Focus your remarketing budget on the users which show most potential based on their behaviour on your website and avoid spending valuable resource to target remarketing to all visitors.
A/B and Split URL Testing data can be sent to Google Analytics. If you are using other tools for similar tests this is a good way to consolidate this data in Google Analytics and see which conversion optimization tool works best for you.
There are multiple way to deploy PageSense on your webpage. Our suggested method is to use Google Tag Manager which is a free tool for managing all analytics and marketing tags. Deploying PageSense this way requires minimal web development knowledge, can be done fast and makes tag management easier in future.
All the features described above are available in all PageSense packages. If you are a Zoho One subscriber then PageSense is great news for you as it is already in your subscription package. If you are not then there are competitively priced Zoho PageSense subscription tiers based on the number of monthly visitors you want to track.
There is also a 30-day free trial available.
Note: all pictures used in this article are owned by Zoho
Complete the form below if you want to start using PageSense to improve your conversion rates. We would be glad to help.