How To Setup Your UX Tracking
One of the biggest leaks for leads and sales for online marketers is a lack of understanding of how users are progressing through their site. The use of analytics trigger tools like Mixpanel, or others which track mouse movement and click heatmaps, is something that too often is thought to be relegated to the highest levels of corporate play.
On the contrary, such services are more readily available than ever these days, and at prices that make them well within the budget of most marketers’ toolkits. While choosing an exact tool is something you can decide for yourself, let’s run through the basics of starting to get a better idea of how users interact with your site.
First, create a starting and an end point for your leads. The starting point is them reaching your website, and the end point is them achieving a conversion of your primary goal for them. Oftentimes this is a sale, but it might also be someone creating an account or taking a key action within your app or software.
Next, map the steps in between your start and end point that you think best represent the stepping stones people are going to need to take to understand what you want them to do, and then make the decision to actually do it.
For example, these steps could include joining your mailing list, opening a certain email, viewing a certain informational/pre-sell page, and scheduling a Skype call with you for a quote. Of course, your steps are going to vary depending on your goals and industry, but anyone can create a fairly clear outline of their ideal progression from start to finish.
Once you’ve got your key steps written out, start looking at what you would actually need to do to track them? This is the step where you’ll start to define what kind of software, scripts, or assistance you’re going to need to get a clear idea of how and why people reach each step (or don’t).
For example, if you can simply track whether or not people have visited a certain page, that’s a slightly simpler process than figuring out how far people reach down your sales letter. That said, even seemingly complex user actions aren’t always as tricky to track as you might think, and implementing the software you need to do so is probably easier than you think as well.
Once you’re able to confidently get an idea of where visitors or leads are making it to in your key steps, you’ll be able to look more critically at points of dropoff and where you can shore up your efforts to help keep people from bouncing away before you can hook them and bring them along to the next key step you want them to take.
Once you remove more and more guesswork from your process, it becomes much easier and less frustrating to split test your way to victory and cash in on the people who were previously falling out of your funnel. And that’s just smart marketing.