We use user journey mapping and conversion funnel analysis to understand how visitors are interacting with your site. By pinpointing the parts of your site that are being engaged with less than expected, our CRO (conversion rate optimisation) experts know where to focus their efforts to give you the best possible return on investment.

What is a conversion funnel?

Your business has a conversion funnel already, whether you know it or not. It’s the process of customers becoming aware of your brand, engaging more and then finally purchasing your products or services.

The top end of the funnel – the awareness stage – is all about bringing traffic to your site. If this is where you’re struggling, our SEO, PPC and digital PR teams will be able to help.

As users move down the funnel towards converting, they’ll often be engaging with your site. Our CRO service uses methods like A/B testing and multivariate testing to optimise this section of the funnel, increasing the number of users engaged all the way through to purchase.

What is a user journey?

A user journey is a path that users can take to a certain goal on your site, such as buying a product or signing up for a mailing list. It is important to understand both the journeys you want users to make, as well as data from Google Analytics that shows how users are actually navigating through your sites and where their journeys are often ending.

User journeys and the conversion funnel are closely linked, as both show at where current users are losing interest in the site. Mapping user journeys helps us to think about alternatives to the current journeys and to work on the areas that are demonstrably underperforming.

Studying engagement on Google Analytics

Every commercial site should have Google Analytics set up. Our CRO team uses its insights to gain an in-depth understanding of how users are interacting with your site. We take note of engagement metrics and goal tracking to see how long visitors are spending on each page and how it fits into their conversion funnel. With these insights gained, we can then use specialised heatmapping software to analyse individual parts of a page in more granular detail.

Unique insights from heatmapping

Our services also include the use of specialised tools. We make use of heatmapping software to analyse the important pages on your site in greater depth. This allows us to see how long users are spending on different sections of the page, how far they’re scrolling, where they’re clicking and more. It shows us which on-page elements are performing well and which need further optimisation, complementing the insights we can gain from Google Analytics.

User journeys and conversion funnels in CRO

User journey mapping, conversion funnel analysis and heatmapping all form an important stage in the ongoing CRO (conversion rate optimisation) service that we offer as an agency. The data and insights that we gather are used to inform falsifiable hypotheses that we can test with A/B testing or multivariate testing methods.

Any positive changes can then be implemented permanently, and the cycle begins again with new user journeys and conversion funnel analysis that shows us how the updated site is performing and where we can improve next. Impression’s CRO offering is an ongoing service, designed to keep your conversion rate – and revenue – rising.

Why invest in user journey mapping?

Tracking your visitors’ journeys is an essential part of our CRO (conversion rate optimisation) service. We take the time to analyse conversion funnels because in doing so, we can pinpoint the pages or on-page elements that are not performing as well as they could. We can then focus on these pages and elements with multivariate testing and A/B testing, working out the optimal configuration that will lead to a significant improvement in your conversion rate. More conversions mean more money for your business, which is why investing in user journey mapping and conversion funnel analysis is a good move for your site’s performance and your bottom line.

Learn more about user journeys

Your digital strategy should be having a direct impact on your business bottom line. If you’d like to find out how we can help you achieve better results, get in touch today! Simply fill in the form below and a member of our team will be in touch. Alternatively, give us a call using the number at the top of the page.

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