If you want to succeed with a business, you need to do everything you can to optimize the conversion process. That means every part of a user’s experience, from the time they become aware of your brand to the time they click submit on a purchase form, is tracked, understood and adjusted for maximum flow. You can’t do this without a high degree of awareness, and that’s where these tools come in.
The idea is to understand as much as you can about your users and their actions. Where do they come from? Who are they? What do they want on your site? What brought them to your site? Are you providing them with what they want? Are they aware of your products, and do they know how to convert? Are they part of your target demographic, or are you attracting the wrong people?
Okay, you knew this one was going to be on the list. There’s no reason to ever go without Google Analytics. It’s completely free. It’s trivially easy to install on your site. It gives you an incredible wealth of information you won’t find in a single tool anywhere else.
If there’s one problem with Google Analytics, it’s that there’s almost too much information. One of the top questions SEO consultants hear is how to parse and understand what Google is telling them. There’s so much information, with so little explanation, that it’s difficult to know where to begin.
To get you started, here are some tips for using Google Analytics properly.
If you don’t know what Crazy Egg is, the name is going to throw you off. If you know what it is, you aren’t surprised to see it on this list. What is it?
Crazy Egg is a heatmap application that tracks user behavior on your site. It’s really very simple; it monitors a user when they load a page. It tracks where their view is on screen, where their cursor is and where they click. It then shows you all of this data in color-coded heatmaps, so you can interpret your site usability at a glance.
Some things to watch for with a Crazy Egg heatmap:
A few people in the know just nodded. Many who have never heard of this service just tilted their heads and asked, “What?” What is Olark and why is it valuable enough to be positioned on this list?
Olark is a live chat service plugin. Essentially, you add code to your website that makes a little live chat window appear in certain circumstances. Some people use it as an omnipresent support box, while others include it in an exit detection pop-up.
What makes Olark more valuable than traditional contact information, like a support email or a phone number? Well, many web users are browsing in situations where neither option works. For one thing, they may be at their day job or in a public space, where a phone call isn’t ideal. They may have a pressing question where the delay on an email is not preferable. They may not have access to a phone.
It all adds an extra human touch that you don’t get with a contact email as well.
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